When you’re being interviewed by a potential client and you state that “your company uses the same subcontractors for all of your projects,” that’s a feature. But now you need to explain the benefit. Why does this matter? Does it result in lower costs, better quality, uniform professionalism? What’s more, are these things important to the client?
Be careful when quoting cost per square foot. It’s acceptable and professional to quote cost ranges for past projects, but it can be—and often will be—misinterpreted. Clients almost always hone in on the low number in the range.
Be realistic about what’s possible. Under-promise and over-deliver. Don’t promise silly things you can’t possibly provide, such as a thorough estimate on a $900,000 project in 24 hours when the plans are loaded with unknowns. Understand your limits.
Don’t talk up things that may not be important to your client. Emphasizing that your company specializes in green building practices is acceptable, but don’t push the idea on clients unless they initiate the conversation. My personal opinion on “the green revolution” is that it’s a wonderful goal, but greenwashing is rampant. Truth is, the jury is still out on certain products and techniques that claim to be green but are lacking in acceptable quality, verifiable longevity, and sometimes even specifics concerning how the item is produced and documented as “green.” My best advice: Insulate everything to the maximum; make sure you have good fresh-air exchange, use high-efficiency furnaces and air-conditioning units, and explore wind and solar components. Be a guardian of the land and resources. Don’t pollute groundwater by pouring chemicals, solvents, paints, lubricants, and other potentially toxic substances on the ground at your jobsites, and limit waste as much as possible during construction. Read, research, and fact-find before replacing a proven product—such as fiberglass insulation, plywood, or OSB—or embracing an unproven one.
Be honest. Don’t be a know-it-all. Don’t be afraid to say, “I’ll have to look into that.”
Be aggressive in marketing yourself and your company. Remember, word-of-mouth is powerful. Contact past customers and let them know you’re looking for projects.
Also, be sure to keep appraisers, bankers, architects, designers, Realtors, and other professionals apprised of your company’s most recent activities. Don’t hesitate to ask for referrals and market advice.—Dennis A. Dixon is an author, contractor, and speaker with 25 years of experience in the building industry. He can be reached at dixven@aol.com.
