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You’ve put in the work—you’ve found an internet marketing partner that has experience and success with other plumbing companies (score!), invested in advertising, hired the customer support staff to handle your phone calls, and leads are finally coming in. Or are they?
As overhear your customer service representatives’ (CSRs) calls, you start to realize that many of the conversations revolve around the price of a toilet installation or tankless water heater repair. Is your service cheaper than your competitors’? No, but that’s not what makes your plumbing company the one to choose. However, these conversations don’t seem to indicate that customers care about that. You feel disheartened as these price shoppers waste your CSRs’ time and don’t convert into paying customers.
We’re here to encourage you to take heart—price shoppers don’t have to be frustrating time wasters. If your CSRs have the skills to properly handle them, you can turn these leads into customers.
Tips to Convert Price Shoppers into Customers
Don’t try to avoid price shoppers. It won’t work. When you need a home service, you probably shop around yourself before shelling out your hard-earned money, right? It’s natural, as a consumer, to want to get the most value for your money. Trying to avoid this fact will only waste your time. Instead, you should focus on improving your business—so that you can prove yours will, in fact, provide the best value.
Make sure your CSRs know all of your services and your entire service area. You would be amazed at how often a sale is not made because a CSR simply wasn’t helpful or prepared with all the necessary information. Ensuring that they know each of your service and product offerings and which areas you are willing to go to is essential.
Listen to your customers. Business is all about supply and demand, so take the time on these calls to identify what your customers want and need, and you’ll be better prepared to give it to them.
Try to keep in mind that people value their time. Once they like and trust a brand, they’re much less likely to go looking for other options. When you invest your efforts in meeting and exceeding the demands of your customers, you’ll often enjoy dividends in the form of loyalty.
Know your worth. The lowest price doesn’t always get the sale, and dropping your price to meet what you perceive as demand from price shoppers can actually sometimes lead to the perception that your service isn’t worth what you were charging. That’s not a signal you want to put out into the marketplace. Know that most people are willing to spend more money for higher quality services—aren’t you?
Communicate with a positive tone. A customer can hear your CSR’s smile through the phone, and a positive first impression can signal that your plumbing company is competent, pleasant, and easy to work with. A hurried or annoyed tone can give the impression that your plumbers will be too busy or inconvenienced to do a job well.
Get More Leads with Customer Service Training
It’s all well and good for you to understand how to handle price shoppers, but you’re not the one on the phone—your customer service reps are. You have a company to run, and while getting the most out of your lead pool is important, you don’t have time to make it happen by yourself. So how do you make sure that each of your CSRs is prepared to handle price shoppers?
Try Smart Selling: A training program for CSRs that operates on the premise that the people on your phone handling team are your most important salesmen. Whether they realize it or not, they are most likely the first—and potentially last—impressions a customer will have of your plumbing company, making them arguable your most important representatives. Ensuring that they are fully trained and prepared to handle price shoppers (and any other common type of inbound lead) is critical if you want to convert as many leads as possible.
As a marketing company that specializes in working with the home services industry, we have listened to and analyzed more than 1.5 million phone calls between customers looking for services like plumbing, and have discovered:
- The most common CSR errors that lead to missed opportunities and the loss of booked appointments
- Effective approaches for closing sales over the phone on the first call
- A proven method for tracking and recovering lost leads
Our Smart Selling CSR training program can help you make the most of every marketing dollar by teaching your team how to make more sales from your existing pool.
Start Our Smart Selling Program
If you are the owner of a plumbing company who wants to maximize your marketing investment and get the highest ROI possible, you need a top-notch team of CSRs that can convert any call into a sale. With the help of our Smart Selling program, you can make that happen.
See how Smart Selling helped one home service company double their booking rate through bi-weekly one-on-one training and development sessions with our Smart Selling coaches—download our free case study! Or contact us today to start our CSR training program and convert more leads!
About The Author: Jenny is an SEO Analyst at Blue Corona. When she's not helping her clients grow their businesses through the web, she enjoys furnishing her new home and exploring new restaurants with her husband.
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