Over the years of owning and managing Greenoak Concept & Design, I’ve met customers from all walks of life and backgrounds, from young homeowners just starting out to successful professionals and retirees.
No matter the background, one common theme always comes up in conversation: the cost of home improvements.
Our customers come to Greenoaks for many reasons: Quality, customer service, professionalism, and premium products. But above all, they chose us because of our trusted reputation as one of the most sought-after home improvement companies in Essex. With 5-star reviews across multiple platforms, we consistently deliver results that give our customers peace of mind.
A Customer Story
Recently, I met a lovely couple from Epping in their mid-to-late 60s. Both had spent over 40 years working in the banking industry and had done very well for themselves. Their beautiful 8-bedroom home and Rolls-Royce on the driveway told part of their story.
Before discussing their project, we chatted about their upcoming trip to the Seychelles with a close friend, a well-known celebrity chef. We spoke about his restaurant, the food, and then the cost, as I could only dream of dining in such a place.
Following our chat, we moved on to discussing their requirements, a new insulated tiled roof for their conservatory.
Now these customers had clearly done their research; they knew which local companies had strong reputations and which ones were considered ‘cowboy builders’, which really did help when I provided my quotation, as many customers don’t always look into the pitfalls of choosing services that are ‘quick and cheap’.
Following my review of their project, we sat down to discuss the details of the work and the cost involved. The customer was slightly concerned when I explained that our price came in at £2,000.00 more than the other companies they had spoken to.
Together, we looked into one of the cheaper firms. A quick search revealed that the business had only two employees and, according to Companies House, was facing a winding-up order, which was very worrying.
Explaining Value Through the Michelin Star Analogy
I explained to the customer the difference in a way he could relate to, through his friends’ restaurant, without coming across as condescending.
Greenoak Concept and Design is a home improvement answer to a 5-star Michelin restaurant.
When you walk into the fine dining restaurant, you don’t negotiate the price of the meal. You’re there for the whole experience.
I asked the customer if he’d ever walk into a Michelin-star restaurant, browse the menu and then try to negotiate over the price. He laughed and said, “Of course not.”
You love steak. Perhaps a beautifully fillet steak or a Chateaubriand.
You find a high-end restaurant with beautiful decor, a great maître d’, warm and welcoming staff, and an owner who built the business with passion. A chef who has trained for years and worked in some of the best restaurants in the world, and now works where you’re going to eat.
Everything you’d expect from a top-class restaurant. Perfect.
But there’s a problem: the meal on the menu and drinks cost more than you would pay in Asda or at the local Beefeater.
So, what do you do?
Do you leave and go to the Beefeater? Or do you stay, pay the price, and enjoy the best dining experience you have ever had, and which you have grown accustomed to?
The customer gave the answer I was expecting: “I would never go into a Beefeater, I only want the best money can buy”.
Now, for the record, I love the beefeater. But let’s be honest, if we could all afford Michelin star restaurants, 5-star hotels and first class flights, we’d choose them every time. Until then, it’s something to dream about.
What Does This Mean for Our Customers
So, what am I getting at? You pay for what you get in life.
At Greenoak Concept & Design, we don’t believe quality should be reserved only for the rich and famous. Our prices are fair, in line with the best companies out there and tailored to real budgets.
What we guarantee is peace of mind: a company you can trust, built on honesty, integrity, excellent customer service, clear communication, reliability, and products that are the best products on the market and truly last.
As the old saying goes, “BUY CHEAP, BUY TWICE”
The Outcome
The family in question understood the value we brought and became a customer of ours, not because we were the cheapest, but because we offered the best service, premium products and peace of mind.
Since then, they have recommended us to friends and family, including that very same celebrity chef.
Ready to Transform Your Home?
At Greenoak Concept & Design, we believe your home deserves the very best. Our customers choose us not because we’re the cheapest, but because we deliver peace of mind, lasting quality, and a service built on honesty, integrity, and reliability.
If you’re planning a project, take a look at our reviews and see why so many Essex homeowners recommend us. We’d be delighted to provide you with a free, no-pressure quotation.
We look forward to hearing from you.
Dale Harris
Managing Director
Greenoak Concept & Design
