The Psychology of Persuasion as a Home Stager, part 3 of 4
The contrast principle, according to Cialdini, of home staging, according to me, refers to presenting two contrasting items that may not be all that different, but by way of presentation the difference appears extreme to your prospect.
When I teach pricing in our APSD Certified Home Stager Training Program, (www.APSDmembers.com) I teach it in a way that is pretty basic and straightforward so that new home stagers will still get out there and present their home staging services. As our APSD home staging members move up the ascension ladder with APSD and get APSD Stager Pro Certified or APSD Property Scene Designer Certified, I begin to show them how to present 3 offers instead of simply one offer for their home staging services.
I have created a rather intricate home staging quote sheet that I give to my high level APSD Pro’s, it is the same one that I have used in my own home staging business. On this quote sheet, you can present one, two or three home staging offers. Normally, I recommend presenting 3 offers so your prospect will choose one of your offers (usually the middle one) instead of choosing between you and one or two other home stagers.
The reason for this is not only that you automatically appear more professional (and you are) because you actually have quote sheet, but also that have taken the time to put thought into their particular home instead of just doing for them, the same thing you do for everyone else. Remember in part 1 when we talked about finding out their specific problem?
But the real reason they will choose one of your quotes is because of the contrast principle. If you initially quote on a APSD Full Home Staging Service, APSD Curb Appeal Service, and an APSD Home Staging Marketing Service, you might also, as a bonus, add an APSD Color Analysis service, your quote may come out to $5,000- $15,000 depending upon the house and the area.
You might also offer just the APSD Full Home Staging Service and it would be $3,500, knowing that you can still upsell your other services later to help them sell even faster and finally maybe you offer a consultation service for only $997.
Because your first offer is so much more than the second offer, and the third is really not what they are looking for, you will sell the $3,500 home staging service and book the home staging job based on the concept principle.
Just be aware of the order in which you present your services and make sure that each of them carefully and specifically serves the needs of your client as you always want to run your home staging business effectively, and with 100% integrity.
To your home staging success,
Founder, APSD The Association of Property Scene Designers
The World Leader in Home Staging Training and Certification
PS- If you would like to learn more about Karen Schaefer and APSD, The Association of Property Scene Designers, The World Leader in Home Staging Training and Certification, visit www.APSDmembers.com to receive Session #1 of the APSD Certified Home Stager Training Course, as my gift to you.