|
Pondspectives with Mike
Tuesday, May 31, 2011, 7:40 p.m. EDT
Sell Perceived Value with that Pond Lifestyle
------------------------------------------------------------------------------------
Text and photo by Mike Garcia
 |
| Selling value begins with taking pride in your work. | As the weather improves, so does the number of calls we get about our services for new ponds and maintenance. As the season rolls on, the calls pile up. Sometimes client's act as though we are waiting around for their call and follow-up bid, and then hoping we can start tomorrow. Many times, if you can start tomorrow, you get the job.
With a limit on the number of staff we can handle, however, we might stack up our workload, and many clients chose not to do this. How does a pond contractor tell clients that they might have to wait two to three weeks, or even longer if the season gets really busy, for that service call?
We found that selling perceived value helps get our potential clients to wait for our services. For example, you might have to wait up to two months to get your dream Toyota Prius. We would anyone wait that long for a car? It's about perceived value. When the benefits, and not just price, are sold, people are more willing to wait.
Do we sell pond installations on price alone? Or are we selling the “lifestyle?”
A pond is one component of the backyard lifestyle. Perhaps we can upsell a patio and a low-voltage lighting system? Perhaps a drip irrigation system? When we think in terms of systems, we sell the benefits of a lifestyle and not just an item. The work we do cannot be bought on Amazon.com.
Selling value begins with taking pride in our work and having our work recognized as top-notch by our peers. What efforts are you making to show your company as unique and the best in your area?
« See All Editorial Blogs »
 Give us your opinion on
Sell Perceived Value with that Pond Lifestyle
Industry Professional Site: Comments from non-industry professionals will be removed.
Tips for leaving comments
Water Garden News encourages you to participate in this discussion. The views expressed in the blogs and the comments do not necessarily represent the opinions of Water Garden News or BowTie, Inc. The publication of these views should not be construed as approval or endorsement of them. We are happy to offer a home for your discussions, but please be respectful and follow the house rules.
|