27 Dec We give them what they want- Even when they don’t know what that is
By Mike Gambino
When you think about it, we work in a strange industry… an industry unlike any other.
Often we encounter people that not only aren’t sure exactly what it is we do, but also aren’t sure they even want or need what we offer. This is a dynamic pretty much unlike any other shopping/buying experience.
As an example, consider a typical purchasing encounter that people might go through.
Customer: “I want to buy a (car, watch, piece of art, bottle of wine).”
Salesman: “OK. Do you have your eye on anything in particular?”
Customer: “Well, I’ve been doing some research and I really like this (car, watch, piece of art, bottle of wine).”
Salesman: “That’s an excellent choice and a great (car, watch, piece of art, bottle of wine). All of my other clients that went with that have really enjoyed their purchase. Do you have any specific questions?”
Customer: “Well, can I get it in (blue, gold, a custom frame, this vintage)?”
Salesman: “I’m sure we can accommodate you. The price would be $X; was that in your budget?”
Customer: “Yes, I’ve done my research and already pretty much know what this (car, watch, piece of art, bottle of wine) was going to cost. I’d just like to discuss some options and see how that would affect the final price.”
In this – and most shopping instances – the customer knows exactly what they want, they have an idea what the options are, and a general idea of what it costs.
Contrast that with a more typical landscape lighting encounter that we typically face.
Prospect: “What is it that you people do?”
Lighter: “Well, we design and install custom designed and built high performance landscape lighting systems in people’s homes and businesses.”
Customer: Isn’t that something I can do myself or have my gardener or handyman install?
Lighter: In some instances perhaps but most of our clients hire us when they want something extra special, out of the ordinary. A turnkey package where we supply everything needed including the warranty and after care service.
Customer: “Oh. OK. Well, I think I might want to buy a custom landscape lighting system .”
Lighter: “OK. Let me ask; Do you have something particular in mind, have you seen anything in particular that you liked?”
Customer: “No. In fact, I have absolutely no idea about this stuff. None. Like zero. I’m not even sure I actually want to buy one or even need one. My cousin’s, friend’s, neighbor’s lawn guy said something about it, so I figured I should look into maybe buying one. Or something. Honestly, I’m pretty happy with my system right now. I just thought I’d see what is out there.”
Lighter: “OK. Well, there are quite a few options available; let me show you some different things. So I can better determine which system might be right for you, do you have any idea what your budget might be?”
Customer: “Look, I have ABSOLUTELY NO IDEA what this stuff costs. Could be a $100, could be, I don’t know, $5,000. But if I tell you my budget, then you’re just going to give me something that costs exactly that, whether that’s what I need or not. If I tell you $10,000 then you’re going to give me a system that costs $10,000, aren’t you?”
Lighter: “Probably. But some of that will depend on your yard and your (viewing, usage, control) needs and performance goals. But with a budget in mind, I’ll be able to give you the best system that your $10,000 can buy instead of just guessing what your budget might be and then grossly over or undershooting it.”
Customer: “Well, I don’t want to spend no $10,000, I can tell you that much. Maybe you just need to work up a few different options, like good, better and best.”
Lighter: “Well, that’s really three times the work for me and still might end up missing the target. Are you looking for ‘best’?”
Customer: “I don’t need top-of-the-line or anything. I just want something good. You know. Good fixtures and light. But I’m not trying to have Disneyland in my yard. I just want something good.”
Lighter: “OK. Give me just a moment to go out in your yard and (beat my head against the block wall for five straight minutes while I question my faith in humanity) put some design ideas together and then I’ll show you some different things.”
Customer: “OK. Oh, and while you’re back there, I’m probably going to be looking up prices on the Internet of all the things that you might show me…”
The only way that I can possibly put myself into the “I have no idea” mindset of one of our typical clients is if I were going shopping for, oh, I don’t know, a bunch of high-speed centrifuges, or avionic turbine blades or something. How much do they cost? Which speed or alloy options do I need? Why the hell am I even considering buying them?!? Exactly.
So, how can we help people that are so far outside of their element that they might as well be shopping for the most obscure, unknown thing you can think of?
We empathize with them.
Most of the people that come to us – even when they are directly asking for what may seem like complex information – are not looking to be techno-babbled with some kind Mr. Wizard type of answer. Sometimes we have so much information at our disposal that we might start rattling off specs and facts and figures
Sure, they might leave thinking, “Wow, that guy sure knew a lot,” but they probably won’t leave armed with the information needed to make a decision or with the feeling that you understand their wants or needs. Things are explained in large concepts and ideas, painting in big brush strokes that are easy to understand.
Asking leading questions.
With the right questions, we can help them to arrive at the system that is right for them. This not only gets – and keeps – them involved in the process it makes them feel like they are actually the ones choosing the system. “Is your yard large or small?” “Would you say you spend more time inside or out during fair weather” “From what vantage point do you normally mostly view the yard at?” “How do you picture the system looking?” “What is going to be the most important thing; the performance, the look or the budget?” When they feel like they have had a hand in selecting the system, they will feel more invested in it.
I have actually caught myself – more than once – starting to explain technical information. Sure, some people may want that kind of information – and if so, great; but most people’s eyes will quickly glaze over. They are coming to buy something fun! They aren’t looking for a college level education on landscape lighting. This is the kind of information overload that results in people leaving and saying, “Wow! I’m even more confused now than when I came in!” That’s a fail. We Focus on just providing the information necessary to educate them to make the right decision.
When I’ve finished, I’m not afraid to ask for the sale. Most times, people are ready to buy and they just want you to take their hand and help lead them into the Promised Land. Something gentle like, “Well, this really seems like the perfect system for you. If I’ve answered all of your questions, are you ready to move forward and we can pick a date to come out and do the installation so you can start enjoying this awesome system?” Sure, we might get the, “Well, I need to think about it…” but we’ll also get more dates on our install calendar.
Sometimes people don’t even know what it is they want; it’s our job to help them figure it out. And once we do, we’ll probably have a customer for life.
This landscape lighting blog is published by Mike Gambino of Gambino landscape lighting inc. all rights reserved. Mike is a professional landscape lighting system designer/ builder and has been designing, installing and maintaining landscape lighting systems for more than 20 years. Mike resides in the Los Angeles area with his wife and 2 sons. To visit his website go to www.gambinolighting.com . To inquire about hiring Mike please click here .
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