We’ve all been told, “You get what you pay for,” right? But if we truly believe that, why is the PCW (Price Comparison Website) market estimated to be one of America’s fastest-growing trends?
Have you ever worked with a salesperson who asks you all the right questions and then delves into how their product is the perfect solution to all the “pain points” you mentioned as important to you? It is hard not to buy! This is the art of communicating a value proposition in sales.
In your restoration business, however, you rarely have an opportunity to address all of the materially interested parties (MIPs) and decision makers in a face-to-face sales encounter to communicate your value proposition. You also can’t “ask all the right questions” of these decision makers, as often most, if not all of them, are offsite.
Nevertheless, while you may never meet some of the MIPs in a restoration project, you do have a great chance to make a lasting first impression on them! How? By using your RFP's, estimates, proposals and billing packets, to communicate your value proposition in a way that clearly demonstrates its value and explains how it addresses their needs or pain points.
Here are a few key suggestions to help you accomplish this goal:
- Identify the most important values the Buyer or MIP holds in the restoration project cycle (these can be categorized as Time, Quality, or Price).
- Tailor your service offerings to align with these values.introduce your customized Value Proposition in the opening statement of your estimate or proposal.
- Organize and present your items in an easy-to-read manner, often using the “Order of Operation” method to communicate your Value Proposition effectively.
- Add notes to your line items to provide context and value, allowing the Buyer or MIP to understand your proposed or delivered value.
- Ensure that your photo documentation supports the value you want to communicate.
Your estimates and billing packets are the most influential documents your company will ever create. They can effectively represent your brand to future business contacts, or they can embarrass your brand when you lack presentation skills. To ensure you’re effectively communicating value through estimating, consider using the Peer Review Method. Have at least one other person in your organization review these documents before presenting them to the Buyer or MIP. Always take pride in communicating value through your estimates!
Author: Jenny Andrawis
