If the best thing you can say about your service is the low price, you haven’t said a lot. When price is the only thing that either you or your customer is focused on, you’ll both lose every time. Value and price are not the same thing, but often you will have to help your customer understand the difference so he or she can see the value in what you offer. 

Rules of engagement for doing business in the portable sanitation industry have changed. Customers have more choices and more information readily available when comparing products and services. Since value is not tangible and is, in fact, the customer’s perceived benefit, a company needs to be prepared to discover what the customer determines to be important in the transaction, and then explain how it can meet the need. 

To compete in this new kind of marketplace, you need to come up with talking points about your service that invite your customer to engage with you and motivate them to do business with you. Yes, price will always be a factor but don’t assume it’s the only thing. 

Consider how portable sanitation serves the client’s needs:

• What purpose does it fulfill?
• In what ways do sanitation services benefit a client?
• How does offering the lowest price prove beneficial? 

Savvy business owners understand the importance of demonstrating value in the sales process. It is a selling method that lets you align the brand with the price, build on the company-client relationship, and distinguish your company from the competition. 

1.     Think about the customer’s outcome. Keep your customers focused on how they will benefit from your services. Ask questions throughout the sales process to find out what is important to them. A customer inquiring about a portable restroom needs to provide temporary facilities but may also be seeking consistent billing, prompt response, or a relationship with a reliable company. 

An observant salesperson will listen carefully and ask questions to ensure he or she offers a solution of products and services that are well-suited to the customer’s specific needs, which may center around factors other than price. 

2.     Educate your customer. Companies that seize the opportunity to teach prospective clients about the unique advantages of doing business with them help prospective clients gain the knowledge needed to make an informed decision to do business together. Many people who place an order for portable sanitation services have never done so before. 

When a company takes the time to explain the delivery and service process, the various available equipment choices, and the benefits of each, it adds value and insight to the decision-making process. Taking the time to educate your customers is one of the best ways to increase sales and turn prospects into long-term clients. 

3.     Build relationships, not customers. Relationships are the foundation to a successful business in any line of work. Whether it’s with vendors, clients, or co-workers, establishing business relationships is important. Building a relationship does not happen in a single meeting, it takes time and effort. Companies who invest in their customers understand the long-term benefits of loyal relationships. 

Keep track of every phone call, inquiry, and contact that each customer has with your company so that the entire team is cultivating the business relationship and able to respond more personally to the client. 

4.     Recognize that your customer has choices. The best way to differentiate your company from the competition is to understand how elements of a product or service will specifically benefit a customer’s requirements and preferences. Explain to them how your company can serve their unique needs and you have demonstrated a deep commitment to customer satisfaction. 

Instead of defending a higher price, for example, one can point out the additional benefits included. For example, “Mr. Customer, our rate may be higher but it is a much better value. Our price includes our service guarantee, Health & Safety Certified Service Technicians on your job site, and online bill payment for your convenience. All benefits our company offers that our competition does not.” 

5.     Don’t be afraid to walk away from the deal. Most people negotiate too hard for a project only to end up in a win/lose situation. When competing for a contract, an overemphasis on price can mean that the true value of services is ignored. If a company doesn’t understand the value of the goods and services that it provides, it is more likely to enter into deals that aren’t good for the business. 

However, companies with a clear understanding of costs and their own wherewithal to fulfill a contract are prepared to walk away from a deal that isn’t beneficial. This sends a clear message that the company considers the value of its services too good to simply give away for less than they’re worth. 

6.     Continually add value. Companies that provide value are those that provide quality service and a range of products. Those that continue to add additional products and services to their already loaded scoreboard are the ones that stay attuned to which products and services are in demand in the marketplace and who are able to innovate to fulfill those needs. 

Innovation may come in the form of new product offerings, finding new processes to satisfy consumer demands, or inventing a new solution. 

7.     Three-levels deep. A key to brand loyalty is to show your customers that you appreciate them and that you care. A seasoned sales representative works three levels deep: showing gratitude for previous business, ensuring satisfaction in the current sale, and anticipating the customer’s needs for the future. 

Keep the customer focused on how they benefit from your services by continually working to meet their needs. Customers appreciate a company that partners with them and is attuned to their needs and ready to provide solutions. 

About the Author
Beverly Lewis runs a marketing agency, the Beverly Lewis Group, dedicated to helping small businesses with marketing solutions. Having served as the director of sales & marketing for two portable sanitation companies, her unique background combined with an expertise in marketing is well suited for the portable sanitation industry.

She believes that a company’s image is represented in every aspect of the company. She is an active member of the PSAI and was awarded the distinguished Sani-Award in 2008 for outstanding service. Contact Beverly at beverly@beverlylewisgroup.com or visit www.beverlylewisgroup.com.