Yet Another Inconvenient Truth
Just got back from speaking at the PHCC Convention in Anaheim. I was un-hit by semi-rotted fruits tossed in my direction, so I've either gotten more coordinated or they're terrible shots. Had a great time regardless.
My informal poll reveals that: a) Plumbers are just like other contractors in their concern over the New Construction meltdown: b) they feel they're not like other contractors in their concern over "A"; and lastly, c) they want SOME WAY to differentiate themselves.
I find it interesting that nearly all contractors seek differentiation, but are mired in some desperate effort not to be "too different," as if their customers can discern 'incremental differentiation' and suddenly come flocking their way. This is like expecting Ruby Tuesdays to kick Applebee's rear end for having "Honey Butter" with their rolls instead of "plain" butter. Right. Watch out for the stampede.
The coming wave of new and hungry competitors will be GREATLY relieved if you don't change your marketing, since they won't have to actually be creative to "look, sound and act just like you, only cheaper." In fact, this is what the many tens of thousands of dollars PHCC keynote speaker, Terry Jones, founder of Travelocity was referring to when he said...
"Customers today are seeking information and reasons to buy from you." He said 39% of consumers will willingly pay more for services that prove their value. Among those proofs are "convenience" and "clearly distinctive value."
Hard to be clearly distinctive if you murkily blend in.
Sit with your staff and query your customers. Why do people choose us? Why do they NOT choose us? What would customers LIKE (not need) for us to offer? Whatever your list reveals, make sure your staff and clients know your "difference." There, my friends, are the seeds of your "differentiation" campaign. By the way, you'll know you're onto something if your competitors tell you how much they hate it.
Have fun being different and getting noticed.
Check out more from Hudson Ink by clicking here.
Comment & Respond
Print Article
