Who Are You and Why Should I Care

Ok . . . so, who are you and why should I care? Those are the two universal questions that affect everything from getting a date, to writing a resume, to buying a pizza.

It makes little difference whether you are asking the high school dream queen to the prom or trying to talk Mr. and Mrs. Money Bags into letting you build their new addition. These are the basic questions he or she is looking to answer. Be honest, every time you meet someone new, aren’t you either consciously or subconsciously asking these same two questions, “Who are ya?” and, “Why should I care?” We all do it, everyday; we just may not realize we’re doing it.

It boils down to an issue of trust. Most of us only buy products and services from those we trust, and part of that trust is built on the assurance that they’re capable of delivering the goods and their associated benefits.

So . . . here’s a tip: Convert your professional credentials and achievements into benefits. Prospects could care less that you are a “top notch carpenter.” That designation only speaks to your ability to squarely hit a nail and saw a straight line. However, they do care that you may have helped other clients “just like them” with a particular product or service. The unspoken answer to “Who are you…?” may be as simple as including a credibility statement like, “CGR,” or “22 years serving the community” or “NAHB Member Since 1947” in your ads and promotional material. Clearly, buyers tend to look for an example of your credibility before they make the decision to buy from you, or engage your services.

We may not readily admit it, or even realize it, but we all expect to gain a benefit from any kind of relationship with someone else, why else would we care? But do your homework. Target prospects for your product or service who can realize a benefit, or you are wasting their time and money, as well as yours.

Another tip: Promote the biggest single benefit you have to offer your target market. You, and you alone, control whether or not they’re the right prospects by targeting your marketing efforts at those most likely to have a need or desire for the benefits you are offering. Once a prospect needs, or perceives a need, for your product or service, it’s easy to capture their attention.

Keep these two questions in mind when you promote your contracting business and I personally guarantee your success ratio will increase by magnitudes.