Hey everyone, welcome back to the Lean Mean Academy, where we focus on achieving big profits with just one truck. Today, we're diving into a critical aspect of running a successful business: customer acquisition and overcoming pricing objections. While equipment and chemicals are essential, mastering sales and marketing is key to scaling your business.
Before we get started, if you're looking to enhance your skills in pressure washing and soft washing, check out the SESW Softwash 101 class. It's packed with valuable insights to help you grow your business. Now, let's get into it.
The Importance of Customer Acquisition
While videos about equipment and chemicals get tons of views, the backbone of any business is its customers. Without good customers and lots of them, there's no demand for equipment and chemicals. To make more money and scale your business, you need to excel at marketing and sales.
Overcoming Pricing Objections
Sales often begin in earnest when a potential customer says "no." Overcoming objections, especially regarding price, is where true salesmanship shines. Here are some strategies to help you handle these objections effectively:
1. Ask for Context
When faced with a price objection, start by asking for context. Understand what the customer is comparing your price to. Sometimes, they're comparing it to a past service that was cheaper. A simple response like, "That’s a great price, why don’t you give them a call back?" can reveal that the previous provider is no longer in business, highlighting the value you offer.
2. Reiterate Your Value
Ensure that you clearly convey the value of your service. If you didn’t do a good job initially, now’s the time to emphasize what sets you apart. People need to feel that what they’re buying is worth the price. Address their pain points and explain how your service meets their needs.
3. Ask How They Determined the Price is Too High
This question helps you understand their reasoning and provides an opportunity to address their specific concerns. It also shows that you’re interested in their perspective, which can build trust and open up a productive dialogue.
4. Highlight the Cost of Doing Nothing
Especially effective for high-margin services like roof washing, ask what it will cost them if they don't hire you. Preventative maintenance can save them money in the long run by avoiding bigger, more expensive issues down the line.
5. Ask for Their Idea of a Fair Price
While this approach can be bold, it demonstrates your willingness to engage in a discussion about price. It can reveal their budget and give you a starting point for negotiation, showing that you're flexible and considerate of their financial situation.
6. Dig Deeper
Sometimes, the price objection is just a surface-level concern. Ask more questions to uncover any underlying issues. This helps you tailor your pitch to address all of their concerns, not just price.
7. Offer a Reduced Level of Service
If the price is a sticking point, suggest reducing the level of service to fit their budget. For example, if they wanted a house wash and driveway cleaning, offer to do just the house wash for now and schedule the driveway cleaning for later.
Conclusion
Remember, the real challenge in sales begins with the first "no." Use these strategies to navigate pricing objections skillfully and turn them into opportunities. Every objection is a chance to understand your customer better and provide more value.
If you found this post helpful, please subscribe for more tips and strategies. And don't forget to check out the SESW Softwash 101 class for comprehensive training on pressure washing and soft washing. Happy selling!
