From a marketing standpoint, what we’re saying here is don’t try to be all things to all people. You really must find a target market. That may not sound like news or new information, but it is amazing how easy it is for Remodeling & Home Improvement owners to forget. In many cases, when we ask the business owners to describe their target market, it comes down to anybody they think will pay them. Unfortunately, the problem with that is it becomes so difficult to distinguish your business from another.

All customers want to believe that somebody can truly fill their needs. A good example is a customer looking for the right company for a Kitchen remodeling project. Will the customer choose a remodeling business that works with all homeowners or will they choose a Kitchen remodeling company who has a niche of specializing in new kitchen trends?

If I’m a couple or individual and need to have my kitchen updated, renovated and redesigned,whether his claim is true or not, I will be predetermined to believe that his new kitchen trends business is more suited to fill my needs than a general kitchen, addition and bathroom remodeling company who’s main focus isn’t kitchens. It doesn’t matter if it’s true. It doesn’t necessarily matter if that person who works with kitchen trends has any more special knowledge or experience than the general remodeling company. If you say you work with just anybody, a lot of times your prospects will look at that and say they want to work with the other person who says they work more specifically toward their needs. The problem really comes down to trust. One of your biggest challenges as a remodeling home improvement business is to overcome this lack of trust. They’ve never heard of you. Why should they trust what you have to say? For many people, if they believe you understand them, you serve their needs or if you’ve served somebody just like them, you are more suited to meet their needs. What we’re really asking you is to take a look at your ideal client. For those of you who have been in business for any amount of time, we want you to think in terms of what makes up your ideal client. For many people, it’s as simple as taking a really good hard look at current clientele and looking for common characteristics among their best clients.

For a lot of people that may not be the clients you do the most business with, perhaps. Sometimes it is. It’s great when it is. We want you to really take a good hard look at your existing clients and find some common characteristics with your best clients.

To us, the best clients are those who really trust what you do, who really value what you do and those who really look to your specific expertise in order to bring them the results they want.

We will be discussing this more in length soon….this is just the start of this conversation