If you’re being price shopped, it’s for a really good reason.
And in the building industry, it’s becoming more common than ever, here's why.
One of the biggest secrets to success is not being in a 'commodity' business.
What do I mean by that?
It’s simple…
If someone else can offer a product or service that’s virtually the same as yours, then you’re going to be price shopped.
Nobody wants to pay $2 for a kilo of apples when they can get it for $1.
And nobody wants to pay $20,000 for the same car they can get for $17,000.
And nobody wants to pay $500,000 for the same house they can get for $450,000.
So if there are other builders offering a similar product or service to you, watch out…
Price shopping is ahead.
And there’s no sense whinging about it.
You’ve got to be smart…
Because working smart is how you survive.
Better still, working smart is how you prosper.
But how do you escape commoditisation in the construction industry?
Building is building, right?
Here’s a quote from Gary Hamel, the man the Wall Street Journal recently ranked as the world’s most influential business thinker:
“To escape the curse of commoditisation, a company has to be a game changer, and that requires employees who are proactive, inventive and zealous.”
Now that may be true for large corporates, but as a small business owner, you don't want to be relying on employees to drive your business. In a small business, it is the business owner that needs to be proactive, inventive and zealous.
Are you fed up with doing the same thing and hoping for a different result?
If you have what it takes to move your building company out of the 'New Homes - Extensions - Renovations - Industrial - Commercial' sector, which is the death of many building companies and position yourself as a leader and expert in a niche....
...Then why haven't you done it already?
I can give you real examples of building companies who have done it.
They have de-commoditised their business and started pricing their jobs for profit.
And with social media and the internet, this has never been more important.
Virtually everything that can be priced has been commoditised.
Don’t fall into that trap! Download the sales process for a building company here.
Otherwise, in the words of American Marketing Executive, Tom Hayes, the end result is not pretty.
“Unless individuals have the power to defy commoditisation and define their own lives, their potential is vulnerable to the crushing forces of objectification.”
The definition of objectification?
Seeing or treating a person as an object.
When that happens, you get paid $50 an hour.
When that happens, you need to be the lowest to win a job.
Don’t let it happen to you.