For the remainder of 2016, we will be hearing certain words far too much—like “pundits”. A few years ago, the word “guru” was used so frequently that actual “gurus” had to find another word to distinguish themselves from the wanna-be’s. I think “thought leader” took its place.
“Quality” falls into the same realm of terms that are have been so trampled by the masses that it no longer has any life left. When you hear someone boast about the quality of a product or service, does the word conjure up visions of excellence in your mind? Are you so moved by the promise of “quality” that you can’t wait to acquire more of it?
Of course not. Quality has no quality any more. First quality. Top quality. High quality. Now you need qualifiers to add meaning.
Stop selling quality. Sell benefits that have meaning, that resonate with your buyers.
Don’t talk about quality construction. What does that mean anyway? Quality is a perception, and its meaning varies from one person to another. What’s your idea of a quality night out? Some people might say an evening at the theatre, while others describe it as pizza and a movie with no kids.
Offer specifics of the exceptional craftsmanship, the superior materials, and the meticulous attention to detail. Demonstrate true quality in the homes you are selling by pointing out factors that contribute to their positive perception. For example, before you boast about your quality insulation, stop yourself. Instead, offer this: “Here is the R-value rating of the insulation we’ll be installing in your home, which exceeds the standard, so you enjoy greater energy efficiency.”
Don’t talk about quality service. That’s not a tangible feature. Show your new home buyer the unmatched level of personal service that you provide. Follow up and follow through. Give them more information than they ask for. Answers questions they haven’t thought to ask. Be on time. Be available. And don’t check your smartphone in their presence.
“Quality” has no value as a word. Stop using it. Start showing it.
