EPISODE 49 | Having Your Prospects Praise You
Hey folks and welcome to another episode of Builders Business Success Podcast!
Now, if this is your first time, if you are losing your virginity with this podcast, what it’s all about is for builders, primarily established builders because we tend to talk about the problems that established builders have.
And I guess if you’re new to building, if you’ve only just sort of started up your building business, it’s probably a good thing as well because one of the things we’re gonna talk about today is prevention is better than the cure.
So rather than learning all of the bad habits that tend to create a lot of the issues with building businesses, it’d be good to start off on the right foot.
So this is episode 49. So that means that next episode is gonna be episode 50, if my math’s correct, which means we’ll do something special. I have no idea what it will be but we’ll do something special.
We might do an Oprah or something and a car for you and a car for you and a car for you. But then again, we probably won’t. We might do a book, I’ve got some books here. We might do a book giveaway or something like that. But anyway, we’ll figure that out. We’ve got a whole week to figure that out.
So this episode 49 is focused on how to get paid premium prices rather than competing on price because that’s just a race to the bottom. So how do you get paid premium prices?
And when I talk about premium prices, I’m really just talking about how do you get paid appropriately for the value that you deliver, the skill that you have, the experience and knowledge that goes into what you do, how do you get paid appropriately for all of that?
And have your clients love what you’re doing and promoting your business for you. So that’d be a cool thing to talk about. So we’re gonna talk about that.
Q and A, today is a question that was asked this week by somebody. And they said, how do I manage difficult clients?
So I’m gonna address that question through this episode as well.
And of course, we’ve got a personal productivity hack for you as well.
*Transcription of the show *
As I said, the topic for today is how do you get paid a premium price and have your clients love you for it and promote you? Promote you and your business.
And what I forgot to do was mention, if you are watching, I went through that whole thing about the Facebook group and what have you, and didn’t say, if you’re bloody watching live, put in #Live into the comments. If you’re watching us on the replay, put in #Replay. Why didn’t I say that? I went into big buildup and forgot the punchline.
So anyway, now that you’ve got the instructions just go ahead and do that. Now let’s get back into this. So the topic of discussion is how do you get paid appropriately?
I’ve said there how do you charge premium prices but really what I’m saying is how to get paid appropriately for your skill, the value you deliver, the knowledge and experience that you have and have your clients love you for it and then choose to promote you and your business. The simple solution to this is what we call in Builders Business Black Belt deliver plus.
So the four areas of business that we talk about in Blackbelt, are attract which replaces marketing. We talk about qualify, which is the quality client pathway, which replaces sales.
Marketing and sales, dirty words. The third part is deliver plus, and that replaces the build process and in deliver plus, in Blackbelt, we talk about a number of things one of which is understanding what deliver plus means but also how to build and maintain a very high-performing productive, effective team.
Now, we’re not talking about that today but we are talking about the deliver plus. Now what you might be thinking to yourself, what the bloody hell are you talking about with this deliver plus? What is all that delivering? And what’s the plus all about? Well, let me explain.
So the deliver no needs to be understood because I don’t believe in most cases, clients experience what they feel that they should experience. And what that means is that the deliver simply means delivering on the expectations of your client. The plus is going above and beyond and we’ll talk about that in a moment.
But let’s just establish the baseline and the baseline is delivering on the expectations of your client. It doesn’t happen very often. I know you might think that you do, but start to speak to some of the clients and you’ll find that that doesn’t happen.
And the reason that it doesn’t happen is because most builders when they’re doing the building, they’re actually creating the structure, they still believe that that is what they’re being asked to do. That’s why they’ve been engaged. And it’s just not the case.
The reason that a builder was engaged, when you really get down to tin tacks and dig below the surface of the psyche of your prospect, and then your client, is that they have a problem and they want a solution.
They didn’t want a house or an extension or a renovation. They had a problem. And that was part of the solution, the renovation, the house or the extension whatever it is that you’re building.
That isn’t what they were after when they engaged a builder. And the thing is that most of your clients don’t realize this at a conscious level either, but at a subconscious level what they are after is guidance, protection, support, direction, caring, feeling like they’re understood.
All of those things are the things that they’re after. And so at a conscious level, what we need to be doing if we just wanna deliver on the expectations is finding out what the expectations are.
So instead of just asking about size and color and all of the specifications about a build, we need to be asking about the priorities. We need to be asking about the concerns, what are your client’s fears, frustrations, wants, and aspirations?
And when you’re putting your proposal together, and we did this on a previous episode when you’re putting your proposal together, you need to be able to identify and help your prospect at that point see how you have alayed their fears and frustrations with your proposal and how they have or how you have delivered on their desires and their aspirations in your proposal.
