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What Do They Really Want?
Questions, questions, questions! You ask and then listen! The only way to find out what people really want is to ask them -- over and over again in as many different ways as you can.
Start the process with your first telephone call. Use a lead sheet which includes a variety of queries such as why do you want to remodel? How long have you been thinking of this project? What happened to cause you to act now? What type of an investment do you have in mind? Have you ever remodeled before? Was it a good or bad experience? Why? How will you choose a remodeler? Based on quality workmanship, price, reputation, other?
Next, incorporate a standard pre-meeting questionnaire and ask each decision maker to complete it independently of the other. Use this opportunity to ask questions that are more in-depth and more personal: What type of a feel do you want the room to have? What are the major goals in the remodeling of your ____________.
Then use the completed forms as the basis of discussion at your meeting. If there's a disagreement or you are confused about who's preferences get priority, bring it up! "I sense some disagreement here. Paul, you say you want granite countertops but Jennifer, you're saying that sticking with the budget is the most important thing to you. Which of these are most important?"
Yes, you often have to be part counselor, part psychologist and part priest to get down to the bottom of things but it's worth the effort up front as it will help you develop and maintain a strong relationship throughout the project and beyond -- when they're sending referrals your way.
As you are discussing the project, be sure to paraphrase or repeat back what they've just told you. Say, "Now, just to make sure that I understand, you're saying that . . . Is that right?" Get confirmation from them throughout. If they've told you they have a Geo budget but are dreaming about Cadillac finishes, be sure to let them know this as soon as it becomes apparent. If they want both, ask for their permission to develop two basic proposals -- one at their stated budget level -- and be totally realistic -- and one that incorporates the upgraded version of which they've been dreaming. Then, let them choose the final budget level.
As an extra step, follow up every meeting with a summary in writing reiterating the direction you all agreed upon giving them yet another chance to clarify things. The minute you assume you know what your clients want -- or take their statements at face value -- you are setting yourself up for problems down the road. So be proactive -- a key for successful businesspeople -- and ask the questions that will uncover what they really want!
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Official Charity of 2008
Remodelers Advantage Inc.
535 Main Street, Suite 211
Laurel, MD 20707
ofc: 301-490-5620
fax: 301-498-6869
Info@RemodelersAdvantage.com