How to get rich in the plumbing business before next Tuesday
That headline looks like something you would read in the back of a magazine, doesn’t it? Or maybe the title of another one of those 995 “get rich quick” emails you get every day. So maybe you don’t need the hype but what the heck, let me tell you a few ways I have seen plumbers do well over the last five years.
Plumbing is my choice for the best business opportunities, but it could be so much better. Let’s look at a scenario, a day in the life of your customer:
The customer calls you for a service call, they believe you will show up, can diagnose the problem, can fix the problem and they fully believe it will cost a little more than they were expecting. They arrange their schedule so they can be there when you arrive. They fully expect to get this done.
How could you possibly get a better business opportunity? What could be better than a customer with a problem that you can fix who will take off work to meet you? There could not possibly be a way to lose that sale, job or revenue, could there?
That’s why I say the plumbing business is the No. 1 business opportunity today. It sure beats the odds of owning a jewelry store where 8 of 10 who come in do not buy anything.
What could possibly go wrong? How could you lose that sale?
The No. 1 deal breaker is this: The customer sees the price and flips out.
Did you know more than $100 million has been spent trying to solve just that problem? We thought if our tradesmen were trained in selling and communication skills the problem would just go away. But the mistake was thinking it could be solved through sales training. Then we discovered service technicians did not want to sell in the first place. However, the good news is the customer still wants to buy. The answer is to find out how the customer wants to buy without getting offended and thinking we charge too much.
Let’s look at how retail stores both online and brick-and-mortar solve the problem. They give predesignated choices. So, giving choices is the answer and having them done beforehand for the technician makes it easy for everyone.
Menus solve the problem. They are so simple and easy to use that waiters and waitresses use them to sell hundreds of millions of dollars every day with no sales training.
The way retail stores utilize the menu method is by having different priced items that solve the same problem. Did you get that? Not different priced items that solve different problems, but differently priced items that solve the same problem.
Example: I recently went to a store to buy a new set of drain baskets. I found drain baskets all the way from $54 right down to $6. Not once did I have or feel any kind of a price objection. I just grabbed a set of $24 drain baskets and put them in my cart.
Customers like to buy. Make them feel right at home with menu choices. After designing more than a thousand menu pages covering almost every conceivable service call, we have noticed people like to decide quickly and they have no buyer’s remorse. It’s similar to buying a hamburger — no one feels as if they must complain about the price of a hamburger. You can have that same experience. RJ