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BEING DIFFERENT

1/5/2015

3 Comments

 
WHY:  STANDING OUT FROM THE COMPETITION FOR PROFIT

If you have been in business for a while no doubt you have heard the concept of 'unique selling proposition' - the importance of differentiating your brand in the marketplace.

If you appear to be the same as every other painter, its hard to get noticed and even harder to justify charging higher rates.  You position yourself, intentionally or not, as a commodity.  When shopping for commodities people generally choose the best deal.  

So, what does it take to stand out as a micro painting contractor?...  

 When thinking about differentiation, its easy to come up with gimmicks.  Novelties may grab attention in a setting like a home show or in the phone book.  But getting the attention of potential clients isn't enough.  What THEY are looking for, what THEY need, is YOUR attention.  They have a problem that needs solving, and they need your help.  

Could it be as simple as answering the phone?  Showing up on time?  Providing creative solutions?  Washing your truck regularly?  Not smoking onsite?  Always being positive?  All these things are pretty much free, but they can differentiate you from your competitors.  

Other ways you can set yourself apart is by offering more (painting and drywall repairs), offering less (ceiling painting specialist), offering it faster (one day painting, or emergency service), etc.  Get creative about how you present your offering to your market.

Think of new and simple ways of paying attention to and respecting your market.  Its not that difficult.  And people will reward you for your attention.  



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3 Comments
kevin b
1/8/2015 21:54:53

I agree with standing out as unique. A couple of things I have learned:
1) Always call to thank the client for their work, as soon as you receive the p/o.
2) Always follow up completion of work with an expression of appreciation.
These are a part of old fashioned customer service, and will stock with clients. In effect equalling return clients and referrals.

Reply
Ron Castle link
1/10/2015 07:11:59

Standing out is good. I have followed this philosophy for the last ten years and it has worked for me.
1: Be the first one to answer the phone.
2: Quotes are always free (people like that four letter word)
3: Be punctual.
4: Look presentable staff included.
5: Explain the service that you provide.
6: Respect each customer and their property.
7: Offer quality workmanship at a competitive price.
8: Never be afraid to do a little extra for a customer for it will carry to other friends, family and so on. Word of mouth is our best advertising.

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Simon link
1/18/2015 14:29:59

Thank you Ron & Kevin for the great suggestions and comments!

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