The View From My Desk: Discount Brainwashing

My husband has wanted a new TV ever since the renovation in our living room started. He wanted something obscene, something visible from space. As our local TV store doesn’t carry that size yet, we settled for the next best size. And then we saw the price tag, the result of which had us stumbling around and drooling like a pair of deserted Zombies.

Would you like a mortgage with that TV?

So, we waited. Once a week, we’d visit that electronics store comparing their price to anything listed online. Last weekend, we found a floor model, at a great price and we pounced. I even got him to throw in some fancy remote that I’m going to need an engineering degree to use. But, I digress.

As customers, not only are we trained, but we are rewarded like pirates for deal hunting. I heard of a woman who uses so many coupons, the stores give her back money. While this policy of discounts and deals is fabulous for purchasing TV’s, cars, and tee shirts, it’s not well advised when hiring a service professional. But, here’s a secret. We, the consumer, don’t know that.

Some service professionals caught onto our discount addiction and started promising unrealistic upgrades or timelines. And we bought it, hook-line-sinker. Can you blame us? Maybe. Perhaps consumers have gotten a little lax in doing their homework. Perhaps it is our child-like hope that everyone always tells the truth.

Customers believe that the lowest price bid = the best choice. It’s a nice thought, but I don’t hear anyone singing koombaya.

Remember that new tv? We didn’t end up buy the floor model. By the time we left, our sales guy had talked us into a new Blueray player, a fancier remote, a surge protector, and a different full price TV. How? He took the time to listen and evaluate our needs. In a low-pressure situation, he offered suggestions. Most of all, he made us feel like the only valuable clients in the world…if I do say so myself.

So…

- Let your potential customers talk. There may even be hints to other jobs they want done.

- Educate them. Don’t give a general overview of what your services will provide. Explain your method. Explain your product. Explain your pricing. Explain what needs to be done for the job to be successful.

- E-mail them an easy to use ‘project list’ with the education above. Let them compare what you are offering vs. the other guy.

- Follow up. I say it every time, but as a customer, I always have questions that I forgot to ask. Do you want my business enough to listen?

- If you don’t get the bid, ask if you can follow up after the project is complete. Did they get what they wanted? Are they happy with the quality?

- Don’t attack your potential client if their expectations are unrealistic. Explain why. Offer suggestions. Show why your competition won’t be able to offer it cheaper.

- NEVER knock your competition. I don’t care if Bob’s photography/roofing/pet care is the worst at what they do. Find a nice way to skirt the issue, “Yep, they’ve been around a long time” and bring the conversation back to you, “but, our service offers something they don’t…”

- You are only competing against yourself. During a bid, I always remember the people who made that connection with me. When it came to choosing the right person for the job, it was always heavily weighted in their favor.

Until next time, I’m going to go console my poor husband who’s staring anxiously at the TV, which is sitting in an enormous box in the living room. It won’t be hung for three weeks.

*giggle*

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