There is an old adage in the business world that says “the customer is always right.”         

 By Darren Slaughter

Common sense and plain old experience will tell us this is just not true. However, if a contractor wants to continue in business and see positive results from their marketing efforts they should always keep the customer first.

What exactly does this mean? Peruse through the local paper, the billboards, the television ads and the internet websites and what do you see over and over again? You see honest, hard working and knowledgeable contractors spending all their time and money talking about themselves. “Here is my product and my great prices, buy from me” is a common theme. Another theme is to see a picture of the contractor is his nice uniform standing next to his shiny work truck with some catchy slogan. What does that have to do with the customer?

Most customers are in the same frame of mind as a business owner talking to a vendor. They want to know what is in it for them. When the contractor spends the time to discuss a real problem that the customer may be experiencing and the solution to their problem, that is when the customer takes notice and contacts the contractor.

Whether it is a brochure, a newspaper ad or a website the contractor should focus on a problem and their unique way of fixing it. Notice that there is no mention of the lowest price or the quickest turn around. When people have a leaking roof, an air conditioner that does not work or cracked tile their first question is “Can you fix it?” Pricing is secondary when you are the one that has the answer.