Upsell to boost profit, buyer satisfaction

II /Hrr-e rHIS yEAR's outdoor living

Y Y season is drawing to a close, the work of a successful decking salesman never ends. As construction winds down in many places across the country, now's the time to look back at the season and evaluate your success. Did you meet or exceed your goals? What hurdles did you face? Most importantly, what can you do better next season to maximize your time and profit2

If you're not upselling your customers, you're missing out on a critical opportunity to maximize profit, grow your business, and better serve the full needs of your clients. Here are several strategies I've found to help sell decking more effectively, efficiently and profitably:

Sell the Total Package

A beautiful backyard consists of more than just a deck. The right foundation and accessories are what truly bring a customer's vision to life. I always start a project by reminding homeowners that the key to a durable, high-performance deck is what lies beneath the surface: the substructure. Among the fastest-growing trends in deck building today is the use of steel framing. Products like Trex Elevations Steel Deck Framing System offer an ideal opportunity to upsell since they increase a deck's longevity and value, while improving overall appearance both above and below. Unlike wood, steel won't warp, twist, split or decay and its stability creates a remarkably flat deck surface. For homeowners looking to get the highest quality and lifetime satisfaction out of their space, steel deck framing is a no-brainer. However, the substructure of a deck typically isn't top-of-mind for most homeowners, so it's up to you, the contractor, to present your clients with all the available products and information so they can make the best choice for their backyard and budget.

Similarly, lighting and railing add safety and enhanced ambiance to any outdoor setting. Given the myriad of options available, this is an area where clients can truly customize their space and let their personality shine. Use images from previous projects as inspiration and to reinforce the important role these components play in creating a dream outdoor living space.

Inspire Gonfidence and Possibilities

With the "total package" approach in mind, have the discussion about add-ons early in the planning process.

You will show yourself as a true specialist by demonstrating you are thinking ahead. Ask your customers questions about how they plan to use their new deck, and present ideas that ignite inspiration. Introduce clients to online design software and encourage them to experiment with the diff-erent f.eatures and options to help expose them to new possibilities. Designing an outdoor living space from scratch can be overwhelming, but I've found that resources like visualizer apps for mobile devices provide a user-fiiendly way to experiment with the many decking and railing choices available.

Focus on Value vs. Price

When it comes to decking materials, many consumers limit their options due to preconceived perceptions about the cost of composite decking. A great way to address this concern is by quantifying the longterm value of a composite deck. The cost-and time-required to maintain a traditional wood deck can far exceed the upfront investment in a high-performance composite deck that will last for 25 years and retain a like-new appearance with just an occasional soap-and-water cleanin-e. Make sure your clients understand and consider the cumulative expense of powerwashing, sanding, staining and paint- ing a wood deck-not to mention the value of all the time they get to spend enjoying the deck rather than working on it. Typically, the cost difference evens out within five to l0 years.

Today's wide range of offerings and price points make it even easier to convert customers to higher-margin wood alternatives. Trex, among other manufacturers, offers multiple decking collections, to accommodate a range of budgets. Its three lines all off'er high durability and wear-resistance, along with ultra-low maintenance and longlasting good looks. Each offering then builds on the last with enhanced performance and design features that make it easy for contractors to upsell based on customer preferences and budgets.

Given the constant array of new products, advancements in technology, and the evolution of backyard design, there's never been a more exciting time to be in the outdoor living business. Be sure you're making the most of every project by promoting yourself as an outdoor living expert and offering your customers complete outdoor living solutions, along with a healthy dose of inspiration and guidance.

By Brent Gwatney, MoistureShield