Builders Free Estimate Mistake #4: Focusing Only on Builders’ Logic

the-successful-builder-Builders-Free-Estimate-Mistake-4-Focusing-Only-on-Logic

Maybe you are the renovations builder who has just had a home building estimate turned down. Feels hugely discouraging eh! Especially considering the amount of work you put into preparing it. It seemed like an excellent presentation with plenty of detail and you covered every possible construction aspect. But your clients accepted a less detailed renovation quote at much the same value as yours…so price wasn't the issue.In this article I will introduce the concept that has helped renovation building companies double their estimate conversion rate. Ignoring it is what keeps other builders poor.The concept?

Focus less on logic and more on feeling.

 “But I’m a Builder!” I hear you say.“I deal in solid stuff…cement and timber…soil and steel!”But you also deal with people! Right?Here’s how the concept plays out

1. Focus on Feeling

The thing is whatever you might think about yourself, you actually make most of your decisions with your feelings rather than with your intellect. Let me test you out. How hard did you have to persuade yourself to buy that new 51” TV?

Did you need it? No!

Did you want it? Yes

Did it feel good? Yes

Who won.  Logic or Feeling? Feeling

It’s no different for your client. They don’t buy an estimate. They don’t even buy a renovation, or a home. Essentially they buy the feeling of living in it…the security for their family…the enjoyment of good space. And it’s the feeling that makes the buying decision. So focus on feeling. Right?

2. Measure the Excitement

To know how you are doing, test the excitement. Show them photos of similar completed works (remodeled rooms, renovated kitchens etc) with the owners actively enjoying using them, and judge how interested they are. Even better…take them to a satisfied client and let them experience (read, “feel”) the completed project. Watch carefully for the things that create the most excitement. These areas are key in the decision making.

3. Ask for the Sale

If you have done your prior work well and focused on the feelings and emotions, and if you have achieved connection in these areas, then it will be much easier for you to get connection in the logical area of signing paperwork. If your client feels you understand their feelings then they are twice as likely to agree with you when you ask for the sale.So how have you gone with your most recent estimate? Did you feel you were dealing with the emotional decision makers, or do your estimates kinda suck? I’d love to hear what you are struggling with in your building business.Just post your comments

Graeme

P.S. Whenever you’re ready….here are 4 ways I can help you grow your building business:

1. Grab a copy of my free book

It’s a road map of a successful 15 minute sales call that’s guaranteed to increase your conversion rate. http://thesuccessfulbuilder.com/book-15-min-sales-call/

2. Join Trade Mates and connect with builders who are scaling too.

It's our new Facebook community where smart builders learn to get more income, time and freedom. View our free business resources for builders. Ask questions of like minded business owners and business coaches. Give your knowledge and expertise to help others. - https://www.facebook.com/groups/TradeMates/

3. Join My New  Group

I’m starting a new group called “OnRamp” to kick start sales and marketing in your business. If this sounds like you, message me with the words, “OnRamp”, and I’ll get you all the information.

4.  Join Loft Members

If you’d like help to get off the tools, make more money and get your life back...just  message me at graeme@thesuccessfulbuilder.com and put “LOFT MEMBERS” in the subject...tell me a little about your business and I’ll get you all the details.