Most construction business owners are very proud of their businesses, especially if they are doing well financially. Some are so proud that they’ll put their names on the sides of their vehicles. The names of contractor firms may be different, but more important, is your company any different from all of the other contractors in your area? Does your home improvement company market itself and perform in a manner that will dispel any of the preconceived thoughts that prospects may have about the myriad of contractors in their area?

     For many people, the decision to seek out a contractor for a home improvement project, remodeling or even new construction brings about some real anxiety. It’s especially true when the homeowner or small-business owner, needing help with a project, knows it will probably mean several dollars and a few unfamiliar people hanging around the house or office. 

     Too many times, the customer does not really know what a quality job entails. Most all customers know the difference between a Kia and a Lexus, but many times they don’t know the difference between a good job and a bad one. As a result, and unfortunately, too often it ends up that money drives the decision (low bid wins); that is unless the customer is shown the differences in your bid and particular business ethic and how these differences benefit the customer.

     What differences can be presented or highlighted? To start with, use your presentation skills to explain how you will manage the job and your employees, as well as the type of preparation you plan to perform and why. Provide and point out your outstanding references; and finally inform the prospect of the types of products that will be used and why. These differences need to be explained thoroughly if you want your customer to make an informed decision that is not based on price alone.

      Many times it’s the simple things that will turn your prospect your way. Things like smiling; an immediate handshake; offering a business card with an address on it and indentifying any certifications or affiliations such as the Association of Responsible Contractors & Construction Professionals; providing a list of references; showing your certificate of insurance and contractor license; returning phone calls promptly; being on time for all appointments; and certainly being able to talk intelligently about a prospects project are some of the easiest behaviors toward getting good work at your price.