| Last week, I pointed out that “empty, meaningless platitudes” make you look and sound like everyone else, which of course lands you immediately into a price fight.
After all, if everyone looks and sounds the same, then people will naturally choose whoever is cheapest.
The problem here is your company’s “inside reality” (the things that make you unique and better and different) doesn’t match your “outside perception” (what the world ASSUMES you are really like).
What you SHOULD be telling the world is the facts and evidence that PROVES you are unique and different and better. For example:
- “More than 30 years in business.”
- “Member of PHTA or SPASA.”
- “Graduate of Watershape University”
- “Certified Building Professional from Genesis / PHTA”
- “Winner of 187 different regional and national awards.”
- “Average 4.8 stars out of 5 across 387 Google reviews.”
- “Triple the standard industry warranty on all pool equipment.”
- “More than 2500 satisfied customers.”
- “A+ rating with the BBB.”
- Etc.
These facts and figures will differentiate you from your competitors. You’ll be saying something unique and memorable, specific to you. And they’ll begin to understand that your inside reality is different and better than their initial (outside) perception of you.
Unfortunately, most business owners fall into the trap of speaking in platitudes, thinking that’s what every homeowner wants to hear.
Well guess what, that’s NOT what they want to hear. They’ve heard all that crap before, and they know it doesn’t mean anything. What they REALLY want is to understand how and why and where you are different and better. And they want it explained in a way that is interesting and believable and compelling.
Give them this kind of information, and now they can make an intelligent decision. If you cost 20% more than some of the other quotes they received, then at least now they have a basis to understand WHY you cost more.
REMEMBER: If you scratch out your name, and write out the name of your most-hated competitor, and it still sounds believable, then you are probably still speaking in platitudes.
(We have the cure for that, by the way.)
To your success… |
