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3 Strategies to Generate and Measure Growth in Your Remodeling Business – Part 3

Part 3 of 3

3) Automate Your Lead Nurturing and Retention:

If you already have a great web presence for your remodeling business and are currently getting lots of traffic and conversions from different marketing sources, you are most likely in a great position to double sales in the next 6-12 months by automating your lead nurturing and retention strategy. Yes, that's right, you can DOUBLE sales in the next 6-12 months by implementing this. Retention and automation is actually something that I have struggled with for years and put it off because I just did not have time and felt it was too complicated to implement. Boy was I wrong! Once you have the right system in place, you can let the system do most of the work for you.

There are several great solutions out there to help you implement and manage automatic follow-up and retention marketing, it’s just a matter of find the right one for your business. Its take a little bit of time and effort to get it setup properly, but this is not something any business should go without. Getting a new lead is only about 1/2 the battle. That prospect wants to be nurtured and you have to do a better job than your competitors at positioning you or your company as the expert. I don’t care if you are a siding contractor, dentist, or water damage remediation company, you need to develop a series of automated follow up “touches” to let your prospect know the following:

  • Appreciation - thank them for requesting more information, estimate, consult, etc.
  • Next Steps - let them know what the next steps will be (phone call, series of emails, questionnaire, etc).
  • Confirmation - let them know they made the right choice by choosing your company.
  • Information - be the clear expert in your industry by providing great information after the conversion and on a monthly basis (Top 5 Questions to Ask Your Roofer, 3 Key Things to Look for When Choosing a Siding Product).
  • Referrals - ask for referrals, this can easily be automated and done in a very classy yet effective way.

The simplest way is to generate an email follow up sequence using an software that can do this for you. Personally, I love Infusionsoft and think it's a great tool for remodeling contractors as well. And don't forget to create another automated follow up sequence for those customers who you just finished a job for. Customers want to feel appreciated every time they give you their hard earned money. You are not doing them a favor no matter how much money (or lack thereof) you charged them for your work. Believe me, your competitors are not doing any of this and wasting valuable leads that just need a little more information and nurturing to help them make a decision.

There are many ways you can nurture prospects and get more referrals and have the entire process 100% automated. Stop complaining about the recession and too much competition and implement the 3 strategies I have laid out in the series. I guarantee that you can become the leader in your market if you do all of the above even just marginally well. It does not have to be perfect, just good enough or better than your competition. Learn some basic copy writing or hire an expert to do it for you. Implement a track and measure strategy and be everywhere your customers are. The money is out there in every marketing and it is not going away. Baby boomers and their children are in position to inherit $27 Trillion over the next 4 decades (source: WSJ) and are going to invest in all kinds of goods and services.

That’s why I personally love the remodeling industry and I feel its positioned for some of the biggest growth the industry has ever seen. Are you in position to capture a big slice of that $27 Trillion?

Didn't get a chance to read Part 1 or Part 2? Part 1 - Track and Measure Part 2 - Be Everywhere Your Customers Are

Need more help growing your remodeling business? Take advantage of all the FREE resources I have on www.RyanPaulAdams.com and my download my "3 Killer Ways to Grow Your Remodeling Business" today. 

3 Strategies to Generate and Measure Growth in Your Remodeling Business – Part 2

Part 2 of 3 - 3 Strategies to Generate and Measure Growth in Your Business

2) Be Everywhere Your Best Prospects Are to Attract and Faciliate Remodeling Leads

Think about how you start your research process online to find companies you potentially want to work with or products you want to buy? If you are like most people, you start off with a general idea of what you are looking for. Let’s take an example of looking for a siding contractor: Most would start a search online at Google (80% of your market on average) with “siding contractor + area they live” or “siding installer” “siding company”.

You are going to get a variety of results and different listings that appear in the search results. Some searches will generate organic search results only, and others Google + Pages results (near the top), paid listings (top and sides), local directory listings, reviews, social media results, articles, blog posts, videos, and of course - actual company sites that install siding.

The search engines #1 goal is to provide a great experience for its users. The best way to do that is to provide relevant information related to your search + a variety of content for you to gather information from. That’s why you rarely see one site dominate the entire 1st page of Google for a term like the one above, but it can happen.

Your customers are everywhere online and they don’t rely on one site to find a company or one source to make a final decision. Google is the #1 search engine on the planet and where 80% of your market will start their research, but not necessarily where they make a buying decision. Once they narrow down their list of potential companies to work with, they begin the process of making sure the business is reputable and has some information online about the who, what, where, when, why, and how of a business.

You need to have a web presence beyond just your main website.

At any stage of this research and vetting process you can lose a prospect for a multitude of reasons. Don’t give them any reasons! Be everywhere they are, provide great information and a variety of content, and make it easy for them to say YES to take the next steps with you (Free Estimate, Consultation, Project Review, etc.). Consciously or not we are all disqualifying potential businesses at a speed never before seen in the history of man-kind. You only get a few seconds to make a great first impression and even after that you better have updated content in your blog, new posts on your Facebook Fan Page, 10+ additional web properties that mention your company, and at least a couple of reviews and testimonials somewhere online.

If you don't, you can kiss about 70% of your interested visitors goodbye. Gone forever.

How much is that costing your business?

Every business  needs at least 10 sites that they are actively marketing on to build their “Rivers of Information” (source: Scott Kilosky). 

The foundational core of your marketing should come in the form of:

  • A Quality Website That Loads Fast
  • Uses CSS
  • Mobile Friendly and Responsive
  • Tracks and Measures, and Converts!
  • Has a Blog (companies who blog and auto publish get 55% more business than companies who don’t - Source: Hubspot)
  • Local Directories
  • Review Sites
  • Press Releases
  • Social Media
  • Web 2.0 Properties for Article Promotion
  • Videos
  • Quality Links from Reputable Sources

Within each of these core ideas is potentially a full-time job for someone, so pick your battles and don’t get lost in the gigantic sea of sites and resources you can market on. The #1 best return on your online marketing investment is to get ranked in Google Places/Local/Maps (whatever you want to call it!). This is where every business needs to be great and be everywhere their customers are. Providing a good mix of these marketing strategies should bring you a combination of instant traffic and long term traffic and new leads.

But what about pay per click? Instant traffic? Display? Facebook ads?

Paid search, display ads, and Facebook ads are also very important for most businesses as a piece of your overall marketing strategy, but again, without your core "rivers of information" in place, you are going to lose a large portion of your prospects who are just in the initial research phase. Once they land on your site from a paid ad, most are not quite ready to request more information or buy from you just yet. They will go back to the search engine and search for “your company name + reviews” or “your company name + complaints” and a hundred variations of this. Try this out right now and do a search for your company name.

  • What would a prospect see?
  • Is there enough good information about your business to have the prospect want to take the next steps?
  • Do you have social sites that haven’t been updated in months, years?
  • Does your company look like it could be out of business?
  • Are competitors listed on page 1 for your company name?
  • You should be dominating page 1 from lots of different sources with updated information, good content, and offers to help drive new business and absolutely NO competitors should be listed until at least page 3-4.

If you want to waste your marketing dollars, implement a paid search strategy before you have your rivers of information in place. I have seen this mistake made time and time again and this is a mistake I have made with my own clients in the past. Those who had great information online from a variety of sources, and then implemented a paid search campaign, had campaigns that out performed those who had no web presence. Part 3 of my 3 part series coming soon.... Read Part 1 of 3 - Track and Measure Growth

Need more help growing your remodeling business? Take advantage of all the FREE resources I have on www.RyanPaulAdams.com and my download my "3 Killer Ways to Grow Your Remodeling Business" today. 

3 Strategies to Generate and Measure Growth in Your Remodeling Business – Part 1

Part 1 of a 3 Part Series

Recently, I wrote an article about How to Prepare for Growth in Your Remodeling Business and I reviewed some key action items for all small-medium sized businesses to consider before they start generating growth. Today, I am going to focus on exactly what you need to be implementing into your business to generate and measure growth in your business online. Remember, you have to have a mentality for growth for this to work and you have to want to be the market leader not a follower. If you successfully implement the 3 strategies below, you WILL have a clearer picture of where your leads are coming from, you WILL cut out waste in your marketing budget, you WILL get more traffic and leads, and you WILL close more deals. Doubling sales in 6-12 months with these 3 core concepts is not uncommon.

1) You Have to Track!

#1 on our list is more a measurement strategy, but before you can start driving more prospects into your sales funnel and closing more deals, you need to setup tracking systems to measure all of your marketing channels. With today’s technology, tracking every single marketing investment you make is a no-brainer. But for most remodeling companies, they are doing very little if any form of tracking. From analytics, social monitoring and measuring, call tracking and lead tracking, lets review the tracking systems you need in place to then be able to generate explosive growth:

  • Google Analytics- is #1, and having analytics setup correctly on your site(s) is extremely important. You need to setup conversion Goals for all the lead forms on your site and start paying attention to the important metrics like - New Visitors, Return Visitors, Referral Sources, Pages/Visit, Traffic Sources, and Goals. You need to find out where your prospects are coming from online and offline.There are some paid analytics tools out there that are very good as well, but at a minimum you need Google Analytics if you want to rank in the search results and measure your marketing. Google is also using your analytics data to determine where you should rank...a topic for another day.
     
  • Social Monitoring/Measuring- social media may be one of the most overly hyped marketing channels in existence for remodeling companies. Social media should never be the 1st thing a remodeling company does to generate new business or you will surely fall short, but you do need it in your mix at some point for a few key reasons. While it can bring new business and new leads, for most of my clients, we use it in our mix to stay relevant, to share our content, and to keep people up to speed with our clients brand.If you are really creative and have a lot of extra time to invest in social, you can make it a successful way to grow your business, but you need to have a solid strategy in place.

