Contractors often have a hard time showing potential clients the value of their work, and it’s easy to see why. People are almost always focused on the cost and don’t really understand the reasons behind the pricing. They see a high number, but they can’t see the true value behind it – unless you show it to them.
After all, no one knows the value of your service more than yourself.
But how exactly do you translate that into something a client can understand? Well, here are some tips:
Show the work
Someone once said the key to success is to work hard and advertise. The same principle applies here: an easy way to show potential clients how good your work and skills are, is by actually showing your work.
Take out your portfolio, before and after pictures from social media, testimonials from past clients – everything counts. The work you’ve done in the past speaks volumes when new clients are looking for a reason to hire you.
Gift and impress them
There are a few ways you can show how much you care about your work, reputation, and brand before you even perform any tasks for a client. Give them a nice branded pen they can keep, a calendar, or a refrigerator magnet – something simple that they can keep and use.
This might seem trivial, but it shows a commitment to your brand. If you wear a uniform and you bring custom pens to the site, clients will quickly notice you mean business.
If you show up to work on a car with your logo, a shirt and cap with your logo, and you even give them a custom pen… to a client, that says: these guys mean business and know what they’re doing. That builds trust and confidence in your work.
Educate them on your work
There’s a fairly well-known anecdote you’ve probably heard before that goes something like this:
A man hires a professional to fix a machine from his factory that has mal-functioned. The professional arrives, inspects the machine for a while, and with a common screwdriver tightens a single screw. He turns it on and the machine is now working again.
The man, happy to see the problem was easily solved, is then stunned to see the final cost of the service: $1000 dollars. Outraged, he demands that the pro details on the paper exactly what he did that cost so much.
The professional takes the paper, writes a few words, and hands it back to the man. The bill now reads:
- Tightening the screw: $1
- Knowing which screw to tighten: $999
The man pays without hesitation.
This is basically what we’re dealing with here: homeowners often need to be educated on the kind of work that you do. What they see as one task translates into fifteen tasks for you, and as easy and straightforward it might seem for them, it’s not the same for you.
The previous anecdote might seem like an exaggeration for dramatic effect, but it becomes quite true a lot of the time.
Know how to educate your clients in your work, so that they learn to respect and see the value of everything you do – which in turn, will help them see where their money is going to. They’re not just paying for your labour, but your skills and expertise.
Emphasize the results
Especially when it comes to bigger projects that may have a hefty upfront investment, homeowners can’t always see past this initial barrier. Bring their attention to the endgame – what is the final result of the project?
If you keep that finalized project in their head, it will make them way more enthusiastic about the whole thing. They will see more value in what you do, and will want to get the project done soon!
Have an open line of communication
Clients – especially the most insecure ones – need an open line of communication directly to you. They should be able to reach you quickly if they have doubts, concerns, or possible problems you need to work around.
The thing is, a good attitude is to act like you’re helping your clients, not just working for them. Of course they are paying you, but that’s one more reason to be grateful for them.
Reply politely and promptly whenever they reach you, because if they did, they probably have concerns you can quickly amend.
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