Don't blame lost sales on price, most people will pay more if they tell they are receiving more value....
One of the most common excuses you here among detailers for loosing sales is the "price excuse."
"Another detailer gave the prospective customer a lower price." End of story.
If that were really true we would all be eating at McDonald's and driving Yugo vehicles.
If your competition is the guy with the lowest price, how do Rolls Royce, Gucci, Tiffany's stay in business? They sell some of the most expensive items, not the cheapest items, in the world.
If the price excuse were really true, everyone would own low cost cars; live in low cost homes, wear low cost clothes and eat low cost foods. On top of that everyone would wash their own cars, mow their own lawns and clean their own carpets.
But we know that is not true, is it? In fact we have moved from a DYI (Do-it-Yourself) market to a DIFM (Do-it-For-Me) according to those who study the consumer market.
WHAT IS TRUE?
Most people, and even businesses, (not all) will pay more if they feel they are getting more value. There are thousands of examples to back this up, from seats on the 50 yard line at a major college or NFL game or on the floor at an NBA game. To house paint that is more washable and vibrant in color to a top quality dog food.
So, as a detailer trying to get top dollar for your service you have to be able to demonstrate and communicate to the prospect your extra-value differentiators so your prospect understands the difference between your service, than the hack down the street.
In all your marketing efforts, your branding; your sales presentation; business cards; advertising; facility or mobile unit and you and your employee's grooming you must communicate the quality and value that your detail service has vs the competition.
If you can demonstrate and communicate the value of your detail service you will find that prospects will be willing to pay your price.
The price excuse is not true unless you are selling a commodity where there are no points or added value or difference.
Remember the marketers of luxury products have made it their business to create added value such as, for example, luxury service; memorable service; higher quality and guaranteed, on-time delivery.
And, they do well in communicating these differences very, very effectively.
It does you no good to be the best detailer in your area, a legend in your own mind, if youi cannot and do not communicate this to prospective customers.
Of course there are some people who are seeking the least expensive detail service around, and you need to identify these people and don't waste time with them. Not all people who seem to be price conscious, are. They are looking for value but do not understand the detail service so the first thing they ask is price. The real truth is that a detailer who feels they lost a sale on price in most cases did not create or demonstrate sufficient value or differences between their service and a hack shop or the added benefits of their service to the customer it is as simple as that.
If a prospect does not purchase your detail service, price could be part of the equation, but it is not usually the only factor.
The other parts of the equation have to do with the fact that the detailer did not discover what the prospect really wanted, did not present themselves or their service well enough and did not convince the prospect of their ability to satisfy their needs.
In order to counter the price excuse, you must carefully think through what makes you different and better than the competition in your area.
Even better find out who the considered best detailing business is in your area and carefully study everything they do to give them that reputation.
Then develop talking points for everyone of the reasons why you are better than the competition. Communicate them constantly and consistently in your advertising and your one-on-one with the customer either on the phone or in person.
And, make sure you discover the prospect's needs and align your value added differences with the needs of the prospect and you won't need the price excuse anymore.
Regards
Bud Abraham
One of the most common excuses you here among detailers for loosing sales is the "price excuse."
"Another detailer gave the prospective customer a lower price." End of story.
If that were really true we would all be eating at McDonald's and driving Yugo vehicles.
If your competition is the guy with the lowest price, how do Rolls Royce, Gucci, Tiffany's stay in business? They sell some of the most expensive items, not the cheapest items, in the world.
If the price excuse were really true, everyone would own low cost cars; live in low cost homes, wear low cost clothes and eat low cost foods. On top of that everyone would wash their own cars, mow their own lawns and clean their own carpets.
But we know that is not true, is it? In fact we have moved from a DYI (Do-it-Yourself) market to a DIFM (Do-it-For-Me) according to those who study the consumer market.
WHAT IS TRUE?
Most people, and even businesses, (not all) will pay more if they feel they are getting more value. There are thousands of examples to back this up, from seats on the 50 yard line at a major college or NFL game or on the floor at an NBA game. To house paint that is more washable and vibrant in color to a top quality dog food.
So, as a detailer trying to get top dollar for your service you have to be able to demonstrate and communicate to the prospect your extra-value differentiators so your prospect understands the difference between your service, than the hack down the street.
In all your marketing efforts, your branding; your sales presentation; business cards; advertising; facility or mobile unit and you and your employee's grooming you must communicate the quality and value that your detail service has vs the competition.
If you can demonstrate and communicate the value of your detail service you will find that prospects will be willing to pay your price.
The price excuse is not true unless you are selling a commodity where there are no points or added value or difference.
Remember the marketers of luxury products have made it their business to create added value such as, for example, luxury service; memorable service; higher quality and guaranteed, on-time delivery.
And, they do well in communicating these differences very, very effectively.
It does you no good to be the best detailer in your area, a legend in your own mind, if youi cannot and do not communicate this to prospective customers.
Of course there are some people who are seeking the least expensive detail service around, and you need to identify these people and don't waste time with them. Not all people who seem to be price conscious, are. They are looking for value but do not understand the detail service so the first thing they ask is price. The real truth is that a detailer who feels they lost a sale on price in most cases did not create or demonstrate sufficient value or differences between their service and a hack shop or the added benefits of their service to the customer it is as simple as that.
If a prospect does not purchase your detail service, price could be part of the equation, but it is not usually the only factor.
The other parts of the equation have to do with the fact that the detailer did not discover what the prospect really wanted, did not present themselves or their service well enough and did not convince the prospect of their ability to satisfy their needs.
In order to counter the price excuse, you must carefully think through what makes you different and better than the competition in your area.
Even better find out who the considered best detailing business is in your area and carefully study everything they do to give them that reputation.
Then develop talking points for everyone of the reasons why you are better than the competition. Communicate them constantly and consistently in your advertising and your one-on-one with the customer either on the phone or in person.
And, make sure you discover the prospect's needs and align your value added differences with the needs of the prospect and you won't need the price excuse anymore.
Regards
Bud Abraham
