HOW MUCH?

Hauraki Plains Gazette, Volume 47, Issue 2664, 1 September 1937, Page 6

HOW MUCH?

QUESTION OF COST ESTIMATING CONTRACTS GETTING A REASONABLE PRICE. JJOW much will it cost?” is a stock question which, when asked early in the interview by the prospect proves to be a bugbear to the average painting and decorating contractor. He suspects that the prospect is looking for something cheap and figures accordingly. Just the other day a home owner told us of a case where he asked the question and the painter, assuming that a low price was expected, gave one that was so low that the home owner felt it necessary to investigate and see what kind of work the painter had done in other -homes before he dared to give him the job. Incidentally the painter did a job that was very satisfactory. Cost Plus Profit. However, if he hadn’t got the “jitters” when price was mentioned and had figured the price on the basis of the cost of doing the work plus a reasonable profit, the chances are good that he would have been awarded the job anyway at a price one-third higher than he quoted. “How much will it cost?” is a question that need not be answered at once. “That depends on the kind of job you expect,” is a good stock answer and leaves the way open to discuss the various ways in which the job can be done, pointing out the disadvantages of the cheap methods and stressing advantages of the proper methods. The prospect by this time wants a good job and he will probably ask again, “How much will a good job cost?” “Don’t Quote The Price.” The stock answer to that one is, “We’ll get to that after figuring it out.” Then proceed to measure the job and figure what it will cost to do it. But don’t quote the price. List all the things you intend to do. Itemise them one after another until the list assumes formidable proportions. Don’t skip anything. Then read the list slowly to the prospect, explaining in detail just why each step Js necessary. This builds up in his mind the idea that you intend to do a real job but that your price will be prohibitive, and that is just what you want him to think at this point. He will again ask the cost, probably saying, “But isn’t this going to cost a lot of money?” Your answer should be, “No, very reasonable, in fact. You want a job that won’t require doing over again in a short time, do you not?” and his answer to that is bound to be “Yes.” Itemise The Job. You can, at that point, repeat all the things you intend to do in this manner, “Mr Blank, I’ll do ' (then list them) which you’ll admit requires time, material and a thorough knowledge of the mechanics of the job, and the price is not high—only £ —.” Your prospect is naturally relieved to find that the price is much less than he expected. Frequently the prospect will say, “Why, that’s not bad,” which is the cue to assume that he wants it done and to ask him when it will be convenient to him for your men to start. When he- says, “To-morrow” or “Next week,” you’ve got the job. The procedure sounds so simple that many a reader will say that it can’t be done. Yet it is being done every day by the more progressive members of the craft. Not The Lowest Tender. Just a few weeks ago a painting contractor came in the office stating that he had just booked a church job. He used substantially the method outlined above and was told when the job was awarded him that he had got it against stiff competition and not at the lowest figure because he had itemised the things he intended to do and

convinced the church authorities that he knew his business and would do a good job. None of the others had. Gentlemen, don’t be afraid of the question, “What will it cost?” Stall it off. Figure on a first-class job. Explain what you intend to do and why it must be done that way if the job is to give thorough satisfaction. Build up in the prospect’s mind the idea that the job will cost a fortune, then surprise him by quoting a price that is fair to both of you—though lower than your build-up has led him to believe it'will cost. Do this and watch your business grow day by day. There’s no theory in the procedure outlined. Most really successful contractors use it.