So, we pursue businesses within the construction industry. Then, we tighten our marketing message even further. Our objective is to become THE business coach that commercial and industrial contractors turn to when they're ready for outside assistance with their business.
Although everything we teach and deploy works equally well for contractors of all stripes, we seek to gain a competitive advantage. For us that competitive advantage is the commercial contractor market. Here's why.
We have spent almost our entire careers in the commercial and industrial construction markets. That's where our success stories, case histories and testimonials come from. Those items are important marketing and sales tools. Meeting with a prospect without them is like going to war without ammo. You can win, but it sure makes it more difficult.
Furthermore, there are several coaches and consultants who claim expertise in the residential contractor market. There are very few who claim expertise at running a commercial construction business.
So, despite working with select residential remodelers and take them on as clients whenever the right one pops up, we focus our marketing efforts on commercial contractors. Do you see the parallel to your business?
It's imperative that you niche your business. Don't be all things to all people. Find the market segment you can dominate and stay true to it.
You Must Live Up To Your Promise Value Proposition
Whatever UVP you're pressing, it must be driven throughout your organization. It must become your organization's culture. Failure to deliver on the UVP is not an option for anyone in your company.
Continuing with our example, Guy and I know exactly the type of clients we will be successful with. We know which ones will respond well to our assistance and which ones won't.
We refuse to give client less than they need to achieve their goals and objectives. We are very up front with our prospects about that. Being so is the only way we can make sure we live up to our promise to them.
Likewise, your company MUST keep the promises you made during the selling process. Even member of your company must be fully committed to that level of performance. It if your company can't keep the promise, turn down the work.
You Need To Come Up With a Catchy Way to Express Your UVP
When worded effectively, your customers will respond emphatically to your UVP. It will speak to their hearts and souls. It will reach them and touch them.
They will think "Yes! THAT is what I want!"
Keep your unique value proposition tight. Use as few words as possible while maintaining clarity and target. For example, here is our current one: "We take commercial contractors to the next level by implementing proven business systems and teaching essential business skills." We continually test it and tweak it.
Now, I'm not going to kid you here. Coming up with the right wording for your UVP takes time. You will need to test different versions until you find the one that rings the bell for your clients and prospects.
How to Uncover Your UVP
Do some competitive research. Do some market research. Find out what your competitors strengths are and find out what your market wants that your competitors are not doing.
Look inside your own company. Look at your personal strengths and weaknesses. Look at your team's strengths and weaknesses. Analyze your past history with clients.
Find a match between what you're willing to do, what the market wants, and what your competition either isn't good at or isn't willing to do.
Once you get those three things triangulated, you will know your unique value. Turn it into a persuasive phrase and make it the basis of your advertising campaign, your proposals, your selling message, your qualification of clients, and finally, your testimonials.
Ron Roberts, The Contractor's Business Coach, teaches contractors how to turn their business into a profit spewing machine. To receive Ron's FREE Contractor Best Practices Newsletter visit www.FilthyRichContractor.com.