One of the best ways to gain the confidence of a prospective remodeling customer is to give that person enough information about your construction company and you so that he can become comfortable enough to choose you as his contractor.
How much information should we give a prospect about our remodeling company and our own experience and skills in order to win a job? Let’s assume that this person sitting across from you in his home only knows you from a job sign, a mailer or some other advertising source. How comfortable do you think he is listening to you when he knows little to nothing about you? Probably, not too comfortable!
Only “price cutters and idiots” really believe that all homeowner decisions on contractors are driven by price. Certainly price plays into a certain percentage of those decisions. However, the decision process for most people is a bit more complicated.
- First and foremost, the homeowner wants to find someone who can solve his problem.
- Second, the homeowner wants to feel that he has made a wise decision when he does choose his contractor.
Your job is to separate and distinguish yourself from the pack of remodeling contractors. How do you do that? You provide the homeowner with all the information that he/she needs to know that:
- Your company is the best company to solve his problem; and,
- Choosing you as his contractor is the best decision he can make.
Present your new customer with pertinent information about your company, its place in the marketplace, its experience, its credibility and stability, its resources, its relationship with its suppliers and subcontractors; and its insurance coverage and licenses. Then add in what you as the owner of this enterprise bring to the table in education, experience and skills.
The big question is exactly when you present this information. There is a right way and a wrong way to do this. You do not want to drop it on the homeowner’s coffee table as you walk in.
In our sales process, which is detailed in our newsletters, we show how and when you should do this. In an upcoming newsletter we will show you how to prepare this information and display it to your advantage.
