How to increase profits during your busy season Value vs price episode 69

 

Quote of the week: If anyone is having a bad day, remember that today in 1976 Ronald Wayne Sold his 10% stake in Apple for 800.00 Now its worth$ 58.065.210.000

I am having a great day

 

I want to focus on just a couple of things that have to do with your busy season because you're in it now. So just couple ways how to increase your profit during this time because when you’re busy running ragged lose track of what's really going on. That’s why putting together systems are so important.

  I'm going to talk about value versus price we.ve gone over this before but really what is the perceived value as opposed to your pricing structure and how that affects your profitability.

 I'm going to go through a check list of probably 14 or 15 things that will help you raise the perceived value of your business so that you can charge more. And making more profit at the time of sales and how to do that effectively because if your customers don't know the additional things that you have for sale and you're both missing the boat. So what are your other services how do you present them to your customers?

 I'm going to give you the check list that we go over today but will give it to those that go to the website at  www.contractorsecretweapon.com     episode 69  leave a comment with your email address and  I'll send you a copy of the check list

 So let's start off today with what is it mean to sell value versus price. This is a really good one. Most contractors and in your marketing they given automatic discount.  I've seen 10% off here $500 off a full roofing roof job. So basically you're tracking the price  client is that the person you want the one  who's going after the price so how do you put  in your marketing to value as opposed  to price.

Selling value is positioning your company in all of your marketing. Make sure you for provide a value proposition what you do the services you provide. And why you're different than any other contractor in your trade  or niche than the other guys are. When you are able to actually accurately portray the services you offer that are different and over and above your competition that raise the perceived value of your company. And when you can portray the value of your company people will pay the higher price without any questions, great marketing to attract clients like this to you because you are preparing them with information a recorded message  a report , actually in your marketing explains the process you do how you do it why you do it maybe  safety features and benefits you're explaining everything to them that you are  doing why you do it and it's probably not any different than the other guy is doing but you are taking the time to explain these things to your customers or potential customers and they are perceiving you as the expert so therefore you have that opportunity to get the  higher prices.

When you make Paradigm shift in your mind from value as opposed to price these are the things we do this is the value that we create for the customer. It really doesn't matter what your competition is charging because if you set yourself apart from them as a value base businesses as opposed to price your way head of the game and you’re going to leave your competition in the dust.

With this value building system from this checklist I'm going to give you a few seconds. Then you will attract backtrack clients that are used to paying a premium for real value. So in reality raising the bar on perceived value Teaches you that value is everything just take a look at cars are all cars the same ? they  have four wheels and get you from point a to b  You like the car that you're driving because of the way it is I like the truck I'm driving and I was going to pay more for the truck that I'm driving  and I want because of the value of my perceived value of what I wanted. Does the Mercedes buyer think about the price or is he just thinking about four wheels that he needs to get back-and-forth to work or maybe  only Hyundai driver thinks about price.

Here are a few ways that you can go after your customer by raising the perceived value. Perceived value your customer has on your company. Some of these are pretty simple and you may be doing some these right now if you are great  and some of these you may have never even consider doing so pay attention will go to this list fairly quickly.

One makes sure your vehicle and your equipment are in pristine shape.  Be clean be organized because you're making an impression on your new clients and it needs to be a good one.

This list is not one particular thing that will set you apart from your competition but a multiple of the things are going after will set you apart from your competition and that's the  goal, It’s  to help so separate yourself.

 Number two make sure that you yourself your technicians your helpers are well groomed and well dressed.

Number three offer courtesy calls if you're running behind, are cognizant of your prospect to your customer’s time its valuable is the only thing they cannot be replaced. Text them call them let them know you're going to be running behind. Just as a courtesy to let them know that I am still coming it shows you value their time.

 Number four I know this can be challenging for a lot of guys but it's really, really important and it’s one thing I need to work on more is to answer the phone when it rings and not let it go to voicemail whenever possible people are calling for a reason and then they want to talk to you they want to know about your services and life person is much better than a voicemail that they get and I know that I'm working on this myself it's very important.

