“Sorry, you were too expensive, we’re going with another contractor.”
It IS gut wrenching when you get that response from a prospect, isn’t it? Especially if you’ve put in a ton of effort into your proposal, worked up great design ideas, come up with a fair price …
… and you really WANT that job.
It’s worse still when you find out you lost the job to some ‘cowboy’ who you know hasn’t quoted on everything you included, or is cutting prices so low, they can’t possibly make a profit without cutting lots of corners.
The DUMB thing to do at that point is …
To cut your own price!
After all, YOU won’t cut corners on the project. You won’t let the client and yourself down with poor workmanship. And you won’t mislead the client with ‘add ons’ that come up later but were left out of the quote.
And anyway, being the cheapest contractor is dumb in anyone’s language.
The cheapest NEVER lead the pack. They’re always picking up the scraps. Always dealing with the price shoppers who make your life a misery.
Think about it. The MOST expensive contractors are almost always the most successful, most profitable, and happiest. Yet, they’re no different in what they do. They just BELIEVE in their value and know how to communicate it.
Look, don’t get me wrong. You don’t have to be the MOST expensive. But if you KNOW you’re great at what you do, wouldn’t you rather have people saying you’re “a bit expensive, but worth every cent!”.
So here’s one of the KEY things to do to win those jobs at YOUR price:
Right from the very first interaction with the new prospect, lay the ground rules that you’re NOT going to be the cheapest. This is critical! You see, if right from your first conversation, you explain WHY you aren’t the cheapest, and you explain the traps of going for the cheapest quote… the prospect will be more informed about why they should discard a lower quote.
Now, if you’re already doing this … GREAT! You’ll know how powerful it is at positioning you at the top of your industry.
If you’re not doing this, then we urge you to practice taking this approach with your next prospect. You’ll be blown away by how seamlessly effective it is … How it gets you more projects, and more profitable jobs without discounting or cutting margins.