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The Contractor’s Best Friend /12-04-2013/ How to Reposition Customer Price Objections
For some of our readers, dealing with the sales side of construction is a daily challenge, especially when customers state objections to buying the services from the contractor. Sooner or later most contractors, who are not shy in their estimating and desirous of making some money, will hear some of the following objections from customers at the point of sale:
- “Gosh, I didn’t think it costs this much.”
- “OK, is there any sort of discount if I pay cash?”
- “Well, guess I’ll need to wait ‘till next year.”
- “I’m still waiting on some other estimates.”
- “That’s quite a bit higher than I thought it would be.”
Every one of these comments from customers can be code for “You’re too high!” So, how do you overcome this most obvious of objections? Let me share a few techniques that might assist you. (Remember, it’s good to have a customer object to your pricing; better they sound off rather than not say anything and simply go somewhere else to get their work completed.)
Put Cost Comparisons in...