Stop losing to cowboys - part 2

Lost out to a cowboy again? It’s always frustrating when that happens, especially when you know you’ve been undercut on price but not quality! In the final part of this two-part series from the Next Level Tradie, you’ll find tips on out how to win jobs even when you’re not lowest on price

We all like a bargain – it’s human nature. As such, clients will always be tempted to go for the cheapest option, if they don’t understand how your service compares.

To give prospective clients the reassurance they need when quoting – and play to your strengths as a quality tradie – use these five key tips for winning jobs.

1. Turn up on time (a few minutes early)

Homeowners regularly rank punctuality as the most influential quality when they’re looking to hire a tradesman and most also say prompt communications makes them more inclined to choose you. Make sure you have someone available to answer any calls or emails to your business, or at least to return them without delay.

2. Be intentional about building rapport and trust

People do business with people they know, like and trust. Build relationships with potential clients by doing the little things well and on purpose.

Homeowners are more likely to hire a tradie with a polite manner, so make sure to use common sense ‘please and thank you’ manners.

Show genuine interest and enthusiasm for the project. Respect the client’s time. Use the client’s name. Compliment them. Listen and repeat back bits of what they say. Understand and show empathy. Smile. Be helpful. Reframe the negative to become positive.

3. Take time to fully understand your prospect's motives

Your goal here is to understand exactly what the client wants to achieve – and why. Start with listening. Customers often say that listening is the sign of a good tradesperson and an attribute that would make them more likely to hire them.

This helps them feel comfortable that you understand what they’re looking for – and that you’re committed to a great outcome for them. Better questions produce better outcomes, so ask their ideal outcome, and how important quality, budget and timeframes are.

With this knowledge, you can emphasise the right details in the quote, talk the client through all the parts most important to them, and easily tackle any objections they might have.

4. Take the time to educate and explain

Tell them what goes into a job and what it includes; so, if they are comparing you with another landscaper, they’re comparing apples with apples, not apples with bananas. Give your expert advice on the different options, so they can feel informed when deciding.

Take the time to outline how you’ll go about the job. Give the client more than your competitors do.

It also helps to be transparent about likely prices and timeframes, so tell them when they’ll have the quote and don’t look at it as selling. Have the attitude of genuinely helping the client get the best solution for their project. Become the problem solver for your client, and you become invaluable.

5. Prove you're the best

Take the time to prepare a professional quote. Include details such as a breakdown of what’s included, how variations will be handled, price, timeline, an outline of your process, the expiry date of the quote, payment terms and conditions, where they sign, etc.

Highlight that you are a Registered Master Landscaper, which means that you have a higher standard of workmanship. Also, include a professional blurb explaining what sets your company apart, your quality guarantee, media/ awards, etc.

Personalise your quote, emphasising your client’s needs and priorities. Go above and beyond and include testimonials from happy customers with before and after photos and examples of your previous work.

BRANZ found “quality and reputation” is the most important feature NZ homeowners look for when choosing a tradie. Back this up online with a professional website that features positive reviews and social proof and an up-to-date social media presence.

Losing jobs because you quoted too late? Many clients are unhappy about the speed of receiving quotes. No surprises there! Deliver the quote to the client promptly. Using good job management software (like Simpro) can help.

Go through your quote with the client, making sure they understand what’s included and answering any queries, clarifying exactly what you’re giving them. If they’re undecided, agree on a timeframe when you’ll follow up again. Ask: “What’s the next step for you?”

It takes time and effort to put a quote together, so go the extra to convert.

In summary

These things will position you so that price is not the main consideration for your prospective client. Instead, you will be competing on your strengths.

When the tradies I work with get these steps right, not only do they win more jobs, they also find clients are more appreciative of their professional expertise and are happy to pay for it.

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Trades business coach Daniel Fitzpatrick of Next Level Tradie has been helping tradies build businesses they are proud of since 2010. Want to grow your business without the stress? Book your free growth strategy session with Daniel at: nextleveltradie.co.nz/nextstep