How to Increase Construction Sales When Clients Want to Save Money
TL;DR
When clients say they want to “save money,” they’re usually reacting to fear—not price. How you respond can either kill the deal or position you as the expert.
- “Saving money” is often about uncertainty, not budget
- Cutting scope too early creates worse outcomes
- Educating the upgrade builds trust and confidence
- Upgrades are cheapest during planning
- Confident guidance increases sales and satisfaction
Next Step:
Learn how to lead money conversations with confidence and build a sales process that protects margins while serving your clients better.
HOW TO RESPOND TO A CUSTOMER’S QUESTION ABOUT SAVING MONEY
A problem for many construction business owners is that you believe your customers when they say they want to save money. I am not saying your customers are lying, but the idea of saving money makes your customers feel secure. They are simply reacting out of fear.
They are fearful they might overpay, because they know, deep down, they don’t know much about construction sales or projects. They have no idea what it should cost to get the final product they really want.
CONTRACTORS WASTE TIME-SOLVING PROBLEMS THAT DON’T EXIST
When you take your customers’ fear-based responses at face value, you waste a lot of time trying to solve a problem that may not exist.
Then your fear kicks in, because you’re afraid of losing the deal.
Fear of getting ripped off and fear of losing money is no way to start a relationship.
You, as the professional, are fit to give your client what they want and deserve at the right price. So, use their fear as an opportunity to offer your professionalism.
WHY YOU SHOULD SELL UPGRADES BEFORE YOU CUT SCOPE
There’s a simple way to help your customers overcome their fears, while at the same time allowing you to confidently sell your expertise and experience.
I call it Educating the Upgrade.
Your customer asks, “How can I save money?”
You respond with, “We can certainly talk about ways to cut the scope of work, but let’s first see what you really want out of this project. Here’s what you could get if you spend more.”
Educating your potential customers on the benefits of upgrading to the next level is actually the best way to save them money.
The project is never going to be cheaper than during the planning stage.
CONFIDENCE INCREASES CONSTRUCTION SALES AND BENEFITS THE CLIENT
Not every customer will be able to afford the upgrade. That’s ok.
Some of your customers, however, can afford it. They just don’t know their options. What is the upgrade, and how can it actually save them money in the long run?
Once they are aware, some of your customers will want the upgrade, and they’ll cut out other things to get it.
When you confidently take your potential customers to the next level by educating them on the value and benefits they receive by upgrading, people will start to look to you as the expert in your area.
You’ll be sought out, because you are providing your clients with products and projects that no one else can produce.
Your competition can’t produce them, because they are scared to educate the upgrade.
HOW TO TRANSFORM YOUR CONSTRUCTION SALES PROCESS
Watch the video on this page. I discuss educating the upgrade with my client, Ryan Hay of the Oakman Building Company in Austin, TX.
We discuss what to say when your customer wants to save money and how you can respond to this request.
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