’Tis the season, right? Most of us door and window folks are in high gear right now. Our appointments sheets are booked, and our products are in high demand.

Econ 101 tells us that when demand is high, we should be able to ask for a higher price than when we are slow. But, there’s this doggone thing called “the competition” out there.

We talk about differentiation a lot, and another favorite tactic to justify a higher price is how long your product lasts, the old value-over-time conversation.

If you’re old enough (like I am) to remember the 1950s and 1960s, most products were built to last. It’s just the way it was. Based on limited types of marketing available at that time, companies were more interested in word-of-mouth referrals, so the focus was more on the lifespan of the product rather than repeat sales.

While there will always be smart homeowners who look at the price they’ll pay for your products as compared to how long they’ll last, we’ll continue to have to deal with some level of short-term thinking.

How do you get what your products and services are worth, even in a market with low end competitors?

Here are four ideas that we work with our dealer partners on to help get a better price.

  • Unique features/benefits—OK, this sort of IS the differentiation thing we talked about earlier, but an interesting way to think about this if you want to command higher dollars is to focus on the emotional benefits of what is unique. Remember the old adage, “People buy on emotion and justify with logic.” Emotion is always less about money than logic is.
  • Add-ons—Are there things that can be “added-on” to your product like maybe interior trim to facilitate a full frame installation? Not only does the add on increase the price, but it also increases the perceived value.
  • Style and appearance—Everyone seems to want to understand how to market and sell to Gen X and Millennials. According to a recent study called “Changing Approaches to Home Improvements,” while cost (as it is for every group) is still the No. 1 concern, style and appearance are a strong No. 2. Make sure you’re not just talking about how efficient your product is, but also how beautiful it is and how it can be tailored to the taste of the homeowner.
  • Maintain a robust and current web presence—If the statistics are true that 81 percent of shoppers conduct online research before buying and do up to 60 percent of their total research prior to reaching out to a salesperson, the first impression that a consistently updated web site and social media participation can make is a huge component of overall perceived value.

Use these four ideas to get the money that your products and services deserve this selling season.

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