One of the best ways to turn estimates into completed jobs is by educating your customers. When you take the time to highlight the value of the materials you’re using and explain the benefits of your service, customers are more likely to see the worth in your offering and be willing to pay more for it. Simply dropping off an estimate without any personal interaction doesn’t set you apart from your competitors.
As Bob Burg wisely said, “All things being equal, people will do business with, and refer business to, those people they know, like and trust.”
If your competitors are using lower-quality materials, it’s essential to educate your customers about the difference. Many people don’t understand the nuances of your industry, so it’s important to communicate how the materials you use provide better long-term value.
Along with discussing the quality of your materials, take time to explain the process, your scheduling practices, and any other details that can help the customer feel informed and confident. The more knowledge you share, the more trust you build with your clients.
Charlie Greer, in his book High Pressure Selling Doesn’t Work, notes that, “Just figure out what they want to buy, and let them know you’ve got it. Make them feel good about buying from you, and you’ll make more sales.” This customer-centric approach works better than high-pressure sales tactics, which may land a one-time job but fail to establish long-term business relationships.
Information-based selling fosters trust and repeat business. While high-pressure tactics might secure a quick sale, they rarely result in loyal customers. People want to work with contractors they trust, and the more you educate them, the more likely they are to feel comfortable choosing you for their projects.