The More Profitable Way to Sell Bathrooms – A “Better-Best” Strategy for Quick Installation or 1-Day Bathroom Contractors

Are your bathroom remodeling profits margins tanking (and no, that WAS NOT meant to be a bad toilet pun!)

Are you selling acrylic surrounds and pans which offer minimal differentiation vs. competitors for quick installation bathroom projects? Or are you stuck with the least imaginative designs your acrylic manufacturer sells because you’re not one of the ‘big players’ in your market, or at least not yet?

Or possibly you’re a general contractor, design-build remodeler, or home access contractor looking for ideas to add consistency and profitability to maximize the return you get from the ‘harder-to-find-than-you’d-like’ bathroom installation crews you employ today?

If so, you need to read this article.

In ‘Part 1,’ learn why selling quick installation (or some say one-day bathrooms – although, in reality, most are NOT done in a day) is a smart path to larger, and more consistent profits. Of course, that’s IF you do it right!

In ‘Part 2,’ see what you SHOULD NOT do if you want to succeed with a ‘better-best’ quick installation bathroom strategy.

And in ‘Part 3’ get 10 practical strategies experienced (and profitable) quick- installation bathroom contractors use to make this business segment go.

Let’s dig in.

Part 1 – Why use a ‘better-best’ product strategy to grow a quick installation (1-Day) bathroom business?

If you don’t know your ‘why’ you’ll have a hard time implementing your ‘how.’ Here’s 7 reasons why a ‘better best’ product strategy helps quick installation bathroom remodelers maximize profits.

Reason #1 to use a ‘better-best’ bathroom product strategy– You can use ‘best’ to anchor the price you charge for ‘better’

When you show a higher-end wall surround line, with a larger price, it helps make your ‘better’ product feel like the customer is saving money. And with todays tighter budgets, and consumer desires (and needs) for ‘affordability,’ this can be a key strategy.

When you offer alternatives, customers can ‘shop within your program’ vs. them feeling the need to ‘shop outside your program’ to get competitive quotes.

Reason #2 to use a ‘better-best’ bathroom product strategy– Because some people just have to own ‘the best.’

I’ll bet you can think of someone in your friend or family group who has to brag and show you when they’ve bought ‘the best.’

My brother for example (who can afford the best) has never been shy to own – and show off – the latest ‘gadgets’ or fancy vehicles he’s got.

And when you show a person like this your ‘better and best’ – they’ll choose the best. And do you know why they do that? It’s because ‘they’re worth it’ (or at least they want others to know they can afford the best!).

Reason #3 to use a ‘better-best’ bathroom product strategy– Because customers want to feel in control.

When you only give customers one product option (let’s say it’s the common 1/8” thick acrylic shower surrounds and pans), and in your sales presentation you’re trying to ‘kill’ (and doesn’t that sound nasty) all other product options, doesn’t that take the feeling of control away from your customers?

When they have ‘better-best’ options, they can choose an affordable shower surround and base (better) or a luxury shower option (best) system.

And in your case, you’re good with whatever choice they make (Ok, as long as they buy from you!).

Reason #4 to use a ‘better-best’ bathroom product strategy– Having a ‘best line’ attracts higher-end customers.

In most cases the margins you earn per day/per crew go up as the ‘ticket size’ of a job increases. For example, it usually doesn’t take longer to install a solid stone shower pan (at a higher price) than it does a ‘bargain-basement’ fiberglass or acrylic shower base (and in some cases it takes less time because the quality is better).

In addition, ‘showing’ nicer looking products in your home show displays and/or ads can attract customers because they look cooler than the cheap, plasticky stuff they see in your competitor’s booths or ads.

Reason #5 to use a ‘better-best’ bathroom product strategy– You’ll improve closing percentages which help lessen the impact of the ‘ever-increasing-costs’ of lead generation.

If your lead-gen costs ARE NOT getting cheaper (and as a matter of fact they’re growing by the day, and AI isn’t helping things either), you can ‘stand in line’ because you’re like the rest of the quick installation bathroom dealers or general remodelers out there.

The lead-gen ‘game’ is brutal! You’ve got to ‘mine’ those leads and improve closing percentages if you hope to grow your business – and stay in business with efficient marketing campaigns and sales processes.

Having more product options (through a better-best strategy) will help you sign more deals because you’ll appeal to more buyers.

Reason #6 to use (quicker to install products) and a ‘better-best’ bathroom product strategy– The customers really don’t want you there. But they do want more simplicity and less disruption in their lives…and in their bathrooms.

Even if your customers love, love, love you and your operations team, if you’re being honest, they’re excited to enjoy the finished bathrooms (with less day to day cleaning hassles and an up to date look) but are DREADING the ‘bathroom remodeling process.’

