“Being a small business owner, I’m always looking to support other small businesses. That being said, everyone’s enemy, “commoditization,” is attacking at an alarming rate in almost every industry and now I’m even seeing it in our industry… roofing.” – Bill Chandler

As a small business owner, I implore you to patronize other locally owned business owners and avoid corporate-owned shops as much as possible. We need to stick together, kemosabe!

So how can we survive, and even thrive, when commoditization comes to prey on our businesses?

Focus on Marketing.

You might say, “What about customer service?” Customer service is a function of sales and marketing, although most business owners don’t look at that way.

Yes, you had better deliver an excellent service. If you don’t, more sales and marketing will only let the market know that you aren’t good at what you do, faster.

However, I’m assuming your deliverable is excellent. If that’s true, then you need to focus more time, energy, and money on marketing. NOTHING is more important.

I moved from “darkness” into the “light” when I heard the legendary Dan Kennedy say that to be successful I needed to shift my thinking from being a practitioner of my service to a marketer of my service.

Honestly, that paradigm was the catalyst for my roofing business exploding because it put my focus on what was most important.

I understand if you don’t like that inconvenient truth because I didn’t like it. Initially, it was easier to practice my craft than it was to study marketing and practice getting good at it, but then something amazing happened.

I started loving marketing because I became great at it and it became easy, and fun because of the amount of money I made skyrocketed.

I am no longer own a roofing company… I now own a marketing company that provides roofing as a service!

What are you doing this week to improve your marketing?

👇

If you’re ready to take a deep dive into the psychology of why you need referrals and learn how to get them at will…

Check out my Master-Class for Roofing Owners and Marketers HERE!