How to Define Your Company

No matter how long you've been in business, in order to stay ahead of your competition you need a clear definition of who you are. It may sound simple, but many contractors may not have spent the time needed to clearly figure out who they are as a company.

Brad Humphrey, president of Pinnacle Development Group and a construction industry leader in training resources, offers these tips to help contractors define who they are:

  • Have a clear understanding of what kind of contractor you want to be to your customers. You know what type of work you want to do, but do you when it comes to human relations and performance, what type of contractor do you want to be?
  • Know the market you want to compete in. Know the customers you want to reach and know the language of the industry you work in.
  • Introduce yourself with identification that bests describes you, your company and the work you do.
  • Focus your "who are we" to be value oriented rather than a technical delivery service.

Brad offers more tips and advice on defining who you are in the June/July 2011 issue of Pavement Maintenance & Reconstruction magazine.