What that does is shows that you’ve been listening, that you’ve been paying attention, but being paying attention to the things that are important, that are really important, super important.
And that is what their subconscious expectations are. And so to just be able to deliver, you need to know what those expectations are. That we’re not even talking about the plus bit yet, which is where the magic happens. But the being able to deliver on the expectations is the first thing that needs to happen.
So you need to have a process that identifies and helps your prospects, and then eventually your clients get very, very clear on what their expectations are, because when you begin to talk with them they’re not even clear on what their expectations are. So you’ve got to have a process that helps them unpack their expectations. Then you can deliver on them. And what you then get is a satisfied client.
And you might go yoo hoo, because a satisfied client is much, much better than an unsatisfied client, a disgruntled client, wouldn’t you agree? I hear you all scream in unison, yes, that is the answer. I would much prefer a satisfied client, but then there is this issue of, and you might not realize this but a satisfied client is of no use to the future promotion and improvement and betterment of your business.
Satisfied clients don’t scream from the rooftops how wonderful you are. They go, yeah good. That’s your testimonial. How was the builder? Yeah, he was good. Do you want testimonials like that? Because this happens and I don’t mean testimonials on video or anything like that.
I’m talking about when your client, after the handover maybe they might be talking about this during the build process. But after the handover, they get asked by their friends, by their family, by their associates, by their connections, what was it like?
And they’re gonna tell them but they’re not gonna talk to them about your skills and your abilities of how wonderful your miter joints are or anything like that, they are going to talk about how they felt about you.
In other words, how you, in their mind, made them feel that’s what they’re going to talk about. And if you just delivered on their expectations, they’re satisfied. And when you’re satisfied, they’re not motivated. They go, that’s what I expected, that’s what I got.
That’s not reasons to scream from the rooftops about how wonderful it was. That’s just their expectations have been delivered upon. So they’re satisfied, whoopee! but I’ll tell you why folks that is significantly better than what most customers of building projects experience right now.
The majority are experiencing frustration and disappointment and fear and concern and all of those negative things. And we need to change that. And you are fully in control of whether this changes or not, by the way that you run your business.
So that’s the delivery part. So we’ve got to get that down first. We’ve got to have a process to understand what their fears, frustrations, wants and aspirations are and a process to deliver on those and a process to make sure that they see, hear, feel and know that you’ve delivered on those things, that’s baseline.
Then we’ll get into the plus. The plus is where the magic happens. This is where they will start to yell from the rooftops about how wonderful you are. And they’ll start to stop people and say, I’ve just got to tell you about my builder, when they haven’t even asked.
That’s what you need. You need people who are gonna interrupt the conversation because they just want to tell people about their experience. Just like when you’ve heard the funniest joke you’ve ever heard, just before we get into it, “I need to tell you this joke, it’s hilarious.” Or when you’ve seen a great movie or a great show or something like that it becomes the topic of the conversation.
You don’t wait til people ask you, you interrupt then you start, “You’ve got to see this movie. You’ve seen this movie? You got to see this movie.” That’s how we need our clients to be speaking.
And that needs to be the energy that our clients are using when they are communicating about your business. How that happens is by creating the plus on this deliver and the plus are little surprises and they need to be surprised, folks.
You don’t tell them that this is gonna happen. It needs to be, you understand what a surprise is, right? You’re don’t go on, “I’m gonna tell you what’s gonna happen.” And then when it happens, it’s not a surprise. It needs to be a surprise.
So you don’t mention it upfront but there’s a bunch of ways that you can really stand out and create memorable experiences that costs very little to nothing, a couple of examples.
Let’s say that in your discussions that you have had with the husband you found out he is a golf tragic, here’s what you do. You go find a “Golf Magazine” and you find an article in the “Golf Magazine” and you rip it out of the “Golf Magazine” and you fold it up and you put it in an envelope.
And next time you run in to the husband, you see them personally, you simply do this. You go, “I remember you said that you’re a bit interested in golf. I found this magazine, sorry. I found this article that I thought you might be interested in and I’ve got it for you.”
And your hand them the envelope drop the mic, walk away. Don’t make a big deal out of it. Just say, “I remembered that you had this interest, this passion, thought this might be of interest here you are, leave.”
It’s super powerful because they probably can’t even remember you having the conversation about golf, but from a subconscious point of view, that is super powerful because they are going, wow, this person listens.
They pay attention, they care. You might’ve heard that little Janie, the daughter was into gymnastics. Next time you see the mom, go find a gymnastics DVD or something like that. And go, “I remember you said little Janie was into gymnastics. I’ve found this, came across this DVD she might like.” A bit old fashioned, but that’s okay.
