The Countertop Pricing Myth

by | Apr 9, 2020 | Business

Depending on your market, it can be really competitive out there for countertop fabricators. It’s understandable that it’s tempting to slash your prices to win more jobs! However, the most successful shops in this industry will tell you that it’s one of the worst things you can do for your business.

The number one myth in the fabrication world is that you must have the lowest price in order to win over the most customers. It’s just not true, and we’ll show you why.

Price Isn’t Everything

When a potential customer is considering new countertops for their kitchen, price is definitely a consideration. That’s fair and I think we can all relate to wanting to get the best deal. But it’s just one of many factors.

Here’s a brief list of everything a customer is looking for in a great countertop install besides the price:

  • You show up when you say you will
  • Your team is friendly and helpful
  • You do a great job of educating the client on different materials, styles, etc.
  • Your quote looks professional and is accurate
  • You communicate clearly about delivery dates and any delays
  • You use quality materials and do quality work
  • The finished countertop makes them want to show off their kitchen

These factors are weighted differently for everyone. Some people are on a time crunch and deadlines are the most important. For others, they want the assurance that the work is quality and worth the cost.

Others have all the time in the world, but they have no idea what they want. For them, a salesperson that will take the time to educate, provide samples, and answer questions is the most important.

And then there are people who will sacrifice timeliness and professionalism for a low price tag. Are those really the customers you want to attract? Folks like this are more likely to complain, cause problems, and drive you up the wall before the job is ever finished. This costs you more money in the long run because time is money.

Don’t Be the “Cheap Guy”

If you advertise your dirt cheap prices, you’ll become known as the “cheap guy” in town. If I were buying a countertop, I don’t think I’d want to go to the “cheap guy.” Would you? That doesn’t sell me on beautiful, well-made new countertops in my home. It screams fast and sloppy work that parallels the low cost.

We’ve been around countertop operations for long enough to notice a clear trend: the most successful shops are the ones that charge what they’re worth. People are willing to pay for quality materials and a great customer experience.

How Should I Set Prices Then?

If you’re not competing to be the lowest price in town, how then do you set your prices? We’ve written about this subject before, but here are a few tips:

  • Don’t try to calculate costs down to the penny – it’s a lost cause
  • Think twice about listing each and every item on your quote – sometimes, it’s TMI
  • Do some research about pricing in your area, and aim to be within a competitive range
  • Make sure your labor and material costs are covered
  • If there is an accident, will the rework cause you to lose money on the job?

Since we’ve established that price isn’t the only selling point for your amazing one-of-a-kind countertop shop, let’s move on to how you can improve the experience for your potential customers.

Further Reading: A Quick Guide to Setting Granite Countertop Prices At Your Shop

What Sets Your Shop Apart?

Since we’re not worried about competing on price, it’s time to figure out what sets your shop apart. What can you offer that makes your work more valuable? What sets you apart from the other fabricators in town?

Do you have a unique:

  • Benefit, result, or outcome
  • Track record
  • Level of customization
  • Level of quality
  • Showroom or presentation
  • Method or mechanism
  • Experience of doing, using, or attending
  • Bundle
  • Guarantee or referral incentive

Focusing on the overall experience of your customer will make you more professional and customer-centric. And this, my friends, will get you more countertops sold!

Set expectations early

There is no faster or easier way to get your shop to this next level than with software. It will help you streamline your processes from quote to install to ensure your customer communication is professional and accurate.

For example, thousands of fabricators are using CounterGo to turnaround quotes faster and better. They can even email them to the prospect right from the software. By being able to produce quotes and revisions in minutes, fabricators are showing their customers that they are professional, accurate, and transparent. Customers want to trust that you are going to price them fairly and provide the countertops they’ve been dreaming of.

Some fabricators even quote on the spot

A smooth job makes a happy customer

Another huge benefit of software in the shop is preventing mistakes from happening. Not only do these end up costing you, but they cause delays and frustration for your customer. The only way to keep track of a job all the way through is with scheduling and job management software.

A centralized hub of information

Tracking and scheduling a job from templating to install will also provide your team with a way to communicate updates with the customer, make sure their materials are correct, and map out routes so that installers can arrive at the time given. All these factors play into creating a seamless and enjoyable experience for your new customer.

And do you know what happy customers do? They tell their friends. That means more countertop jobs for you!

Don’t Believe the Myth!

Hopefully, you are informed enough not to believe that pricing is the end all be all anymore. If you’d like to learn more about using software to increase your countertop sales and set customer expectations, schedule a demo with our team!

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