That’s really the only questions between you and a sale.
If someone is going to buy from you, is it because you’re the cheapest? That’s a hard thing to maintain. There better be a more sustainable reason than that.
If they’re going to buy from you today, is it because you’re in proximity, the closest, the one source that can satisfy the itch they happen to have? It’s a little like being a peanut vendor at the ball game. You need a big crowd and you have to give up a big share of your income in exchange for being in the right place at the right time.
The goal is to create an offering that can answer these two questions. Why from you and why right now…
Most businesses that struggle are unable to answer these two questions in a compelling fashion. They act as though they deserve that sale, or that they need to aggressively close so you’ll buy today, instead of working to build in these very elements to the product itself.
What is the itch that my prospective clients have?
Why You:
One thing that many contractors can do to help with the “why me” is to get better with their skills at design and presentation. One way you can set yourself apart from the competition is to talk is 3D.
I invite you to leave your comments about WHY people buy from you? What is their itch and how can you help scratch it?
PS. Credit for this article goes to Seth Goodin from Seth’s Blog
It is important to know the profile of your customer base. Once you know that, you can speak the language that resonates with them. It is virtually impossible to be everything to everyone.
We are in Michigan and the economy is in the tank and has been for about 3 years. We are one of the fortunate builders to still be in business. We attribute this to our reputation, being flexible in our approach (not our price), providing added value (with our design capabilities,utilizing advanced building technologies), active networking and using “reverse selling”. It is a constant work in progress.
Be interested in the project and client first not the potential return. Offer your client problems that you can solve will push people away in the long run. Solve the problems and offer solutions and you will be well loved. Being prompt and reliable will win the day. Supply and demand will always satisfy price. If you are very busy your price structure should fit if you have little work again you price structure should fit. It’s simple and back to basics.
Contractors and individual clients contract with me to design there homes and buildings for several reasons. I have been in business for 39 years and continue to provide the same consistent service. Quality design that is cost effective to build, Functional to live in, yet not a box. I try to use embellishments where they give the best street appeal for the dollar without wasting money on extravagance that only says “Look at Me”.
My contractors have always complimented me on workable, easy to read plans that are dimensionally correct and structurally sound without gold plating everything. The old adage “Form follows Function” is a great place to start when designing.
Referrals from previous, satisfied, clients have kept me from ever running out of work, which I am very thankful for. Even in the downturn economy I have been awarded 3 new contracts for new houses and 1 remodel since the first of the year.
Take care of your clients and they will take care of you!