CUSTOMER RELATIONS: Five Ways to Eliminate Price Concerns

You’ve been prospecting a high-end residential or a large commercial client for ages and finally your foot is in the door. However, you’re feeling apprehensive because you have a gut feeling that you’re about to get hammered on price for the proposed comprehensive landscape project proposal you’re putting on the table.
  
The client shakes your hand. “Tell me what you’re proposing and how much it’ll cost me.” Already, he’s squeezing you on price. You only want to make him recognize the value in your landscape design. He only wants to dance around it, singing, “Sure, value’s important. But what’s the final project cost?” To secure this sale, flip the record and hear what he’s really singing.

Here are five techniques to build rapport with clients and prevent them from getting too hung up on price.

Understand what he values. For many people about to make a substantial financial investment, value runs deeper than price. The client deals with so many salespeople making promises that you’ve become just another face in an increasingly maddening crowd. He’s exerting what little power he has on service vendors like you and he’s keeping an iron grip on a low price. Determine what aspects about the proposal he values most, whether it’s a leisure component in a residential landscape or a reflection of success and professionalism in designing a corporate campus.

Understand his fears. Many people are satisfied with something average. With fears ranging from leaving his comfort zone to spending more money than he’s comfortable committing to, your prospective client is more likely to passively avoid what he doesn’t  like than to actively pursue what he wants. Take these fears into consideration when presenting your plan.

Understand HIS background. Most people want to do a good job at work and make a decent living, but they also want to clock out at a humane hour and have time for a life. Meanwhile, they’re competing, clamoring for attention and mired in daily obligations. Consequently, they unwittingly overlook the bigger picture in life. Show that client a solution that will bring the big picture back into focus for him. For example, pitch how you can help a homeowner attain a more meaningful life through your landscape project. Maybe he’s thinking, “Yeah, that outdoor kitchen would bring me a lot of satisfaction.”

Show the investment is worthwhile. Many of your clients may feel overworked and under-respected. All they ask is that you make them feel good about themselves and the hard work they do. Provide opportunities to enjoy the fruits of their labor and that will provide them opportunities for time with family and friends and to reconnect with the outdoors.

Focus on total value. Avoid getting cornered on price by talking about the lowest total cost. Instead of just the up-front, out-of-pocket cost for the client, show him how the overall total value in the proposed landscape or design/build project results from quality, professionalism, skilled, efficient and timely installation along with peace of mind.

Show your residential and commercial clients that, as a landscape contractor, you’re a problem solver and that your solutions will help solve their problems, whether its projecting a professional image or finding rest and relaxation on the weekends.
    
Remember, get your clients to define value based on their specific needs and it’ll be much easier to justify your landscape design as a smarter investment over lower-priced alternatives or competitively-priced contractors.
 
Once you know your client’s needs inside and out then you’ll be able to present your landscape design and services as the best overall value at any price. LL