From time to time you’ll run into people who say they don’t want to purchase your product or service because they do it themselves. This may sound like a valid concern, but with the right approach and position of your products and services, you can still make sales when someone says this to you.
Where to begin when selling to do-it-yourselfers while selling door to door
You might think that as soon as someone says they are a do-it-yourselfer, you are dead in the water, thankfully with the right approach you can still make sales when hearing this objection.
The first step to dealing with a DIY’er is to compliment them for understanding the value of needing your specific product or service. For example let’s say you market lawn care and someone says they do their own lawn care so they aren’t interested. You might say something like, “I can totally appreciate that you do your own lawn care, and that’s great that you already understand the value of taking care of your lawn. It’s good to know you realize that maintaining your lawn is important…”
After you compliment them for seeing the value in your product or service, then ask more questions
The next step after complimenting them for seeing the importance of your product or service, is to ask probing questions to gather more information. For example, you might ask a question like, “What products do you use currently to keep your lawn so green?”
Once you have more information about the products they currently use, or the activities they already do in relation to your service, you can start to show how your offer can supplement what they are doing.
Don’t bash what they are already doing
It might seem like a good idea to poke holes in what your do-it-yourselfer potential customer is doing, but that isn’t always the best strategy. You might prove that you are right, but you’ll probably lose the sale.
Your job isn’t to prove to them that what they are doing doesn’t work, even if that is the case, but to show how your products or service will supplement or upgrade what they are already doing.
Three areas to go over while selling to do-it-yourselfers
The first area you’ll want to cover is the effectiveness of your products or service. The products or services that your potential customer is using most likely is inferior in some way in effectiveness compared to the products or services you provide.
For example let’s say you market pest control. Your do-it-yourselfer potential customer probably buys pest control products over-the-counter and treats their home.
This is certainly better than not doing anything, but many of the over-the-counter products don’t leave a residual and are more contact kills. Meaning, if you directly sprayed the product on a pest it will likely kill it, but beyond that, the products don’t do much good.
The difference with professional pest control company’s products is that they can last months in some cases and continue to work as pests come in contact with the product.
With this being the case in this pest control example, you could explain to your potential customer, that what they are doing on their own will certainly help, but the addition of your service, can be even more effective by adding it onto what they do now.
The second area you’ll want to cover with a do-it-yourselfer is mentioning your product or service guarantee if you have one. Your guarantee could be a variety of different things.
For example, if you sold security systems, you might have a guarantee that if you do get burglarized, anything that is stolen will be replaced. If you sell lawn care services, you might guarantee to replace lawn or plants if they are over-fertilized.
Again, the guarantee you offer could vary from product or service, but as long as you have some type of guarantee, that’s more than your customer will get by returning an empty bag of product back to the store.
The third area you want to mention to a do-it-yourselfer is that time is money. A major resource none of us can get more of is time.
When your product or service offers valuable time savings, this should be a primary factor you mention to your potential customer.
Potential customers should realize there is going to be a trade off by sacrificing their time to perform the service you offer. For example, even with something as simple as mowing lawns, it could take an hour or more of your potential customers time to mow their lawn.
What is an hour of time worth to your potential customer? Is 4 hours a month more time to spend with their kids, worth it to pay you for your service to save them that time?
What about in actual dollars? Let’s say your potential customer has a very high paying job and they could earn $100 an hour. Would it be worth it to them to sacrifice their working hours with something they could pay someone less than $100 an hour to perform?
If not, there is a good chance they would rather be a customer of yours for the time savings alone, versus trying to do it themselves.
Overall, when you position your offer correctly, do-it-yourselfers can be some of your best customers. They already believe in what your product and service offers, you just need to show them the value of why they should be your customer in addition to (or in place of) doing it themselves.
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