KickStart: “The person who walks alone will find himself in places no one has ever seen before.”
Pity the poor homeowner! They don’t know anything about the service(s) you perform. (This is great for you!)👍 Plus clients are nervous, even fearful, on who to invite into the “inner sanctum” of their home. On top of all this homeowners are bewildered by the 100’s, even 1,000’s, of residential services companies all clamoring for their business!
QUESTION: How can you convince a clueless homeowner to choose your company for the job? (Even at your higher prices?)
ANSWER: Prove that you’re “different”! (And explain why!)
1. Charge more- not less! Yep, homeowners should complain that you’re more expensive than your competitors… and then book with your company anyway!
Does my “be the most expensive in your market” philosophy seem crazy? After all, your low-price competitors are all engaged in a race to the bottom!😥 But work with me on this…
I assume you want “affluent clients”? You reply, “DUH, Steve, of course I do! Why would I want to work for homeowners with no money?” EXACTLY! And acquiring wealth normally requires a degree of intelligence. (Stay with me here.) And yes, your target market of smart people have learned that good work (and reliable, quality workers) don’t come cheap! BINGO!
On the other hand, no one likes to feel ripped off!😡 So you’ll need to prove your company is worth more by trumpeting your…
2. Five-star online reviews. Remember, YOU personally bragging how great you are is… worse than worthless.👎 But when 100’s (even 1,000’s?) of your residential clients sing your praises online? PRICELESS!👍 Sure, there are all sort of tricky schemes to pressure homeowners into leaving you a 5-star review. Don’t do it! Instead…
3. Consistently convert clients into “Cheerleaders”! This will require a total mind makeover on your part.😲 Instead of focusing only on the “hard stuff” in your business (tools, trucks, processes and the actual work) you’ll now obsess over the “soft stuff” such as…
A) Your employees. Who usually have nothing in common with…
B) Your residential customers. Remember, first-time clients inevitably struggle with negative feelings about the upcoming work you’ll perform. So, you need to focus on…
C) “Service Engineering”. These systems let you consistently remotely manage the “Emotional Dynamics” between “A” and “B” so that your client will be blown away by how good they feel after your company leaves. (This euphoria will motivate them to run to their computer and leave you a ⭐⭐⭐⭐⭐ review!) And it’s not just your in-home production workers…
D) Clients view their “experience” like a movie. This means just one “Debbie Downer” transaction with an employee will taint their opinion (and online review) of your entire company! This is why you should also…
E) Focus on how your phone is answered! I’ll focus on this soon but meanwhile…
Strongly consider attending and/or send your phone staff to my 3 hour, online SFS: Winning over your caller! LIVE seminar. Click HERE for 100’s of ‘Lead Conversion’ ideas and systems to easily book prospects who use text, email, Facebook, website chat or even… the phone! HERE are our upcoming class dates…
Best wishes on your very own quest for “differentiation”!👍👍
Steve