There are a few phrases you don’t say when talking with a potential DIY customer, which brings us to our third and final strategy to help you win the Do-It-Yourself customer…
Never ever say: “You get what you pay for.”
Let’s assume that your customers have pretty strong personalities. After all, they got to their positions for a reason. Now, when you challenge someone with a strong personality; or when you patronize someone with a strong personality by making a rookie statement that they already know, what happens? That’s right – they take it as a challenge and push you away from them.
There are a few things you can do that illustrate the same point without making this statement:
- Provide testimonials that include Return on Investment (ROI) or Total Cost of Ownership (TCO) savings. These will demonstrate that they may be paying you $1, but they’ll save $2.
- Bring in your manufacturers and make sure they understand that your customer is considering doing themselves. You manufacturer can say things you can’t (probably not a good idea for them to make the “you get what you pay for” statement, but they can say other things).
- Make sure they know the value that you bring and the complexity of what they’re trying to do. Check out our post from Monday for further details on how to do this.
All of these ideas and others work, and keep you from insulting or challenging your strong, bold customer.
What do you think? Have you ever used this statement and had it work? I know there are exceptions, and I’d love to hear them so our readers get the full picture.
