Potential clients call up your business for only one reason.

It's because they have a problem.

It is your job to sell them a solution.

They want your attention fast. As a matter of fact, they'd do almost anything for your immediate attention.

This dynamic can change quickly though, when you provide the potential client with a quote for your work.

You know what goes into performing the work and the costs associated with it, and they might still balk at your price.

They go from pedal-to-the-metal to cold as ice.

They say things like "oh, we can wait to do it."

"I don't know if now is the right time."

"This is more than I expected."

In that moment, they might view you as an adversary. The client feels like they're being held hostage by their problem and your cost it will take to fix it.

In that moment, you need to set them at ease. You need to show the client that you are aligned with them.

Remind them who the real adversary is.

It's not you. It's their problem.

Always redirect their attention from your price to their problem.

The way I've done this is by presenting myself as an ally. I'm not a salesman, but rather a compassionate friend who is helping fight for a solution.

"It is a significant amount of money, but this is what it takes to have peace of mind."

"It isn't going to get any better if it's left alone."

"It's a shame that you need to fix this, so here's the best we can do on it."

Make sure they see that your goals are really aligned with theirs.

When you can assure them that your intentions are to serve, rather than to take, they will be much more inclined to trust you and convert the sale.

What it takes is showing them that you want to solve their problem as badly as they want it solved.

Their problem is the reason why they called you.

Their problem is the reason why the work costs what it costs.

Their problem is the thing you need to solve so they can enjoy their life again.

It is your job, in that moment, to remind them of that.

I hope this was useful for you.

The goal of this newsletter is to make life easier for local service business owners and operators. Be sure to forward this email to any friends you have in the service industry.

-Ross

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