With quick installation bathroom products, you’ll install a system which WILL NOT keep you lingering in your customer’s home too long. In addition, they’ll also get a simpler to maintain shower or tub to shower conversion for the life they’re in the home.

And as remodeling industry consultant Tony Hoty says, “Customers don’t want contractors in their homes any more than want fish in their house. It stinks, it’s messy, and they want it gone as fast as possible.”  

Reason #7 to use a ‘better-best’ bathroom product strategy– Differentiate your company from ‘Chuck in a Truck.’  

In a crowded remodeling world, there’s always ‘Chuck in Truck.’ He’ll give them a ‘deal’ because he (or she, don’t want to be sexist here) has little to no overhead and doesn’t charge what’s required to have a sustainable business.

One of the facts about ‘Chuck’ is ‘he’ usually sells the ‘same-old-same-old product’ because that’s what he knows. He’s not researching new products and systems.

When you differentiate with unique products – and a ‘better-best’ offering you put yourself (and your company) in a class beyond ‘Chuck.’

Part 2 – Three things you should NOT DO to succeed in the quick installation (1-Day) bathroom biz?

If you’ve been an entrepreneur for a number of years, you’ve had your share of ‘screw-ups.’ And while it’d be nice to ‘think’ they’ll never happen again, that’s not the case – because learning, growing, and starting new things DOES come with ‘lessons’ along the way.

And that’s why it’s helpful to know a few things ‘NOT TO DO’ to minimize errors. Here’s 3 to make a note of in the quick installation bathroom business (AKA the one day bathroom business).

(1) ‘Don’t sell ‘good.’ You go to Lowes. You go to Home Depot. You go to Menards. Their aisles are filled with (so-called) ‘good’ products, but you HATE THEM. The question is why? Well, it’s because they’re cheap, flimsy, and some might say they’re garbage. Also, they’re a P.I.T.A. to install (and if the installation goes ‘sideways’ you’ll have a few choice 4 letter words to say I can’t print here because this is a ‘family-friendly’ blog). It takes longer to install ‘good’ bathroom products than better/best.

(2) If possible, stay away from first time homeowners – In this market ‘gray haired clients’ are the way to go. They have money. They have needs (maybe they’re seeing the economic value to ‘age in place.’ vs. long term care facilities). And many first-time owners have those ‘money-absorbing’ humans (A.K.A. kids, who have SO MANY needs and wants). If you want to make money, target your social media ads and web site towards people who need a quick installation bathroom vs. people who ‘want’ one!

(3) Don’t wait for your business to ‘grow by referral’ if you want to grow quickly – Who doesn’t like referrals? ‘Err that’d be no sane marketer or business owner ever (and you can say that in a Valley Girl voice). However, the only problem with referrals is they’re likely to be ‘look-alikes’ to your current customers. And if you’re a design-build remodeler looking to get into the ‘quick installation bathrooms’ your referrals won’t get you were you want to go because design/build customers will likely NOT be the same customer who wants a simpler, yet more reasonably priced, bathroom. Also, referrals (especially in slower growth markets, like we have today) can dry up quickly. This is even truer if you’re NOT working with the most affluent customers today. So, if you’re in a growth-mindset, you’ll need to invest in marketing to take this business to a higher level. Leads are the lifeblood of a growing business. And if you wait for ‘free leads,’ you may be waiting a long time.

Part 3 – 10 practical strategies to use a ‘better-best’ product strategy to grow a quick installation (1-Day) bathroom business.

In Part’s 1 and 2, we covered the ‘why’ and ‘how not to’ use a ‘better-best’ product strategy to grow a quick installation bathroom business, but now let’s look at practical strategies you SHOULD use to get results.

Strategy #1 to use a ‘better-best’ bathroom product strategy to grow a quick installation bathroom business– Offer ‘better-best’ products which aren’t available from everybody, and their brother, and their brother’s brother and sister.

If you’re in a saturated quick-installation bathroom market and are considering displaying at your cities largest ‘Home Show,’ count the number of companies at last year’s show who were showing/selling acrylic bathroom systems.

It can be mind-blowing.

And it can be depressing if you’re trying to carve out your place in the market but have soooo many entrenched (and bigger) competitors already.

The question is what can you do about it – other than using a ‘race to the bottom’ pricing strategy to sell cheaper than the next guy/gal?

This is where you need product differentiation.

Instead of selling the same old, same old acrylic, check out these unique product options:

• Rigid PVC shower wall panels for your ‘better’ offering – This rigid PVC PanelPro line is 60% thicker than acrylic, available in cool polished stone (and matte) looks, available from stock, with a lifetime warranty. In addition, it installs like acrylic or cultured marble. And with ‘faux grout’ joints which are routed into the panels (vs. a molded system like acrylic or cultured stone) they don’t have the cheap look customers love to hate.

