Are you tired of losing out to the lower bidders?. Do you feel like it's a race to the bottom, where price is the only factor that matters? It's a common complaint that many people have, but is it really true?
In this article, we'll discuss how to beat low bidders in the sales process and why it's not the end of the world if you don't win every job. We'll also talk about the importance of focusing on the big picture and the quality of your sales process.
First things first, if you're building a successful business, you don't need to book every job. In fact, you don't even need to book a crazy high percentage of jobs. Look at the big picture and your numbers. If you have a great sales process and you follow the training and coaching provided, you will have a good enough sales rate to build a very scalable business. So, don't get too wrapped up in every little job.
If you lose some jobs to a lower bidder, that's fine. The only thing to note is that it's very unlikely that your main objection is that you're more expensive. It's more likely that the customer perceives the services provided by the lower bidder to be the same or better than yours. In that case, it's not about price, it's about value.
What are you selling? If the guy who's the low bidder is selling a Honda, and you show up and sell a Honda with a higher price tag, then yes, your price is high. But if you're selling a Lexus, and the other guy is selling a Honda, then it's not about price, it's about quality. You don't go into a Lexus dealership and say, "I don't know, there's a Honda down the street that's way less money." You know that you're paying for a superior product.
That's where the sales process comes in. Good people and professional companies with legitimate sales processes are going to offer a higher price. The guy who just shows up and writes a number on the back of a business card is going to be your lower price. So, it's not a race to the bottom. It's about demonstrating the value of your services.
If you keep losing out to lower bidders, it's because you're not doing a good job of showing value. So, let's talk about a few ways to be a little bitter (not a typo) and beat out those low bidders.
First, focus on your unique selling proposition (USP). What sets you apart from the competition? What do you do that they don't? What's your niche? If you can answer those questions, you're on your way to demonstrating value.
Second, build rapport with the customer. People buy from people they like and trust. If you can build a relationship with the customer, they're more likely to choose you over the competition.
Third, ask questions and listen to the customer. What are their pain points? What do they need? What are their goals? If you can show them how you can solve their problems and help them achieve their goals, they're more likely to choose you.
Fourth, follow up. Don't just send an estimate and forget about it. Follow up with the customer and answer any questions they may have. Show them that you care about their business and that you're willing to go the extra mile to earn their trust.
Finally, don't be afraid to walk away from a job if the customer is only focused on price. If they don't see the value in your services, it's not worth your time or effort.
In conclusion, while it may be frustrating to lose jobs to low bidders, it should not be the sole focus of your business. A successful business does not need to book every job or even have a high booking percentage. Instead, focus on building a strong sales process and showcasing the value of your services to potential customers. Remember, customers are not always solely driven by price and there are many factors that go into their decision-making process. By offering quality services and a professional sales process, you can differentiate yourself from low bidders and ultimately build a scalable and successful business.