Is your residential contracting company playing to win, or playing not to lose?
The difference is subtle, but important: playing to win requires action and determination, while playing not to lose is passive and defensive.
If you’re playing to win, you’ll see marketing as an investment. It you’re playing not to lose, you’ll see it as an expense.
If you’re going to succeed, you have to accept that marketing is an investment. If you don’t spend money on your marketing, no one will know you exist, and no one will know the excellence of your operation. To the consumer, you will be no different than your direct competitors.
To start on your marketing investment, make sure your company has all of its marketing mandatories. These include professional uniforms, a logo, truck graphics, business cards, stickers, and more. Demand more than mediocrity with these mandatories, and make sure you’re getting all you can out of them. Don’t let your technicians return 75% of the stickers you send them out with each day. In addition to the mandatories, you must also invest in:
- Multiple tools.