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Find and Attract High-Paying Customers: Contractor Secrets to Success
85 Plays3 months ago
In this quick episode of The Better Contractor, Brent Oberlink shares advice on attracting customers who value quality over price and who have the same values as you. Learn how to market your expertise, deliver exceptional service, and build trust with clients who align with your core values. Tune in for insights that can transform your business approach and profitability, plus discover how to connect with industry experts in our new private Facebook group!
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Transcript
Introduction: Quick Episode Overview
00:00:13
Speaker
fro Welcome back to another edition of The Better Contractor. Today, we're going to look at and do a little bit of a fire episode. Something a little bit quicker to the point. Something you guys can take some little nuggets of wisdom and hopefully apply and we're going to try to keep it at 10 minutes or less.
Challenge of Finding High-Paying, Value-Aligned Customers
00:00:28
Speaker
So today let's talk a little bit about how to attract higher paying customers. Are you guys struggling to find and keep good customers? I've battled this as well, and we've worked hard to find the right customers that align with our core values, our beliefs, and they actually practice what they preach. and In our line of work, that's safety, that's quality, and that's good work. If they're all about price only, we typically don't mess with them. That's a faulty buying or procurement model that will fail.
00:00:54
Speaker
I know a lot of contractors that struggle with this, you know they made themselves, hey, I want to buy the best products, best you know provide the best service. I want to have the nicer equipment. you know All those different things matter to a lot of us.
Prioritizing Quality Over Price in Customer Selection
00:01:07
Speaker
But if it doesn't matter to the customer that we're marketing to, then it doesn't we're not going to get the price that we need to justify paying for those things. So we have to go out there and search out the customer that is willing to pay it and who desires it.
00:01:19
Speaker
so We need to learn what type of customers those are and what they value. So just a few things. We need to find customers that value quality, time, availability, response time, customer service and experience, and that want to deal with the expert. To me, if you can find that type of a customer, you need to market yourself that way and let it be known that that is who you are.
Choosing Reliability Over Low Bids in Hiring Contractors
00:01:44
Speaker
um I can think of some examples personally even where I've hired a contractor outside of like working stuff where those are actually what I care about. I may ask pricing from three or four or five different contractors, but I don't go with low bid. I go with who I think does the things that I value the most. Are they actually insured? Do they actually respond to emails and texts? Can I get ahold of them? Do they show up when they say, do the guys that are working actually look like they know what they're doing? That's what I care about. I don't care if it's a couple thousand dollars higher because I want a good job done.
00:02:18
Speaker
So we got to find out what your niche is, find out what you're good at, find out who your customer is and then market it that way.
Community Engagement: Join the Facebook Group
00:02:24
Speaker
And by the way, guys, if you guys want more tips on how to attract higher paying customers, check out our private Facebook group, The Better Contractor. Myself and other industry experts, other contractors are in there. You can ask us questions. We'll jump on there and help. It's just a powerful group that will help you guys.
00:02:40
Speaker
I mean, honestly, for the most part, all of us have walked in your shoes at some point. I've walked in them, you've walked in mine, vice versa, and we can help each other. So jump in there and let's work together in this kind of stuff.
Consistency: Meeting Customer Expectations
00:02:50
Speaker
Number two, learn what what it will take to deliver. Do not ruin your name. Deliver on exactly what you market and what they want. So that's a big one, I think, for a lot of people. A lot of people will market themselves one way, deliver something completely different. That is how you will ruin your name. Do not be that contractor. Deliver above their expectations.
00:03:10
Speaker
not customer service out of the park and ask them for referrals. And then be the expert.
Educating Customers and Building Trust
00:03:16
Speaker
Teach and educate the customer. Be the expert in marketing and his sales efforts too. I know a lot of contractors out there that don't do that enough. Guys, we are the experts, or or you should be, in whatever field you are in. So if you are not the expert on social media, give some free advice, give some free tips and free help once in a while. Be some place that if ah if a homeowner has something going wrong, that if it's not something you you need to do a service call for anyway, then offer them some help. Jump on YouTube, do some tutorials.
00:03:46
Speaker
Do stuff like that to get your name out there to where people have a trust level with you and know that, hey, you know, if, if I have this problem or I need this service done at my house, this is who I can call to get that done.
Pitfalls of Competing on Price Alone
00:03:59
Speaker
Number three, market and compete on the above, not on price. You'll hear me preach about that a lot on these podcasts, but personally, like at our work, like we call out some of the issues with low price awards.
00:04:13
Speaker
Um, keep it classy, keep operating above the norm, but tell your story and showcase your expertise in town online. Guys, I can't, cannot stress enough that you have to price yourself properly. I see so many contractors that just think, Hey, I just got to operate at low bid. I gotta be the cheapest in the room.
00:04:33
Speaker
That's maybe, maybe for some people, but if you're like me, that is not for me because that is a bad place to be. It'll fuck up your cashflow. It'll mess up your profitability. You guys are not going to be, you're not going to achieve what you want to achieve. You're not going to grow your company with a 5% profit margin very quickly or where you've lost money. You know, I, we work at Lander Corp and a lot of, uh,
00:04:55
Speaker
B2B and big corporate contracts.
Targeting the Top 20% of Quality-Focused Customers
00:04:58
Speaker
So, we see all the time sometimes where a procurement department will come in and say, hey, you know, we want low bid only. And for the most part, guys, if that's it, we typically do not bid it because it's a waste of time usually. We've even had some do low bid and then the auction off. The low bid and offer other people a price to undercut you again. Those we never bid. So, find the customers that are not that way. It's taken us a while to get there as well.
00:05:24
Speaker
And it's not easy. It may mean that you're playing in the top 20% of customers. So instead of, let's say you've got a thousand potential customers that may need your service, where maybe ah a normal contractor is looking at all 1000 and marketing to all 1000, you may be marketing only to the 200, but you need to find out what that 200 wants, what they want from a contractor, market yourself that way and deliver it that way.
00:05:49
Speaker
Guys, if this podcast helps you, please share it. Please invite other contractors to view the podcast and join our Facebook group.
Call to Action: Share and Join the Community
00:05:55
Speaker
The whole goal of this is that everybody in the blue collar trade succeed. And I love this stuff. So guys, jump on those groups, share the podcast. We'll see you next time.