Estimates are not free, no matter how much we want to use that in our marketing. It is funny how often I see that slogan used all over vehicles, literature and websites.
Let me digress for a second: I live in Portland, and the coffee here is really good. I'm willing to pay 2-3 bucks for a really good 16-oz. coffee because I'm used to that price. When I am doing a road trip, do you think that I am excited when I see that the rest area has free coffee? No. Despite the good intention of giving away coffee to keep travelers awake and alert, I understand that the free coffee is not going to measure up to my personal expectations. The customers you ideally want are smart enough to understand that a good business has to make a profit and will see beyond using "free" as a way to get them to call.
All too often it's easy to forget our own worth in this business. All it takes is to have a few problems on a job or losing a few jobs to a lowballer, and suddenly you find yourself losing a little confidence. Don't let this affect your estimating skills.
I'm going to give you a few fundamentals that I am adamant about regarding marketing and customers.
- Attaching "free" to anything will ALWAYS attract the wrong type of customer. Being willing to show up and measure a room and talk to a customer isn't a differentiator for the marketplace. Go get a Sharpie or take some sandpaper out and erase "free" from everything connected to your company.
- It is your job to conduct yourself like a better professional during an estimate. Assuming that a customer has a realistic and fair budget established for a project, if you lose to someone else only on price, you need to work on your confidence and professionalism.
- Throw down the gauntlet: Give away literature that explains what you do to go the extra mile and clearly explain what products you use. People will forget what you say occasionally, but they will keep and read well-written material that explains what differentiates you as a better professional.
- If you don't feel right about the customer, don't do the job, even if it is for your regular contractors. Not to beat a dead horse, but trust your instincts. One bad customer can derail a business for 6 months to a year.
