Earlier this year, I wrote about the expected change in buying behavior. The predicted consumer behavior has indeed become a reality, causing many local companies grief. Fortunately, the consumer spending trends seem to be simply causing a lengthened sales cycle, not a decision not to purchase at all.

So…what’s the hold up?

The cause of a lengthening sales cycle is fundamentally found in a company’s inability to meet the consumer’s needs/perceived needs. As news media presents story after story of foreclosures and stock market instability, your buyers need to be reassured that hiring you is right decision.

What to do…

In most situations, you already have the ability to meet the needs of your customer. My guess is, if you’re getting resistance from your buyers, you simply have not changed your approach.

Today’s consumer is faced with several contractors attempting to sell the same product. Some are new construction companies attempting to reposition and stay afloat by low-ball bidding your projects.

This is where you need to present yourself differently. You offer a seasoned, experienced product or service, so tell them about it! When you present yourself as the expert, it will demonstrate to the consumer why you are the better choice.

Show you’re “in the know:”

Have in hand local information about the housing market and why it is in the customer’s best interest to hire you now to get moving forward with their work.

Know how to address consumer worries about home value with the work you provide.

Be able to foresee project funding issues associated with a tighter credit market.