    Also, almost all the major search engines using social metrics of some kind to help determine ranking in major search engines, so this is important to know. Having a good social media monitoring software will help you listen in to what is being said about you personally, your company, what your competitors are doing socially, and give you a clear picture of how well your time in social media is paying off.  I implemented this recently and was really surprised at how many times my name was being searched online as well as how many people were sharing my content. Exciting stuff!
     

  • Call Tracking- every marketing medium you use, you should be using a unique call tracking number to determine the effectiveness of that strategy. Ideally, you should be call recording all in-bound calls as well, and this can be accomplished with the same platform as your call tracking number provider. This is extremely important for every business to implement.Use a unique call tracking number on all postcards, catalogs, print ads, display ads, radio, tv, etc. Do NOTuse multiple call tracking numbers online to track local directories. All the top local search distribution services and Google are all about consistency with your Name, Address, and Phone Number, Address (NAP). Using multiple call tracking numbers will certainly screw up your NAP online and lead to below average results. It's safe to use multiple numbers pretty much anywhere else.Lastly, you should be registering and using multiple domain names to track specific marketing campaigns offline. This is a real easy way to zero in on what is working and whats not from postcard mailings, radio and tv ads, magazine, newspapers and more.
     
  • Lead Tracking - having some type of CRM (Customer Relationship Management) software is key to track leads and lead sources from as much of your marketing as possible. Most CRM’s can have steep learning curves so be careful which one you choose to start. Keep it simple wherever possible and at the very minimum use something that will allow you to track your sales opportunities/prospects and the ability to automate following up with those prospects.

Read part 2 of 3, Be Everywhere Your Customers Are!

Need more help growing your remodeling business? Take advantage of all the FREE resources I have on www.RyanPaulAdams.com and my download my "3 Killer Ways to Grow Your Remodeling Business" today. 

Building a Marketing Funnel for Local Businesses – Podcast

Ryan Paul Adams of PME 360 and guest Josh Long at http://joshualong.co dive deep into building a marketing funnel for local businesses. Josh provides deep insight into the why and how of building a sales and marketing funnel and how to position your local business as the expert in your market. This is one of those pieces of content that can have long lasting impact on your business. 

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Building a Marketing Funnel for Local Business

Ryan: Hey, everybody! This is Ryan Paul Adams. I have Josh Long on the line.

Hey josh! If you wanna say hello.

Josh: Hey, how's it going?

Ryan: He's a marketing consultant, a marketing optimizer and entrepreneur.  I wanted to get him on the call today to talk a lot about building a sales and marketing funnel.

Josh has a lot of great experiences in the business world. I think he can offer a lot of value. So Josh if you wanna take it from there. And tell us a little bit more about your background.

Josh: My expertise is in the real estate business. Just like a lot of people in the early 2000s, I jumped right in. I got an MBA in Business Administration but that's all the training I've got in business and sales. So I was a trial-by-fire, right-out-of-the-gate.

And when the market turned and the industry got right under, I was trying to figure out what I can do for the next stage of my career.

I got connected with a guy named Chet Holmes, a business and sales marketing trainer. And he had a great book called The Ultimate Sales Machine that I really gobbled up. I got connected with him and grew to be the Marketing Director of his organization. We grew about $10 million then at that time and we had a lot of services.

I got to work with guys like Jay Abraham before I worked with Chet. I've done a short tenure with Dean Kennedy a top rating small business marketing guy. So I got mentored by some great people. And I got to see the best practices out there.

And the thing I realized I didn't have in the mortgage business was, I saw a lot of companies struggle with their inability to have anything reliable that they could, again, rely on to provide more business.

It was like, they woke up everyday unemployed, and they hustled and hustled and hustled.

And as Michael Gerber, from E-myth, I really liked his trainings that I've gone through mastery programs. One thing he talks about is the distinction between an entrepreneur, a manager and a technician.

And what we found out was, most of the time, small business owners were great technicians. As Gerber uses in his book the example of a great baker. She made amazing pies but she did not know how to manage companies. She did not know how to be an entrepreneur and lead a company.

So a lot of these businesses and business owners come to us when I was working with Chet. And they'd say, "Man I need more leads. If I got more leads, I'll get more business and everything would be fine."

And we'd say, how are you doing it now?

Man, it was a crap shoot. They're just throwing mud against the wall and see what's stuck. They go to chamber events. They go to mixers. They go to leads group. Or they would do a postcard campaign once, and that's it.

Then, direct mail does not work. Or they get their cousins, uncles or nephews to build them a website over the weekend. But nobody would ever come to their websites because they don't understand the intricacies of the web: how Google ranks things, how search engines work. And then they would get guys to try Google Adwords. The small business world not knowing Adwords Express and they'd spend $2,000 or $3,000 but not get any good leads.

And they'd say, "Oh that doesn't work." So it's really just chasing the new shiny thing. They'd bounce from one idea to another idea. It's very typical. I've suffered it myself by having A.D.D. earlier in my career - of letting that overwhelm my focus and bounce from one new novelty to another.

And so the thing I saw over and over and over, even in Chet's organization was that, having a reliable, scalable and controllable lead source at the beginning of the funnel is vital.

And that this funnel would lead into an engagement process. This engagement process would lead into qualification. And part of that would be qualifying. Then, from qualifying leads to converting and closing. Closing finally leads to fulfillment.

Jay Abraham really opened my eyes to, once you have the client, how then can you have a process for retaining and re-engaging them - over and over and over.

Because the big costs of getting that client have been expended and paid for. And so now, it's pure profit when you can go back to them with more services, with more offers, with more integrations that you have to your existing solutions.

So I know a lot of your listeners and in the market that you are really helping now is involved in the home improvement business - the contractor world. And so a lot of those guys, they suffer from referral syndrome. And that they do great work, those who stay alive that aren't scam artists on Homes on Homes.

Those guys on Homes on Homes are just following scam artists. Obviously, if you're still in the business, you're not a scam artist because those guys can only rip off so many people.

So you do good work and people have friends and family over and they see your great work and it gets talked about. That's how referral gets spawned. But the problem is, they're not controllable.

You can't turn on the faucet for referrals when you need more jobs. And you can't fill in the gaps. It's an awkward situation if you get a lull and you got to go back to past clients and say, "Hey you got anybody who's been talking about remodeling their room or their bathroom?"

It is awkward because you come back in a desperate situation. And it does not bode well at that point.  That's the only way you can think of controlling referrals at that point of getting more leads.

And so for contractors, getting a funnel - something that generates consistent leads is important.

A lot of guys I know go to home shows. And these home shows are mostly in the spring or fall, all over the nation at fair grounds. So the problem is, that you're a little fish in a big pond.

Because all of your competitors are standing up side by side.  You've got to try and figure out some offer that engages people. It's really the most cut throat place to try and get more leads.

Ryan: And home shows are expensive. They are not a cheap place to get your business some exposure.

Josh: Exactly. In the marketing world, we talk about the cost per 1,000 exposures. In any advertising medium, you can put a price point on a cost per a thousand views. In that case, you are paying a premium premium pricing for those views - for people to walk by and see your names.

Take note that it's not captive. You've also got to try some gimmick and shenanigans to get people in.

Ryan: Well, it's amazing how many clients and prospects that I talk to on a regular basis are investing money in marketing right now. But, their engagement with their prospects ends after the initial one touch: phone call, email with the usual message, "Hey! You requested more information about doing X, Y or Z." And it ends there.

They've invested all this time and effort. Their marketing people have invested all this time and they make one phone call. And when they can't get hold of them. Move on, next one.

Josh: Again, building a funnel…

If we look at a funnel it really is a conveyor belt. You get leads coming in and you get them into a conveyor belt.

To visualize this since we aren't on video and I can't use a whiteboard like I always love doing. You get a conveyor belt and you move them from stage to stage. And so I would say, to find at least 4 stages that you can get your prospect in.

From the first point of contact, whether that's calling you or they come to your website or they find a review of you online. Then, what's the next stage. What is it that you do to engage them?

Dean Kennedy gave me a really good analogy and I use it all the time in the sales process. Back in the day, when pay phones existed and they cost a quarter, if you got stuck and you didn't have a cellphone or you didn't have a change on you. I'd say, we can get that since that request is pretty low, pretty painless.

We look like respectable, trust worthy guys, we're not going to get a quarter and ask for $10 like scammers on the street or whatever. So, getting a quarter is pretty easy but when we go on and say that we need a bus fare and it was a dollar. It's another story.

Getting a dollar is not four times harder, but it is harder than getting a quarter. Because you're asking somebody to get into their wallet and get some cash out.

And then, if we were really hard pressed for some reason. We had to go ask somebody for $10 for like a cab fare. Because you were stuck there, stranded, something happened in a big city and you needed a cab - you need $10.  The chances of getting somebody to give you $10 is really hard and you need to give a sob story.

You're going to have to give a commitment that you'll pay them back. Or tell them how your family is in need or some big drama story.

So it's just like in sales. The first engagement tells you, when somebody first contacts you, to try ask them for their budget or for a visit. You can get away with a walk-through in their home but they probably want to get some basic info.

So there's something in exchange online. What we do a lot of times is we give a free report. Something that helps educate them in the process that they're undertaking.

In the case of remodelling a bathroom, if I were remodelling a bathroom and I came across a contractor's website that said, "Looking to remodel? Before you get started, download our free report on the 7 black holes where you can get ripped off or the 3 black holes where you can get ripped off and how to avoid them.

