Contractor Update

Many times, we hear certain phrases over and over and when we're pitching to a potential client, we tend to repeat the same cliches over and over.

You may not even hear yourself doing it, but the client could be turned off and tune out your presentation. When it sounds like "sales-speak", you can lose the trust that your reputation as a service provider has earned.

Here are some phrases to avoid when bidding on your next project:

1- "What would you say if I told you..." or "How would you feel if I could get you..." - these types of sentences just scream salesman. Talk to them about what you know - avoid the gimmicks. They'll listen.

2 - "What would it take to get you to sign today?" I can just picture an eager salesman, sitting on the front edge of the chair, pen in hand, with his tongue slowly dropping from his mouth. I have written about this before, but my favorite close has always been, "Do you have any other questions or concerns that would keep us from getting started?"

3 - "This offer is for a limited time only." People hate pressure tactics. If you can make the offer at any point in time then you should be able to make it again two weeks from now. Sure material prices could go up but you don't know they will. You're reasonably sure of it, but you don't know.

4 - "...But wait! There's more!" I laugh. No, there is not. It's all part of the same package and you've just split it up. People always hear this on the info-mercials - "Act now and we'll throw in an extra set of steak knives!" It can cheapen the value of your products and services you provide.

5 - "I won't be undersold!" or "We're the lowest price in town! Guaranteed." Problem is, you can't really guarantee it because it probably means that you do the job differently than the next contractor. Or you use less expensive materials.

6 - Consider these platitudes: "We go the extra mile", "We treat you like family", "We're professionals." My answer to every single one of these would be, "I would hope so." You're not telling me anything I haven't heard before. Make sure you differentiate.

7 - "I'm your friend. You can trust me." Really? You've been talking about a kitchen remodel for 30 minutes and you both like to bowl. Bosom buddies you ain't.

8 - "Here's what you need..." It basically means I've listened to what you've said and I'll ignore it for what I know to be much better for you.

9 - Using "always" or "never" in your conversation. It can't possibly be true for every circumstance and a generalization like can come back to bite you where it hurts. "We're always on time!" Ha! That's just plain comedy. Promise what you can deliver on. "We'll do everything we can to be on time" will go a lot longer for your company.

Be an expert. Listen to potential clients. Really listen. Pitch yourself, your skills, and your past experience. That's all you need.

Fill in the blanks: Cliches do more harm than _____, because they just go in one ear and out the _____.

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Labels: Contractor Advice, Small Business Advice, Small Business Marketing