How to sell on value rather than price | John Corban, Landscapers Coach

How to Sell on Value Rather Than Price

JOHN CORBAN BUSINESS COACH FOR LANDSCAPERS, HORTICULTLTISTS AND NURSERY OWNERS

0433 27 1980 | www.landscaperscoach.com.au

Every business owner would love to charge more for their service or products, but feel that they must deliver a competitive quote or price because price is often the major determining factor a potential client uses to decide which company they choose. Price is important but not as important as you may think.

Here are some points to help you think differently about maintenance contract and how to charge more.

When you do all or most of these points, more of your sales will be higher in price and profit.

Think about the way you connect with prospective clients so you are not just like most competitors, selling on price. Sure, price is important, but you don’t want it to be the most important factor.

How do you offer more value to your prospective clients so the price of the quote is less important and the value you provide becomes the determining factor?

Apply the 5 points and watch the results!

"Think about the way you connect with prospective clients so you are not just like most competitors, selling on price. Sure, price is important, but you don't want it to be the most important factor."

1. Don’t sell to your potential client

Go to your next sales meeting with the intention of just having a conversation. It will take the pressure off you and allow you to gain rapport and be trustworthy from the start. The guys that have the greatest sales records tend you make their prospects feel comfortable and trust them from the start. When you go along with the intention of having a conversation and not selling, you will ask better questions and let the client talk more openly and allow the connection to establish itself.

2. Listen, listen, listen and find out what your prospective client’s value

Some salespeople, just make sure the prospect is breathing … and then they dump all this info on them. One of the keys to having a highly effective sales process is to REALLY listen to your potential client, ask questions and find out what they want, what they need, what their concerns are, what they really value and expect. Perhaps its reliability, attention to detail, quality, an aesthetic look, a design that is aligned with their home. Whatever they value, find out and make sure it’s included in your follow up presentation.

3. Choose Your Targets Wisely

Know which clients best suit your business and don’t waste time with those that don’t. An initial meeting with a prospect and creating an estimate takes time so, be clear in your mind about which clients are good for your business and then ask some qualifying questions prior to visiting a potential client. Your time is too important to be throwing it away. And your target market will not be so price driven.

4. Believe in the value you offer and show your prospect

If you feel, what you are offering is really just a service like your competitor that is a sign you need to up your game. You need to show your prospects that your service has added value. How is your quality of the highest standard? How do you ensure quality assurance and let the prospect know? How well do you know your products (stones, timbers, plants, alternative products etc) and show the client? Do your designs meet the brief and their expectations? How do you make them feel that your team will be punctual, clean, friendly, professional and deliver the best result? Answer all these questions and you will be well on your way to delivering on value not price.

5. Impress them

Build up your success stories by documenting testimonials from past successes. Tell potential clients some information about your company that builds their confidence in your business and team. Show them a professional visual presentation (laminated designs and pictures and or iPad photos and 3D videos) of your gallery of works that are relevant impressive jobs.

Provide testimonials and a case study to highlight how you and your team met the expectations of a happy client (preferably a similar demographic, service and products).

Be organised, plan your meeting and connect with your prospects. Show them it is common practice for you to provide clients with the best result that meets their needs and expectations.