In that case, the contractor would be asking you for a quarter. Which would be in this case is a name and an email address. Pretty low risk. They're not asking for a phone number. They're not asking me to fill out a long form on the details, the budget, the size of the space, the time frame when I want it done.

It's just a simple exchange. It's like, "I'm more than happy to give you my name and my email address. And get that report."

So that would be the beginning of what I'd say is the first step of a good funnel.

It's something that you give value away. You help the person in their decision making process.

Ryan:  If you're doing that, if you took the time to put together a report like that and once they downloaded this, and a couple of emails to follow up, you'll probably be the only guy or girl in your market that is offering that. So it's a huge differentiator.

I mean, you are putting yourself 10 notches ahead of what you consider competitors. And it was so simple, you did it by just offering great information and getting rid of all the negative fears that these people have about making this big buying decision.

You're getting them right out there. Like you said, The 7 Tips to Avoid for Not Getting Burned. 

We talked about this last week, which is getting the negative out there.  Like, we won't leave cigarette butts all over your yard. Or we have a professional crew and we make sure that we have our belts tightened.  You can even make it a little funny, like if you're a plumber…

Josh:  …You don't have ever to see our butt cracks.

Ryan: All these fears of people about hiring home improvement contractors, get them right out there.  Get it into a report. Get them into a backend email funnel, articles or whatever.

Josh:  What happens too, what we found when I worked with Chat, because we did a lot of education-based marketing. And that is what this is, offering this report is education-based marketing.

And the thing we found out was, some obscure research report done by some sales organization found that the company that provides the client with the most education would be successful. Companies that are willing to help clients learn and take away the imbalance of power, of ignorance would get 67% to 70% of consumers were predisposed to go back and hire that company.

It is a trust thing. It builds so much trust. And in any transaction, trust is key. And if you don't have the trust of your prospects, you'll never close them.

It doesn't matter how great power remodels look, if you can't build trust.  And you do it in a multitude of ways.

One is the very first engagement of giving something of value. Even if they don't read the whole report, even if they just scan through it and only look at the bullet points, you are educating them. You are being transparent.  You're being,

"Look we're not gonna scam you this way. We're not gonna require 100% payment upfront or just all the other ways people get scammed in projects. We're not gonna recommend the most expensive fixtures because we marked them up. It's not goona produce an ROI on the resale value of your home"

Things like that.

So back to what you said about a lot of contractors who only follow up once, leaving just a voicemail - or they never follow up at all.  So again, this is Sales 101 stuff. The average time or frequency of contacts - total quantity of contacts, I should say that it takes for the average transaction to take place whether it is B to B or B to C (Business to Consumer) which your contractors are in is 5 to 7 times.

What it means is that 80% of the sales happen after the 5th or 7th contact.

So we used to play a game where we would be following up with the companies that contacted us. We just made a game out of it. We'd have fun voicemails. Chat was brilliant. He said, look at the voicemail as a 30 second personal radio advertising.

Position it that way. Write something that's compelling. Don't just say, "Hey Steve, just returning your call. Just seeing if you are ready to make a decision or if there's anything else I can help."

We would also change it to something like, "Hey Steve! This Josh from ABC Contracting. You know you contacted us. And the next step in our process is to meet and bring our portfolio book and show you all the homes that we've done. We'll give you a list of referral sources or references that you can call - that are just in your neighbourhood. You can even go, see and talk to the homeowners about their experience with us. There's no pressure. We just wanna move forward in the very next step. So give me a call back and I'd like to schedule something with you. I got some time free, Tuesday in the afternoon or Friday morning. And here's the number."

So it would be a clear, again, you can do them as radio ads. But it must be specific to that consumer and situation. Moving them forward. And the game was, who could leave the most voicemails in the course of a week. We would call sometimes day after day.

There's nothing wrong with that.  The more squeaky wheel gets the grease. People are busy. You don't have to think that "Oh, they're not returning my call. They're afraid of me." 

We get to think of all the mental head games we go through as business owners.
Not wanting to hold call or follow up call or pester people.  I just learned that, after time, my job is to disqualify people as fast as possible. In that way, I wouldn't end up wasting time. Then I'd mentally psych myself out, going and pursuing other leads.

And so by getting into the mental process of how many voicemails can I leave that are different, that are unique, that are very engaging and then, how can I disqualify this person as fast as possible. So that I'm not wasting my time with them, is a really powerful shift in mindset.

Now on follow up systems.

So you have initial engagement, how they get hold of you - whether it's your website or it's finding you online through some review sites. Whether it's Google places or like, Yellow Pages - something like that.

They find you and they come to your site. Or they leave a voicemail. Then they get a follow up call. What's the follow up sequence? Then, what's your sales process?

I had a friend and he was an audio-video contractor doing home theatres, sound systems, automation systems and stuff. One of the things we identified as part of his sales process were two things: if he can get clients or prospects to come into his showroom and take a tour of the showroom and see all the whiz bang tools, features and gadgets, his close rates went up, sky rocketed as supposed to going and doing in-site visit in their homes.

If he'd go in their homes and they'd never come in the show room. I think he'd close 1 out of 20. But if they come into the showroom, he'd close 8 out of 10. So what's that, a 16 times better close rate?

Then for him, he would charge a design fee and this was his engagement. These are baby steps if you go back and you think about Bill Murray in What about Bob.

Josh: Taking baby steps, what he'd do was he would charge a design fee of $500. Because in his industry, unfortunately, Best Buy, Amazons, all those guys were competitors.

Homeowners would think, why do I need Dave, why do I need to buy a $3,000 TV from Dace when I can get a $2,500 one from Best Buy. It wasn't though as if Dave was ripping them off, it's just that Best Buy has volume pricing.

And so what happened when he charged a $500 design fee, was that the retention would go up. Even if they bailed, he was profitable. He was making money because it was taking 2 to 3 hours to do the design layout and the all the stuff to get them on board.

And then it would go into a bigger contract. So again taking it back to baby stepping it, don't go asking for a thousand dollars from some stranger because you need a new transmission.

Ask for a quarter to get a payphone call so you can go have done what you have done. Change that mindset or adapt that mindset of baby stepping with a funnel approach.

Ryan: That works really well.

My background was on the custom home market before I started my Internet Marketing business and one thing I learned early on was that chasing a ton of prospects around or the big homes would end in a realization that they'd say the right things to you but eventually they would lie to you.

It was my fault. I didn't control the process. I didn't have a process.

Josh: It took me a few years before I realized everybody lies in a sales process. I even catch myself doing that. I don't do it often because I don't want the sales person to be running around in a wild goose chase.

But I catch myself in Best Buys which now is a show room for Amazons. I want to check out a laptop. I want to hold it and type on it. So I go to Best Buys.

If the sales person comes up to me, I don't tell him "Yes I'm researching for my purchase in Amazon."

But I don't try to mislead them in wasting a bunch of time with me. However, everybody lies. It's an unfortunate process or result of capitalism, consumerism and aggressive sales people.

Ryan: I, flat out, stopped doing estimates anymore. And I just package it into a complete project consultation and estimate.

And here's what I'll do for you for $1,500 or $2,000 or whatever is I'll help you get your plans done. If your plans are already done, we'll consult and make sure that you're saving money.  We'll be building this home the right way.

The other stuff of my process is we'll get you ready to build. We'll give you a complete open estimate of all of our fees and all of the contractors. We can show you how much your house is really costing, where we can save you money. Really, a consultative approach.

I think most home improvement contractor can do the same thing. If all you're doing is selling windows, that is probably not the right strategy.

But again with that initial content piece of "The 5 things to know before you hire a window contractor" and go through that stuff - that's your free introduction. The 25¢ that you were talking about.

Josh: Thinking about consultative sales, there's a guy named Andy Miller that I've worked with Chet. And he was the guru of consultative sales and he really opened my eyes. What it does when you get a consultative approach.

And he'd always referenced a doctor or a surgeon. When you go meet with a doctor, you're not combative. You're not lying to them. You trust them because you want their opinion and what I viewed as in the negotiation table, is getting on the same side as the client.

And looking at their playbook. And saying, "You know I'm not really going to do that and here's why."

It's all the things - whether they benefit you or not as the consultant or the sales person or the contractor. You don't care because you make your money on the project. You make your money when you get the client on a bigger deal. And so your design fee or your design consultation as a home improvement contractor you can easily charge - up to a couple hundred of dollars perhaps.

The amount doesn't really matter as it's the psychological effect of them looking at you as an expert - of you building something trust worthy. And like my friend Dave with the home theater systems, it was something they could leave and they could benefit. They wouldn't feel handcuffed to home if they wanted to go another route.
And he provided a bunch of value added benefit on the back end that some cheap clients just didn't care about or didn't realize as valuable.  But he still made plenty of money on the big contracts. And it qualified people a lot quicker.

Ryan: It's amazing if you have the process in place - when you have that initial consultation which you can charge for.

Imagine how much higher your close rate will be. Like you said with your home theater guy, it was like 80% of those who took him up on that offer closed.

When I was in the custom home market, even in Internet Marketing, we take the consultative approach and we charge for it. And those people that take the next step, those who want to hear the full details and pay for your time, 98% of the time become clients.

Josh: As a contractor or any business person, especially if the cash flow's tight, you just want to say yes to everything. Just to get the group working, the deals flowing. But it's the minute that you take a stance of prestige, a stance of expertise - the clients are even more attracted to you, like a lighting to a rod.

So going back at the very beginning, I talked about marketing funnel as something you can really rely upon - it's really of a 3 step process.

One, what is the lead source? What is it that's driving consistent lead float to you. We talked about the home shows. These can work. It's a slug. It's like a pit fight. Because you got all your competitors next to you trying to grab people's attention just when they're on a lazy Saturday stroll.

