Today, people grab their smartphones and ask it (not her or him), to fulfill their next need, demand or desire. An answer appears in seconds with no discussion or debate, just a list. We do not take the time to ask our partner or best friend anymore; instead, we ask our very own pocket computer. And you are not skeptical of Artificial Intelligence (AI)? Hmmm … more on that later.
Let’s be sure to understand then - your customer’s instinct is to look at you as if you were an actual iPhone. When they ask something, you are supposed to reply with all the information they want to hear, NOW.
Needless to say, our customers need an attitude adjustment. Not a mafia-style baseball-bat beating, but insights into the world that will help them craft their dreams.
As you are getting to know the customer and understand the scope of their job, take a moment to explain that this is not a sprint, but a long distance run and you are their coach. Let them know the generic timeline for their job. If it is a master bathroom remodel, 8 weeks is normal – if a complete custom home remodel, 18 months is more realistic. NOTE: Try to avoid the “6 to 8 weeks” phrases - the customer will always hear the 6.
Then, make sure they know that you are their source for all plumbing and hardware information. You have studied and worked for years and you know your stuff. This is not the time to be reserved. Instead, state the obvious and it will make this job go a bit smoother while possibly ensuring they will go to you from then on with their questions versus their digital best friend.
This is important on two fronts. First, once they understand that they are not in a black-and-white situation, they will slow down and allow you to present beautiful products that they never would have previously considered. Secondly, they will be less likely to “lose it” if they receive bad news. This adjustment will allow you more time to create the best possible solution and subsequently, the customer will be the winner.
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