When it comes to remodeling services like custom bathroom makeovers, high-end kitchen redesigns or large scale renovations, high-pressure sales tactics are probably not going to work.
If your customers can afford the type of services you offer, it’s safe to assume they are accustomed to paying for premium services and they have certain expectations about how they will be treated in the process.
Often affluent customers are looking to increase the value of their home. That means they want a job done well, not cheaply, so while price is one factor, it’s not the only one. That means high-pressure tactics such as, “Act now and we’ll knock 10% off!” are a turnoff.
You should also assume that affluent prospects have done their homework. They’ve likely got clippings from architectural magazines or a list of appliances they’ve already reviewed online. Plus, they’ve done their homework on how your industry operates.
Affluent buyers have been warned about “your kind”
The minute your prospects mention that they’re considering a remodel, their friends and family will tell them horror-stories about dealing with “dishonest” or “unresponsive” contractors.
And if they didn’t hear it from their friends, they may read it online. In fact, Investopedia, a leading source of financial content, has several articles warning your prospects about dealing with home improvement contractors. Here are just a few:
- 3 High-Pressure Home Improvement Sales Tactics
- 6 things you think add value to your home, but don’t
- Will your home remodel pay off?
How to combat the bad stereotypes and close more home improvement sales
Before the first inbound phone call
Use your website to build confidence and credibility.
- Keep your project portfolio up to date and use professional before and after photos.
- Offer free, downloadable resources in exchange for an email address.
- Follow up on all downloads with an automated drip campaign. When prospects do call, they’ll be better educated about the kind of work you do.
Before the first appointment
Mail or email a package of information about your firm and what they can expect during your sales appointment. Here are a few ideas about what to include:
- Copies of references from past clients.
- Documentation about your company – such as years in business, insurance and general contractors license.
- Details about your estimating process and project management process.
- Sample project timelines – such as “A typical kitchen remodel takes X weeks,” or “A typical single room addition takes X weeks.”
During the appointment
- Be on time.
- Take notes.
- Answer questions honestly.
- Solve problems, don’t sell products.
- Tell the homeowners when you’ll give them an estimate. Or schedule a second meeting to review the details of the estimate.
It’s quite simple. There aren’t any tricks. No secret tactics, just transparency and respect.