Win More Jobs by Becoming the ORANGE

Competition can be really tough this time of year.

But YOU don’t have to play by the same rules as your competitors. By creating your own set of rules, you take control of the game.

I’m going to share with you some of my best strategies for triumphing over low-priced competition. Check them out and then start thinking about how you can begin using them to your advantage.

Competing head-on with every painter in your area is not only frustrating and time consuming, it’s also not necessary. You don’t HAVE to do it.

Competition can be stiff during the busy season. Everyone wants to fill up their schedules with work. So how do you successfully compete against others, especially those who are willing to undercut your price?

The answer is in NOT competing head-on. Customers try to make their choices based on what they perceive as an “apples to apples” comparison. But since levels of skill and professionalism vary widely from painter to painter, their comparisons are usually not accurate. You can win more jobs by instigating an “apples to oranges” comparison instead.

By differentiating your business and services from the others, you can become the orange. When you become the orange you separate yourself, you stand out as different. And the key is to make sure those differences add value to what you offer your customers. So, how exactly do you do that?

The best way to differentiate is to position yourself as a specialist or an expert advisor. This can be achieved by treating the selling environment as a consultation and treating your estimate as a recommendation. Recommendations from a specialist appear more valid than those from someone less knowledgeable, right?

Another way to make yourself different is to find ways to add more value to what you offer. What simple “extras” (that cost you very little) can you include in your service at no additional charge? The key is to choose something that would have a high perceived value to your customers but in actuality costs you very little.

So, now that you’re the orange, how do you make sure your customers are aware of and come to appreciate how you’re different from your competitors? I recommend creating a Contractor Comparison Checklist to give to your customers/prospects that will overwhelmingly and clearly show that you are the best choice in the areas of quality, professionalism, and value.

Forget about playing fair and competing on a level playing field. Rather, make it impossible for your competitors to keep up with you.

Van Clark can help you secure your position as the expert of choice in the minds of your customers. When you’re ready to take your business to the next level be sure to visit www.PainterSuccess.com for more resources.