Bargain hunters and tire kickers.
In this age where low discount giants like Walmart and Amazon reign supreme and you can find many products and services for free online, you’ve probably encountered prospects who wanted to get the absolute most for their hard-earned pennies.
So, they call and ask about your services in hopes of finding a deal.
Our co-founder, Debbie Roberts recalls a story that focuses on this scenario:
“I was talking to a bookkeeper who had a problem with a new client. When he first called and asked her what she charged, she told him. When she arrived, he directed her to the computer where the software was installed, explained what he thought needed to be done and how long it should take then left her to get the job done. Eager to impress, she got to work only to find the data file was a complete mess and it was actually a rescue job and not what she was told. It was going to take much longer than the client estimated because he didn’t understand what was involved in a rescue and she wasn’t charging enough. Her first mistake was she didn’t position herself in the initial call.”
Well, Debbie gives you some tips on how to handle this situation.
“Let’s look at a couple of different scenarios in response to a call from a prospect who is shopping around and asks - ‘I’m looking for a bookkeeper, how much are you?’ The most common response is you tell him your rate. The prospect says, ‘Great, let’s make a time tomorrow to get started.’ He’s controlling the engagement.”
Debbie adds, “Instead, what if you said confidently - ‘If price is your priority then I’m probably too expensive!’ Ok, it’s possible he might hang up (and if he does that’s a client you don’t want anyway). But, what if he responds with ‘Price is not necessarily my priority.’ And you reply, ‘So, you want to find out how I’m going to empower you around your finances, great. I’m not available until Friday. What time suits you then?’”
Debbie concludes with “That’s positioning which puts YOU in control of the engagement. Have you been brave enough to use that line when you get a call from a tire kicker? I know it takes courage, but you’ve probably got more than you realize.”
Thanks Debbie. As always, some great advice.
Well, you’ve read her take.
It’s time you take control and direct the conversation.
It’s your business and precious time, so don’t have others call the shots when it should be up to you.
To your success,
Article by Michael Palmer
Michael is the CEO of Pure Bookkeeping, the host of The Successful Bookkeeper podcast and an acclaimed business coach who has helped hundreds of bookkeepers across the world push through their fears and exponentially grow their businesses and achieve the quality of life they've always wanted.