Hey Movers and Shakers…
Would you like to know why you are not booking moves?
Trust me on this…price has little to do with you NOT booking jobs…
And I’m going to tell you how in just a sec.
First off, let’s get rid of the myth that your prices are too high…
Your price has little do with your customers booking your move.
Yes, the cost does factor in the buying process and if everything being equal the customer will usually go with the lowest cost…
But if you follow what I am about to share with you things will not be equal and you’ll have an unfair advantage over your competition even if your rates are more.
So let’s get into the 3 reasons why your customers don’t book with you:
You’re too cheap!
That’s right…you’re too cheap.
For many people being the cheapest is a huge red flag.
Don’t believe me?
Well…lets look at jeans shall we. You have a choice between Levi’s and Taylor Swift jeans. Levi’s cost $35/pair…
While Taylor Swift’s jeans cost $75/pair.
Same material. Same stitching. Same quality. Most likely the same factory in China makes them…
So why are Taylor’s so much more expensive than the Levi’s?
It’s because Levi’s are too cheap…they are perceived as cheap. They are sold in stores like Wal-Mart which is perceived as a low-end store.
You didn’t educate your customers enough.
Customers are not movers. If they were they’d do it themselves.
Customers will not buy something that they cannot or do not understand.
Too few moving companies do any real education about the moving process and what they do specifically.
When doing an in-home estimate…or even on the phone…you have to let them know what you are going to do for them.
Step by step.
Lay it out for them. In detail of what your process is and what the expected time frame to get it done is.
If something goes wrong…You want to teach your customers what it is they have to do to get the problem solved.
Lay it all out for them. 1 2 3 in see-spot-run terms.
Don’t leave out a thing.
I guarantee you competitors are not doing this.
The perceived value doesn’t exceed the price.
But before we get into that we have to talk about Features and Benefits…
Too many of are confused on the difference between the two and are in fact trying to sell your features and not the benefits…
Understanding this difference will probably increase your closing ratio by 25% to 50%.
Features are factual statements about your company.
- Licensed and insured
- Local and long distance moves
- Affordable rates
- 5 Star rating (although that can be a huge factor in the sale…)
- Member of the BBB.
Those are all features.
They’re factual statements about your company.
Don’t get me wrong…they are important. Your customer does pay attention to them…but it doesn’t get them to buy.
Features only justify their decision to book with you or not.
Benefits answers the customer’s question, “What’s in it for me?”
It evokes an emotional response. And people buy based on emotion and rationalize it on the features.
This is a benefit: “We are licensed and insured with the state so you know that have to abide by the strictest ethical standards in the industry for your protection.”
Here’s another: “We have 5 Star reviews because we ensure that every move we do lives up to your expectations. You’re our boss and it’s you we have to please.”
One more: “We have the cleanest climate-controlled storage in the area so that you can rest easy and just concentrate on getting that new place in order. When you’re ready we’ll deliver it to you just like it left your home.”
Those statements were about your customer…not you.
It answered their questions and handled their fears.
They answered their question, “what’s in it for me.”
Okay so now that we went over that.
Your customers aren’t booking you because you have not communicated that the benefits that you provide justifies the price you’re asking.
Your customer will often tell you the reason they didn’t book is because you’re price was too high.
The real reason was that you didn’t give them enough benefits to justify…in their minds…that the price you’re asking matches service.
What you need to do is what I call benefit stacking…
I get this from the internet marketers and late night hawkers…
You know what I mean…
They’re selling you a set of knives and just before they ask for the sale they stop and say, “Wait…there’s more…”
What they are doing is stacking the benefits.
I’m not asking you to be that cheesy. But I am asking to follow this very successful sales tactic.
I want you to dazzle your customer with benefits.
Stack them on… Boom. Boom Boom.
But when you’re doing this…make sure you don’t oversell.
There’s a bit of an art to this.
So there ya go…
- You’re too cheap…Great! Raise your prices.
- Customer doesn’t understand what you do…easy. Explain it to them step by step. Don’t leave anything out.
- The value you offer doesn’t justify the cost…simple. You benefit stack the hell out of your services until your benefits outweigh the cost.
You know the 3 major reasons why you don’t book more moves and how to handle them. Go out and practice this until it’s second nature to you.
You should see a spike in the number of jobs that you book.