• Laminate wall panels for your ‘best’ offering – If you want a line with a wide range of fashion-forward patterns, available from stock, not widely available, which can be installed by one person, these 3/8” thick laminate wall panels can be your ticket.

• SMC shower pans for your ‘better’ offering – A huge complaint about existing one-piece tub/shower (or shower) surrounds is they flex when walked on. And while acrylic pans are often the ‘product of choice’ with many one-day-bathroom companies, they don’t offer the strength of SMC shower pans. These high impact resistant pans are simple to install, cost-effective, and available in low profile designs important for age in place prospects.

• InnovaStone shower pans for your ‘best’ offering– This ‘solid pour’ shower pan has 2 tons (yes, you read that right, 4,000 lbs. of weight capacity). It’s modern, stylish, and trimmable benefits allow you to use a ‘standard sized pan’ even in a weird size alcove shower opening. In addition, this is a line which DOES NOT look ‘old school’ (like cultured marble)– yet is sturdy and stylish.

Strategy #2 to use a ‘better-best’ bathroom product strategy to grow a quick installation bathroom business– Simplify the buying process with (where possible) pre-packaged pricing options.

In this world of complexity, customers, sales reps (if you have them) and installation teams all appreciate simplicity. And while part of the goal with a ‘better-best’ product strategy is to give options, you’ll need to build in as much simplicity as possible.

One way to do that is to offer ‘pre-priced’ package options. This minimizes ‘design and selection’ fatigue, speeds the sales process, and reduces pricing errors made by your sales team – not that this has ever happened before – ha! ha!

Start with predetermined pricing for standard tub to shower conversion sizes and/or 48” x 36” and 60” x 36” shower to shower conversions.

Strategy #3 to use a ‘better-best’ bathroom product strategy to grow a quick installation bathroom business– Present the ‘best’ before you present the ‘better’ offering

When you present the ‘best’ (‘err highest priced) first, the ‘better’ options suddenly feels to the customer like a ‘gain,’ and more ‘affordable.’  

Strategy #4 to use a ‘better-best’ bathroom product strategy to grow a quick installation bathroom business– Use a ‘presentation program’ to soft sell options and improve your professionalism.

I wish I had a dollar for every time I heard an installer who used to work for a big one day bath company telling me they can’t believe how much money the ‘big name’ companies charge (and how little they paid them to install these jobs when they used to be working for these companies!).

And I also see how reluctant these new quick installation bathroom contractors are to use ‘selling programs,’ but want to price jobs on yellow legal pads like a ‘Chuck-in-the-truck’ contractor.

Let’s face facts. A big reason (in addition to marketing and branding) the ‘big boys’ in your market charge $15,000, $20,000, or even $25,000 for a tub to shower conversion is they have ‘selling programs’ they use to show and sell options and show their professionalism.

If you want to succeed it likely won’t happen if you’re trying to buy from the cheapest acrylic vendor you can find – and you’re selling what everyone else has and not growing the job value by selling options. It’s about ‘positioning’ your offerings professionally and having the customer ‘see’ options in presentation programs so they ASK YOU about (your better quality products), before feeling you’re trying to SELL THEM on expensive alternatives.

When you’re measuring the job, wouldn’t it be nice for an age in place prospect to see before and after project pics of stylish jobs with ‘decorative grab bars’ and ‘stylish fold down seats’ which they ask you about, before you go to SELL THEM these items?

See if your product supplier has presentation programs for your iPad to look professional from day 1. It’s time to ‘level the playing field’ (and while I could use the term ‘level up’ here – that corporate-speak makes me want to puke!) and compete with the ‘big players’ in your market using professional selling programs.

Strategy #5 to use a ‘better-best’ bathroom product strategy to grow a quick installation bathroom business– Simplify selections for owners who are intimated making choices.

If you start blowing customers minds with different colors and finishes in their accessories, in addition to choices in wall panel patterns, shower curb heights, glass doors styles etc., things get overwhelming quickly.

For owners who have ‘decision fatigue,’ make sure your ‘better shower line’ has matching niches, shelves, and bench seats. This will allow your customers to push the ‘Easy Button’ when it comes to accessories.

Strategy #6 to use a ‘better-best’ bathroom product strategy to grow a quick installation bathroom business– Don’t market yourself as a ‘general contractor.’

Even if you’re in a smaller town – and because of it’s size you need to do a ‘little bit of everything’ to even have a business – it’s best to market (even if you develop a division in name only) using a name with a ‘bathroom-only’ focus.