It is hard. You can do direct mail. You can do postcards. You can do referrals. You can have strategic partnerships with other industries that are complementary to yours. You can get online and have social media help you or reputation management stuff help you and get good reviews and be really really easy to find.

I am sure Ryan is educating you guys on what that is. And I'm sure his company offers that stuff.

Getting that one you can rely upon, just stick with it until it works. There's no right or wrong answer to what lead source you get.

It is sticking to one until it works because they all work. It's just the fortitude to stick to it.  And then getting the engagement funnel, what your engagement funnel looks like.

It starts with 3 steps.

Start with giving your free report. Doing a consultation. And then a proposal. Get that defined. Write it down and if you have sales people, get them to work at it together. Train them, review them weekly. Get that done.

And what's the close? How do you close people? You guys already know that. You wouldn't be in business if you didn't know that. But that's the last step of the funnel.

Hope that's helpful.

Ryan: Josh, that was great info. I really appreciate your time. How can people reach you if they want to learn more about what you can offer?

Josh: Just go to my website joshualong.co - that's .co and not .com. It's the new hip thing. I say that a lot so it's easier to remember I guess.

But I do work with B2B companies typically $5 million and up. More on the strategic planning stuff and fixing a lot of broken things. I've got the site and a blog. Get more information there.

Ryan: Great! Really awesome stuff. I'll talk to you later.

Take care.

Bye!

Need more help growing your remodeling business? Take advantage of all the FREE resources I have on www.RyanPaulAdams.com and my download my "3 Killer Ways to Grow Your Remodeling Business" today. 

Developing a Unique Selling Proposition in Your Home Improvement Business – Podcast

Ron Rodi Jr and Ryan Paul Adams dive into the subject of developing a USP - Unique Selling Proposition for your home improvement business in our latest podcast. Ron and Ryan rattle off 40 minutes of some really valuable content around the what, how, why, when, and where to craft and use a USP in your home improvement business.

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Key Points to Developing a Unique Selling Proposition

  • Select Your Target Buyer
  • Determine What You Can Be The Best in the World At
  • What Do You Stand Behind
  • Create a Unique Guarantee
  • Look at the Negative and Create a Promise Around That
  • Determine Time Frame
  • Don’t Be Afraid to List All the Potential Negatives Surrounding Your Product or Service
  • ….Finally, What Happens if You Don’t Deliver. Get That Out in the Open!

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Ron: Good Afternoon everyone. This is Ron Rodi Jr. from Chicago PME360: Powering Marketing Excellence. With me today I have Ryan Paul Adams.

Ryan: Good Afternoon.

Ron: How are you?

Ryan: Doing well.

Ron: Checking in on a little late in the East Coast. I appreciate that.

Ryan:  Yeah. No problem.

Ron:  Absolutely. So today, we’re gonna talk about to the audience about Unique Selling Proposition. And why it’s important. And before we get into it, Ryan. I wanted to define pretty quick what Wikipedia says about a Unique Selling Proposition. Is that all right with you?

Ryan: Yes, perfect.

Ron:  So unique selling proposition also known as the unique selling point or USP is a marketing concept that was first proposed as a theory to understand a pattern among successful advertising campaigns in the early 1940s. It states that such campaigns made unique propositions to the customers and that this convinced them to switch brands.

So we can see that this is definitely not a new concept as it goes back to the mid-20th century. But really, we’re gonna talk a little about today why it is important and I definitely want to get your thoughts around it. I know it’s something we’ve been talking about for quite some time. Why don’t we get ahead and jump right into it. How ever you want it to start off. I can ask some questions around it. What are your thoughts around the definition right there?

Ryan: I think that it was pretty good. I think a lot of people if you’re trying to improve your marketing, trying to grow, trying to do this stuff, you’ve probably run across the term. It’s been used for a long long time as you have pointed out there. And I think, having a USP, really comes back to asking yourself some really important questions like “what can I be the best in the world at?”

And I think too many people, too many business get caught up in offering products and services that they’re not all that passionate about. They can’t really be the best in the world at what they’re delivering.

Ron: Or really to go with that something that they is USP. Everyone in the industry is doing it, right?

Ryan: Yes, they’re just repeating what everyone else is saying. I think a lot of business fall prey to that. And a person with no unique selling proposition is an easy target to knock off.

And for competitors, just to come in, you don’t exist. I mean you really need to figure out what makes you different. What you can do better. What makes you unique in your market.

Ron: Sure. To me, this kinda falls into the concept that we’ll get into in future podcast. But it really plays hand in hand with being – not trying to be that generalist, I think they go hand in hand. You talk a lot about picking and matching. We’re not gonna get far out today but it really kinda plays off each other. The first step. The foundation, for starting a business tomorrow – what is it that’s unique.

Not only that. As you mentioned, what sets us apart from the competition. But let’s take it a little further and let’s try to develop that niche. Who is it exactly that you’re servicing? And who specifically can you service better than anyone else in the world, right?

Ryan: And to take that a step further, you know a business without USP will find itself pulled in a lot of direction. And any time a new shiny object comes into the market place or the next greatest thing to offer, you’ll find that companies that don’t have a strong selling proposition will just chase whatever that comes up next.

They’ll forever – basically, they don’t have a clear identity of who they are. So they constantly adjust and keep up with the next big thing that comes up in the market.

So companies with a strong USP, that really know who they are, that really know who they wanna be, any new things that are coming to their market, they really ask some tough questions. Does this really fit within our core business model?

Ron: Sure. Another way to put it is what are your strengths? What strengths can you play to? And really knowing your weaknesses.

Another way of defining is, what are we really really good at? What do we know a little about that we can try it?

But at the end of the day, that’s not gonna make us unique. As a matter of fact, that’s gonna make us like everybody else.

That’s another way of how to define it if you’re having problems with it, what are you strong at. And within those strengths, what can you do better than your competition.

Ryan: And a lot of times, especially in a small to medium sized business market, which are primarily the people we deal with in a regular basis, they cannot be the best in the world at delivering 10 different services or 10 different products. It’s just not possible.

Because they are struggling right now to even deliver 1 service better than what their competitors are doing. So the ability, the USP really allows you to really focus on in “Wow! We can really be the best at this. Let’s develop our power statement, our unique selling proposition.”

Now you can develop systems, marketing, sales strategies, everything else on the backend of this. It just allows you to focus. Everything comes together once you craft this magical USP. “Wow! This is really who we are.” And it can be a simple one sentence statement or it can be a little bit more.

Ron: Let’s get into how to develop one. Do you want to take a stab at that?

Ryan: Yes, absolutely. We can talk about it a little bit.

Ron: Because this is something that’s within my sales consulting, and my sales call – trying to push our top clients to really differentiate themselves. And just to kind of set this up before you get on defining it.

But it’s really, the way I try to articulate to our clients and have them understand without specifically stating the USP here.

In general, why do you want to develop one? I’m just gonna answer that quickly. And you can take it away with how to develop one.

Ryan: Sure.

Ron: But one of the things that really hit home in a client meeting. This is something that we’ve talked about before. Developing the USP and having it permeate throughout your entire organization and it’s a statement. It’s a catch phrase if you will. Or a statement you can make in your website or on your business card.

But having that permeate in your entire organization and adapting it into your sales process – all the way to answering your phone, to going on sales call to reminding your clients, “Hey, this is why you contacted me from the beginning. Because we are the firm that does X, Y, Z.”

That’s one of the things that really hits home in recent meetings with the top clients. And they really kinda get it.

That’s another way to look at here. What is it that you can come up with that can really echo throughout your being, if you will. You can really talk about it passionately and make a statement. Because it’s gonna help you differentiate from all the other people talking about the same thing 10 times over.

And I just want to process that with another store there.

Ryan: Yeah. And I think that beyond just allowing you to focus in, it really allows you to restate the obvious about what you’re doing. And to ask yourself, “nobody else in my market does this this way, right?”

You want every business doing something a little different. You want to be able to state that clearly in your marketing – this is why we’re different. This is why we are unique. Nobody else in my market solves the problem like I do.

Ron: Sure.

Ryan: And they don’t do it with the guarantee that I have. Or everybody else requires something from you that I don’t. Or the other competitor charges this. I might charge more but this is what it comes with it.

Ron: Right.

Ryan: And really clearly defining that.

Ron: So really, the statement and the expected outcome, right? Working with us is going to lead to this outcome. And maybe it’s as simple as that or can be really complex, right?

Henry Ford, his unique selling proposition was finally a car a common man can afford. That’s a very unique unique selling proposition especially back in the early 1900s – the first car a common everyday man could afford.

Ryan: It produced economies of scale.

Ron: Sure.

Ryan: So they probably as they wanted to make that message a little better, you know. The first cars they built weren’t very safe. So now it becomes the next competitor in the market. Ah, safety.

Not only can I build cars of mass scale, affordable cars that the everyday man and woman wanna drive. But my cars are safe and my cars do this. Breaking that down because let’s face it, every market you look at, there are competitors. And there’s gonna be competitor intrusions. You really gotta figure out how you can do and get your message out there in a little bit different way.

Ron: And why you’re in the business from the very beginning. Why are you solving a problem a little better than the previous person, right? A little better than competition.

And to carry out that example, you can bring the automobile all the way to today. And now the unique selling proposition could be 32 miles per gallon highway or you only need to fill up once a month. Like you said, safety and now it’s more of economics of cars to consumers. There’s unique selling proposition everywhere.

Ryan: Yup. So you go back to…this. I’m good, how do I build a USP?

I think you really need to start on your core promise – in a positive frame in mind. What I mean by that is start with what you mentioned, the problem. You solve what specific problem for what person.

