This article is the second in a series of three I am
offering you on “Managing the Customer Experience.” Last month I offered ideas
to help you assess the situation, a critical foundation to a solid business
relationship.
This article is the second in a series of three
I am offering you on “Managing the Customer Experience.” Last month I offered
ideas to help you assess the situation, a critical foundation to a solid
business relationship. This month I suggest you use that information to stop
bidding and start proposing.
Contractors (and most salespeople for that
matter) use the term “quote” or “bid” when referring to the offer they provide
their clients. It makes me want to scream because, in this context, we’re
talking about a reverse auction. Imagine an auctioneer representing your client
with the words, “We have a $1,000 bid. Do I hear $950? $950! Do I hear $900?”
And so on. It’s every salesperson’s nightmare.
You can eliminate the reverse auction by
delivering “proposals” instead of bids and quotes. A bid is a commodity-driven
offer that is begging the client to purchase while a proposal is a professional
offer of services to be rendered. The bid focuses on price while the proposal
focuses on process.
In order to create a professional proposal you
must first realize that many of your clients (the consumers) have probably never
purchased a new roof even once in their lives. You sell roofs every day and
probably take a lot for granted. Thus your proposal should be written from the
client perspective in order to eliminate all fears and establish your own
credibility.
1. Reiterate what you learned during the
discovery process.Your proposal should acknowledge comments from your client
that occurred during the discovery process - e.g., reasons for taking action
now, objectives for the project. Additionally, you should include comments
about the condition of their roof and other house conditions that had to be
considered to craft the proposal.
2. Describe the process schedule.You already
know that clients do not like surprises. Thus you can shine by laying out the timing
of the project, hours during which you will work, personnel that will be
involved in the job. While you’re at it, introduce your crew chief to the
client at some stage of the sales process in order to inspire confidence.
3. Outline the scope of work in laymen’s terms.
Naturally your client will want a quality installation, but probably has little
clue what this entails. Avoid confusing terms and instead educate. Describe the
value of ice and water shield from the homeowner’s perspective. Explain that a
new deck is required to prevent structural damage and decay to joists. Bring a
sample of the material you will use if possible. At a minimum, get a sign off
on the specific style and color to confirm that you and your client are on the
same page.
4. Delivery the bad news up front … and how you
cope.Roof installations are messy jobs that require planning, field
preparation and daily cleanup. You know this and I know this. But does your
client? Prepare them for the realities of the project and the safety
considerations they should employ with their family during the time when the
project construction is under way. This part of your proposal alone might earn
you the business!
5. Discuss payment terms.This discussion makes
a lot of salespeople nervous. But it is an essential part of the proposal
process. Your clients should clearly understand the payment terms up front.
After all, you are engaging in a legal contract and deserve to be paid. If you
cannot explicitly discuss the payment factors up front, then you might be
creating negative surprises for yourself later on.
Your clients want ease of mind. Put all of the
details in writing so they know you are a contractor worthy of trust. Your
discovery process proved that you care. Your proposal will prove that you are
thorough and dependable - just what every client wants in a supplier.
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