Spring is the perfect season to tackle those home improvement projects you have been putting off during the winter. However, finding a home improvement contractor you can trust, someone who will deliver quality products and quality service, at a price you can afford, can be challenge.
Unfortunately, like so many other industries, home improvement contractors also employ sales tactics designed to win more business and meet revenue targets, rather than provide helpful advice and solutions.
In this article, we share some of the common sales tricks you may come across, so you can be prepared and know how to handle these pushy sales people.
Here are 5 common sales tricks you should be aware of before speaking to a home improvement company.
1. The smooth talking salesperson
Across all industries, the most commonly used sales tactic is flattery. By nature, humans love to be validated for their purchases and a salesperson loves to do just that. Maybe they will compliment you on your choice of a house color, telling you how it makes your house stand out above all others in the neighborhood. This is then a prelude to convincing you to make it even nicer by upgrading your front door or adding some expensive arched windows to make your house even more enviable. The interesting thing is that even though we know the flattery is insincere, we still fall for it. A study conducted at Hong Kong University of Science showed that flattery – sincere or not – creates a positive image in the mind of the customer, of the person dishing out the flattery. The customer then subconsciously begins to trust the salesperson more.
2. Convincing you there is a shortage of supplies
Maybe a roofing contractor will try to close a sale on a new roof by telling you that the price is about to go up on the style of shingles you like. Or, they might tell you there is a shortage of supply of the bathroom tiles you absolutely love and you will not find them anywhere else. A “perceived shortage” is the best way to convince a customer that they have to buy now or they will be out of luck tomorrow. Since you are already toying with the idea of purchasing, the sudden fear of missing out forever is enough to make you commit to the purchase.
3. Making you feel obliged
Beware of the free give-away, or the salesperson who bends over backwards to do something for you that seems to go beyond what you would expect. Sales people are incredibly good at making you feel obliged – or even guilty – when it comes to buying a product. For example, the contractor is unable to find the marble countertop you want, so they spend countless hours sourcing and putting together a list of alternatives that you may like. While it is a simple gesture, it then makes you feel a sense of obligation to purchase from them.
4. Offering a great discount (on a jacked-up price)
Beware of great discounts on jacked-up prices. Dealing in discounts is essentially an exercise in controlling the idiosyncrasies of human psychology. It is a skill many salespeople have mastered, and the home improvement industry is no different. Shady contractors are very good at luring homeowners with amazing discounts that are not worth the paper they are written on.
In psychology, the Pleasure Principle implies that humans pursue pleasure to avoid pain. The prospect of a great deal or discount is pleasing – and the fear of missing out is painful. Savvy (and dishonest) salespeople target this human quirk using time-limited discounts to pressure homeowners into rushing into a purchase.
And, in many cases, the ‘discount’ on offer is only for a product or service that is already inflated. Seeing the high ‘original’ price makes it seem like the product is better quality, and the big discount makes a buyer less likely to shop around. So really, you are still paying full price.
Fighting back means being prepared
We do not want to give the wrong impression about home improvement companies. There are plenty of reputable companies that understand the best way to do business is honesty, and the best way to keep customers for life is to treat them fairly with honest pricing and great service.
However, just knowing these common sales tactics will make you more likely to recognize them when a salesperson tries one or more out on you. Yet having a few of your own tactics is also a good strategy to avoid becoming victim to sneaky sales ploys :
- Tell the salesperson you make it a rule to sleep on every purchase decision you make – no exceptions. If they tell you that the deal might disappear if you do not act now, consider it a warning to lean towards a “sorry, no sale” conclusion.
- Establish a rule that you do not buy or contract for anything that costs over a certain dollar amount without discussing it first with your partner or your financial advisor (even if your “financial advisor” happens to be your best friend or your neighbor!)
- Tell the salesperson that you never consider a home improvement offer without getting at least 3 quotes, and they are your first contact. Be firm.
- Invest in a subscription to Consumer Reports so you can do your homework on a product before you shop around. It is a lot harder for a salesperson to be convincing if you already know the facts.
- Trust your gut. If you feel that a sales pitch is going on longer than you would like, or you feel the least bit doubtful or suspicious, end the conversation and walk away.
- The most important thing to know is that as a potential customer, you are in control. You have the final say about what you will or will not agree to.
