How do you handle objections at your moving company?

3 Most Common Objections: Price, Reviews, Competitors

If you’re answering sales calls at a moving company, you know that securing a job often hinges on your ability to effectively handle customer objections. You’re likely familiar with the most common concerns: price, reviews, and competitors. Addressing these objections with confidence and clarity can turn hesitant inquiries into confirmed bookings. 

Here’s how you can tackle these challenges head-on, ensuring a smoother sales process and a higher conversion rate.

If you prefer to watch or listen, here’s a video of two former moving sales pros share how they turn objections into booked jobs:

1. Objection: Price

Concern:

"Why is your moving service more expensive than others?"

Response: Handling price objections is crucial because it's often the first hurdle customers mention.You don't necessarily want to be the cheapest moving company, as this can compromise the quality of service. Here's how to navigate the price conversation:

• Acknowledge the Concern: Understand that price is an important factor for customers. Validate their concern before diving into your explanation.
• Compare Value, Not Just Price: Often, customers are more concerned with the value they're getting for the price. Highlight the unique aspects of your service, such as a trained and uniformed team, home protection, insurance coverage, and additional services like packing and cleaning.
• Transparency: Break down the costs clearly. Show where their money is going and how it translates to superior service and peace of mind.
• Apples to Apples: Encourage customers to share quotes they’ve received from other moving companies, and offer to help them evaluate it. Explain the differences and ensure they understand what each service includes. Focus on the overall return on investment, emphasizing time saved, reduced stress, and the quality of service.
• Provide Multiple Package Options: Provide various pricing options to cater to different needs.
  • Full-service: End to end offerings, full moving experience and additional services
  • Custom Pack: Only offer services that are catered to the customer’s needs
  • Basic Move: Simple pick up and drop off

Options that come with different levels of support and service show flexibility and can accommodate different budgets, especially during economically tough times.

• Offer Alternative Dates: Sometimes you may be able to offer cheaper rates on days you’re less busy. Use alternative dates to negotiate on price and book the job.

It’s also important to understand your competitors' pricing and be prepared to discuss flexible pricing options based on your availability and capacity. This approach not only addresses the price concern but also demonstrates your adaptability and customer-centric approach.

2. Objection: Reviews

Concern:

"I’ve seen some mixed reviews online. How can I be sure your service is reliable?"

Response: When customers bring up reviews, it's an opportunity to reinforce your company's reliability and commitment to customer satisfaction.

• Acknowledge and Address: Admit if you have fewer reviews or some negative feedback. Let them know the reasons are probably because you aren’t proactively asking your customers for reviews, and plan to do better. Transparency builds trust.
• Highlight Quality and Service: Deliver exceptional service from the beginning to make up for the lack of great reviews. Focus on your strengths, such as excellent customer service, timely communication, and careful handling of belongings. Ensure customers that their positive experience is a priority.
• Provide Testimonials: Share testimonials from happy customers. Real-life examples can significantly impact potential clients' decisions.
• Encourage Positive Reviews: Actively ask satisfied customers to leave positive reviews. This not only balances out any negative feedback but also builds a stronger online presence.
• Make It Easy: Simplify the review process for your clients. Ask them which channels they spend most of their time on and send direct links to review sites on there, whether it’s Google, Yelp, or Facebook.

A strong online reputation is essential. Continually improving your service and encouraging happy customers to leave reviews can turn this objection into a powerful selling point.

3. Objection: Competitors

Concern:

"Other moving companies offer similar services. Why should I choose yours?"

Response: Discussing competitors gives you a chance to highlight what sets you apart from the rest.

• Respectful Comparison: Never trash-talk competitors. Instead, focus on what makes your service unique and better.
• Highlight Unique Selling Points: Whether it's personalized service, better customer support, or specialized moving services, make sure to communicate your strengths and key differentiators in your market.
• Personalized Approach: Emphasize the personalized attention your company provides. 
  • If you are a smaller or local company, you can offer more dedicated and customized services compared to larger firms. Bring the small business magic to how you build relationships with customers from the first call and onwards.
  • If you are the bigger player in your market, share the trust and credibility of your services, the packages you offer for every type of move, and similar customers you’ve moved before.
• Compare Competitor Quotes: Again, encourage side-by-side comparisons. Offer to review competing quotes with the customer to point out hidden costs or differences in service levels.
• Know Your Competition: Be well-versed in your competitors' offerings, pricing, and service quality. This knowledge allows you to fill any gaps they might leave and highlight your superior service.

Know your competition inside and out. By understanding their strengths and weaknesses, you can better position your company to stand out and address customer concerns effectively.

Conclusion

When you know the most common objections you receive, have your teams trained up on handling those concerns. Every single person in a moving company should be able to easily address each concern. Add those responses and talk tracks to your sales playbook and continue building on it. 

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