I talk to quite a few builders and remodelers everyday and I always hear about the issue of their prospective clients thinking they are too expensive. Listen, if prospects can’t tell how the business is different, they’re going to use the one measure that makes sense: price.
Once upon a time, an architect was asked what he did for a living. “I’m an architect. I design buildings,” he replied. When pressed further, he bragged, “No one else knows how to design a building like I do.”
Yet, when the architect’s customers were asked what he did, they said, “We expected good design. But let me tell you what he really does. He helps us cut through all the City Hall red tape and that gets us paid faster.” His three customers all said essentially the same thing.
Now when asked what he does for a living, the architect replies, “I help you get paid faster. Sure, I’m an architect, but I also help you cut through City Hall red tape. I’m the contractor’s architect.” By embracing his new message, the architect’s business went from a second or third tier player to the #1 commercial architect in his market. That’s the power of differentiation.