contracting company

April 27, 2012

Paint a Picture. Tell a Story. Close More Leads

contractor marketing is about telling a great storyFor most contractors, winning a bid is about sharpening the pencil to the point of lost profits. But I have a better way. Instead of becoming a better salesman, become a better story-teller.

What the hell are you talking about Darren?

People buy out of emotion, then rationalize the dollars. This is true especially with women, who make up the bulk of home improvement clients. Emotional purchases have to be the reason behind such crazy buying decisions as $600 Manolo Blahnik heels right? I mean a pair of Nike does the same thing right?Read More

January 12, 2011

Narrow Your Focus

Everyone knows a window guy or door guy or concrete guy. Here is a way to cut competition, keep your prices high and become the defacto “go to” guy in your market for whatever niche you want to target.

In this environment, you have to put as much distance between you and the rest of the pack as you possibly can. In other words, you have to carve out a market or niche for your business. By creating this distance, you protect yourself from competition but also from quick dips in the market.Read More

January 7, 2011

The Dirty Little Secret to Online Marketing for Contractors

Repeat After Me – My Business is More Than Just a Fucking Keyword! As a contractor, your number one job in your community is to create a localized brand that is so strong, that people seek YOU out, not just a keyword, to do business with. By having a unique service offering you force people to bypass all the marketing bullshit around them and make a bee-line to your door. But this approach to marketing takes time to cultivate and you have to do it one satisfied client at a time.

But a lot of the guys I talk to are trying to figure out how to get on the first page of Google at any cost; SEO, paid ads, Places, black hat, gray hat, white hat, whatever fucking color hat will work to get them there! The problem with being so focused on being first at the trough is that once you have fed, you will eventually get hungry again, and you will do whatever it takes to stay fat and happy. Then one day the Slaughter comes (I love my last name, my wife hates it!) and all the traffic you either optimized for or paid for is gone.Read More

September 15, 2010

Contractor Marketing Tip: Track Your Leads Aggressively

In sales, there’s an old expression; A-B-C.  It means “Always Be Closing”.  Years ago, before consumers became empowered with things like the internet, the only way salespeople sold anything was through pushy sales tactics, the mantra was to always focus on closing the deal no matter what.  There’s some benefit to this style of selling that translates to contractor marketing…in a positive way!

Always be qualifying!

Most contractors are excited when the phone rings and a prospect is on the telephone.  The typical consumer questions are about price and time frame. Rather than talking only about the work, you need to take charge of the conversation in the beginning by asking “How did you hear about us”?Read More

September 14, 2010

Use The News to Build Your Sales Funnel!

If you don’t already track your local news you need to start right away. I don’t mean the 5 o’clock news on TV or your local news radio. I mean news that people are talking about online in blogs and forums, offline in coffee shops and nail salons, and down at the supply house.


Because that is where the business is! Here’s what I mean, I am going to break down the following article and use the contents to help you find the nuggets in local business news to help market your contracting business better. The post I am using is from the BuffaloNews.com site, and the article is titled “Owners downsize home work”. Here’s the details. A link to the post is here.

From the article:

Dyane Townley craves new kitchen counters for her home in Greensboro. Husband Jeff, a Honda Aircraft Co. engineer, wants a bigger back deck.

This couple lives in Greensboro, NC and have probably been online doing a ton of research. I wonder if any contractor has used social media to help them make their choices?Read More