There’s an age-old question many people seem to struggle with at different times in the buying process. Some people go into a buying situation with the mindset of having to get the lowest price. It’s understandable – we all have a budget, and besides, they may have been burned recently by a bad purchase. Folks tend to be very price-sensitive if that’ve had high expectations of a product or service that was not met.
So I never can totally blame a customer or prospect for keying in on price first. But our job is to be able to show value and quality, whether that’s through references or information we’ve gathered through our own observations and talking to customers.
Why is that important? I can honestly say buying solely on price is a huge mistake. Think about your personal purchases, like a TV or a car. When you look at the cheapest option, how does it make you feel? Are you confident that the cheapest one is the right choice? Or does it leave you wondering if it will provide value?
When people make that choice based on price alone, they usually end up with buyer’s remorse.
When you’re shopping for an HVAC service partner, take this suggestion. It’s not easy to compare apple to apples
when it comes to exploring service companies. Instead of trying to “standardize” the services and making a call on price, have someone review the criteria you need, check each company’s references, and then pick the two best candidates.
Sometimes that process will show you that there is really only one provider that meets your expectations. But if unsure, have an interview with both companies and ask the right questions.
Price shouldn’t be a consideration during the interview. Here, you’re looking first for a company that will help you meet your long-term goals. Think about how things have gone with your current situation. Call the companies’ references again if you’re still unsure – and then make a quality decision.
You will be glad you did and your employees and partners who depend on you to make good financial decisions will be pleased.
Have a great end of the year. If we can help, give us a call.
Coach Cal