Mike Andes explains why premium pricing requires premium presentation at every touchpoint. Mismatched branding, like an unprofessional truck or website, kills close rates even when your price is high. Customers accept premium prices when everything signals premium value.
Working at companies that do high quality work and they're working on these properties that are obviously paying a substantial amount of money, more so than any of the truck in a truck down the street that are doing it. How do I separate myself from those guys?
Yeah, like ultimately, if you want to have a premium brand and charge premium pricing and attract premium customers, they have to see premium at every single step in the sales process. So when they see your truck and they see the door hanger, when they see the yard sign, when they call you, there needs to be a premium experience team out in the field is professional. If those things are true, they will then expect premium pricing. Now what, what the disconnect is and why some people say, well, I raised my price and everyone left is you don't have a premium brand. The reason that the Gucci bag is sold for $4,000 is because of brand. And so the difference is simply brand. And so if you're able to create a brand in your market using a great website, great uniforms, great truck wraps, 70% of estimates, the first one that a customer gets gets accepted. If you have instant quotes, if you have over the phone pricing, it shows I respect your time enough and I've created systems in place enough. And if you can trust me to answer your phone call and answer your email and get back to you quickly and have a great looking website, I can also do that on your property. And so many times we wonder like if you go to a store and the sign is falling, they don't expect to walk in there and buy a $4,000 Gucci bag. I kind of parallel that with, is that the sign is your truck. When they now see your storefront, the sign out above your actual storefront, the building itself, that is the equivalent of your website. And these things need to match up. And so if there's a, if you have a really low close rate, a lot of times it's a mismatch of value and price and the perception of value from the customer. So if your truck is not premium, your website's not premium. Don't think you're going to be able to charge premium pricing just because.