After all, would you want to go to your family doctor if you needed heart surgery? The more you brand around your ‘bathroom specialization,’ the more you’ll succeed.

Strategy #7 to use a ‘better-best’ bathroom product strategy to grow a quick installation bathroom business– Don’t put all your marketing ‘eggs’ into one ‘long-term’ contractual basket

As I like to say, “I’ve LOVED all my ideas initially, it’s sometimes the eventually which has gotten me!”

I’ve NEVER agreed to a marketing campaign and thought, “I don’t think there’s a snowballs chance in H-E-Double-Hockey Sticks this campaign is going to work. However, I’m gonna to do it anyway because the Sales Rep was soooo nice!” Sounds ridiculous, doesn’t it?

No, every time I’ve spent money on marketing I ‘thought’ it was a good idea. Then I measured it. Sometimes I picked a winner. Sometimes I ended up ‘sucking wind’ (and I’ll bet you can relate to this!).

And if you’re wanting to grow a quick installation bath business you’ll need to invest marketing dollars to make it happen.

The key – whether you choose popular marketing programs like Facebook ads, monthly remodeling magazines, Angie’s List, or Houzz programs (just to name a few) is to NOT get sucked into long term contracts! And I’ll tell you some vendors I just mentioned will use their (quote/unquote) Customer Success Managers to tell you, you can’t cancel a contract even if you’re sucking wind. Or the cancellation penalty is so high you’ll ‘continue bleeding’ before it’s practical to cancel the contract (and hopefully you won’t ‘bleed out’).

So, no matter what you do – stay as far away from long term marketing contracts you can’t easily get out of as you can.

Strategy #8 to use a ‘better-best’ bathroom product strategy to grow a quick installation bathroom business– Offer financing

I know this isn’t a mind-blowing strategy – but if you want to close more sales, some prospects simply won’t have the cash to commit. This is where financing is a must.

Strategy #9 to use a ‘better-best’ bathroom product strategy to grow a quick installation bathroom business– Don’t ‘assume’ people spend money like YOU do

It can be hard for a new rep (or a former installer whose trying to become a sales rep in their new startup) to ‘present the price’ if they’re practically choking while doing it. And the reason they may find it hard to present the price is they’re saying to themselves, “I – and that word should be underlined – wouldn’t spend this much on this project.”  

The reality is it doesn’t matter what you (or I) think about how we would spend our money. This isn’t our money. This isn’t our project.

Effective sales people present the best, and most expensive product first, and the better, and more affordable product second. Then they SHUT THEIR PIE HOLE!

Strategy #10 to use a ‘better-best’ bathroom product strategy to grow a quick installation bathroom business– Find ways to build trust through the process. Consider educating to improve sales and not solely relying on advertising/marketing campaigns to do the work.

Presenting yourself as the ‘know-it-all’ for all things bathroom remodeling IS NOT a good strategy to grow your business (no matter how much you actually know). Because who likes a cocky rep? ‘Err that’d be NO ONE!

Instead, to build trust before the appointment consider educating through content which’ll help to position your expertise. You can do this with videos and blogging. And if you’re crazy enough you can commit to writing (like me) or have your staff or marketing company do it for you. Blogging – and videos are powerful ways to not only get found organically online (‘err that’s code word for FREE) – but videos can be used within your sales presentations also to communicate messages like these:

• 1) Content identifying ‘what could go wrong’ in a bathroom project, and what your team does to make sure it doesn’t happen to your customers.

• 2) Identify ‘better and best’ product options in a video which can be sent BEFORE the appointment so the customer is better prepared, and you can spend more time talking about the relative value of what you have.
• 3) Frequently asked questions about every aspect of what you do whether it’s hosted on a ‘bathroom remodeling service’ page, in social media posts, articles, or videos on your YouTube channel.

So, are you sold on the ‘better-best’ approach and focusing on selling quick installation bathrooms? Are you looking for products, programs, and supply-partners to help you sell more bathrooms and figure this market out?

So, after reading in this article about why (and how) to get serious about this 1 day (or quick installation) bathroom market are you ‘serious about getting serious about this opportunity? And if so – do you have questions how you could make it a work for your company?

If so, contact me and my company (yes, this is a self-serving plug, I will admit!). We’d love to talk to you about products, programs, and strategies to successfully launch (or grow) your bathroom sales. Using the PanelPro and laminate wall panel lines – as well as SMC and unique InnovaStone shower pans, you’ll have the products (and programs) to get things rocking with a dealership program.

To learn about the Innovate dealership offering – including the bathroom presentation tools call me at 888-467-7488 or click to learn more about our Bath Products Dealership program.

Thanks for reading and putting up with my wacky humor along the way.

Mike

Mike Foti, President, Innovate Building Solutions