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Webinar Posting: Overcoming Price Resistance

Watch Closing Ratios Soar and Sales Skyrocket By Shutting Down Price Objections Before They’re Ever Even Raised

If you’re a remodeling company selling on the higher end of the pricing scale, then you’re no stranger to price objections. Sometimes prospects will just tell you that they think you’re too high; other times, they make up excuses because they don’t have the guts to just tell you they think you’re too high. Either way, in the end, your frequently walk out without a sale.

In the past, the solution was to either cut your prices… or to train your salespeople better. But nobody wants to cut prices, and consumers are wary of three-hour sales pitches designed to wear them out while you educate them why you’re actually worth the extra money.

The solution for selling to today’s consumer is to deliberately and liberally utilize contractor-specific, marketing-based price conditioning. The idea is simple: to help your prospects understand what quality looks like, how you deliver it, and why they should expect to pay for it…. and to do all this BEFORE YOU EVER SET FOOT IN THE PROSPECT’S HOME.

In short, your job is to give your prospects enough information to ensure that they absolutely FALL IN LOVE with your company… and condition them to fully expect to pay a premium for the privilege of doing business with you. In fact, they’ll be happy to pay more… because they’ll understand exactly what they are getting in exchange for the extra money.

This webinar will show you exactly—step by step—how to accomplish this in your contractor marketing efforts, and show you examples of everything discussed. You’ll learn how to take all the things you already do that make you more valuable (and more expensive)… and how to communicate them with power, precision, and passion so that your value proposition is unmistakable and self-evident.

You’ll see what this looks like in terms of advertising, contractor website development, home show strategies, phone scripts, emails, and more. You’ll also understand the underlying principles of WHY people are begging to be educated, and how being the one company who actually “pulls back the curtain” and teaches them how to judge contractor quality puts you in the driver’s seat to get the sale.

This isn’t pie-in-the-sky theory… it’s not wishful thinking. And it’s not some two-bit technique that works sometimes and fails the rest. You’ll learn a set of principles that work every single time they’re implemented properly, and that are guaranteed to lower price resistance, raise closing ratios, and greatly improve average sale amounts.

Stop getting beat up over price. Watch this webinar and learn how to use your higher price to your advantage. Wouldn’t that be a nice change!?!

Topics Covered On This Webinar:

  • Why price conditioning isn’t optional anymore.
  • Three methods of price conditioning that simply don’t work (anymore)
  • Changing your mindset from sales to marketing
  • Creating a compelling and believable Identity
  • Setting standards and helping people understand how to evaluate quality
  • Your most important marketing tool: Your website.
  • Gathering and presenting social proof and evidence
  • Looking the part
  • The direct approach: telling people you’re more expensive…and why
  • Consumer Reports: help people see how you stack up against competitors
  • Using financing as a weapon instead of a crutch

© 2015 – 2016, Rich Harshaw. All rights reserved.

  1. I have read so many posts concerning the blogger lovers but this paragraph
    is in fact a fastidious piece of writing, keep it up.

  2. I have worked for companies before that did not price condition. The most uncomfortable prospect to present is generally the prospect that has no idea what things cost. Holding the price until the end of the consultation and then peeling the prospect off the ceiling after price presentation is a thing of the past. I never enjoyed it, and now that I own my own company we always price condition.

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