I just read a fax from one of my mentor’s and he told an old salesman’s joke…”A salesman approaches the front door and there is a little boy and dog sitting on the stoop. So as not to scare the little boy, the salesman bends down to pet the dog to show that he is a ‘good guy’ and the dog bites him. The salesman says to the little boy, ‘Hey, you didn’t tell me your dog bites…’ and the little boy responds ‘it’s not my dog.’”
Now this will tell you what assumptions can do for you. Because the boy was sitting next to the dog, the salesman assumed that the dog belonged to the boy.
The same is true today with our Home Staging businesses. We assume that everyone knows how great we are, that what we do really makes a difference and that all of our fellow Home Stagers act with honesty, integrity and creativity.
Unfortunately, it is just not the case. Many sellers, agents and investors have not received the stellar service that they expect because they have been watching HGTV and assume that is how all home Staging’s happen…but they want it to happen for $500 when it took $5000 on TV.
Or, they were promised one thing and received another, which is really even worse.
The first has to do with managing your client’s expectations. What can they specifically expect to receive based on your agreement to deliver services.
The second really has to do with operating an honest business. Yes, I could find loads of ways to say that in a overcomplicated convoluted definition, but let’s call a spade a spade and know that you have to give a little more than what you promise, especially in this environment.
Here is the problem. Most Home Stagers, because they only learn to Stage, and don’t take the time to put multiple streams of income in place, nor do they learn to market or run a business (this is why business and marketing has become the focus of my own Home Staging Training Company), are so desperate or grateful for the job that they usually over promise and under deliver because they can’t possibly deliver everything they promised for the amount upon which they agreed.
Hence, they do not manage the expectations of their client (whether this is a Real Estate Agent, Seller or Real Estate Investor) effectively and they don’t act with integrity in the eyes of their client.
Now we could say that there are many issues at play here, and there are, the least of which is that you were not fair to yourself by not charging enough, but that is the topic for another day. Today, it is all about running an honest and ethical business, not assuming anything, and letting your customer know they can trust you and why.
If you over deliver and under promise, this goes a long way toward gaining your client’s trust. If you let your client know that you have also seen shoddy work by other Home Stagers in your area (don’t get petty, don’t name names) and don’t feel as though that is the right way to do business, they will begin to like you. Then, if you prove it, they will hire you and refer you.
Today, the name of the game is trust. Your client has to be able to trust you to not only do an extraordinary Home Staging job but also to help quickly and effectively sell the house or listing. They no longer assume anything (remember the dog?) and neither should you.
You must start to show them in multiple ways that they can trust you. Tell them, and then prove it. You will need to keep proving it but once you do it a few times, it will become your system and will not require more and more effort.
Customer Service, but more appropriately Customer Care is what will win the race as we battle thru this economy. Always be on top of your game, act with honesty, integrity and great care. Then, all you have to do is say it and prove it. You will become the Home Stager of choice in your entire area.
***Take your Business to the limit by balancing your life: Mind, Body, Spirit and Business. You just have to be willing and able…and then take massive action! I KNOW you can do it!
To your greatest joy,
Karen Schaefer
Founder, APSD
Your Worldwide Leader in Home Staging Training
Your Home Staging Weekly Mission:
I want you to look around and see if anyone in your area, in the Home Staging or Real Estate field has acted with a lack of ethics lately. Is this something you can cite in your own marketing? Again, don’t be petty; you can use the story or example without using the name. But let your customer know that you are aware of this behavior and they WON’T find it with you or anyone associated with your Home Staging Business. What are the examples you can use? Write them down and be prepared to use them.
Write one marketing piece; email, flyer, postcard or direct mail and cite that one example and use it in such a way that it shows your honesty. Shout it from the roof tops and then give them proof. You will need to keep sending this message “home” and continue to prove it. With proper and consistent implementation, you will find that you will be “THE Trusted Resource” for Home Staging. Congratulations!
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