You might read that title and say “what does that mean?”  Let me explain.  When you get a possible job lead, what do you do?  Most contractors call the homeowner back, try to review the potential project over the phone, and then set a time to meet the homeowner to review the work that needs to be done.  Sound familiar?  If it sounds familiar, it’s because most contractors are all doing the same thing.


Let’s change things up a little, and approach a new job lead differently.  Put together some information on your company, and before your first appointment, send them your “positioning package” to let the homeowner know more about your company.  Now, you may need a few days before the appointment to do this, so if you don’t have that much time, take this “positioning package” with you to the initial appointment.

Image Source: hgtv.com


What do put into this positioning package?  Anything that will help distinguish your company!  Here are some examples:

Past client ratings or reviewsReferences and testimonialsIndustry awardsCompleted project picturesSample design agreementPreliminary design scheduleSample construction scheduleSample memo formsProject SpecificationsSample change ordersSample contract

You create a package like this to help homeowners know that you are great at what you do.  Do you know why this works?  Because so few contractors do it.  By helping highlight what you do well, it will help the homeowner decide who to work with.  This simple package will distinguish you, and you want your materials to trumpet what you do best.  Show them!  Let past clients tell future clients why they should work with you.  Give them pictures of past projects (if you have them).  Give them a sample contract and change order, and let them know how these documents are used


Take a look at my list, and create your own.  What do you want to share with them?  Why do customers do business with you?  What do you bring to the job that someone else doesn’t bring?  If you don’t tell them this, they won’t know why they will benefit from working with you.  Let your “positioning package” begin to tell your story.  You can finish the story when you meet them.