Join Richard in this candid episode of Potty Talk, where he dismantles myth #4 in the plumbing industry – the belief that customers are unwilling to pay a higher price for your services. Potty Talk #405
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3 Golden Nuggets
- Callers Are Already Sold
- You’re NOT Selling Plumbing
- Provide A Common Buying Experience
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A lot of plumbing business owners think they need to charge less to attract more customers. But that’s the biggest mistake you can make.
Because if you charge less than you’re worth, you’re only devaluing your plumbing business, AND telling your customers they can’t take it seriously!
So instead of harming your plumbing business and lowering prices to avoid pushback from customers, simply do these 3 things…
Know that callers are already sold…
If a customer calls you, that means they have a problem that needs fixing. Today.
Which means they NEED your service. So don’t feel like you need to undercharge to convince them to “buy” your service; they’re already sold!
You don’t need to go out of your way and create all these crazy discounts to attract customers and have them want to hire you; you just need to have a professional plumbing business. That looks professional and acts professional enough to give potential customers the confidence that they’re doing the right thing by entrusting their house in your hands.
Be confident in your prices and offer them a fair charge based on your honest hourly rate.
And if they’re too cheap to accept your service with your fair prices, then they’re not the right customer for you. Your plumbing business doesn’t need cheapskates to operate, it needs someone who values their time.
So don’t worry about impressing Mrs. Jones with your low prices, just impress her with the quality of your service.
Understand that you’re NOT selling plumbing…
STOP trying to sell plumbing!
Did we mention that plumbing is an essential service? Because it is. And that means you don’t need to sell, you just need to be good at your job.
Because when Mrs. Jones calls you, she’s calling to get her day back. So what you’re really selling here is VALUE.
And not just the value of a good plumber. Because let’s be honest, a lot of people can watch a video on YouTube and fix a leaky faucet.
What you should really be selling is the value of fast, professional customer service.
So that includes the way your CSR answers the phone, the way you advertise yourself as a plumbing business, the way your plumbers are dressed on the job, AND the way they handle themselves inside Mrs. Jones’ house.
So again, don’t focus too much on selling them that expensive toilet or that state-of-the-art water heater, and just show them that you care about serving them and that the value you offer is worth paying for.
Because remember, they’re already sold!
Start providing a common buying experience…
What does a common buying experience entail? OPTIONS!
When you head to your nearest Walmart to buy a TV, they don’t just give you the one kind and tell you to get going. Instead, they offer you a wide variety for you to choose from.
Your plumbing customers expect the same treatment from your plumbing business!
If you offer them one option on how you can fix their plumbing issue, they’re just going to assume that you’re scamming them.
Instead, always offer 3 options…
And have all 3 options be related to the original issue that they called you for! So don’t go offering them a toilet repair when they called you in for a problem with their kitchen sink.
Instead, have all 3 options be on the same lane, just ranging in price. Why?
Because it gives your customers the freedom to choose, a sense of control over the situation, and more importantly, it gives them a price perspective.
See, if you offer the $400 water heater right off the bat, they’re most likely going to say it’s too expensive. BUT. If you offer a $400 water heater, a $700 one, and a $1500 one, that $400 is looking pretty affordable!
Experiencing pushback when customers hear your prices is normal. It’s expected, actually. But that doesn’t mean you need to go ahead and lower your prices! That just means you give them a great service that they can’t say no to.
Richard’s Call to Action
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