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With the popularity and growing demand for decorative concrete many contractors believe their work will sell itself with little if any promotions. The reality is that in many instances, contractors with fewer credentials, but more marketing ability, have greater success obtaining new customers.

Especially if you are just getting started in the business, it is essential to establish a niche in which you can confidently produce time and time again. When you consider the make-up of the decorative concrete industry there are roughly 10 or so applications. You cannot expect to master all 10 applications, nor will your market have the desire for all of them. I recommend perfecting one or two applications methods first, such as concrete countertops and acid staining, and making them the focus of your marketing efforts. Your niche should be a system that best suits your skill level combined with the local market demand.

Only once you have mastered your one or two market segments and more importantly you are making profits with them should you even consider expanding the services you offer to your clients.

Quality will prevail over quantity tenfold in this business. Each job should be treated as a calling card for your business. In one instance, years ago, I installed a decorative stained floor for a personal friend of mine opening up a restaurant. During the grand opening he claimed more people commented on the beautiful stained floors than the quality of his food. As a result of this floor, I was able to land four other projects. In situations like this, if the business owner or homeowner doesn’t object, leave a small sign or flyers and certainly business cards behind so that prospective clients can contact you. Your successful installations can end up being one of your most powerful sales tools!

Branding is also a very important aspect of marketing your business. In addition to signs or flyers on your jobsites, make sure you put your company name and contact information on your trucks as well as your equipment. Company T-shirts are yet another way to gain additional exposure for your business.