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The Art of Pricing in the Contracting Game: Justify, Don’t Defend

Updated: Sep 16, 2023


In the realm of business, particularly in the painting contractor sphere, there's a phrase we hear more often than we'd like: "Your price is too high." But is it really? Let’s dissect the nuances of pricing, value perception, and how to effectively communicate the worth of your service without sounding defensive. Grab a cup of coffee and settle in; this is going to be enlightening.


1. Communication is Key – And It Can Justify Your Price

Before diving deep, it's vital to clarify: justifying your price doesn't mean being defensive. Instead, it means making sense of the price to the prospect in a way that resonates. To define 'justify' in our context: it's to demonstrate that something is right or reasonable. If someone scans your website, they should see, at a glance, why you believe your service has a particular value. Two main questions should be answered: Why are you worth more? What evidence supports that claim?


Communication is central to justifying your price. Consider simple things like how you answer the phone. Believe it or not, many customers simply hire the first contractor who picks up. If you're the type who answers promptly, maintains a positive demeanor, and commits to what you say, you're already ahead in the game.


Furthermore, evaluate the user experience of your website. If you’re proposing a premium service but your website is laggy, not mobile-friendly, or filled with outdated stock photos, there's a discrepancy. This disparity makes it harder for customers to trust that your premium pricing is fair.


And speaking of timeliness, punctuality is a form of communication too. If you promise a call at four o’clock, make sure you're on the dot. Every missed appointment or delayed communication subtly conveys unreliability. The same goes for basic email etiquette. Proper grammar and clear messaging show professionalism, which indirectly supports your pricing structure.


Confidence in your service is attractive. However, there's a fine line between confidence and arrogance. Ensure that in all communication, you remain grounded, ensuring clients feel valued rather than belittled.


2. Be an Educator through Content

If you want your price to make sense to prospects, offer value through education. Positioning yourself as a knowledge leader in your industry can significantly enhance perceived value. Regular, valuable content can have a ripple effect, expanding your influence over time, much like a spreading inkblot on a canvas.


Now, this might sound daunting. Not everyone is comfortable in front of a camera or feels they possess the writing chops to pen blog posts. The good news? You can learn, adapt, or outsource. The key is consistency and quality. By providing insights, answering common questions, and even debunking myths, you gradually build trust with your audience, making them more receptive to higher pricing.


3. Deliver an Unparalleled Experience

When discussing experience, it's not about how many years you've been in the business. The focus should be on the kind of experience you offer your clients.


Your team plays a pivotal role here. Do they exude professionalism? Do they arrive on site looking prepared, or does it seem like they’ve just had a rough night out? The presentation matters. From the moment they arrive, their demeanor, appearance, and efficiency all contribute to the client's perception of value.


Ask yourself: What does it feel like to work with your company? Is it hassle-free? Are clients kept in the loop? Do you honor promises and deadlines? These factors collectively shape the customer's experience and either validate or question your price point.


Conclusion

Pricing isn’t just a number. It's a reflection of value, which comprises effective communication, educational content, and the overall client experience. By focusing on these areas, contractors can effectively "justify" their prices, ensuring that clients understand the real value behind each quote. The ultimate goal is not to be the cheapest, but to offer such undeniable value that the price becomes a mere footnote in the overall narrative. Remember, it's not about defending your price; it's about showcasing its worth.


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