You can be old school. It doesn’t matter a shit whether little Janie even has a DVD player to play it, it’s the thought that counts. All right, but you’re handing them something that represents that you listen and you pay attention.
Another slightly more costly example of that might be that you send a car to pick up the husband and wife one day when you’re at slab stage and all you’ve got on the slab is the walls chalked out.
So the chalk lines are on there and you might, write the names of the rooms on the slab.
Go get a nice table with a nice tablecloth and get the team involved in this and cater or cook it yourselves, onsite, a lunch and invite the husband and wife, the owners, the clients, get them on site, go get a car to pick them up, make it memorable. It might cost a few hundred dollars to do this.
The team are gonna love it. And I can guarantee you that your clients are gonna be talking about it for a long, long time where you’re sitting around, just chewing the fat, having a good time with the client and the team in the dining room.
So they’re not even any walls. That’s memorable stuff, that’s stuff that they’re going to interrupt conversations to talk about. And so your mission is to come up with lots and lots and lots of these ideas.
So design lots of different ideas, inexpensive ideas, ideas that might cost a little bit but it’s just so worth it and then schedule those things into the process. So you’ve got to have a system where a reminder comes up, it’s time for a plus surprise.
It’s time for a deliver plus surprise. What have I got in my library of surprises? Let’s go do it. And it needs to be a little bit random, not regular but it really makes a massive difference.
The team need to be involved in this. The team need to be on the same page understanding that your product, your company’s product isn’t what you’re building, your company’s product is the experience. The quality of the experience that your client has, that’s your product.
And so everybody needs to be involved in the delivery and the improvement, the refinement of the quality of your product.
They need to know, the team need to be involved in understanding what the purpose of this business is.
And when I say team, that’s everyone. That’s suppliers, that’s subbies, that’s direct employees, anyone who’s involved they need to be across this. They need to be part of your team and contributing to the quality of the product, because that helps everybody. So you always need to be improving this.
We’re gonna talk about this in some future episode about how to get the team involved in this. ‘Cause it’s really powerful. And there are so many benefits, not only for the client, but for your business and the team when everyone gets involved in this.
So my question is, is this worth it? Is it worth putting the effort in like stop nailing bits of timber together for a little bit and put some effort into this? Is it worth it?
I have to say, absolutely. It is absolutely worth it. And here’s why, because your client in the future after handover and all that sort of stuff, they’re not going to remember what you said and they’re not going to remember what you did. They’re going to remember how you made them feel. That’s what is they’re going to remember.
And they’re going to remember that for a long time. So do you wanna be remembered for being unreliable, overpriced in their view, which just means you didn’t deliver value?
It’s got nothing to do with the price itself. It’s got to do with the price versus their perception of the value that you delivered. So do you wanna be remembered as overpriced because you didn’t deliver the value? Do you wanna be remembered as something that caused frustration and disappointment? I hope not .
The answer to that question is a resounding no. You wanna be remembered as the guide, the person that guided them through a pathway full of all sorts of dangers and man traps and potholes and pitfalls, and you guided them through that.
You wanna be remembered as the guide, the protector, someone who made them feel understood, someone who made them feel that you gave your stuff, that you cared for them, someone who made them feel important.
Q & A
Q and A, as I said and the question that we’re asked this week was how to deal with difficult clients. Hands up those who have had a difficult client.
I see all of you with your hands up. If you’ve been in the building industry any longer than five minutes, you will have had a difficult client.
And somebody said, “Well, how do I deal with them?” There are many ways to deal with them and I’m not even gonna answer the question. I’m gonna sidestep it. Because if I answer the question, it’s not really addressing it the appropriate way.
So what do I believe?
I believe that prevention is better than the cure. Sure, jump on a call and we can help you deal with the current difficult client because that happens. But we need to learn from that and we need to put into place processes that prevent you having a difficult client.
That happens in Black Belt all of the time, like people learn how to implement the quality client pathway. They educate and they they have a self qualification process for their prospects, so they end up with really good quality clients.
But as the building game is, there are people still in their businesses, where there came into their businesses well before they joined Blackbelt. And sometimes we’re dealing with the fallout of that. Sometimes it’s legal, it gets to that legal point, but it’s definitely distressful.
And it costs them a lot of time. And when they see how they could have done it, they get quite disappointed and go, I wish I had known this a few years ago.
Well, you couldn’t . You can only learn it when you learn it. And hopefully, if this is when you’re learning it now, you need to grab it and you need to implement it. And that is the quality client pathway. And it’s a series of behavioral hurdles.
So they are actions that you ask your prospects, because they’re not clients yet, to take and it is designed in such a way that the right type of people for your business are quite happy to jump over the hurdle and the people who aren’t right for your business, won’t jump over the hurdle.