And then, you gotta look at possibly, time frame. How you solve this problem in a specific amount of time. You gotta state that if you are selling a service with recurring revenue built into it.

The last part of it is the “or else” piece of it. All of these things come into play and otherwise the refund. I’ll refund you if I don’t do this or I’ll replace it. Or I’ll monitor it every month. I’ll send my roofing crew out there once a year to make you’re your shingles are holding up. Don’t just sell roofing projects, right?

Ron: Right. Well it goes to really your belief in your product. So you don’t want to state something that you can’t deliver on for starters. But I think if you can back up some of your claims, because you know again, going back to the definition that you’re the best in the world at this, so I’m gonna go ahead and offer this guarantee to you. There’s no one else in the market that’s gonna offer this to you, right?

Ryan: When you think of LLB¬, I think they have the world’s greatest unique selling proposition, which is if you buy anything from our store at any time it wears out, we’ll replace it for free.

Now they know that there’s a small percentage of the market that will take advantage of them. They know this. They build it into their price. Their products are not cheap. They know this going in – that they’re going to build in their price this model that 20% of the market will return stuff that they have no right returning. That they’re gonna take advantage of them.

Boots that they wore for 20 years that have worn-out, LLB will take it back. You bring it back and it has LLB on it, they’ll give you a new pair – greater or of equal value.

So why can’t this be applied in the home improvement market or pretty much in any market?

I think this is pretty much what the home improvement contractors are missing out. You take the roofing contractors for example, if I was in the roofing business, I would sell the project with a guarantee that we stand behind the roof for x number of years. We will also come out once a year and inspect your roof to make sure that what we installed is 100% up to our standards.

Ron: Sure.

Ryan:  How much does it really cost, think about it. Just even build this again into your upfront price. You’re not gonna be the cheap guy but you’re the guy that does all these things that go along with this.

Ron: Absolutely.

Ryan: The client is scared out of their minds. They don’t know who to choose for a roofer right? So if you build all this stuff in, you’re gonna stand behind it.

We’re gonna come out once a year. We’re gonna inspect the roof to make sure nothing’s wrong. If there’s something wrong, we’re gonna replace it for free.

Ron: That’s an excellent point that you mentioned. The client is scared to death because they hear horror stories. They don’t know who to trust. And if you build such a strong statement - imagine how it’s gonna make your audience feel if you’re making that statement.

At the end of the day, this is what you’re gonna get. And making that statement, it’s different than a product warranty because everyone can offer a warranty.

Don’t go out there and say, well my USP is that I have a warranty. Everybody else has a warranty. So the prefect example here is what you mentioned, taking that extra step. Like what you said, some people are gonna “take advantage of that but you’re really making that statement to put people at ease. You’re making” that statement but at the end of the day, you shouldn’t go back and repair or redo all the roof because you have quality craftsmanship. 

If you don’t have quality craftsmanship, then you have a different problem in your hands.

Ryan: And you know that if you’re building this guarantee into your USP this way, you know that you are providing a quality product.

The crappy contractors aren’t gonna do this. The crappy business owners aren’t gonna do this. They do not believe in what they do so they aren’t gonna really stand behind it. So don’t pass off their guarantee as well, the roofing manufacturer you know These are warranted for 35 years, right? But it’s not a guarantee.

Guarantee is standing behind it if something goes wrong. I don’t want to call any roofing manufacturer, I wanna call you because you’re the guy who said who can do this job for me and I want it written into my deal without me having to ask you for it. So now you have no competition.

You built all this stuff into your roofing USP. How do you think you’re gonna look versus the other guy that showed up and say I can do your roof for $25,000.

How about pitching it a whole different way and making it more than just installing the roof? What happens after? I will complete this in this amount of time. I guarantee are roofs would be done within 48 hours or we’ll give you $100 a day until they’re done.

Ron: Sure.

Ryan: Not only are you delivering specific time frame, speed. I can do this fast, with high quality and we stand behind it. Here, have you ever listened to this call if you’re in the roofing market. There you go.

Ron: And actually, put it in writing, right? Put it into your contracts. Put into your process. And it’s not just words. It’s not just puffering. You’re not show-window advertising here. You’re not coming up with something tricky. You’re not trying to dupe anyone.

This is something that, you stand behind your work. I’m sure there is a lot of people out there extremely skilled at what they do. You might be just as skilled as they guy not offering a USP.

But by offering USP, you take away the fear from the consumer that scared them to death because they’ve heard so many horror stories.

Ryan: And again, this stuff has to be everywhere that you are. It’s gotta be in your – whether it’s a one page cut sheet that you’re on the job with or in your store, or wherever – this USP has to permeate everything.

And you also want to look at USP and restate it in the negative as well. So we talk about the positive things that you do. But you can also look at the negative side of it as well.

This roofing job won’t require any length from you – whatever it is, upfront money. We don’t collect a dime until the job is done.

Ron: Got it.

Ryan:  This thing. This job won’t cost you anything beyond this. Everything beyond the job and all the stuff that we do – our yearly guarantee does not cost you anything. We do that for you.

Ron:  So you kinda addressing those fears that we mentioned previously in the conversation. You’re getting those out of the way.

Look, we guarantee that we’re not gonna trump to your house and dirty your carpet. Or we guarantee that we’re gonna be in and out before the graduation party or something along that line.

Or it’s something more serious than that. But again, you’re stating that fear and you’re removing those fear. You’re offering up those negative connotations and you’re getting them on the table.  You know that’s what people are thinking.

Ryan: We won’t show up for your job and litter the yard with cigarette butts and we’re not gonna go to the stock room.

Ron: How about, we’re not gonna show up at 6:30 in the morning on a Saturday or better yet, we’ll respect the condo hours. It’s does not have to be roofers, it can be anyone. We’ll do the installation, we’ll abide by the rules within the community and by doing that, guess what, you’re gonna establish great quality reputation and more people are likely to recommend you.

Ryan: You’re getting it out there. You can do this in a funny way too. Like the plumber shows up and I guarantee you, we wouldn’t show up with a plumber’s crack. And not to be, I’m not making fun of plumbers. But if you’ll state kind of negative and you can do it in a funny way, people will gravitate towards that because you’ll look like you’re a real person, you’re a real company.

And you’re getting it all out there. Like, I understand these are all your fears. Well here is how we deal with it.

Have a frequently asked questions page in your site to deal with all this stuff. And blend it within your marketing brochure.

Ron: It’s an excellent point. You bring an interesting insight. By doing that, you’re humanizing it a little bit. Because, hey if you’re the business owner you can’t control, well of course you can control your employees but you’re making a statement that if it does happen, you’re going to give that attention. You’re going to address it – to do something about it, right? So you’re kind of making that on-site customer service almost in a way.

Ryan: Right. Let a lot of this stuff do it’s own talking. Once you get this stuff down, and again it should be in your website, in your marketing. People can go ahead and read it. They already know this stuff about you. You don’t necessarily have to go and reiterate all of this. Depends on what your sales processes, on what you’re saying.

But at least, foundationally, if somebody asks you what you do. It’s not roofing contractor, this USP that you’ve been developing. It comes back to what your power statement is about and who you are.

And at the top of my head, foundationally, for a roofing contractor, it’s something along the lines of we keep out the rain, we stand by our roofs for the lifetime of the roofs or we are the only roofing contractor in Cincinnati that has a 10 year labor guarantee –something along those lines.

I’m just throwing this off on top of my head. This is not exactly how I’ll phrase it. I’ll have to sit down and outline this. But that’s the idea.

I’m not saying that you’re a plumber or that you sell or you’re a bankruptcy attorney or you’re a roofing contractor, you gotta be better than them. That is nothing.

Ron: Exactly. And I think, going to your point, think about how you, Mr. Business Owner, how you shop online. Or how you look for products and services.

So let’s say, you gonna get it on 3 people and this is just a quick example.

You get 3 call backs from this, adapting this a little bit to your sales process and I’m sure we’ll gonna do another podcast on this. But think about this for a minute, if you can repeat your USP, let’s say someone is on their lunch hour and they’re looking for a roofer. (This maybe an extreme example but I’m trying to illustrate my point). And they have 30 minutes to get this done and everyone’s calling back saying “Yup. This is the roofing contractor, how can I help you? What do you need?”

“Yup. This is the roofing contractor, how can I help you? What do you need?”

“Yes, this is the roofing contractor that guarantees blah, blah, blah.”

Oh yeah, I remember that from your website. I remember that you have that. Oh yeah, let’s talk.

So you’re setting yourself up on your site. Within your marketing and then within your sales process that we are the company that does this. Because people are gonna forget who they contacted. They’ve contacted 3 – 5 different companies, right? But we’re the company who does this. Oh that’s right. You know what, thank you for reminding me. I wanted to talk to you. And so instead of saying, we’re the roofer that yeah what can we do for you.

Ryan: It’s gonna come back to building a brand. This goes all the way back to being a little bit funny, a little bit creative. You know, the color of your vehicle, your brand, everything. So people notice who you are.

You know, you gotta think about all that. But don’t force it. If you are not about…if you are not the type of person who wants to be funny. If you think the way to do it is to take it very seriously. That’s fine. Don’t try to do what someone else is already doing.

I’m just saying that in the home improvement space, you can be a little bit – get that negative out there in a funny way or just address it. However you need to do so. If you take building a USP through your process, you really need to know, probably just around 6 things.

1. Choosing your buyer – really gotta know who you are talking to.
2. You really have to know what you stand behind, what you’re willing to do. A unique promise of some kind. So again it goes into the guarantee. You gotta know what that is. It’s gotta be stated enough.

