One of the greatest myths in the construction industry is the one of 'price-shoppers'.

Speak to any builder or remodeler and price-shoppers seem to exist everywhere. Prospects want to know "how much per square foot" and "how much does it cost to build a _____?"

And, of course, the worst crime of all -- a homeowner who chooses their contractor based largely, if not solely, on price.

The frustration of professional contractors is understandable but, what most industry professionals don't realize is ...

Brett Martinson, an industry consultant who creates profit-building and sales-boosting products for builders and remodelers, recently discussed his favourite strategy for dealing with 'price-shoppers' and 'tire-kickers', with Caroline Jordan, a business consultant and president of The Jordan Result.

"I believe that too many builders and renovators think that price-shoppers and tire-kickers are just that," Brett says, "they're price-shoppers and tire-kickers, and they're to be eliminated or avoided.

"These people do exist, but what contractors have never been told is less than 14% of population buys on price alone!"

Brett explains that, "the reason most people are labeled as a price-shopper are they tend to open a buying conversation with 'how much?' "

This merely shows a lack of knowledge for what the person is buying -- not a person solely focused on price.

"A nation-wide survey showed that 76% of buyers make their decision based on the confidence and trust they have in the salesperson," says Brett.

"The first thing a buyer tends to do, whether they're buying a computer or hiring a contractor, is to go to a place they know, or ask friends for their suggestions," Brett says. "And the sole reason is, they're looking for someone to trust!"

"Price only gets in the way because they don't understand, in the case of hiring contractors, R-values, ICFs, 16" O/C, and other equally confusing industry jargon that eludes the general public."

For Brett, it's all about converting 'mislabeled' tire-kickers.

"We want the prospects to have the right information in their hands to realize that not all builders and renovators are built the same -- excuse the pun."

Brett continues, "You can eliminate a large portion of your competition by distinguishing between a professional contractor and a 'nonprofessional' one , like one that side-steps things like proper insurance, permits and other similar items that are important for the homeowner to know about ... but generally are uneducated in those areas."

But Brett also takes it a step further.

"Even within the professional ranks, you do things differently than your other professional competition out there. Therefore you can start to differentiate yourself in that area too," Brett says.

"For example, you'll always see builders and renovators talk about insurance -- 'You need to make sure builders and renovators have insurance.'

"But the average person doesn't know what 'insurance' means -- your prospects may think that's a good thing, and maybe some of the unprofessionals have insurance, but not the right kind, or enough of it," Brett adds.

"So in your flyers, ads, other marketing material, or just in your conversations and meetings with your clients, you can help them choose a professional contractor by telling them:

Go to www.SuccessfulHomeBuilders.com today and you can listen for FREE how one builder/remodeler eliminated time-wasting free estimates from his business -- for good!