If you have the ability to turn your sales process into a solutions-based system that gets people what they want, you can cut down your sales cycle, keep your margins and close more business. Or you can just keep selling more square feet or a better countertop. Up to you.
Let’s face it, running your own business is more than a full-time job. Raising kids is more than a full-time job. Maintaining your relationship with your spouse is a full-time job. During this busy season, spend some time caring for and feeding your relationships too.
You have to realize that you are probably selling the second or third most expensive item (major remodeling) that the Jones’ are ever going to buy. That means you have to be able to take away any objections you can. A great way to do that is by selling with emotion, not selling the additional square feet. Everyone can sell added storage, a bigger kitchen, or new appliances, and that’s why you will do better selling on emotions.
What’s selling on emotion mean?
You take all those things I just mentioned and you paint a picture. You talk about spending the holidays in their new kitchen, more family time spent in their new family room or media room, and you talk about better mornings and easier evenings in their new master bedroom. Learn how to tell a story predicated on emotion and you won’t have to sell square footage, you will simply be the dream maker!
One of my recent newsletter topics talked about vision. How developing and running your business based on a vision was key to your success. How once you get buried in the minutia that is your day to day running of your business, you could find yourself losing your vision.
The topic hit home…
I had a client contact me later in the day to ask to help her develop her company’s vision. And that’s where the story ends.
I can’t help you develop your vision. Your vision is your own. It’s why you got into business in the first place. It’s what made you tell your last employer to go fuck themselves, that you could do it better and you weren’t going to take it anymore.
Your vision is your North Star
People try to hire me all the time to help them create their tagline or motto. I tell them to keep their money, that isn’t my job. It’s no one’s job other than the very person willing to pay someone else to create it for them.
I can’t GIVE you or CREATE for you YOUR vision. You have to own that shit. Otherwise, it won’t mean anything to you. Your vision and your motto and your tagline are what you are going to use to motivate your ass to get out of bed on some shitty Saturday morning when you don’t want to.
Your vision is going to be what keeps you focused when you are thinking about expanding, buying or building another business or service.
Your vision is going to be what helps you find your way home when you’ve stopped listening to it for too long and you need to refocus the business and get your shit together…or you won’t.
And that is when you will go out of business
Most businesses succeed or fail by either executing on or forgetting their primary vision. Sure, plenty run out of money or close when they can’t adjust to the shifting tide of a fickle consumer market, but if you dig deep enough, it is because they forgot or ignored what should have been the cornerstone of their business. Their vision.
Contractors who blog for themselves are always on the lookout for their next blog topic, so I thought it would be a good idea to put together a series of posts that would help with that process.
It’s called the Construction Blog Ideas Series, and this is the first post!
This isn’t going to be a long-winded post (or series for that matter) where I extol the virtues of blogging before I get into the meat of each post, either you believe in blogging or you don’t, and if you’ve read this far, I imagine the art of blogging for business makes sense to you, so here goes.
Take a picture, tell a story
That’s it. Simple. Mic drop. Post done. Just kidding. Here are the details.
Tomorrow, when you are on the job site, take a picture of whatever it is you are doing. Don’t make it a completed picture where you are showing off your work (that’s a different post), no, this picture you want to take mid-job.
The reason I want you to take a picture part-way through the job is because you are going to use that image as the basis for your post. Take the picture, then spend the next 350-600 words explaining the following:
Who: Who is this type of job good for.
What: What is it that you are doing.
Where: Where in the building (or outside) you are doing it.
When: Is this project seasonal? Is there a time element? Is there a better or worse time of year, day or season to do it?
Why: Why are you doing this? Obviously, because someone hired you to do it, but what happened to cause this project to be started in the first place?
How: How do you do this project. Explain in detail. That’s how you build expert status with your readers.
Now, you don’t have to use this framework, if you are good at writing or you have your own writing style, do your thing. This is for those of you who have trouble formulating a blog post. So get to taking those pictures! If you want to blog but can’t figure out how to get it all done, let us help with our Journeyman plan. It does two things in one; gives you two blog posts a month you can use to build your blog AND social media management. Read more here.