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Friday, February 12, 2010

Beyond respect: Looking beyond the obvious

Consider two businesses: The well-established small contractor which relies on word-of-mouth referrals, and the relatively large competitor which spends a small fortune on marketing. Is one better than the other?

Objectively, I think most of us have found in experience that, generally, you receive "better" value and quality from the small, reliable, and well-regarded contractor than the large an intensive marketer.

But, from a business perspective, the bigger player (assuming this isn't a flash in the pan story of a business that grows too large and then crashes under the weight of debt an mismanagement) has probably got it better -- and if you can bottle up the successful relationship and quality of the smaller business in the larger one, you'll undoubtedly be even more successful.

So, consider this test. If you don't have a great reputation, and aren't solidly winning repeat and referral business, take a look at your quality and what you need to do to improve these elements before starting any marketing campaigns.

And if you have a great reputation and are relying on referrals and repeat business, your challenge is to start thinking "marketing" and not "relying" on your good reputation. You won't need to spend a fortune -- and strategic marketing will allow you to increase your revenues, prices and profits.

I will look into these and other issues more tomorrow at the real Construction Marketing Ideas blog (see

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