Here is  something that I heard the other day someone’s voice mail, sometimes it is hard answer the phone especially if you're an owner operator and you've got both hands busy in doing something I heard a great voicemail the other day this is basically what it said. Hey thanks for calling if you reach this voicemail it's because were on the phone helping another customer just like you please leave your name and number and if we don't call you back in the next 10 minutes we will give you $10 off your next service. Again thanks for calling so you know whatever your business name is and will call you back

If by some chance you can't get back to them in 10 minutes when you call back say, hey how are you $10 break the ice I think that's great I mean insert use it. Really answering phone live does give you a higher perceived value in the marketplace.

Next if you have a website for your business make sure as a modern look and feel to it it's your face in the marketplace. Remember more and more people are going to Internet to find service providers. If you don't have a good presence and it doesn't look good it looks like a cheap website the next relate to to your services and how you and how you work it may not be who you are but there again its perception is everything.

Next be aware of what people want whether it be the new type of one coat paint or if you’re a plumber and it’s a green water treatment system. It could be the new green and clean cleaning products so just be aware of what your customers want and research and find out how you can give those to your customer  or make them available for them because today's consumer is very well educated.

If you have those items available put them in your marketing that you have those types of products that are on the cutting edge or lease what people are talking about. It's just one more thing to create a higher professional image a higher perceived value of your company.

The next point is on education educating your prospect and your customer. About all the service you provide and why they can trust you. The key is education when you look at the marketing piece are you just throwing something out there like Flyer or are you offering something of value to them that will give them the information they need so they can make an intelligent decision.

The education process makes a huge difference in response you get from the people that are calling you want to do business with them.

 

When you’re going into some one’s home always clean up after yourself sweep, vacuum put things away always make it better than when you got there.

Another important thing is to leave and it's another part of your professionalism leave a sheet of some aftercare things that you might do if your carpet cleaner you might leave sheet of paper of what to do within the next 24 hours or what the owner should if your pressure cleaner a roof cleaner like I am I always leave a sheet behind it says you know what we've done and what they can do with the next day to help preserve the life of their plants. Little things that no one else does that sets your company apart.

Another thing you might consider it was such apart from your competition and put you out front as the leader and the one of perceived value is it if you have employees that are going into customers home that they wear maybe booties.

 I'll sometimes will be painting and will run a drop cloth in through the house to the place with a painter so that we are done we just roll up and clean up as we go.

So these are just some little things that sets the bar high for the competition .Because here’s happening is that the bar is so low that people aren't expecting much and when you can wow them by your service. Now it comes time to refer your company in the future but he was there I did just amaze me that they cleaned up after themselves it amazes me that they actually wore booties and I walked to the house it amazed me that they walk around the outside of the house just to see what the house look like with anything that need to be moved it could be broken these are just little, little things that most contractors don't think about.

A common thread among many service providers is let’s get in let's get out let's get the money and we're gone .You don't build relationships that way.

 Do you do follow up calls when you're done cleaning if you haven't had the option to walk around the house with the homeowner do you do follow up calls for your employees how did dad Sean do was to play with the professional did he clean up after himself and your things like this goes a long way to build that reputation of the higher price, you’re doing something that no one else does.

Another item of this you can do or that would add that as tremendous value afterwards is do you send a thank you card just thank you for doing business with us we appreciate your business want to thank you I always send a thank you with a survey I want to know I send out a survey with a self-addressed stamped envelope so that we know exactly how we did we want to we want to know what we did wrong  so that we can be better for the next time we can be better for the next person because we're not perfect we have bad days too just like everyone else.

Do you take your client I don't walk through showing them all the things that you've done whatever the service maybe you point out we did this we did this today I clean the roof and the home owner and iI walked around the house. What we do as a added value to our customers when they have their roof clean and it's that homeowners Association makes and do it we get a copy of the letter we take before and after pictures and we send a letter or email letter to the homeowners association of the property manager letting them know that there are homeowners complied with the request and that is a big thing because I really don't want to deal with the homeowners association and is just one thing less they have to do this and added service that we do there for its perceived value that it something extra.

 You make this last the last site last part of the checklist here is offer a guarantee with your service my offer multiple guarantees offer a guarantee I even have a tear up your check guarantee we have it at if you're not please satisfied with our services that we tear up your check .WE have never had any one ask to tear up their check.

Actually a guarantee transfers all the risk to away from the customer so here are just some things that will help you increase profits during your busy season and if you can get all this in place now  you just might now have a slow season.