I’ve talked about being professional in this column many times. There are many ways to come across as professional: dressing nice, coming prepared with the right tools, and being on time for the job.
There is one other way we haven’t touched on a lot: knowing what to say and what not to say. I recently ran into this scenario when I had a plumbing, heating and cooling company at my house giving me a quote on a project I was looking at.
This was a company I ran into after attending a home show and I just thought it would be good to see what the cost would be for this project. It started off great with the technician walking around the house, checking out the boiler and taking measurements.
After that, however, is when it turned sour. Instead of talking about how they work, what their technicians are certified in and why we should select them, we were getting the all-out bashing of their competitors.
My wife and I were told how horrible this company’s competitors were. How the competitor’s technicians were just salespeople, had to use YouTube to know how to repair fixtures and weren’t qualified at all.
It went on like this for a while despite us asking about work this company has handled that would help us decide if we wanted to select them. No one likes to hear you just complain about your competitors.
If you are talking to a potential customer, here are some things you could highlight instead of bashing the competition:
Your Technicians
Tell that customer about your technicians and what certifications they have. If you have technicians who can do both plumbing and heating or cooling work, say that. If you have three master plumbers on staff, mention that.
Your Successful Jobs
Have some case studies ready to talk to the customer about, especially if those jobs are similar to the one the homeowner has. I, as a homeowner, want to see that your company has done the job we are looking to do — and done it successfully.
Your Specialties
If your company is like George Morlan Plumbing Supply, which is featured in this issue, you could easily talk about your company’s specialties. George Morlan Plumbing Supply specializes in water heater installations. It’s what the company is known for.
These are just a few of the things you could talk with potential customers about. Other ideas are what they get for the price they are paying — warranties, repair plans, etc.
It really isn’t that hard not to bash the competition. Sell your business on the goods and services you provide.
WHAT DO YOU SAY?
What do you talk about with your potential customers? How do you sell your company? Send me an email at editor@plumbermag.com or call me at 715-350-8436. I’d love to hear your insights.
Enjoy this issue!
