The Good News: It’s Not Your Fault.
The Bad News: It’s Imperative That You Overcome This Weakness.
By Rich Harshaw
I’ve met exactly one marketing genius in the remodeling industry since I began specializing in contractor marketing in 2005.
His name is Brian Elias, the charismatic owner of Hanson’s Windows in Detroit. He’s built an impressive business somewhere in the neighborhood of $70 million a year—not by having better products or service than everyone else—but by lapping the field in marketing.
I had breakfast with Bryan a couple years ago at a hole-in-the-wall diner near his office. What impressed me most was not Brian’s grand plans (he has many) or his mountains of success (ditto); what caught me totally off guard was how everyone in that diner reacted to him.
This window salesman-turned-TV-star had the entire diner craning their necks, pointing fingers, and whispering, “It’s that guy from TV,” in hushed tones. The waitress was clearly star-struck: After asking for his autograph (no kidding), she requested a picture with him so she could text it to her daughter. The commotion was about on par with what you’d expect from say, Neil Diamond or Chevy Chase.