Educating your customers can be the single most important service you provide. It doesn’t matter whether you are an installer, distributor, manufacturer, architect or designer – educating your customers will help avoid false expectations that can lead to unhappy customers and costly problems. So remember to give your customers choices!
Spelling out the pros and cons of a product or service will help customers to understand what they will be getting and what they will not be getting. This process lends credibility to you as a consultant and will give your customer confidence in you as their advisor. It will make them want to make their purchase from you, even if your price is higher.
What happens when you educate your customers? They will often buy the better quality and higher priced materials and installation systems. They will be more likely to buy the floor warming system, the waterproof or crack isolation membrane, or the sound control system if you, their consultant, show them the features and benefits of those products. Better products and systems equal more sales and less chance of costly problems!
In fact, if you don’t take the time to educate your customers about their options, you are doing them a disservice. If they find out after-the-fact that they could have had a floor warming system or protection against cracking, water intrusion or sound, they will wonder why they were not given the choice. Needless to say, that’s not good for your reputation or for your company’s reputation.