How to Sell to Cheap Customers

This week on ‘Ask the Experts,’ an HVAC Contractor in Arizona asked:

“I need to know how to sell to cheap customers.”

Contractor University member Drew Cameron started by jokingly saying to direct cheap customers to your competition.

On a more serious note, Cameron explained that if you sense a customer is worried about price, that you need to investigate further and find why they have they reservations they do. Calling a customer ‘cheap’ doesn’t fix the problem, instead you need to reframe this as a ‘price objection’ and seek to resolve the customer’s concerns.

“We need to be more empathetic,” said Cameron, “We need to have an empathetic heart, ear and approach to what we do in the home,” said Cameron. To Cameron, customers who appear to be ‘cheap’ aren’t necessarily looking for the lowest possible price, they’re just very concerned about making a smart financial decision.

“They don’t want to overspend, but they also don’t want to underspend,” said Cameron. “They want to make a good decision and get a good value for their dollar, and they just don’t know how to articulate that.”

Our faculty members have also answered questions on other related topics, including Training Service Techs in Customer Service and What Should Technicians Do Before Leaving A Service Call.

Hear more from our “Ask The Experts” faculty members on “Cracking The Code,” our weekly web series.

Contractor University members can click here to log in to their member dashboard and submit a question through the Ask the Expert portal.