Ron: It’s gotta be something that you can deliver. That’s not going to ruin you if you have to make good on it, right?

Ryan: Yup. It might be, it’s not probably enough to say we’re the only roofing company in Cincinnati that’s gonna show up and not litter your yard with cigarette butts, right? I don’t think that’s enough.

Ron: It’s really not unique. Does it pull over new customers to your product? I don’t know. Is their a uniqueness if that brand or that claim – that no one else made in that particular field? That’s a good point, very good point.

Ryan: Adding a negative promise that we talked about, a time frame to what you do should be out in the open, stated and the “or else”. It’s important.

Choosing your buyer, you gotta know the demographics, specific niche, specific problem that you are solving.

Ron: So that’s the first step, choosing the buyer. Second step is what?

Ryan: Well, part of your choosing your buyer process is knowing who your demographic is. What niche you are trying to serve. And what problem you’re trying to serve.

Ron: So there a few steps within that?

Ryan: To know who your buyer is, you can talk to that buyer in your marketing within your business. It needs to permeate. You need to have a name and a face to who your target person is. This is called developing a persona.

And go and find a picture of who your target person is. Write a description around what their needs are, what their wants are, who are they. So that when your sales team is showing up, in your marketing and everything you do, you know who are you talking to. And we can go through all this stuff…

Ron:  We can talk for quite a long time. One thing I do want to maybe, we can close it out right here is. But I do wanna make sure that this message comes across.

We’ve helped clients at every stage of the life cycle of their business. This isn’t just for the guy who’s just opening up or new to the business. You can reinvent yourself at any time.

Ryan: Absolutely.

Ron: You can be a 50 year old company. You can be a 5 year old company. You can be a 50 day old company. This is something that you can do. If you don’t have this, don’t feel like, “Oh my gosh! What am I going to do?”

This is something that sure takes time. It takes some creative people. It takes some hard work. But this is something you can do at any time. And this is really a way to turn your business around, right?

Ryan: Yes it is. And it’s amazing how many 50 year old companies have never thought about this.  You can go out there right now and do some searches on Google for local businesses.

Ron: Sure.

Ryan: How many of them have no unique positioning in their market. But they’ve been able to survive for as long as they have. Now just imagine if you can incorporate uniqueness in a clear selling proposition in what you’re doing right now.

Ron: Absolutely.

Ryan: It’s huge. You no longer have to compete on cost alone.

Ron: You know, I would venture to guess that people would be willing to and I shouldn’t say venture to guess, I should say that with confidence, people will be willing to pay a higher premium for that guarantee. For that comfort.

For you are no longer selling on price. No longer are you down in the trenches. No longer is it a blood bath.

Is it still gonna be competitive, of course. This isn’t going to magically…You still have to go to the process and incorporate.

Again, it’s not just puffery. But I know, with convictions, I personally would pay more for someone I’m comfortable with. Someone that guarantees X, Y, Z. Someone that comes across with you know, they thought this through. They got their stuff together. So I’m gonna go with this company.

Ryan: And not competing on cost alone, you can mention cost within your marketing, right? And show that you got some options for different pockets of your market. Meaning, you’ve got like good, better and best packages or services around roofing.  This is where the power can really come in.

Once you know who your target demographic is, you still need other, I will venture into a guess, in most markets, you need a little bit of a product mix to be able to land that deal.

You could still do that roofing job but you’re not going to necessarily sell one shingle line. So having good, better, best packages also can show that you’re pricing plan is simple.

You have got it all handled out. And you can charge more in each one of those pockets compared to your competitor. And as you prove ability within your market. And you’re getting lots of good reviews online. Your people just loving what you ares doing. And you got this stuff, you know, rocking. Start raising your prices.

Get to a point where people start saying “no” and you can start scaling it back a little bit on the price. But keep testing: how much can I really charge for what I’m doing.

Don’t stay where you are. You think you have figured it out. I guarantee, you don’t. you can continue to test and say, you know what, my good package I’m raising 5% this month. I’m gonna see where my sales are. You gotta have systems and process in place to track them.

Ron: Yeah. There’s no excuse in not having that. Absolutely.

Ryan: Now you can start, from the same amount of leads that you’re getting, start making more money. Because you got this USP in place and you’ve proven ability in the market.

Ron: And it’s not necessarily about more traffic or necessarily dumping more effort into your different marketing or advertising. It’s about doing, making what you have better. And really improving upon what you already have.

Ryan: Yup, totally. And we talked about a ton about reputation marketing, well this is a big piece of it. Your reputation foundationally comes back to having a strong unique selling proposition.

Ron:  That’s exactly what it is. It’s the foundation. You’re absolutely right.

Ryan: Because you can’t go out and buy all this traffic and listen to all these marketing guys calling and telling you that they can get you on the first page of Google. And, you’re overwhelmed, you don’t know who to trust or where to go.

But you have this website, sorta works. You’re not really sure. Or you have this marketing. Foundationally, you gotta have this ironed out before you go invest $10,000 or $20,000.

Ron: Imagine how much better your marketing is gonna be even if you do increase that advertising expense. Because everyone else is getting calls – 10 calls a day. The same techniques. No one is looking at it a little bit different and whoever is listening to this call, I highly highly implore you to take some of Ryan’s tips. Because he’s definitely highly respected. And I really appreciate your time today.

Ryan: Yeah, no problem.

Ron: Talking about this.

Ryan: I think, just kinda to close it out I guess. If you will, you know a unique message gives you power in the market. So if you’re an existing company that has some traffic and some leads already, you’re primed for what we’re talking about here.

If you can get this ironed out, get some focus and get this USP to permeate everything you’re doing. I guarantee you will grow and double sales within 12 months.

If you already have that in play, you’re already getting leads but your closing rates aren’t that good, your conversion rates are not that good, have this in place first before you do anything else.

Ron: In to that point Ryan, what do you have to say about the business owner that says, “Man, this is one more thing I have to do. What is it that your company can help with and is there any thing you’re offering today that we can talk about?”

Ryan: Well I think to the business owner that says this is a good idea but I just have no time to implement this and all the other things you’re talking about, I would say, you’re probably not – you don’t have the mentality to grow.

You’re probably pretty flat on your sales and if you’re not willing to take these steps to improve your business. It’s just a matter of time before your competitor who, are already in your marketplace, starts doing this.

If you are happy where you are now, that’s dangerous. It’s really really dangerous because if you’re doing a million dollars in sales right now and it’s been pretty flat for a couple of years. And you’re kinda happy you’re making a little bit of money but you know that you need to do also stuff and you’re waiting to do it, there’s a competitor that will do it. And they’ll start taking that million dollars from you.

I see it happen all the time. People are overnight, like “Holy crap! What did just happen?”

You didn’t work on your business. You didn’t work on growing it. You just stayed flat. That mentality of being comfortable where you are just doesn’t work in business.

So if that’s your mentality, I’d say go do something else. Honestly, I’m not trying to be insensitive but it’s just a matter of time before all your hard work is gonna be for naught.

So you gotta get that mentality of growth going.

Ron: And you can’t remain status quo, right? And hey great, good for you, you’ve got a $1 million in revenue. That’s great! I mean, it’s certainly something to be proud of. But why would you want to stop there, right?

Ryan: Business is not static. It constantly changes. You gotta be working on building better products and services within your business. Otherwise, what’s the end goal. You’ll probably gonna sell this company.

If your sales are flat and you’re not being an innovator in your market. You’re not gonna be able to sell that company. It’s just not gonna happen because a good, smart business buyer is gonna look at that and see right through it.

You guys sat around. You didn’t improve anything. Even being able to communicate what is it that you do. You don’t have the USP.

Ron: Yup.

Ryan: So you can’t even talk to somebody interested in buying the company or your business. Never mind your own prospects.

Ron: Well at the end of the day, what do you have for yourself? You just really have a job for yourself.

Ryan: You have a business that is disguised as a job.

Ron: Yup.

Ryan: And I think that’s a dangerous place to be because being a business owner or entrepreneur is extremely difficult. You don’t wanna be that person stuck just working your butt off, doing all this stuff and at the end of the day, you just have a job. And you wake up at 50 years old and wow, I can’t do anything with what I just did. There’s no value here.

Ron: True.

Ryan: So you know, I think if people are listening, if they’re  interested, I’m more than happy and Ron as well, get on a 30 minute strategy call.  We’ll talk through this stuff. Just see where you’re at. If you have some questions, we can uncover some strengths and weaknesses in your business, and what you need to focus on and go from there.

Ron: True. Hey, if you’re interested, we can set up a 30 minute call strategy session just to kinda gauge where you are. You very well might be a lot closer to the success than what you think or you might need help.

And we’re willing to take our time and offer that up. So I really hope someone takes us up on that. I’m sure that we will hep them.

Ryan: You can email me at radams@pme360.com or feel free to reach out to Ron as well, rrodi@pme360.com. I think either of us can help you.

Ron: Or just visit our website www.pme360.com. You can reach us there as well.

Ryan: Reach us there as well.

Ryan: Perfect. Hopefully that provided a little bit of value for people. We can talk about this for hours literally. Just this USP topic. There’s a lot of things that go with it.

Ron: Well I think let’s do that. Next time why don’t we take this message and delve a little deeper into it here.

I know we’ll be doing this. This is one of many of future series of podcasts that Ryan Paul Adams and Ron Rodi Jr. will be doing.

So we look forward to it and thank you for listening.

Ryan: Great. Thank you Ron for putting this on.

Ron: Thank you for your time Ryan.

Ryan: Thanks. Bye.

Ron: Bye.
 
