My friend, however, who is also the realtor who sold me the house, made a smart suggestion to seal a hallway closet that abutted the bathroom and use that space for bathroom shelving. This made perfect sense because (a) there were too many doors in the hallway, making the space look smaller and (b) I desperately lacked storage in the bathroom.

Why didn’t my contractor come up with the brilliant idea? Perhaps it’s what we call tunnel vision. You go into the project by first listening to what the customer wants, you tell them whether or not it’s doable and then you create their vision. But if you looked around, you might get ideas that will greatly enhance the space and make it more functional for the homeowner.

Now, I know there are hoards of contractors who do make suggestions. But for those of you who don’t, it would not be considered an insult if you did. Most homeowners don’t have vision – they can’t see beyond the walls. I know, I’m one of them. If you can make my life easier by making the space in my home more functional, then I’m all ears.

So, here’s my suggestion to build more value and earn more money per project. Let’s say you’re working on a job and you pass by a staircase with unused, wasted space underneath (and the people have a lot of clutter). Suggest how the homeowner could utilize that space more efficiently with built-in storage. Bam – more money for you. Or you’re working on a job unrelated to the kitchen but notice that the kitchen is dark and small. Suggest installing skylights and removing a section of the wall to form a window through an adjoining room – wham-O, more $$.

Trust me, I’m a homeowner who needs you. These suggestions will pay off. Don’t just go into a job for the sake of the job. Go in for the client and help make their home a better place to live.

This and other key points for Psychology and Strategy of Sales are addressed by Shawn McCadden in a recent spot on Remodeling TV. In the short excerpt from his seminar, McCadden points out that a real understanding of sales, understanding “the psychology of this dance that’s going on,” can make a world of difference to your company.

As McCadden summarized, “The questions that you ask will be far more valuable in proving your value — the difference that you bring to the table — than the answers you give.”

McCadden covered several other points in this excerpt (part 1 of the seminar), but there was one other which I found to be especially pertinent. It involved “Determining Your Niche.” That is, know who it is you want to sell to and where they are. Just as important as paying attention to a prospect and asking questions is, it is equally important as a contractor or business to know what you want as well.

In other words, find your niche, find who you want to sell to and focus your attention there. It may take longer to put things in motion, but a localized and focused selling process will reap strong benefits, says McCadden, such as referrals and repeat business — very important facets of business in dark economic times. And as hard as it may be to get the “niche” ball rolling, it will be equally hard to stop once on the move.

They surmised the following reasons for this unexpected behavior.

It is difficult for homeowners to sell their homes.

They realize this, and are looking for improvements that will make their homes more appealing and competitive with other homes on the market.

When unable to sell their homes, some people opt to improve the one they have to better accommodate their family.

If more space is needed, they add an addition, or they try to improve the areas that made them try to sell in the first place.

There are a growing number of homeowners preparing their homes for retirement and their later years.

This trend is called “Aging in Place,” and entails revamping the house to accommodate their changing lives. Whether it is wider doorways, more conveniences or walk-in showers, they are doing their best to plan ahead.

The article also touched briefly on the growing number of homeowners converting to a greener lifestyle. They are looking for ways to make their homes more energy efficient with alternative energy, along with more eco-friendly materials throughout the home.

One point the article didn’t mention is that with the slower construction industry, contractors have more time and more competitive rates. How do you compare?

1. Be Timely

Timeliness and consideration will help you to stand out from other contractors. Never be late to estimates. If you ever find that you are going to be late, even by 5 minutes, call the homeowner. This small gesture will get you a long way when it comes to sales.

2. Dress the Part

Our goal for appearance is to look clean and professional while avoiding looking stiff and cold. We recommend the following dress code for estimates:

• Company shirt
• Khaki pants or shorts (no jeans)
• No sandals

Greet the client at the door, introduce yourself and your company, and ask all decision-makers to join you outside. Keep in mind: You are not there to sell a job, you are there to sell yourself. Typically, the more that you talk about business and the job you’re going to do, the less likely you are to book the job.

3. Build Rapport

Understand that the clients are not buying a construction job, they are buying you. Look around their home, what do you see? Spend your time getting to know them on a personal level before talking about the job. Let people tell you about their lives and what interests them.

Here are some examples:

• How long have they lived at their house?
• Where are they from?
• How many kids do they have?
• Where did they go to school?

These are just a few examples of ways to build rapport. The important thing to understand is that it does not matter what you talk about, as long as you are genuinely interested. Don’t fake rapport; people can read it from a mile away.

4. Maintain Control

Don’t let the client start walking you around the house and pointing out what they want to have done. The estimate should be done at your pace, with you leading the way. Take your time to explain small details so they know that you are paying attention and actually care about their home.

5. Own the Initial Walk-Around

The purpose of the walk-around is to establish the parameters of the job (which parts of the house need work, which don’t, and special concerns and needs of the client), to gain their confidence (explaining process and technique, listening and satisfying their concerns/needs), and, most of all, to build rapport. We are not entering estimates with the goal of closing. It is your responsibility to develop a personal relationship rather than a business relationship with each client.

For more advice on what NOT to do, check out the following post: 7 Common Mistakes When Giving an Estimate. Good luck!