Many contractors work on the assumption that the low-cost provider always wins. That isn’t true…at all. What Mrs. Jones is considering is value. Value is what determines the win/loss game.
If you present value to your prospect instead of just a low price, you have got the receipt for success the rest of this season.
How to present value if you are a low cost provider?
Stack, stack stack!
By stacking your proposal with upgrades and add-ons instead of lowering your price, you get to maintain your margin by giving away items or services that have a high perceived value but really don’t cost all that much.
One thing that is easy to use to add value is your own warranty. If you have heard me once, I have said it a thousand times. Use a super-strong warranty that is much better than your local competitors provide and you have the makings of a stacked offer with a solid differentiator.
