By Mark Caffiers – Head of Inspections
Research suggests that there’s a positive correlation between buying multiple services from a single company and client satisfaction. A happy client is surely more likely to be open to buying a wider range of services than an unhappy one. But anyone working in any industry will tell you that clients like specialists, so it’s by no means easy—and sometimes not desirable—to persuade them that you can work in other areas.
Clients often assume that a firm that diversifies will dilute the depth of expertise in its core business. In practice, the relationship between range of services and satisfaction is more complex. While clients may not like a firm that presents itself as able to do everything, they’re more openminded to the idea that a firm can be a multi-specialist. Moreover, the more specific services a client buys from a single firm, the higher a client rates the quality of work the firm does overall. Research shows that most clients like the master-of-several-trades model even more than they like the master-of-one.
None of the above means that you can simply waltz into your best client and say, “now buy this.” Clients’ minds may be open, but it doesn’t mean their wallets are. Research has consistently found that, in order to cross-sell your services effectively, you need to do three things.
First, you have to have done solid and reliable work for the client in the area they associate with you: Nothing is possible without this bedrock of satisfaction.
Second, you need to be able to demonstrate that you can do—and have done—equally reputable work in the new service you’d like them to buy. You can elaborate on the fact that we’re using entirely different employees /specialists in building construction methods. If you don’t speak to this you may be met with cynical indifference.
Third, you need a consistent competitive price point and added value. Be open and transparent about fees.
What does this have to do with D.S. Murphy? It’s important to note that this idea of “cross-selling” was thoroughly considered years ago, when deciding to start the inspections division. Our clients trust us to be the authority on appraisals and we want them to feel confident that we would put the same effort and expertise towards any related service.
D.S. Murphy is the only company that puts the fee schedules on our brochures. It is based on Square Footage of conditioned /finished space, above 6000 sq. ft. it is quoted, homes get much more complex the bigger they are. We also offer in partnership with Arrow Exterminators, a FREE Wood Destroying Organism Inspection with the purchase of a General Home Inspection. This is ongoing every day. We schedule Arrow at the same time upon request and they conduct assessments and issue WDO letters.
Our ongoing cross-selling promotion should also be mentioned. “Bundle the Prelisting Appraisal and Inspection for $200 off” – when the client orders a pre-listing appraisal with a pre-listing inspection, they should mention the bundle to receive this deal.
Cross-selling is looking for an opportunity to up-sell, Cross-selling isn’t something you can leave to accident or serendipity. It’s also not something that’s possible in all circumstances. It needs to be deliberately planned, look at every client as an opportunity… is this a client who is satisfied but has only bought our appraisal services? Bring up the fact we have a home inspection division at the very least with EVERY client and see where the conversation goes.