Do Your Customers Use the “L” Word?

What difference would it make to your building business if your clients were to say, “We totally love our renovation/new build!” 

What might they tell their friends? What would their testimonials say? 

Possible? 

“All you need is love” (so sang the Beatles in 1962). 

Love??? 

Yes, because love creates long-term, emotional connections between people - connections that shape the future. “Love is the way forward for business,”  says Kevin Roberts, past CEO of Saatchi and Saatchi (Lovemarks, 2004, powerHouse books). 

When your client’s love their build, it makes a difference to the future of your business. 

So, how do you create love connections?  

1 Respect 

Although you may be small, your sales are often the largest your client will make - larger than most of the products they will purchase from much bigger companies in the years ahead - maybe in their lifetime. 

Further, a single contract can represent a large chunk of your business for any given year. So respecting your clients for the value they bring you is an important foundation for love.  

Now, you don’t need much respect if you are simply selling stuff people need but don’t desire. E.g. gravel, petrol, basic food items - commodities. There is little emotional attachment. But, as a home builder or renovator, you are selling something of much more importance and with much greater emotional investment. 

So you will want to increase the emotional connection between your client and your company by showing respect. 

Respect is love.

2  Punctual

The most important non-renewable resource is time. How you use it says much about you. Your clients will make long-term judgements about your company based on your handling of time. 

When you say, “I’ll try and get this to you by Thursday” they hear, “I’ll get this to you by Thursday.” They don’t hear the word try. When you don’t get it by your try time - for whatever reason - they will feel let down (unloved).

So, because you want to love your clients, make sure that you only make time commitments that you can keep. 

Love is time.

3  Listen 

You are a professional building advisor and you solve problems others run away from! You know what needs to be done after one quick look! 

But your client doesn’t. 

Top of their mind is the problems they are having now (either with their current house, or in planning a build). They need to know you are with them.  

So, take time to listen to them telling you about what they want. Ask why? Then, before offering any solutions make sure that you really understand their dilemma. Check that you are on the same page by asking, “Are you saying....” until they reply, “Yes.” Then you know that you have really heard them.  

Listening is love. 

4  Options

Sometimes what your client thinks they want is not always what they really need. If you give them exactly what they ask for they may not get the best solution. They may not be aware of the possibilities that your professional help can provide. 

So don’t simply jump to quote the first solution. If you have other ideas, show them - even if they cost more - it may provide more options. 

I remember planning the extension to our first house. I’d worked on every possibility and figured out the best place to extend. Our builder could have built it, but instead suggested we get a designer involved. Well! That changed everything! It cost more, but the outcome was many times better than my best. We loved our new home and were so grateful our builder had pushed us to consider other options. 

So don’t be afraid to help them consider other possiblities. 

Love is choices.

5  Long-Term

In NZ build costs are high and we tend to build to the minimum permissible standard. But the truth is the building code delivers the lowest possible quality house that you are legally permitted to build - you could say it delivers the worst possible legal home! 

Legal, yes, but is it the best value? Is the cheapest, lowest level of material, fittings and finishings best for your client?

It is highly likely they will not be aware of the advantages of certain materials over others. So maybe you should ask yourself the question: would I install these in my own home? Should I warn my client about the maintenance costs of different claddings? Should I tell them about the life expectancy of different hardware? 

It may be that building to a higher standard will cost more initially, but deliver a better long-term return for your client. If so they are likely to love your company.

Love is long-term. 

6  References

Don’t boast about how good you are. 

Don’t say you are better than other builders. 

Don’t disparage your competitors. 

When you do that you are “just another desperate salesperson.” Rather, show your prospective clients your testimonials and let your previous clients tell their story about your company.

Better still, introduce your prospective clients to your past clients. If they have been loved they will shout your praises. A builder I knew would introduce a prospective client to a past client and leave them talking - in one case for an hour! But in (almost) every case the experience of the past client “sold” the prospective client. 

Love doesn’t need to boast. 

7  Truth

No story spreads quicker than a bad review - especially if there has been any hint of deception. So be meticulously truthful. 

Take care about what you say and promise. Take notes of meetings especially where money is involved and send your client a copy for confirmation. If you stuff up, own up. You will gain more respect for fronting up and fixing things than trying to cover and hide. 

Love is Transparent. 

It may not be usual to connect love and building, but builders who integrate love into their construction business are likely to have highly satisfied customers.  

Graeme Owen
The Builders Business Coach

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.