Become the Contractor of Choice

This Bid Is For "YOU"

By Paul Montelongo

No, your eyes aren't deceiving you. This segment is not about a beer commercial. It is about how to get the edge by using a few select words that will influence the thinking of your prospect.

A recent survey concluded that restaurant servers received an average of 13% more gratuities from patrons when they included in their language the simple phrase, "for you".

"For You", it seems, makes restaurant patrons feel more special, more cared for and more comfortable with their dining experience. When a server delivers coffee, the menu or even the check, the patron is more apt to increase the gratuity when the service is personalized. The more often this phrase is used, the greater the increase in gratuity.

What would happen if you received a 13% increase in your contracts from your clients? That would just make your year, wouldn't it? You could buy that extra house on the beach or even retire. Well maybe not, but you would be a whole lot more profitable.

People buy products and services for one main reason. The perception of what is in it for them.

Once you discover what is in it for your prospect, you are rounding third base and headed to home plate for the score. Start by using words and phrases that set you up for a successful sale.

Here are a few words that you should include in every conversation that you have with your customers.

YOU. "This is all for YOU, Mrs. Customer." "I am preparing these plans and specifications for YOU, Mr. Buyer." "I will deliver samples for YOU, Ms. Homeowner."

YOUR. A first cousin to "you", YOUR is equally as important. "YOUR project is exciting and challenging, Mr. Buyer." "YOUR samples will be arriving soon, Ms. Homeowner." "I'm sure that YOUR family will love this fireplace, Mrs. Customer."

NEW. Most everyone I know likes new things. NEW is refreshing, and NEW is…well, NEW. "I have a NEW set of specifications for you Mr. Buyer." "I have a NEW set of samples for you, Ms. Homeowner." "I thought of you first when these NEW products arrived, Mrs. Customer."

HOW. Along with the benefits, customers want to know HOW they are going to benefit. "These specifications will show you HOW to maximize your living space, Mr. Buyer." "The design samples demonstrate HOW the colors and textures coordinate with each other, Ms. Homeowner." "Mrs. Customer, your manual illustrates HOW to utilize the system."

NOW. We live in a fast-food society. Everyone wants it now, or at least they think they do. "NOW is a good time for us to discuss your specifications, Mr. Buyer." "I couldn't think of a better time than NOW to deliver the samples, Ms. Homeowner." "You can have your design work started NOW, Mrs. Customer."

FREE. Need I say more? But just because this article is for YOU, here are some examples. "Mrs. Customer, the design consultation is FREE when you invest with our company." "Those are FREE samples for you to choose from, Mr. Buyer." "Your new blueprints allow you to FREE up more space in your kitchen, Ms. Homeowner."

Integrating these words into your sales vocabulary will increase your closing ratios and build better relationships with your customers. That all translates into profits for YOU.

You probably noticed, Mr. or Ms. Article Reader, that in each example above, I used the personal name of the prospect. Dale Carnegie said, "The sweetest sound to a person's ear is the sound of their own name."

Using your customer's name frequently and with genuine interest will only add to your credibility. Your customer will understand that you have their best interest in mind and that you care about them. Imagine a world where all business people only cared about their customer. What a concept!

Are you going to get a 13% raise on all of your contracts because you incorporate these words into your sales vocabulary? Let's dream a little here. You might get more.

It certainly can't hurt your sales by using these words. What have you got to lose, other than that extra house on the beach or that early retirement money?

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Paul Montelongo

"America's Construction Industry Motivator"

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