Built to Build: Blog
6 POWERFUL STRATEGIES TO BOOST YOUR CONSTRUCTION SALES
SELLING VALUE IS MORE PROFITABLE THAN COMPETING ON PRICE
Customers say they want the lowest price, but what they really want is the best value.
Construction businesses that compete on price are racing to the bottom.
YOU NEED BETTER CONSTRUCTION SALES STRATEGIES
Construction businesses that focus on identifying and selling their unique value to their customers are in a race to the top.
The top is where you stand out.
Take the time to emotionally connect to your customers, and you’ll close more sales, stand out from your competitors, and create raving fans.
Here’s what I mean…
HOW THE BRAIN MAKES PURCHASING DECISIONS
In my previous article, I discussed how the human brain functions when making buying decisions.
Modern psychology suggests humans make various buying decisions in three areas of the brain.
In layman’s terms, these areas are the Old Brain, The Middle Brain, and The New Brain.
Natasha Wahid breaks this down in this article on the Wider Funnel blog:
- The reptilian brain [OLD BRAIN] evolved first and controls the body’s core functions from heart rate to breathing to balance. It’s called the reptilian brain because it includes the brainstem and cerebellum (the main structures found in a reptile’s brain).
- The limbic brain [MIDDLE BRAIN] came next and includes the hippocampus, the amygdala and the hypothalamus. This is the part of your brain that records memories of behaviors that produced pleasant or unpleasant experiences: it’s responsible for your emotions and value judgements.
- The last to evolve, the neocortex [NEW BRAIN] is credited with the development of human language, abstract thought, imagination and consciousness. It includes the two large cerebral hemispheres and has almost infinite learning abilities.
In simple terms:
The new brain thinks.
The middle brain feels.
The old brain decides.
Understanding how the brain works when making buying decisions, including buying construction services from a contractor, can help you close more sales and increase the margins of your business.*
*NOTE: The strategies described in this article are not intended to manipulate your customers into buying from you. They are presented to teach you how to better connect with your customers and deliver a better buying experience. Construction sales strategies that use trickery or manipulation are immoral and unethical and should never be used by any professional.
Studies have shown the connections between the middle and old brain happen up to five times faster than the connections between the new and old brain.
Therefore, the sales experience can be enhanced by stimulating the old brain’s decision-making function.
6 WAYS TO TRIGGER YOUR CUSTOMERS’ BUYING BRAINS
1. SELF-CENTEREDNESS – MAKE IT ABOUT THEM
Your customers are self-centered. I don’t mean this in a negative way, but their old brains will respond better to messages that are customer-centric. Don’t focus on the details of your process. Show the customers how your product or service will solve their problems and better their lives. Why do they NEED to buy from you?
Sell benefits, not features.
2. CONTRAST – HOW ARE YOU DIFFERENT FROM THE OTHER GUY?
We judge everything by comparison. The old brain loves contrast because it is easy to see the difference. Having a higher price than your competition may seem counterintuitive, but this is a great way to show contrast. You just have to successfully justify your value.
Customer: “You are 30% more than the other prices we have received. Who do you think you are charging this much?” (Emotional response – see Trigger #6 – Emotion)
Contractor: “I understand you may not be able to afford us, but thank you for asking us who we are. I’d love to tell you more about the value you get with that price, and how the other guys don’t offer this level of value. Would it be ok to explain how we price our work?”
When your price for a project is close to other prices, you don’t stand out. There’s no contrast. There’s no opportunity to shine and sell your value.
3. TANGIBLE INPUT – KEEP IT SIMPLE, BUT VALUABLE
The old brain does not have the capability to process written language, especially complicated, industry jargon. Use simple, value-based words on your website, in your proposals, and in your sales pitch.
4. PRIORITIZE – PUT THE IMPORTANT STUFF AT THE BEGINNING AND THE END
The old brain like beginnings and ends. It has to work harder to remember the stuff in the middle.
Place the most important information at the beginning and the end of your sale pitch. This is called the primacy effect.
If you start with a compelling and simple opening, the old brain will process this information very quickly. While it is processing this information, it will ignore what is said in the middle.
Repeat that same information at the end using clear, tangible words (see Trigger #3 above) to drive home the value. This is called the recency effect.
5. VISUAL STIMULI – USE COMPELLING IMAGES AND GRAPHICS
The old brain is hardwired to make decisions based on visual input. Show examples of your product, service, and company in a stunning way.
Examples of visual stimuli for contractors:
- Professionally branded vehicles, equipment, and uniforms
- Neat and consistent paperwork
- Graphic information showing your process of execution
- Photos of your previous customers enjoying your product or service (see Trigger #1 for a customer-centric message)
6. APPEAL TO THEIR EMOTION
Our decision-making processes are much less rational than we’d like to believe. Emotions (middle brain) are processed 5 times faster than conscious thoughts (new brain functions). While the new brain is trying to process the logic of the situation, the old brain has already received input from the middle brain and closed the deal.
The new brain will rationalize the decision after the purchase is made.
Examples of emotion-evoking construction sales strategies:
- Fear – You can educate the client that “the other guys” might not have included the same detailed scope of work. The customer’s wants and needs may not be covered with the competitor’s project.
- Urgency – Your scheduling is filling up. In order to secure a spot on your calendar, the customer will need to sign the contract and pay a deposit by a certain date.
- Awe – Describe the experience you provide to your customers, and show them joyful testimonials from previous clients.
CREATE RAVING FANS WITH THESE CONSTRUCTION SALE STRATEGIES
Science proves we aren’t as logical as we think we are when it comes to making purchases. Our brains make buying decisions based on emotions over rational thought.
Once you understand what triggers your customers’ brains, you’ll be able to confidently sell your value, close more deals, and transform your marketing messages.
Your clients will love you for it, even if they don’t know why.
If you know you need better systems to implement winning construction sales strategies, then apply for the Built to Grow Program in the Built to Build Academy®.
When you enroll in the Built to Grow program, you’ll create raving fans with our Customer Experience system. You’ll also get our Hiring, Estimating, and Scheduling systems to take your business to the next level.
You’re going to struggle until you have these systems in place.
The Built to Build Academy® creates confident construction business owners through on-demand business training and coaching programs so you can make more money, stop worrying, and get your life back.
(This article originally appeared on finehomebuilding.com.)