Driving sales is a crucial part of building a profitable business. If you’re a small business owner, a problem you most likely face each and every time you bid on a job is competing with a larger company bidding for the same work.
While the bottom line price is one of the selling points used by small business owners, it isn’t and shouldn’t be your only recourse for increasing your business and client base.
Consider the following tips to incorporate into your sales presentation that can help hook new clients from the start.
What Makes Your Business Stand Out from the Rest?
As a small business owner, if you can’t answer this question, you need to step back and take a look at your company from the ground up. Knowing what your business provides that other companies don’t, or what your company can do better are valuable selling points. This is called differentiating your business from the masses and it is key to attracting customers.
What Does Differentiating Mean to Your Customers?
Customers like to feel like they’re getting more for their money and this is the perfect opportunity where you can make a sale especially to a customer that may be wavering between you and another company. Here’s how.
Whatever the project you’re bidding on may be, add a little something extra that relates to the potential sale whether it’s free advice the customer can use regarding the project at hand, or a recommendation that might be useful before, or after, the project is completed. This shows you have more to offer than just the basics. It shows off your expertise in your respective field, which promotes a level of trust in you and your company.
Another selling point is to emphasize how reliable your company is at “getting the job done in a timely manner.” This is especially important to customers who need services completed in a short time. Availability, timeliness, and a record of reliability stand on their own as a positive benefit when quoting a price for your services.
Adding Value to Your Sales Pitch
As much as providing quotes for a job is important, marketing yourself and your small business is at the top of the priority list, too. You’ve determined what makes your company different from the crowd and you’ve provided some useful information to a potential client free of cost. Now it’s time to take it a step further and explain how the differences in your company versus a competitor will impact the client. Put yourself in your customer’s shoes and listen to your sales pitch. First, you’ve provided a competitive quote, which is usually all that a customer has come to expect. They usually don’t expect consult-type information to be shared without a fee applied.
Now, as you continue listening, this is where the suggestions and recommendations relevant to the project are shared instead of stopping with just quoting a price. Most likely, you’ve sparked interest because your potential customer may not have thought about or even known to consider your expert suggestions. By doing so, you may save the customer more money. That’s another selling point for your business.
Your marketing message is key to attracting new business. This is an area where small business owners sometimes miss the mark. An example of a bad marketing message would be directing your message towards a general audience of potential customers instead of where it should be directed, which is your target audience.
An example of a good marketing message is targeting and promoting the brand your business is known for. Staying focused on your brand instills trust in you and your products or services that is attractive to new customers and retains current customers.
Another great marketing tip is to always have your remodel business’ cards on hand.
Stay up-to-date with reviews of your competitors. When you gather negative information about a competitor’s services, product, availability, or customer service, turn the information into a positive sales pitch for your company. Use the information to promote all the reasons “why my company can better serve your needs” in your marketing message.
Last, while you’re identifying your differences and promoting your expertise and reliability, the customer should realize you’ve added more value to the sales quote.
Psychology plays a role in selling services to a customer because everyone wants to feel not only that they are getting their money’s worth, but also the feeling of getting something useful free of charge. Using these steps is a win-win for the contractor and the customer.
What About Competitors?
Just as the differences in your company are a selling point for you, they also apply to your competitors. To have the edge, it’s important to research and find out what your competitors do and don’t offer. With this information, you can streamline your own sales pitch and approach.
Search online reviews for feedback about local companies and use what you find to your advantage. Whether you find positive or negative information about a company, use it to hone your sales pitch highlighting why your company is better suited for the job. Stick to your personal business values, at all costs, to instill a feeling of confidence and trust in customers. Integrity goes a long way in sales.
In addition, pay close attention to what your customers have to say. Listen to what they want, need, and expect from a company and use the information to fine-tune your sales pitch.
Fine Tuning your Marketing Message
Last but not least, your marketing message says it all about your small business. At the end of the day, you must send a message that clearly outlines why customers should choose your company over a competitor.
Use the differences that make your company stand out and drive that message home consistently through advertising, blogs, social media, cold calls, or when standing face-to-face with a potential customer.