Are contractors selling so hard in proposals and project presentations that customers end up choosing the competition instead? Obviously, customers want to pick the right contractor for each job and have a lot at risk in the selection, but price is only part of the strategy.
Selling is about pushing a customer toward a predestined outcome. In contrast, “helping them buy” means finding ways to help them meet their overall business objectives. By asking the right questions and identifying creative ways to meet their needs, contractors give customers the reason why their team is the right choice.
Questions are the best way to help customers buy. Contractors should spend more time asking clients questions rather than telling them why their company is the right fit for the project. Initially, find out their business intent. Why are they pursuing this project right now? What is going on in their business and their market that is driving them toward this particular project? Do they expect their business to be different because of this project? If so, how will they determine the project was a success? Find out how the customer defines success. What experiences have they had in the past with both good and bad construction projects?
During this discovery phase, try to find out how the customer views competitors. Likewise, contractors should determine what owners know and like about their company and their approach.
It’s also crucial to understand the customer’s vision for the project. How would they like to see the project unfold? What characteristics do they want in the project team? How will this project help them serve their customer and employees? How can the project boost their competitive position in the market?
End users build projects or renovate existing space to achieve a specific result. Knowing that result will help contractors stand out from the competition. Asking questions helps contractors think about the project from the customer’s point of view. Only then can contractors tell the customer how their approach achieves the stated objectives. Do not spend time telling them you can deliver the project on time (or even ahead of schedule). Tell them why delivering the project early has an impact on their business. By focusing on giving prospects a business reason for picking one project team over another, contractors can make the transition from selling to helping customers buy.
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Tuesday, February 21, 2012