They won’t take the action and that means that they disqualify themselves out. So quite simply, they don’t go to the next part of the process. They don’t call you back. They don’t do what they need to do to trigger the next part of the process. So you don’t have to say, no, they are deciding whether they are a quality client or not. And part of the quality client pathway is this little chunks of education.
So you create a hurdle which you put a little step in front of the hurdle, which is made up of education which means that the right person will step up on the step and just jump over the hurdle without an issue. But the people that aren’t appropriate for you, won’t.
Personal Productivity Hack
Personal productivity hack time. It’s important to understand what motivates us to do things and continue on with processes.
Because if there is process that you’ve been given that makes sense you may or you may not follow it but the secret to that is giving yourself quick wins. Psychologically, it’s all about getting quick wins. So I quite often talk to our black belt members about units of effort.
I know it sounds a bit weird, but it’s to help you to explain where you put your time, energy and effort each day so you become more productive and feel like you’re really making progress. And it’s all about getting quick wins.
So let’s assume for instance that you we’ve got five objectives, five problems you wanna solve, five goals you wanna accomplish, whatever it is, but there are five of these objectives.
And each of these objectives requires five units of your effort. I don’t know what a unit of effort is, but let’s just, for the purpose of the exercise, let’s say that that problem requires five units of effort to overcome it, or a goal five units of effort to it accomplish it.
And let’s say that you’ve only got five units of effort to give each day because there’s only so many hours in the day and you’ve got other things to do.
So there’s only five units of effort that you’ve got to be able to put towards fixing a problem or accomplishing an objective. So you’ve got two options, option one is you can put one unit of effort into each of your five accomplishments, goals, problems whatever.
How long is that going to take before you get your first win? Well, mathematically, it’s gonna take five days before you get your first win. If you’re putting one unit of effort into each of your issues, it’s gonna take five days before you get your first win.
Option two, what if you put all of your units of effort into the one issue, the one problem, the one goal? That would mean that on day one, you get a win and folks that will get you sucked into this process. That will get you connected.
That will cause you to want to do this again and again and again, but what will do the opposite of that, what will cause you to lose the plot and get disheartened and feel overwhelmed is putting one unit of effort in lots of things, not getting a result day after day after week after month, that weighs you down.
So understand this little productivity hack, personal productivity hack, find one thing it’s like paying off debt. If you read “Profit First”, they say what’s the easiest debt to pay off?
The quickest debt to pay off. Not the most smartest debt to pay off based on your accountant’s calculation, it’s all about what can I do quickly and easily, so I get a win.
And then you put all your resources into the next one so I get another win and you start to get into this winning mentality. That’s what this personal productivity hack is about.
So figure out something that you can create a win with, put all of your units of effort, all of your focus onto it and get the win and then move on to the next and move on to the next. It will change how you go through your day.
Takeaway & Jump On A Call
Take away, what’s the takeaway for this show?
To me, it was all about prevention is better than the cure today. Procedures and focus on your actual product that’s prevention.
Create procedures around the quality of your product improving the quality of your product, delivering your product in a better way, which is the client’s experience. Prevent bad clients from entering your business with education and the qualification process.
Again, if you want a copy of that, just send us an email or give us a call, schedule a call and we’ll sought you out. And keep your energy up with rewards, prevent getting down in the math because you’re putting all of this effort in and not getting the outcomes.
It’s all about prevention.
Prevention is better than the cure. It’s a much better way to build your business. So I hope that makes sense.
If you’ve been watching this live, I’d love you to put live, #Live into the comments. If you’ve been watching it on the replay, put #Replay in the comments, really appreciate that. If you’re watching it on the blog, hit the button under the video and book this call. So every business has what I would call like a dam wall.
There’s like one issue, one problem that when that one problem is addressed, it fixes a whole lot of other problems as well. And you just need to have somebody external from your perspective to perhaps guide you to what that issue is, what that problem is, what that objective might be. And the dam wall opens and a whole lot of problems disappear.
Love you to book a call, love you to jump on to have a live conversation with us so we can find out about your business, what your particular issues are, help you to find what that dam wall problem is and address it.
So a lot of other problems will disappear. It’s just a short conversation to find out where you are, where you wanna go and we can point you in the right direction. So you’ve got all of the information about how to schedule that call, just to go ahead and do it.
I hope you’ve really enjoyed this episode of the podcast, episode 49, episode 50 next week, we’ll be having some form of celebration in some way for 50, looking forward to it already, looking forward to having your company back in the Facebook group Builder’s Business Success Forum.
If you’re not already a member, jump in and become a member of the free group and participate in the podcast live.