What Is The Big Lie?
Let’s just get right to it…
Here’s the big lie:
“We Do It All!”
When you finally come to the realization that you don’t do it all, you finally put yourself in a position to start making more money.
Because the truth is that you don’t do it all. You don’t have the time to do it all. You don’t have the expertise to do it all. You can’t make money when you try to do it all.
When you think about it for a minute, you already realize that you don’t do it all.
- Have you ever turned down a job?
- Have you ever bid too high because you didn’t want or need the business?
- Have you ever referred the work to somebody else?
If you’re a dentist, you realize that you can’t take every root canal that walks through your door.
If you’re a roofer, you’ve probably walked away from jobs before. If you’re a plumber, you may only want the new construction jobs. If you’re an electrician, you may prefer to work commercial jobs.
Think about this for a minute… in a big city (like Dallas) there’s got to be 100’s or 1,000’s of plumbers, electricians, dentists and more.
How do they all stay in business with so much competition?
Well, first of all, they don’t all stay in business.
Differentiate Your Business
The ones that stay in business have found ways to differentiate themselves from their competition.
They know as soon as their phone rings whether or not they have a good chance of closing that business. They’ve developed their area of expertise and they stick with it. They don’t take jobs that are outside their area of competence. They stick with their strengths.
There’s only (1) business that I can think of where it makes sense for you to do it all… Handyman. The Handyman does it all, but he usually doesn’t make as much money “doing it all” as the expert bricklayer, the master plumber or the licensed electrician.
So, the next time you’re considering a catchy slogan for your advertising message, please do yourself a favor and skip, “We Do It All!”
p.s. Turn down everything you possibly can and re-focus your energy on finding the best prospects that match your strengths. If you need help with your marketing, I would like to hear from you because I want to help.