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Why Selling Evolution to the customer should not be "Harder than Steel"!
Customers often want the best value for their dollar, and can you really blame them for that? They want something sensible in value for the price. This is true across most industries and is no different in the deck building scene.
Let's take a brief look at some the customers and how they might view Evolution Steel Framing in order to better prepare you to be able to sell this product to your prospective customers.
“The I just want a deck for a low-price customer”
You may have some customers that want the cheapest deck, meaning low-cost materials such as treated lumber, modest deck sizing, and low labor costs. You might not be able to convince a “living in the moment” type of customer that is worried only about the value or cost today. Their objections will often fall into the category of stating things such as, “well I may not be living here in 10 to 15 years.” Although what’s often not thought about inside this conversation is that when a home is sold the deck is also appraised based on construction and if it were to be replaced which materials play a factor in.
The biggest thing is that you should point out the pros and cons of having a wood deck versus a steel deck as it will ultimately cost them more to have the wood deck for an extended span of time. And can bring more value to the table if the home is sold.
Be mindful that these types of customers while concerned about their money are often concerned about hidden or extra costs. When it's stated that the wood deck basically comes with no material warranty this often can lead them to rethink the situation.
If this customer refuses to budge, obviously don’t lose the sale or opportunity. Just go ahead build the deck with wood as the customer requested. This product just may not be a good fit for a particular customer.
The biggest thing is that you should point out the pros and cons of having a wood deck versus a steel deck as it will ultimately cost them more to have the wood deck for an extended span of time. And can bring more value to the table if the home is sold.
Be mindful that these types of customers while concerned about their money are often concerned about hidden or extra costs. When it's stated that the wood deck basically comes with no material warranty this often can lead them to rethink the situation.
If this customer refuses to budge, obviously don’t lose the sale or opportunity. Just go ahead build the deck with wood as the customer requested. This product just may not be a good fit for a particular customer.
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The middle of the road customer that wants a decent sized deck with low-upkeep
Some customers that have lived with decks in the past and seen them needing to be replaced or are currently in need of an upgrade or replacement will often fall into the middle of the road category. They have lived with or seen a wood deck breakdown over time and are wanting to know if there is an upgrade in wood or to another building material that will be low maintenance and last them for as long as they will have their home.
This leads to the question, “Well, what are my options?”
This leads to the question, “Well, what are my options?”
- Treated lumber will require maintenance and treatment along with board replacements for boards, beams and posts that start warping, weathering, or shifting. This immediately puts regular treated lumber out of the running.
- The immediate upgrade inside wood is to go with a hardwood. However, sizable boards in this class of wood will have a substantial price jump over treated lumber. Hardwood is not impenetrable however and weather and pests will eventually take hold. To prevent that from happening, this lumber will often require yearly or bi-yearly coating/sealing, so this is not really a low maintenance or effective solution. Especially considering after a few years of coating the steel frame could have paid for itself essentially. You should ask them about the many wood other wood decks that you see, ask "how many are really well kept and treated year after year?" Not many people will pay a deck that level of attention or keep up with maintenance on that level which will lead to rapid degradation.
- Once wood is out of the picture this leaves either composite or metal. Composite will have a decent lifespan as will aluminum, however structurally both can flex, and they will both have lower load capacities meaning they will need more supports and materials to build.
- The clear winner in this category is going to be Evolution Steel Framing, not only will it have the structural strength that people are looking for, its fire, insect, and pest resistant. It comes powder coated and with a long material warranty. Most customers that have our steel framed product simply spray wash the frame when they are spraying off the top of the deck.
Most customers looking to upgrade or immediately buy into a longer lasting and more durable deck will trust you as the subject matter expert to steer them in the right direction for what they want in a deck.
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“The Forever Deck Customer”
- This type of customer will typically have a budget in mind and want a deck that will last them for their lifetime.
- This customer is often living in what will be their “final or forever home”. They want something that is going to last with that home.
- This customer is a little more concerned with how the deck will look alongside their house.
- Considering the differences in the level of durability of other materials, this should be an easy pitch to go with a steel framed deck.
- Some of these customers will be looking at this home as a hand me down to their family members to be able to enjoy. This can become a sentimental buy for these customers, so budgets may have a little more room at the end of the day.
- Product warranty, durability, low-maintenance, and build variation will also be strong selling points with these customers.
“The Massive Deck Build Customer”
This customer profile is usually inclusive of customers that want the absolute finest and largest deck builds. These are the types of builds that will often wrap around a house or structure, include ground and two-story combinations. Or, have more extravagant shapes and designs aside from the standard square or rectangular build.
Maintenance, longevity, and aesthetics will be the biggest factors for this customer.
Maintenance, longevity, and aesthetics will be the biggest factors for this customer.
This type of customer won’t have time to maintenance the deck or they will likely pay someone else to do this which can be another quick buy-in on the low maintenance and warranty aspect of the product.
Budgetary constraints are often not so much of a concern for this customer. Their expectation at this level is that the deck should always look the same and in great condition. Having a product that is like wood but without the shortfalls of warping, crowning, bowing, or issues with insects are all important factors for them.
This is about the lifestyle and experience for them. For more exotic looks you can also pursue the curved rim joist or tile tray look with this customer if they are interested in a more organic look and feel versus hard lines.
Fire-rating may or may not be a factor depending on the region they live in as well. These customers like the Forever Deck Customer are also looking at the purchase from the aspect of this being a deck attached to their home for the life of the house.
Bigger, better, stronger, and more secure are all keywords to use when discussing Evolution framing with the customer.
Fire-rating may or may not be a factor depending on the region they live in as well. These customers like the Forever Deck Customer are also looking at the purchase from the aspect of this being a deck attached to their home for the life of the house.
Bigger, better, stronger, and more secure are all keywords to use when discussing Evolution framing with the customer.
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Key Phrases to Use