Do Customers Need Lighting?
The questions and strategies outlined here can help green industry professionals overcome the most common client objections to landscape lighting.
May 13, 2022
Have you ever wondered why you didn't get the sale? Have you ever kept track of the reasons why?
The sales process theory indicates that you can usually reduce the reasons why you didn't get the sale or why your prospects weren't interested to six basic objections. By doing this the theory says you can start to formulate good responses to overcoming those six basic objections.
How to Sell- Needs vs. Wants
Within our industry, the top objections are typically price and what we have labeled the kit objection, which is “I can get it at home centers for $49.95, so why should I pay $2000 for a professional system?” Good objections, aren't they? But one of the six basic objections that is the most telling in our industry is the perceived need. How often do you hear potential customers tell you that a landscape lighting system is a luxury, not a need?
Do you perceive a need? When was the last time you approached a job site and informed your client that you could address these basic concerns with landscape lighting? When is the last time you thought about why people need landscape lighting?
Let's discuss the first major needs for landscape lighting security concerns. If you don't think people are willing to pay for a certain degree of security, start taking notice of the proliferation of companies that are servicing the home security market. Start noticing how many yard signs are in front of homes today warning possible intruders that the home is protected with a security system. If there are six homes on the street and only one is completely lit with landscape lighting, which house is an intruder least likely to pursue? With landscape lighting, the prowler sees the security sign from the street. Effectively constructing and designing a landscape lighting system that considers beauty, safety, and security will provide protection and security to your customers.
If you still don't believe your customers have a need for the security lighting you can provide, ask yourself how many of your customers have porch lights? How many leave them on at night?
Reasons to Add Lighting
With a landscape lighting system your customers get not only security, but the safety elements are addressed. Changes in the elevation, low-level shrubs, or plant material that people may trip over all are potential safety concerns that need to be addressed for the homeowner and guests. By building in the proper controls for your customer with their landscape lighting system, safety can be "turned on" with motion sensing devices timers and more to avoid accidents.
As you can see, landscape lighting systems may fulfill more needs than many other offerings. If you can effectively present how you can address some security and safety concerns with landscape lighting, you're 90% on your way to a sale. That's because the easy part (and by far the biggest added value) of a landscape lighting system is the beauty aspect. Most of us focus on beauty in landscape lighting and dramatically diminish the safety and security benefits so we also begin to believe in the myth that landscape lighting is a luxury. You must also believe that effective landscape lighting also has the power to fulfill basic client needs.
The Value of Lighting
Now to overcome the most common objection to landscape lighting- price. By showing your customer how lighting will address safety and security concerns and add beauty, your customers will begin to see that you're not only installing a high-quality product, but adding value to their home.
Nothing can help your referrals more than an effective landscape lighting system. It will not only expand the living space for your clients, it will also give them year-round access and enjoyment to their landscape investment. In Minnesota, where you only have abundant daytime light from late April to late September, landscape lighting's role in keeping customers satisfied is even more dramatic.
For a fraction of the total cost of landscape installation, landscape lighting allows customers to enjoy the safety and beauty you’ve brought to them throughout the seasons.
To overcome each of the basic lighting objections, first overcome your misconceptions. There truly is a need for landscape lighting. It's not a luxury. It's something that will bring year-after-year of benefits to your clients, and it’ll do wonders for referrals.