Issue link: https://read.dmtmag.com/i/530880
44 • JULY 2015 • WORLD FENCE NEWS Every service company, profes- sional, engineer, contractor, subcon- tractor or builder I've ever met boasts how their quality and service is supe- rior to the competition. But after you present your pro- posal and the excitement settles down, what really matters? Price! Will your customers pay more? It's great to take pride in your company's awesome service and qual- ity workmanship. Thinking you're better is one thing, but getting paid more than your competition for better quality is another. Ask yourself this question: Do your customers pay your company more than your competition for the same work? To get paid more, you must offer more. Most companies want to sell quality over price, but really don't of- fer any more than their competitors. Getting awarded a contract is nor- mally based on bidding lump sum for the minimum required per the project specifi cations, plans and customer's project requirements. When preparing a proposal, es- timate or bid, most companies never consider including more than the min- imum required. Why? They've got to be low bidder to get the work! Imagine living in a world where customers, clients, project owners, de- velopers, builders, and home owners actually pay more for quality work and excellent service. I took an in- teresting survey while speaking at a Construction Owners Association of America (COAA) convention. COAA is comprised of organizations and companies who regularly engage in building major construction projects as the owner or developer. During my presentation, I asked these attendees to tell me how much quality and service matters when selecting architects, en- gineers, contractors, subcontractors, suppliers or maintenance companies. The results were not what I regu- larly experience in the real world. Quality and service matters! Ninety-fi ve percent of these proj- ect owners surveyed stated quality and service matters when selecting their service providers, suppliers, and contractors and 89 percent said they will and do pay more for better quality and service! I found this astonishing. As a general contractor, when I bid or propose on most projects, the contract award is primarily based on the lowest bidder. Why? – the quality is already determined by the project plans and specifi cations. The survey showed the following: How much more will building owners and developers pay for quality workmanship? 36% will pay 1 – 4% more 36% will pay 5% more 18% will pay 10% or more and only 10% will not pay more! How much more will building owners and developers pay for good service? 38% will pay 1 – 4% more 29% will pay 5% more 17% will pay 10% or more and only 16% will not pay more! Do you sell more than price? Most general contractors, sub- contractors and suppliers are proud of their quality of work, reputation and personal service. But today's fi nancial demands, project complexities and tight sched- ules require project owners and de- velopers to often look for more than a low bid. However, if they aren't aware of the added value or quality workman- ship you offer, the buyer has no choice but to evaluate and select based on price. The bottom line – four out of fi ve say they will pay more for better qual- ity and service! How much more and when depends on each customer, proj- ect and property. In order to sell quality over price, you must determine specifi cally what your customer wants on every project you propose on. Focus on the important issues that make a difference by asking before you bid, and then address it in full de- tail in your proposal. 7 ways to sell more than price 1. Get in front of your customer. Most customers really buy per- ception of value and trust. If your company is perceived as a good pro- fessional company which provides ex- ceptional quality and on-time work, it will easily get on lots of bid lists. And when you are the lowest bidder, you should get lots of competitive work to build. Success is determined by your reputation and then more importantly, price. But most business is people busi- ness. Companies who realize they are selling trusted relationships versus sticks and stones make lots of money. To sell quality workmanship in- stead of the lowest price, and increase winning your share of profi table work, you must develop trust with Can you sell more than price? 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