Dakota Beerman

How do you adapt to a changing landscape. In the construction world – there hasn’t been a need to have selling skills. Paul used a quote from Warren Buffet about not making the same mistake as a duck. The duck rises in a rainstorm thinking it’s skills have caused it to rise when really its the environment the duck is in.

The construction industry has been easy picking for the past few years. You haven’t had to “sell” to get the jobs and make a profit. What happens when the landscape is more competitive. Are you ready to sell?

Think about it like communicating your value.

Obstacles to communicating your value:

1. We don’t know our customer
   • We make assumptions about what is important to the customer. Sometimes we are wrong.
2. You aren’t the hero, the customer is
   • They don’t come to you to be the hero, they come to you so you can empowered to be the hero.

How to communicate your value better

1. What problem is your prospect trying to solve?
   • What are the problems they are REALLY wanting to solve. Not what you think they wan to solve. (You may have to ask them!)
2. Describe your product as the solution to their problem
   • Write out your product or service in a way that addresses the customers problems
3. Define problem and position product as the solution
   • Put it together.
   • Highlight the customer problem and communicate the way you solve it in one big phrase

Example from Alluring Glass:

I started with, “Alluring Glass installs great showers, does it quickly, and get’s the job done at any expense.”

After the above process, I created, “You (Prospect) want a beautiful shower completed on time, under budget, and with no long term problems.

We have a process to make sure we build a beautiful space that lasts a long time, meets your budget, and you can show of to your friends and family!”