Three years ago I bought a new fishing boat, upgrading from a 14-foot bench-seater to a 16-footer with more amenities. As I worked with the salesman to put the package together, he offered me several upgrades to the basic unit I had picked out.
Spare tire for the trailer? Custom boat cover for traveling? Foot control for the electric trolling motor? Middle swivel seat? And so it went. I bought these and a few more add-ons. Of course, the price crept up, a little at a time.
Was this salesman being pushy? Well, he was certainly increasing his commission every time I said yes. But I never resented his offering me these goodies. I am most grateful of all for the special switch that operates the outboard motor’s power trim.
The dealer recommended it. I think it cost about $75. Now, instead of a switch on the motor that I have to reach around to activate, I have a switch mounted right next to the seat from which I operate the tiller.
Suppose I encounter some shallow water on the way out of the boat landing area. I just put my right hand down to my side, feel for the switch, and toggle up to raise the motor. Once past the trouble spot, I toggle it back down. Almost every time I use that switch I find myself thanking that boat dealer for that little extra convenience. Sometimes it’s the little things that help us appreciate things we own.
The right shoes
Of course there’s a moral to this story. You have opportunities all the time to do for your customers what that boat salesman did for me. True, your customers aren’t making discretionary purchases for their leisure time. They’re buying a necessity and, furthermore, one they’d really rather not think about.
But the reality is that sooner or later they will have to think about it, such as when it’s time for pumping, or when for whatever reason something goes wrong. That’s when the extras you offered at the time of sale can save the customer headaches and make him or her remember you favorably.
Do you feel hesitant about selling add-ons? If so, you’re not alone. Many people in sales roles try to put themselves in the customer’s shoes — except it turns out to be the wrong pair. Maybe you think back to a time when you bought something and a salesman basically bullied you into expensive options you didn’t need and later resented having bought (like automotive rust-proofing). So you don’t want to do that to someone else.
It’s better to think of a time when a salesperson did for you what my boat dealer did for me, which essentially was a big favor. Those are the shoes your customer most likely is wearing. Because, let’s face it, few people really prefer the stripped-down version of anything. And most people do appreciate value.
What they want
So it helps to think about what your customers want. Oh, sure, at first blush they want a septic system that’s as cheap as possible, because they’d rather spend money on a fireplace in the family room. But whether they know it or not, they also want things like convenience, peace of mind, and more assurance of having a system that will last.
So make a point of offering extras that make a good system great.
“If I install a riser with a lid, then when it’s time for maintenance, your pumper won’t have to dig up the tank. That will save time for him and money for you.”
“If you add a locking lid, then you’ll never have to worry that vandals, or kids playing in your yard, will be able to open the tank.”
“I can include an effluent filter. It keeps pieces of material from getting out to the drainfield, so it makes your system last longer. You have it serviced just once a year.”
“This little device is a high-water alarm. If something goes wrong that causes water to back up, it alerts you and your maintenance provider. So you correct the problem before something bad happens.”
“These artificial rocks will hide your riser lid and vent pipe — they’ll look like just another part for your landscaping.”
Offering these items doesn’t mean you’re pushy. It means you’re looking out for your customer’s interests.
Keep it working
The ideal add-on, of course, is a maintenance contract, if you do that kind of work. Professional service is the best assurance you can give a customer that the system you install will provide long and reliable life. (If you don’t include maintenance as part of your business, is there room for selling contracts to your customers on behalf of someone who does, in return for a commission?)
In any case, there is no need to be shy about offering add-ons. No salesperson really enjoys selling “plain vanilla.” And for that matter, customers don’t much like buying it, either. So try adding things that make your systems better and more appealing. You’ll be doing yourself and your customers a favor.
