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So when your customers choose another contractor that’s cheaper than you, what they’re really saying is: I don’t believe you’re providing enough value to justify me paying that higher price.
What we’re gonna talk about in this video is how to make your company the most attractive option—so attractive that if customers picked someone else, they’d feel stupid for doing so. I’m going to break this down and show you exactly how to do it.
There are a few parts to this formula for making it “stupid” for customers to go with another contractor.
First, the offer. What is the offer you’re putting out there in the marketplace? What is the guarantee you’re giving your customers? Maybe your offer includes financing. Maybe your guarantee is a strong warranty. Do you have something so attractive that it makes customers feel confident, knowing that if anything goes wrong, you’ll come back and make it right?
In my first company, we actually offered a money-back guarantee. Believe it or not, if customers weren’t satisfied, we refunded the full monthly payment. And yes, we did give a few refunds—because you can’t please everyone 100% of the time. But the increase in sales from offering that guarantee more than made up for it. It made us a lot of money. That’s the power of guarantees.
Second, selling the sizzle. A plain offer—like low monthly payments, or “we’ve been in business X years”—isn’t exciting. It blends in with everyone else. To stand out, you have to package it in a way that makes it sound amazing. For example, instead of just saying “bathroom remodels,” you could launch something like the Dream Bathroom on a Budget Program or the Million-Dollar Bathroom Makeover. The goal is to create excitement and make your offer feel special.
Third, education. Most customers come in uneducated. They think remodeling costs far less than it really does. So when you give them a realistic quote, they get sticker shock and end up going with a cheaper contractor—even if that contractor does lower-quality work. That’s why you need to educate your customers.
Send them a simple PDF that explains how you price projects, why you price the way you do, and what past customers have said about your work. Walk them through the remodeling process. Show them how you do business and what makes you different.
When you combine all of this—an amazing offer, a strong guarantee that removes risk, a sizzling presentation, and solid education—you completely change the customer’s decision-making process. Suddenly, it becomes stupid for them to choose anyone else.
If you put this in place, you’ll close a higher percentage of jobs. Guaranteed.
So as a business owner, make it your goal to be the contractor where customers would feel foolish to buy from anyone else. Build the best program, put out the best offers, and make it easy for people to hand you their cash.
Hopefully that makes sense. If you found this helpful, subscribe—we’re putting out new content every week. And I’ll see you in the next video.
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