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It's been said that selling is all about building relationships. Whereas that can certainly be true in a business-to business environment, it is very rarely true in a business to consumer environment. You generally have one or two opportunities to talk to a potential customer and convince them that your service will be of specific benefit and value to them. So listen carefully to what they say. Here are a few objections you may here that may not be what they seem.
Price objections are not always price objections. A price objection usually means that you haven't successfully communicated the value of everything your potential customer will be receiving with your service. Listen carefully to what the prospect is saying when they say, "No thanks, it's too expensive. I can get Billy Bob's Lawn and Critter Control to do it for $20 less." What exactly is Billy Bob going to do for them for $20 less? Know what your competition is doing and how much they're charging and for what.
Get estimates from your competition. Can you justify your rates compared to theirs?
How can they be doing the same thing you're doing for $20 less per application? Chances are, they can’t. Know and understand the answer to that question so you'll be able to defend yourself and your lawn service without being negative about Billy Bob's Lawn and Critter Control. In fact, never say anything negative about your competition.
"I understand Billy Bob's been in business for a little while now and I hear they are doing great for a new company. I know it's difficult. We faced many of the same challenges twenty years ago, but it must be even harder today with all the government regulations in place. I know we've had to send our staff to five different classes just to keep up on the new environmental regulations. Do you have any children or pets that play in the yard?"
Do-it-yourself objections are often well intended plans that don’t always get executed or incorrect perceptions of cost savings. “I can buy Scott’s 4 step program from Walmart and treat my own lawn for less than $100 and you want $39 per treatment.”
“Mr. Jones, some folks just love to work in the yard. In fact they would rather fertilize their lawn than play golf, go boating, enjoy backyard barbecues or do almost anything else. If that’s you, God bless you. I assume you already own a spreader because the good ones can be a little pricey. Some of the specialty products for disease and insects can be costly too, but there’s at least a chance you won’t need those.”
“Mr. Jones you do understand that if you ever have any problems with one of our treatments that we will come back out and take care of the problem at no charge. I’m pretty sure the good sales people at Walmart won’t be able to do that.”
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