Customer: why are you so unsure?
Customer; I can’t believe that your prices are like they are. How in the world can you be so different than anyone else? How in the world can you charge me to come out to give me an outrageous price? I had someone come out for free and their price is way less than you and I have contracted for them to come out. They were supposed to come out Monday. (it is now Wednesday and they still have not showed up) These other guys (this is how the customer described the other company) explained much better than your plumber explained.
Granted many plumbers have a very difficult time with descriptions that paint a rosy picture of ownership. Even less know and understand the ins and outs describing why a product and service is better than the competitions offer. Frequently it is the difference between presenting a product and service and recommending a product and service.
There is more than producing a price, picture, and saying pick one. There is more than giving 1 option. In this case the competition did not spend time on product and service due to knowing and understanding they cannot compete on product and service. Instead they decided to put the main attraction and focus on the plumbing company and the customer’s emotional being that was in search of cheap price at affordable rates. What they did was bad mouth the competition with lies and how high priced the company is. They cannot compete on quality, products, or service and the only way they can do is keep the badgering on price. These companies will always be the dirty, smelly, and never show up and difficult to find company’s and will try to satisfy on price that can never be matched.
How can you prevent this from going that far?
I am glad you asked that question. What are you willing to learn in order to prevent this from happening in your sales process? How much are you willing to invest in yourself in order to learn a different strategy and implement this new strategy?
I have met many plumbers and Hvac technicians that will try to debate the merits of doing something different when it is clear that the strategy they have employed is not working. They will argue until their last breath that there is no need to change what they are doing to try something different. It is working just fine. Then why are you complaining that this happened and happens a lot? Quit it. Accept that something is broken and fix the problem, quit dreaming that something will change. The miracle pill is to admit that you can change and try something different. What if you get the same results? Try something else that is different. Pretty simple solution.
So many people in the construction trades think there is a difference between a face to face conversations or through a phone conversation with a customer as in a landlord tenant situation. Truth be told whatever you feel it is. However it does not have to be that way. When you are comfortable it will not matter if it is face to face or via a phone conversation. You must do what you do in both situations. Your phone conversations should be exactly the same as your face to face conversations. I am not so sure why anyone would change what they do.
What can you do to prevent this from happening to you? The first thing you must decide is this service call is worth my time and effort and I will do the best that I can do to deliver my product and services to the customer.
Ask all kinds of questions of this customer especially if they are a first time customer. The more questions that are designed to give you information to give the customer the best possible choices. In this case the problems were : leaking disposal, water closets not flushing and bolts rusting which made the tank loose, lavatory drains all missing the stopper ,no volume and pressure in the shower head, and a smell at the kitchen sink due to a AAV not sealed by someone else and washing machine leak.
You can ask the same questions of each issue the customer is experiencing. Has this happened in the past? What did you do last time? Do you remember why you chose that decision? What are your expectations for today? Would you like to a have different result than you have today?
The reason you ask these questions is to discover where you and your customer sit. Are you both on the same page or will you have to give more information in order for the customer to make the best choices? I will take the time to explain the difference between my product and the products that are being offered by others. That difference is what separates me from the competition. This information must be understood and be clear and concise to the customer. If they have any doubts then I must be clearer and give them more information explained differently than before.
I must explain the benefits to the customer and then how that directly affects him or her. Whenever you tell a benefit add this “which means” then give information to the customer describing what the benefit means to him or her. The larger flapper on this water closet allows a greater volume of water for a better flush which means it creates more force to flush the bowl in a scouring motion. Which means it cleans the bowl due to the force and circular motion of the water being flushed through the water closet, which means more paper and waste can eb flushed at 1 time which means less stoppages occur inside the toilet which means a savings for you by not having to call me out so often which means you can spend more time and money on the super vacation you have talked to me about in the past. I could keep this going on for as long as the customer needs information.
Start giving your customer more formation than any other person or company. Remember you are the best person and company to take care of that particular customer. I know my competition cannot help my customer better than me. Getting work, product and service completed at cut rate pricing will never equate or be equal to getting it done better. This is what we must start to understand. There are always cheaper companies. Don’t be that company. Be the company that gives consumers over the top customer service and exceptional customer experience that they can never forget and will not want to forget. Become the exception and what the market is compared to as being the expert.
Stop having the customer state I can’t believe you were so high and start having them say I am glad I called you thank you so much for taking care of me. Give them a reason to want to say thank you for the great service and tell their friends and neighbors.
Posted on September 10, 2014, in How to sell HVAC, How to sell plumbing, HVAC sales, plumbing sales, Selling HVAC and tagged business, customer satisfaction, expert sales training, how to sell air conditioning, How to sell electrical, how to sell HVAC, how to sell plumbing, plumbing business, Price, sales for plumbing sales tips for plumber, sales help for plumbing technicians, selling for plumbing, service industry sales training, what is selling. Bookmark the permalink. Leave a comment.