If it’s an old floor don’t just launch into your prices and the finish you use. Instead, I often make a guess at what type of finish they have on the floor, based on age and condition. And that’s really what I want to get out to you, the floor mechanic, that unless you make an impression in those first few seconds that you are interested in their particular job, you will never get any further than that. Especially if they don’t know anything about you.
So a prompt call back within 24 hours, and a lively well spoken floor mechanic on the phone who sounds keen to listen to their problems and concerns. They may be an educated consumer (i.e. they may have visited the Wood Floor Doctor.com site) and will grill you on all that you know. They may be passive and just want to know what you think is best.
Well, here’s where your marketing skills come in. Speak to them clearly with simple language, about exactly how you do the floor installation, or how you sand a floor silky smooth. The details may fascinate or simply bore them, you have to get a feel for how much information is too much. It’s important that you pause often to see if they are understanding what you are saying. You have to get the most shy customer talking, this is essential. But be sure to hit on the points that you know the other floor companies just ignore. That you use flooring nails and not staples, that you sand the floor at least 3 times (or more for stained floors). Be sure to include all or any these little details that you know are unique to the industry. Try to work these details into an easy going conversation over the phone. Never use the hard sell approach, it rarely works these days. Not on good customers anyway.
So there’s the secret, before you’ve even stated your price, they know that they are dealing with a cracker jack tradesman, who loves his job, and will do the best by them. You will have to answer their questions about your prices, and they may remark on how they seem high. And then you should be able trot out your many, many excellent references, over many years. Be sure to state that the most expensive job is one that wears out in less that 3-5 years, and has to be done over and over, by the short-cut production tradesmen with fast but questionable methods.