 

Need more help growing your remodeling business? Take advantage of all the FREE resources I have on www.RyanPaulAdams.com and my download my "3 Killer Ways to Grow Your Remodeling Business" today. 

Top 5 Ways to Prepare for Growth in Your Home Improvement Business

Learn the Top 5 Ways to Prepare for Growth in Your Home Improvement Business. The home improvement market is set to explode. Ryan Paul Adams takes you through some key tips in our recent webinar to help you learn how you can prepare for real growth in your home improvement business and set yourself up for long term success and increased revenue. Learn more about home improvement marketing.

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Slide Transcript

5 Ways to Prepare Your Home Improvement Business for Growth
— Presentation Transcript

1. 5 Things You NEED to Do to Prepare for Growth in YourHome Improvement Business Presented by Ryan Paul Adams
3. Ryan Paul Adams CEO – PME 360
• Working on growing businesses since 2005
• Been in the internet marketing world for 8+ years
• Successfully launched 4 companies
• Helped generate millions in additional revenue for local businesses in a wide variety of industries with a focus on the home improvement market
• SEMPO Certified Advanced SEO Specialist, Google Analytics & Adwords Certified
• Invested over $100,000+ and 6,000 hours in advanced education in business, sales, and marketing over the past 8 years.
4. Preparing for Growth in Your Home Improvement Business Top Five Ways
• Focus on One Thing at a Time
• Know What is “Good Enough”
• Become the Go-To Industry Expert
• Put On a Show
• Create Systems
5. Why I Love the Home Improvement Market in 2012 and Beyond
• An estimated 21 million homeowners will undertake about 30.7 million home repair, maintenance, and remodeling projects in 2011, spending $185 billion in the process.
Source: Profile America
6. Why I Love the Home Improvement Market in 2012 and Beyond
High Ticket Sales in a Growing Market with Very Few Competitors Willing to Do the “Right” Things to Grow
Source: Profile America
7. Home Improvement Activity Highest in Seven Years
• According to Consumer Reports Article on Nov 2, 2012 – "As owners become more confident that investments in housing will hold their value, they are beginning to undertake projects to improve their comfort that they had been putting off.“ – George Moore, Jr NAHB remodelers chairman.
• Growth was seen in all three indicators of market conditions: maintenance and repairs rose to 56 (from 50), minor additions and alterations to 51 (from 47) and major additions and alterations to 49 (from 42). Projects that cost $25,000 or more are still lagging behind smaller renovations and repairs but are showing strength.
8. So What?
• Growing Market + Great Company to Capture Market Share = Wealth Creation
• Have to Focus, Market, Scale and Deliver to Capture this Growth
The Opportunity to Make Lots of $$$ and Build a Great Business is There, so Stop Delaying!
Money Loves Speed.
9. Focus onONE Thing at a Time
10. Business Owner Conundrum
• Responsible for everything
• Lack of direction, Overwhelmed
Multitasking; by Work Trying to Do focus and delegation to be Done Everything
• Passion for business is lost or misplaced
• Mentally drained and ineffective Diminished Productivity;
• Poor business model
Accomplishing Nothing
11. Focusing On Single Tasks
• Eliminate distractions (email, cell phone, open-door policies)
• Focus on doing one task until complete
• Do not expect perfection
12. Know When Something is“GOOD ENOUGH”
13. What is “Good Enough?”
• Perfection is time consuming, often Just Okay unattainable
• 80-90% perfect = good enough Good Enough
• Cost/benefit analysis of perfection vs. time wasted
• Save perfection for Perfection when it really counts (don’t bother)
14. Become anEXPERT in your field
15. Becoming an Expert
• Importance of creating consistent quality content
• Write a book (or shook, or eBook)
• Leverage social media channels
• Think outside the box with podcasts, webinars, “how-to” videos and tutorials or radio shows
• Dominate the knowledge base in your industry
16. Put On aSHOW
17. Put On a Show
• Define your niche
• Act like you’ve been there
• Sell the lifestyle
• Be memorable
18. Create & Improve SYSTEMS
19. Create and Improve Systems
• Make a list of everything you do and how
• Get together with your team and “poke holes” in it
• Test it
• Refine it
• Repeat
20. Finally….Mentality for Growth Must Have It!
21. You Have to Want to Grow!
• Staying where you are is NOT good
• Get out of the craziness and chaos by growing
• Growth allows you to: hire more people, get stuff off your plate, re-invest in your product and processes, and achieve your “big dreams”
• Business is NOT static. It’s dynamic.
• If you don’t grow, your competitors will
22. Limited time complimentary offer for all listeners:“30-Min Strategy Session of your business. Email Ryan for more information (radams@pme360.com).

Thank youRyan Paul Adams
23. Questions? Next Webinar:How to Grow in Any Market

Need more help growing your remodeling business? Take advantage of all the FREE resources I have on www.RyanPaulAdams.com and my download my "3 Killer Ways to Grow Your Remodeling Business" today. 

Are You in the Remodeling Business? Your Industry is on the Verge of Explosive Growth!

I have felt for awhile now that the home remodeling business was on the verge of exploding.  People are settling into their homes for the long haul vs building or buying a new home, baby boomers are inheriting billions and reinvesting in their homes, the lending environment is improving, and confidence is increasing in adding value back into our homes. The combination is a recipe for explosive growth and one of the reasons why we are focusing our entire internet marketing agency and our marketing and consulting products in this segment. Traditionally remodeling companies are not great marketers and most lack even basic business systems. But those remodeling companies who put in the work, focus in and become great at selling one thing, and re-invest in their businesses  (great marketing, improve business systems, automate processes, etc), are poised to become millionaires over the next few years. I guarantee it.  Consumer Reports just put out this great article that every remodeling company or person considering the remodeling industry should read. ConsumerReports.org By Mary H.J. Farrell | ConsumerReports.org – Fri, Nov 2, 2012 11:46 AM EDT An important indicator of remodeling robustness jumped five points this past quarter, climbing back to 2005 levels, according to the National Association of Home Builders. The Remodeling Market Index hit 50, meaning that more contractors are reporting higher activity than lower, compared with three months ago. The activity was particularly strong in owner-occupied homes, indicating that homeowners are regaining confidence in the value of their houses. Read the Full Article Here

Need more help growing your remodeling business? Take advantage of all the FREE resources I have on www.RyanPaulAdams.com and my download my "3 Killer Ways to Grow Your Remodeling Business" today. 

3 Simple Tips to Reduce Stress in Your Business and Your Life

As entrepreneurs and business owners, our lives are pretty chaotic at times....well most of the time. Being an entrepreneur is insanely hard and only those who have attempted it know what I am talking about. Your business becomes a part of you and your life, and it becomes very difficult to turn off the chaos that both create. Life is pretty crazy, or as a friend of mine once put it “Life is just controlled chaos.” But for most entrepreneurs, you probably don't feel like you have any control over the chaos, it's controlling you.

We spend our days putting out fires, learning new software, dealing with customers (happy ones, mad ones, and ones that you have no idea where you stand), managing people, building processes, figuring out where the next check is going to come from to pay employees, securing financing, marketing plans, business plans, working on plans about plans, and on and on and on. Way too many hats to wear for one person.

Stressful right? It can be. But it really depends on how you look at things. Stress isn’t something that actually exists. You feel it alright, but you don’t necessarily have to feel it if you don’t want to. Getting rid of stress is a simple as just making a conscience choice to not let things bother you the way they are and applying some simple things in your life to get that negative energy out of your system. You can choose to look at the situations in your business and your life as stressful or not. Easier said than done, but that is how you need to start looking at it if you ever want to eliminate the stress. Wake up everyday and choose to have a great day and choose to conquer the world. That is the mentality we have to have to be successful while maintaining the passion in our lives.

Ghandi said it best:

Mahatma Gandhi

 “Your beliefs become your thoughts,
Your thoughts become your words,
Your words become your actions,
Your actions become your habits,
Your habits become your values,
Your values become your destiny.”
(courtesy of  Good Reads)

The only way to conquer the stress and chaos in your life is to start looking at everything in your life differently. You also need some tools to help you start gaining more control to be even have a chance at achieving the things you set out to do in your business and your life. If you apply the 3 Simple Tips below, you WILL feel better within 24-hours and you WILL start reducing the chaos and stress that has become a part of you for so many years.

1) Breathe

This may seem obvious, and you may have heard this before, but seriously stop right now and notice how you are breathing. I bet your breathing is shallow. We are naturally shallow breathers and do a terrible job introducing fresh oxygen into our bodies. Becoming a deep breather is going to take some practice no different than learning how to meditate, but before reading on, take a deep breath in through nose and exhale out through your mouth (pretend you have a straw in your mouth - that is how much space I want you to release the air out of your mouth from). Rinse and Repeat! This is how you should be breathing all day.

The next time you start to feel anxious and stressed out, notice your breathing. It becomes shallow and rapid and shallow breathers naturally have tense bodies which leads to stress. STOP. Get back to your breathing and get 10-15 good inhales and exhales out before continuing on with anything. Try and keep that breathing going throughout all of your tasks. Even when you are talking, you can continue to breathe in this fashion once you get use to it.

2) Stop Reacting in Real Time and Focus

While modern technology has played a big role in making us all more "connected", it has also created a society of reactors, distractors, and people who are insanely way too reactionary. There has never been a time in history where humans ahve ever been faced with this many ways to connect with each other instantly. With all of the different methods available (Email, Instant Messaging, Phone, Texting, Facebook, Twitter, LinkedIn, etc) of getting in contact with people, most of us feel that we need to respond immediately to all of these requests. Study after study has concluded that not only does responding in real time lead to severe drops in productivity, it increases stress levels, and increasing the chaos in our lives. You need to disconnect, NOW!

