“Everyone wants the lowest price out there”. ” A reliable contractor can’t charge a decent fee and still win contracts”. We hear those statements everyday from contractors across the country. Everyone is looking for low price! How low can we go? I just don’t believe that is the way it has to be and if that is your mindset, its true that you won’t close many deals. There will ALWAYS be someone cheaper and in fact, there probably always HAS been someone cheaper. Are you in it to win it or are you finding yourself being swallowed up by the people not winning accounts?
So what’s the strategy? Let’s look at what you have to do to sell your price. Know what you do and what you have to do to sell it. Here’s a plan that works:
1) Define the value that you bring to the account. What are the true benefits of using your service? Don’t spout off a lot of features, everyone does that. Instead describe the WIFFM for the prospect. Why should they care that you provide approved safety training for employees? Why should they care that you do intensive training with new hires or provide competent supervision? Why would that make them hire you?
2) Give the source of the value. How do you train? Where and how do you find supervisors? What kind of equipment are you using and how does that benefit the prospect? Tell your story.
3) Identify prospect’s problems by asking the right questions. Gather detailed information about the property and the needs of the prospect. Find the hot issues.
4) Give solutions with compelling reasons to use your solutions. Analyze issues and make suggestions that are reasonable and bring value to the client. Make what matters to them, your priority.
5) Make doing business with you EASY! Too many rules and policies make it difficult for customers to feel at ease hiring your company. Make sure there is no risk in doing business with you. Your systems should be as client friendly as possible.
6) Most people buy what they perceive is best for themselves and reasonably priced. Make certain that your price is fair and aligned to your market.
How a prospect perceives things will go by working with you and how they will be treated can mean the difference between a close and a walk. Remember that it is your job to sell value for your asking price. Price objection is the way a customer tells you value is lacking or at least not evident.
Follow Us!