As you may know, MYM is a virtual marketing company. We don’t have an official “office”, we operate entirely online, and MYM employees are spread throughout the country.

When some people find out how we operate, you can hear a tinge of cynicism as they say, “Oh, you’re a virtual company? That’s… interesting.” They initially can’t wrap their heads around how our virtual business model functions efficiently.

What these skeptics don’t realize is that our virtual model is actually one of our biggest strengths:

• Since we don’t have a home base of operations, we aren’t restricted to hiring locally. We have the entire country at our disposal to search for the best talent.
• We have much lower overhead, so our prices are ultra-competitive compared to brick-and-mortar marketing companies.
• No office politics, time-wasting company meetings, or anything like that. Operating virtually allows us to have a laser-beam focus on marketing and only marketing.

Once we explain the advantages of a virtual company, people “get” it.

Here’s why I’m telling you this: Your company—just like MYM—probably has a certain aspect that people at first perceive as your “Achilles’ Heel.” In other words, something that might make some prospects hesitate.

But here’s the thing. More often than not, your company’s “Achilles’ Heel” is, in fact, a huge strength disguised in Groucho Glasses.

Your company’s biggest selling point could be hiding under your nose.

In many cases with reputable contractors, there’s a positive hiding underneath the surface of what people (or even you) consider the “negative” qualities of your company. You just have to dig a bit deeper than normal to show prospects why what’s initially making them hesitate is actually one of the main reasons to do business with you.
Here are five examples, along with why they can be one of your biggest selling points:

“Achilles’ Heel” #1: You Have Higher Prices 

Why It’s Actually A Strength: Unless you’re shamelessly price gouging, your higher prices mean better products, installation, and service. A good portion of MYM clients are “above average” on the pricing scale because they demand the best of the best in everything they do and realize quality doesn’t come cheap.

Example: Craftsman Construction, who openly say they have higher prices because they provide the absolute highest quality materials and installation.

“Achilles’ Heel” #2: You Have Lower Prices

Why It’s Actually A Strength: On the other end of the spectrum, some contractors fear advertising their low prices because homeowners sometimes equate low prices with cheap quality. While some contractors do sacrifice quality to keep prices low, others are just really good at cutting costs with low overhead, buying factory direct, and minimal (but effective) advertising. If that’s you, proudly flaunt your lower prices—just make sure to inform your customers how you’re still able to deliver quality.

Example: Accent Southwest Windows & Doors, who advertise 20% lower prices because they run a smart, efficient operation.

“Achilles’ Heel” #3: You Aren’t As Fast As Your Competitors

Why It’s Actually A Strength: Sure, homeowners want their remodel done as quickly as possible. But 99.9% of them prefer quality over speed. Do you take your time on a project because you want to get it right? Great! Play that up in your marketing to bring in the high-paying clientele who want the absolute best quality—even if they have to wait a little longer for it.

Example: Upscale Remodeling, who admit their slower, but only because they take their time to ensure everything is exactly right. As a result, the majority of their customer base is made up of affluent homeowners who pay big bucks for a project.

“Achilles’ Heel” 4: You’re A Small Operation

Why It’s Actually A Strength: Personalized service and hands-on ownership, which homeowners love. Customers don’t have to deal with seven different people for their project, so you provide better communication and eliminate annoying “I thought he said…” situations.

Example: Two Four Exteriors, who has a hands-on owner involved in every part of a project to ensure a great outcome. His customers absolutely love it.

“Achilles’ Heel” 5: You’re A New Company

Why It’s Actually A Strength: Contractors have a notoriously poor reputation. Positioning yourself as the new-and-improved sheriff in town can reap huge rewards. Let prospects know that you’re the contractor who has eliminated all the common things homeowners hate about remodeling (sales pressure, corner cutting, pricing games, etc.).

Example: Zen Windows of North Carolina, who created a revolutionary zero-pressure window-buying process to remove all the usual hassles “typical” contractors put homeowners through.

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Let me warn you: Do NOT use these tactics unless what you are saying is true. I consider honesty to be the only policy. I don’t like when people use my marketing advice for nefarious purposes.

So if your prices are cheap because your products stink or you pay Joe Blow from the street corner pennies to be your installer for the day, don’t spin it into a #2 situation. And if you take a long time to complete projects because you improperly manage your schedule or like hitting the snooze button, don’t even think of trying #3. You’re being deceptive, and it will blow up in your face (and I will laugh at you because you deserve it).

If, however, you’re a reputable contractor who has your customers’ best interests at heart—and you need a little help overcoming common objections to your company—use this Achilles’ Heel tactic to turn the Doubting Thomases into True Believers.

Have a great day!

-Rich

P.S. If you’re on the higher end of the pricing scale—or you want to be—watch my webinar on overcoming price resistance. You’ll discover exactly how to use higher prices to your advantage.

P.P.S. If you only have five minutes, fast-forward to the 17:25 mark of the video for an invaluable lesson from actor Jason Statham, and his action flick The Transporter, on how to conquer cost objections. (Yes, I’m serious!)

© 2016, Rich Harshaw. All rights reserved.