Business Articles - Trade Tips - From David Lupberger

When business has slowed, and jobs are harder to find, many small business owners lose sleep wondering where the next job is coming from. It's a real fear. When business leads go down, companies can believe that they have to cut prices to compete for the remaining work in the marketplace. The prevailing feeling can be that some work is better than no work, and even if I work for less, at least I am still working. This basic misperception of the marketplace can cost you thousands of dollars. In a tight market, don't discount your services and products.

The basic misperception is that price is the defining issue. The homeowners you are working with only have 1 way to compare companies they are talking to: its price. They have never been taught to look at all the other factors that differentiate a good company from a not so good company. To be successful in a down or slow market, a successful business owner learns to define what they not only do well, but what they are best at. They have learned to market what they are best at because potential customers who need that expertise will pay for those quality services. If you want to be successful in a down market, define what you do best, and market your "best practices" to potential customers.

If you are unsure about what you are best at, let me make a simple suggestion. In the next several days, make a point to call 5 of your best past customers. Pick clients that you enjoyed working with, and with whom you had a good relationship. If possible, pick those projects that are shining examples of your best work. Let your past customers know that you are putting together a new marketing program, and you want to reach more people like them. Ask if you can take them out to lunch or dinner so that you can talk with them more about this.

If they agree to meet you, confirm the date and time of your meeting. Prior to your getting together, send them a short note confirming your appointment, and include these simple questions: "When you hired me to do your job, why did you decide to work with me? What was it I did, or what did the company represent that made you comfortable hiring me?"

In your follow-up lunch or dinner, your best clients will tell you what you did well. They will tell you what you said or did that made their hiring decision easier. They will help you identify the special skills of your company that make you unique. It could be something you are extremely good at doing, it could be outstanding customer service, or both. If you do this with 4 or 5 of your best past customers, they will define the marketing message that you will want to share with future customers. These happy past customers will share a common message that you can now share with future customers. Just as you made your past customers happy with the work you did, there are more people, just like them, who want that same service or product, and are willing to pay for it when they know they are getting value for the money they are spending.

Price in a factor in every job, but it is not the deciding factor when you can communicate value. Your past customers will tell you how to do this. They will tell you how to distinguish yourself.