Unless your job or business deals in saving people's lives, obviously this tip is not meant for you. But if you are like the rest of us we are not dealing with life or death situations. It may feel like that sometimes but it is not the case. So why are we acting and reacting as if we are? The fact that we have the ability to connect so easily does not mean we should be answering/responding/texting/Facebooking every time someone reaches out to you. Stop the madness and focus in on what you need to get done that day.

To improve productivity and reduce stress at work, I recommend you do the following and try it for 1 week and see how you feel. If you need permission from your boss or supervisor, explain to them that you want to try some things to improve your productivity and reduce distractions. If you are like me, you are the boss and you only have yourself to blame if you aren't controlling the chaos and stress.

  • Turn off your email notifications - do not respond to email as it comes in. Designate 2 times per day MAX where you check email and that's it. Remove email from your phone as well as it becomes too tempting when you are out of the office.
  • Designate some power hours - designate 2 blocks of time at 2 hours/per as a time to focus in and eliminate distractions. Tell your co-workers not to bother you between those hours. Turn off your cell phone, office phone, social media sites, etc. Your only job during these hours is to get work done.
  • 30 Minutes On, 5 Minutes Off - if you are starring at a computer screen (or whatever) for longer than 30 minutes at a time, you are probably doing yourself a disservice. Humans are not meant to stare at a computer screen all day, never mind 8-10 hours per day with little or no breaks. Set a timer, http://e.ggtimer.com/ is a great free timer online to try. Not taking small breaks throughout the day can cause stress and anxiety and leave you with the inability to focus and be productive. The same thing goes with physical labor, working hours at a time with no break does not make you more productive.
  • 4 Day Work Weeks - This one I get the most resistance from, typically because people cannot fathom that it is even possible.  Several studies have shown that working 4, 10 hour days, people are more productive, less stressed, and have higher job satisfaction then those that work 5, 8 hour days per week. 3-day weekends are great, now just imagine if you had that every week? There is no reason why you can't work less, have less stress, and make more money. Ask yourself if you can switch to a 4-Day work week to improve your productivity and give yourself a 3-Day weekend to relax and refocus.
  • No Multi-Tasking - If there was ever a surefire way to end up completely drained of your passion it's multi-tasking. I have learned this the hard way having gone through several periods of severe burn-out in my life. Each and every time I burned out the passion for what I was doing, it always came back to the same problem - trying to do way too many things all at the same time. I have to constantly remind myself that "Rome wasn't built in a day." I actually have this quote posted on my computer with a Post-It Note.

The hard part about stopping the multi-tasking is that you actually have what feels like a million things you need to get done. All of these tasks are important to move your business forward but you are only one person. Designate specific days for specific tasks. For instance, I designate Weds from 2-4 as my "Process Improvement" day. Friday 9-11 AM is my "Writing" day. I do nothing else during those time slots but work on those things. I have several other time slots like this for very specific tasks and that is all that I do during those times. And all of these tasks are what I consider $500/hour or more tasks that only I can do. Everything else, I give to someone else. It's the only way I can maintain my sanity, reduce stress, maintain my passion, and reduce my workload.

I would also highly recommend you read the following books to gain more clarity on your business and reducing the chaos:

Conquering the Chaos by Clate Mask
E-Myth by Micheal Gerber
4-Hour Work Week by Tim Ferriss

3) Exercise

If you want to reduce stress at work, your overall health plays a huge role in this. Exercising 45-minutes, 3 times per week is crucial. While this might not be a huge secret to anyone, it might be a big reason why you might be stressed out. Get a membership at a local gym and I highly suggest that you hire a personal trainer for 8-weeks minimum to get you started. A personal trainer will keep you accountable and get you in shape much faster than doing this on your own. A lot of people say they can't afford a personal trainer, but most gyms offer discounted introductory rates or small group training that is affordable for just about any full time employee or small business owner.

If you can combine exercise with getting outside 3 times per week, even better! Getting outside and breathing some fresh air (preferably while you practice your breathing) will reduce your stress levels tremendously. Lunch break, coffee break, etc - get outside and breath in some fresh air.

Take time for yourself, for your family, and work on your health. Stress is a killer, literally, and if you don't get it under control, sooner or later it will catch up with you and the consequences are not pretty. Life is too short to live  being stressed out so start implementing the tips above and you will notice a big difference in your life.

5 Things You Need to Do to Prepare for Growth in Your Remodeling Business

No matter what stage you are in with your current remodeling and home improvement business, the principles I am about to share (if applied) will help you prepare for growth in your business. It’s amazing how many business owners I meet with who aren’t implementing any of the core principles I am about to share with you. In every market, ample opportunity exists to grow your business, but most are not prepared to take the plunge.

Preparing to grow is as important as generating the growth, and to actually grow your business you have to have the “mentality of growth”. You have to want to grow if you have any dreams at all of finding financial freedom and getting out of the craziness of “doing” vs. running your business. Think about it, if you don’t grow, you can’t hire more people, you can’t get stuff off your plate, and you can’t buy your dream home on the Maine coast (or insert big dream purchase here). Worst of all, you probably can never sell the business you created. No business buyer that I know of wants to buy a business that has flat or decreasing sales year after year.

Find out the 5 Things You Need to Do to Prepare for Growth in Your Remodeling Business:

1) Focus on One Thing at a Time

Its truly amazing how many business owners I meet who run themselves ragged each and every day. Jumping from one task to the next and not really ever feeling like they accomplish anything. They are mentally drained, moody, ineffective, and the passion for what they are doing is slipping away. Stop being the “everything” to your business and focus in on one thing at a time. Instead of trying to get 3 things done at the same time, hammer out one specific task until its 80-90% done, or what we call “Good Enough”.

I will talk more about this in #2, but the successful business owners and entrepreneurs have mastered the art of getting stuff done, shutting off all distractions (phone, email, co-workers, internet, etc) and once that task is good enough, move onto something else.

2) Good Enough is Good Enough

Too many business owners procrastinate on getting specific high priority stuff done. And when they do get the time to actually work on something in their business, they want it to be perfect. Perfection is not a bad thing unless it’s preventing you from ever getting anything done. Most of the time, 80-90% completion on a task/business process/sales process/marketing strategy is going to be good enough to get you going and get you results. Get it out there and start using it and tweak it down the road as you get feedback from your employees or prospects.

Now, I am not suggesting that you settle for mediocrity in anything you do. But I would bet that most of you, when you are focused, produce better than average “stuff” and that “stuff” when integrated into your business should help you grow. From sales process checklists to marketing plans to implementing your internet marketing strategy, someone needs to be leading that charge or at least outlining what needs to be done. That person is typically you so get producing!

3) Become the Go-To Expert in Your Industry

Having a great product and great service is only half the battle in your market. Most companies have a pretty good product that would satisfy 80% of the market, while 20% of the market needs something a little more exclusive. What market are you trying to serve? If you are like most companies, you are going after the same 80% and it can get very competitive. You need to become the expert in your industry.

Designate someone within your business, preferably the owner or the guy/gal who’s blood, sweat, and tears has manifested the company, as the expert. This person needs to be producing awesome content in your blog on a regular basis, or hiring someone who can ghost write for them. In the timber frame market this is a little difficult because it truly is a very specific housing niche and not every writer can speak to this market. Also, consider writing a book or producing a “shook” (10-15 short book) that positions your company as the go-to-expert in your market.

There are lots of ways to craft yourself as the expert in your market like:

  • Podcasts
  • Start a Radio Show
  • Articles
  • Blogging
  • Create a Book
  • Webinars
  • Social Media
  • Instructional Videos
  • Seminars

I think you get the idea. Decide what platform or combination of platforms work best for you and start positioning yourself as the expert in your market before your competitors beat you to it. You need that platform to position yourself and the longer you wait to do this the harder it gets. Reverse engineer the people you look up to in your industry and see if you can implement some or all of what they are doing.

4) Put on a Show

No one wants to cold call or chase prospects around. You have to be properly positioned in your market to have people knocking down your door to do business with you. Become the business they remember for all the right reasons. Send your top prospects a digital book with virtual tours showcasing the lifestyle your prospects want with, and include a bottle of wine. Get creative with your “show: and I guarantee it will pay off. Think outside the box when it comes to putting on your show. The cost to acquire one new customer in the your market is probably not cheap and its not getting any cheaper. You have to maximize the potential of every prospect that you come in contact with. Positioning yourself as the expert and putting on that show will separate you from the crowd.

5) Creating Better Systems

More business owners moan and groan about this than anything else I suggest they do. You need to implement systems for everything you are doing, and create systems on how to create systems. Everything in your business needs a specific process for how it is going to get done. From hiring to firing to sales and marketing, and crafting the perfect customer experience, all need systems.  I highly recommend you read “The Checklist Manifesto” by Atul Gawande. This book goes into great detail on how to create great checklists for everything you do. Remember, if you don’t have the grow mentality, you are not working on your product, you are not building systems to scale efficiently, and you are becoming less relevant in your market.

Your top competitors are growing which makes it even harder for you to continue on with the status quo. Why? 

Because they are getting more and more market share, so even if you are happy with the way things are, you won’t be for long. Having the growth mentality will eventually lead you to creating a great lifestyle for you and your employees and get you out of the chaos. There is no business that I know of that is static. Things are constantly changing and unless you adapt to change, and adapt fast, be prepared to be disappointed some day down the road when your competitors are 100 miles ahead, if they aren’t already.

Need more help growing your remodeling business? Take advantage of all the FREE resources I have on www.RyanPaulAdams.com and my download my "3 Killer Ways to Grow Your Remodeling Business" today.