I recently posted ‘Even When Price Is The Deciding Factor, Apple Store Service is Expected’ where I discussed that price is a the #1 deciding factor in home service purchase decisions. Even though price is the deciding factor expectations of convenience and reputation/quality don’t change. Consumers expect the same level of service from their contractor as they would from the Apple store or Mercedes dealership. If you’re going to build a name that will stand the test of time, you need to deliver on it. The challenge in selling home services is that we’re all stuck competing with ‘chuck an a truck’, who are only focused on paying the bill this week, not their reputation next year.
With the majority of prospects interested in the bottom line number, there’s no way of not running across many of these prospects. And once you reach a size of scale, you will need to use the opportunity to show them why your price is higher.
I find the best way to do this (as with many things), is to educate them before they contact you. This beats having to tell them during the sales process… when they’re distrusting the salesman.
The easiest way is through online blog content. Here’s a few topics you could use.
- ‘# Common Problems Associated With Low Cost Service Providers [and how we avoid them]’
- How The Low Cost Guys Pinch Pennies
- What The Low Cost Guys Won’t Tell You
- What Happened When Corners were cut on this project