In a competitive market where the supply exceeds demand and customers can cherry pick which
plaster they want to use, our job really is to ask better questions.
So instead of asking, you know, how can I compete with that price?
What we need to ask is how can I attract the top paying customers in my area?
How can I attract the customers that aren't interested so much on price?
What they're interested in is quality, trust, reliability.
Can I give this guy my house keys while I go to work, leave my pet dog there,
leave him with my biggest investment and can I trust him while I'm away to deliver the promise?
Now, when they ask that question, they're going to look for trust within your brand.
Can this person be trusted?
If we're competing on price, then we're going to get lost in the crowd.
When your customers are confused and there's a noisy market and there's loads of plasterers
and they're all saying, we're the best, we're the best, what they'll do is they'll turn to a brand they can trust.
And to build up that trust, what you have to do is create what's called social proof,
proving that you're clean, reliable, honest, you've got integrity, your jobs are immaculate,
you've got tons and tons of five-star reviews, you've got customer testimonial videos,
you walk, you talk.
When you create that kind of social proof consistently, when you do that,
people are going to want to choose you because you've just eliminated a huge issue that the consumer has.
And that is, is this person a cowboy? Is he going to bodge my house up?
Is he going to take a deposit and run?
Is he going to leave shit everywhere and plaster all over my carpet?
Is he going to leave me with loads of bags of rubble and tell me I've got to put them in my wheelie bins?
And these are the sort of concerns that customers are going to have.
Is he a cowboy or is he trustworthy?
And if you can eliminate that concern through video content and building up your brand in a local area,
if you can do that and do it consistently, you'll find that the customers that get in touch with you
are not so much interested in price.
I hope that piece of information helps.
And if you do want any more help when it comes to pricing jobs and competing with cheap plasterers,
because really that's what they are, they're cheap plasterers.
If you want any more help, advice or support in any of this sort of stuff,
then jump onto the Coaching and the Mentoring Group because I've got tons and tons of video tutorial lessons
piling up now in the guide section on the group alongside live coaching sessions and stuff like that, that's on there as well.
Listen, hit the comments and let me know what your thoughts are on competing with price.
Is it a problem for you or if you built your brand and your reputation that's strong
that when customers get in touch with you, it's not so much about price.
It's more about quality, reliability and trust.
Let me know your thoughts in the comments and have a good day. Thank you.