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Buyers Remorse Story With "Rolls Royce" Ending

Written by: Joe Crisara

Article Overview: My job is to provide you with the finest service and value that I can for the money you are investing in me. The question is not "Why is my price higher?" The REAL question is if you pay less then, "What are you willing to give up?"

Buyers Remorse Story With "Rolls Royce" Ending

One of our Total Immersion attendees recently sold a job for $30,000 using the presentation and methods learned at a summit of ours he attended. The next day he received an email from the buyer. Here is what the email said:

"I spoke to my neighbor after you left and his draw dropped by your estimates. I couldn't help but speak to his air conditioning guy this morning and he said in 30+ years of business, often working on houses twice the size of mine, he has never had a bill as high as $60,000 for a full central air conditioning install in an older house nor $30,000 for a ductless system. He said a system like this SHOULD cost me more like $10,000 total, and the electrical panel and wiring would be a LOT less than $5,000.

Obviously I trusted your estimates since I gave you a $15,000 check and the key to my house. But I have to admit I am a little nervous now. That said, I still want to use you because I want the best job done, I liked that you came to my house on a Sunday and I still trust you.

I might be better off with the other cheaper HVAC contractor. Please advise me on this. I am happy to cancel that check I wrote and send you another one for several hundred dollars to pay for your time so far."

I advised my client to talk to the customer once again to solidify this job. Here is what I told him to say:

"Naturally it will be a higher investment if you choose to select a full service, premium, company like us to complete this project.

It is not unusual for a "normal HVAC contractor" to not understand what great service really is. Just like a "Motel 6" hotel worker will never understand why anybody would ever choose to stay at the "Four Seasons Hotel." They would not believe that someone would choose to pay $800 for a room when they could get one for only $39.

Sadly, they probably never will understand why people choose more premium things in life because they have never experienced of seen what great service really is or what it feels like. My guess is that same person thinks a steak from "Ponderosa Steak House" is the best steak you can buy as well.

My job is to provide you with the finest service and value that I can for the money you are investing in me. The question is not "Why is my price higher?" The REAL question is if you pay less then, "What are you willing to give up?"

If you would prefer a "thinner, tougher and cheaper steak" then I would advise you look at my options again and choose something more economical. You chose the third highest option I had. Do you recall when I asked you about why you chose that option instead of something cheaper what you told me?

What was it that I did on Sunday that made you feel my service COULD be compared to others? Let me assure you that my services will NEVER be comparable to another contractor. Especially when compared to a "Motel 6 - grade" contractor who is concerned only about cutting costs and providing the minimum service that they can. If less service is what you want then I advise you to choose the cheaper contractor who will make you do this project yourself.

Here are my final two options for your consideration:

OPTION #1 - Do The Work Yourself - Find the right mechanical engineer or architect and also interview several electricians that you might feel comfortable in doing the work, and finally design, install, maintain and repair this HVAC system, then by all means coordinate and complete the project yourself. In fact, we have shown you an option for BELOW $10,000. This is probably what you would get from the other contractor.

OPTION #2 - "Turn Key" Project Completion -- The entire project designed and completed by a group of dedicated SERVICE professionals who have a passion to handle, coordinate and complete the entire scope of the work& AND provide you with "Can't Write a Check" maintenance service care and "Autopilot" breakdown and repair coverage 24 hour a day and holidays.

My final question is this. Why are you asking me to defend what great service looks like to someone who does not know what it is, or how much it costs?

Let me assure you that if you give me this project to complete, you will not find someone who will have more of a passion to hang in there through all the challenges and red tape to finally make this happen. My service is your hands now.

What should we do?"

After relaying this to the home owner, he not only kept the job but allowed the customer to feel good about the purchase as well. He just made the customer remember why he purchased more premium to start with.

When you are a higher priced and more premium company, you NEVER have to defend or justify your price. Would you ever complain to the clerk at Nordstrom's over the price? How about if you were buying a Rolls Royce? Would you actually haggle over a cheaper one? Imagine yourself in the Rolls Royce showroom, "$525,000 is outrageous!! I won't pay a dime over $520,000!"

When faced with this type of situation, help your buyer re-discover why they chose you to begin with. Don't get nervous or sweat. I would much rather be a Rolls Royce dealer than a used car dealer anytime.

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Article Tags: attendees, central air conditioning, ductless system, electrical panel, email, estimates, four seasons, guess, hotel worker, hvac contractor, job, motel 6, neighbor, seasons hotel, summit, total immersion



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