From Cost to Value: Shifting the Mindset of a Homeowner
Posted September 28, 2021 by EnerBank USA
Let’s set the scene. You’re sitting in a prospective client’s home and they’ve just walked you through what their dream kitchen renovation plan entails. The homeowner hears the job estimate and, suddenly, the dream is over, reality sets in, and the objections start coming. What can you as a contractor do in this situation to help ease their concerns and close the deal? Here are some talking points to help shift the focus from the cost of the job to its value.
Protect your Investment
Your customer’s home is most likely the biggest purchase they’ll make in their lifetime. That’s why it’s so important for them to invest in their property through proper renovations and repairs over time. This can include necessary repairs to keep the home safe, such as a roof repair, or something more cosmetic to keep up with home values, like a kitchen update. Remind them that not spending the money for these repairs/renovations now can affect the home’s resale value later or lead to additional problems down the road.
Do It Right, the First Time
Let’s face it, renovations are messy. No matter the size, the disarray always seems to take over the entire house. With projects sometimes going weeks or even months over schedule, many homeowners may think to themselves that they’re never going through that again once it’s over. However, when deciding to scale down a project in order to spend less money, homeowners may find themselves with an end result they’re not happy with, only having to go through the entire renovation process again. Research indicates that over a third of homeowners regret having not spent more on their projects to get what they really wanted. Doing things the right way the first time can help your customer save time, money, and additional stress in the future.
Use Experience and Know-How
Once they know the price, the customer may have additional questions, concerns, or objections. You may notice, after a while, that there are similarities with the issues brought up by homeowners. Make a list of these common concerns and have an honest and complete answer ready for them. By mentally preparing for these situations where a homeowner raises an objection, you sound confident, knowledgeable, and trustworthy right from the get-go. These traits may be the thing that gives you the edge against the competition and convinces a homeowner to hire you for the project.
Payment Options Are Available
When you set the stage by mentioning payment options when first setting the appointment, during the visit, and again when closing the deal, you can more easily overcome these objections and shift the focus from cost to value. Explaining to prospective clients about the specialized payment options that EnerBank USA offers—during your initial sales pitch—may be one of the easiest ways to boost your close rate and increase project sizes. Offering a Same-As-Cash loan and a low monthly payment option to potential customers may help take some of the stress off of how they’re going to pay for a project and be enough to seal the deal. For the past 20 years, we’ve offered a wide array of trusted loan options, giving your customers the flexibility, convenience, and ease needed to get the home improvement project that they really want.
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