Taming the 800 LB Gorilla
There’s an 800 LB Gorilla in your city.
He made his entrance suddenly, buying up one of your competitors and beating his chest loudly to announce his arrival.
(In fact, you might have more than one of these hairy behemoths, declaring his dominance in what used to be YOUR territory.)
The rapid growth of corporately owned contracting divisions, franchised companies and big-box retailers entering the market should be of great concern to you. In fact, it’s the biggest threat to the independent contractor that the industry has ever faced.
Reading that statement you either shrug or shiver. If you merely shrug – rationalizing that “it’s just a phase in the industry” – you’re whistling past the graveyard. You shiver if you realize that this rapid expansion into the residential market is unsustainable in the near-and-long-term without the collapse of the independent contractor. The fact is we passed the crisis point long ago and are sliding toward extinction if we don’t address the problem today, and start adapting, specializing and differentiating.
Where is the real threat in these 800 LB Gorillas?
The simpler question to answer is “where is there NOT a threat”? All one has to do is look at the residential HVAC industry, where utility providers have shifted their focus from utility contracts to long term customer value with HVAC equipment rentals and service contracts.
Even large, established independent contractors can’t compete against their multi-million dollar advertising budgets, bulk purchasing power, manufacturer kick-backs and most concerning, the willingness and ability to sell equipment at a loss to secure a long term customer.
Wal-Mart has come to Town
Across the globe Mom & Pop shops have been shuttered as Wal-Mart entered the market, providing one-stop shopping at “every day low prices.” Most contractors barely took notice. Even as Home Depot and Lowe’s carved out their chunk of the residential construction market, our industry reacted with a collective burying of heads in the sand.
There is a stead-fast denial that the way in which the independent contractor does business will need to change in order to stay relevant.
So what do you need to do to tame the 800 LB Gorilla charging through your market?
But, there is good news: by taking immediate action, you can not only build an iron fortress around your business but you can gain an unfair advantage on your competition who are slow to drain the sand from their ears.
As a business owner, you’ve likely been an advertising victim – constantly wasting money, not really knowing what works and what doesn’t, and constantly reinventing the wheel too often, and to be blunt, getting where you’re going by paddling faster and harder, without a fail-safe navigation system.
I’m here to warn you that will NO LONGER WORK.
Despite their apparent power, these industry giants are really big, dumb companies that use sloppy and wasteful “mass advertising” practices that leave them weak and vulnerable to a smart and savvy independent competitor.
The reason they so successfully slaughter companies just like yours is your lack of knowing how to systematically, efficiently and affordably target ready to buy, high value customers. Without an innovative system in place, your defenses are limited.
The key word is SYSTEM. By definition, a system is organized, reliable and consistent and therefore capable of delivering consistently predictable results.
Here are two vital facts:
1. All wealth derived from business is based on systems.
2. Most contractors have some sort of operations system but lack the more valuable marketing system.
To truly build an iron fence around your business and not only survive these increasing threats but THRIVE, you cannot afford to let any prospective customer slip through your fingers. This trapping of customers does not begin when they book an appointment with you – it must begin from the moment they first visit your website.
The 3 Step System to Taming the 800 LB Gorilla in Your Market
Want to learn how to create and implement a marketing system in your business that not only creates an endless stream of leads but eliminates your competition from contention before your sales guy has ever stepped in the home?
Download the 3 Step System for FREE, by clicking here.