Wednesday

Contractors - You Can't Discount Quality

Some businesses charge low prices and use less expensive products. Others charge a premium for services and use high-end products. How do you survive during slow times when you perform quality work and charge a "pretty penny" for it?

When people have money to burn, getting clients is not difficult. At times like this, you have to think about how you and your sales team bring in new contracts. You not only have to bring a valuable service and end-product to the table, you have to start presenting your value immediately.

In your first conversation, explain your services are not cheap. Qualify them instantly by admitting you cost more than your competitors. You might lose people at first but you'll keep many by following up with the details that you use the best products, have the best technicians in town, and use the finest products known to man. In other words, you don't cut corners.

Next, let them know the competition is not only less expensive, they are cheaper. There is a difference. Follow with the fact your competitors work with anyone but your company only works with a handful of selected clients. That you provide warranties and guarantees. That you offer superior customer service from start to finish. In other words, the competitors cut corners.

Finally, seal the deal by never offering any coupons and discounts. How will the potential client know this? One, they've never seen a coupon from you and, two, you tell them. Remind them you cannot discount quality. That your business takes longer on the job than most because you put in more time and energy on every project. That your company stands behind every job you perform.

You will lose business because not everyone can afford you. But you will get more of the business you want because some want the best and are willing to pay for it.

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