I am in the home repair and home improvement business. The business is filled with business owners who don’t know how to run a business. In an effort to get more business, they come up with a lot of stupid ideas.
For example, if they don’t know their cost and don’t produce financial statements and do not understand the story they tell, they underbid jobs. They can make promises to customers they can’t fulfill. They can bring “innovative” solutions that will not work short or long-term. They can do all sorts of things that customers will like better than what you are offering.
Eventually, they pay the price and often go out of business.
Don’t copy them when they do stupid things.
One competitor was using three-year same-as-cash financing. This has a fee to the business of 20%. The customer loved it. But it was stupid on their part and we could not match it.
Some fix rotted wood without fixing the cause.
Some promise band-aid fixes are permanent solutions.
One of my competitors has 567 BBB complaints!
Many sell jobs for a price too low – and customers love it initially. Until they have problems and the business’s phone number no longer works.
When one competitor dies of stupidity or ignorance, there’s another one right behind him to poke you with the same malady.
To combat stupidity-before-death on the part of your competitors, your salespeople need to build relationships with prospects, ask questions, and educate them. Your salespeople need to consistently and confidently execute basic sales skills every time.
Sales skills are how you fight stupid.
Don’t fight stupid with more stupid.
This is an outstanding message today. Thanks, Larry.