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Want to make more money???
Be More Expensive
Simply by being more professional in all areas of your business your customer will perceive value in your company and be willing to pay a higher price for your services. Maybe this sounds too simple, lets see if we can clarify it:
The list goes on and on. You, as well as the American public have heard this all their lives. It is set deep in the buying public's subconscious; what they perceive is true.
Cheaper is never better! Major marketing surveys have discovered that price is fifth or sixth on the list of concerns of buying motives for the consumer or homeowner.
Then why does price seem to buy other lowball contractors the job? Because, believe it or not, we contractors all look the same in the eyes of the homeowner! If there is not added value, or enough perceived value, in your attitude and the presentation of your company, the homeowner will not see the advantage of buying from you.
Sorry guys, it's normally not the money-yes, sometimes it is price and price alone that gets a job, but let someone else spend their time and energy on those low profit jobs. You don't need jobs just to practice your skills, do you?
Understand the customers buying criteria. Marketing surveys have clearly indicated that:
So let's concentrate on the 1/3 that will buy quality and the 1/3 you can convince to buy quality. That's a 2/3-market share! The other 1/3 of price buyers allows your competition to have the headache and to work the no or little profit job, which is a waste of your valuable time. By increasing your professionalism in all areas of your business and increasing your pricing structure to generate a reasonably good profit margin plus sell higher end product.
By showing the customer that your company is a professional company with the aid of your new found marketing software tool. You can definitely show perceived value to your customer, thus, generating substantially better profits. Bottom line is, be more expensive.
Figure it out yourself: just jot down some figures and see exactly how much more money you can make when you are offering CertainTeed higher end product and roofing systems. Your customer already knows, cheap things are not good. See how easy it is.
"Good Success to You"
Kim Smith
QualityONE Enterprises, Inc.
1-800-798-1877
A recipe for success: http://www.qualityone.com/3_Steps.htm
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