BY Dago Garcia
MANAGING YOUR BUSINESS
Qualified leads are not cheap. As your plumbing business grows, it becomes obvious that upselling and upgrading materials is a skill that you need to develop to get the most out of your deals. Here are eight ways you can upsell a plumbing project to optimize your leads and deliver the best possible projects to your clients.
Home prices are increasing across the country due to inventory and economic circumstances. This means homeowners are open to spending on new fixtures or repairs to prepare to sell their homes. Early on, ask your clients about their long-term plans for their homes. If they are selling soon, you now have a window to introduce new services or products that may increase the value of their homes. Offer things like higher- quality materials or features that will increase interest in their homes. Things people don’t want to worry about are the foundation, plumbing, electrical, HVAC or roof when buying or selling their homes.
Installing energy efficient appliances or upgrades can come with a tax benefit to the homeowner. As a plumber, it’s your job to properly inform homeowners of the tax benefits of certain types of renovations. Research ways you can offer energy-efficient products and what tax benefits these additions could provide a homeowner. Be honest in your assessment of their tax credit eligibility and inform the homeowner that they should consult their tax advisor before making a decision on tax credit-eligible projects.
What you choose to focus on with a client can affect your ability to upgrade their plumbing project. Use a consultative approach. Instead of focusing on the things the homeowner needs, begin by asking questions about what they want. Focusing on their long-term pains instead of just their immediate needs can open their minds to upgrades. Positively reinforcing a homeowner’s desires can open up a lot of possibilities. Make sure they know your company can deliver the project of their dreams that will improve their home for years to come.
Pricing can be hard for any industry. But, in plumbing you have to consider the cost of materials, labor and any markups you need to apply to make it worth doing the job. However, homeowners don’t want to hear this. Offering a flat price for an enhancement helps you make the upgrade easier. Telling someone an upgraded piece costs $75 rather than explaining out labor and parts is a lot easier.
Make sure [homeowners] know your company can deliver the project of their dreams that will improve their home for years to come.
You can’t sell what you don’t know. Stay informed through trade publications, industry news and keeping an eye on the market. It’s easy to keep your head down and focus on your work, but knowing about the latest products and trends will make you a better upseller and resource. Talking about upgrades doesn’t have to feel like pulling teeth. Find ways to make your customers’ lives easier with new products. Offer products and services that bring joy into everyday life. How can products make activities such as showering, getting ready in the morning or cooking more enjoyable or easier?
Don’t use complicated language when talking about upgrades. Every pitch is an opportunity to educate your customers on something that can make their lives better. Patiently walk them through the benefits of the products and materials you think can help them improve their home, even if they don’t get it at first. Also, make a point to discuss how easy it could be to upkeep some of the upgrades you’re proposing.
Keep samples of upgradable fixtures and products in your work truck. Homeowners respond better to seeing a product in person rather than having to imagine the product or see it in photos. Let them hold the product or material so they can imagine it in their homes better.
Because insurance might not cover everything or a homeowner may not have cash on-hand, it’s important to know what a client can commit to. Financing and payment tools, like Hearth, offer a pre-qualification application in a secure way to understand your client’s buying power without impacting their credit score.
In a couple of minutes, pre-qualified clients receive financing options for the amount they requested. They will also be able to see the highest amount they can finance through their results. If they ask for $4,000, the financial entity will alert them to how much financing they actually qualify for. There is a big difference between a $4,000 job and an $8,000 job for your bottom line. Knowing your client’s buying power is a crucial tool in your sales arsenal.
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