Who starts out to purchase anything (whether it’s a can opener, a ballpoint pen, a cell phone, an automobile, or a home) not caring about how well it is built or how likely it is it to perform as it’s intended?
While price is important, value usually is what most people seek.
Who looks for just the best price on something immaterial of how well it is designed, fabricated, manufactured, or built or how well it likely will perform and will last – unless it is designed for just one use or for a relatively short life span and will be consumed or no longer needed?
However, even something as consumable as a napkin, paper towel, or a soft drink, has various grades and performance characteristics depending on the brand and price. Some feel better, work better, taste better, or whatever – even for just one use.
Yes, people are interested in quality. Most people don’t want the cheapest product (whatever that is) without some concern about whether it will do the job as well as something that may be built or manufactured to higher standards of quality.
Unfortunately, quality is one of those words that has been used so much in sales and marketing that it really has lost any real meaning. Who intentionally markets their product or services as shoddy, inferior, or substandard - or say that they cut corners just to save money?
So how do we convey the fact that our home modification and aging-in-place renovation solutions are different from – and better than – the competition? By specific illustration of those quality features and enhancements – that’s how.
Look for all of the opportunities that we have to distinguish and differentiate ourselves from the others in your marketplace that claim to offer "the same" or similar services. Start with a key distinction. Being CAPS-trained and certified may be all that we need to say to get the ball rolling or to distance ourselves in a very positive way from the rest of the contractors and providers.
If any of us have won an award for design or building, or partnered with or been recognized for our achievements by a visible non-profit agency in our area, that’s worth talking about. We need to take the time - in writing and in conversation - to explain to our customers what this means to them.
Then, we need to convey other distinguishing features, qualities, and characteristics about how we approach an assignment and the results we achieve. Maybe it’s the brand or grade of floor coverings, lighting, cabinetry, appliances, fixtures, finishes, or hardware that we include. Maybe it’s the way we pay attention to keeping their home neat during the project and do our best to keep noise, dust, debris, and distractions to a minimum.
Maybe there are certain things we do or include during construction that the customer can’t see without us pointing it out that will create that extra value for them - and maybe it’s just the overall attention to detail.
In short, we want our customers and clients to use our services because we represent and embody quality and value – and it shows in our work and our attitude and values. We aren't just saying that it's important, it shows. It’s up to us to show and explain to your customers how and why this is true.