With the large number of low-ball painting contractors and other assorted hacks who really don’t know how to operate a business, it can sometimes be easy to make disparaging comments about the “competition” to customers. In general, this is a pretty bad idea.
Some contractors seem to think that if they demean the competition then they will stand out. But one doesn’t stand taller by knocking others down. Often it means you have to get down on the floor to do so.
At its root, demeaning others is a sign of insecurity. It is an attempt to elevate one’s own self-image by diminishing the value of others. It is basically saying, “I’m not so bad. Look at what these other contractors are doing.”
There are certainly ways of exposing the short-comings of other contractors without debasing oneself. The most effective way is to simply shine—to present your company in a much more positive light.
Being better than the competition means exactly that—being better. If you focus on what makes you better, rather than what makes the competition worse, your customer will be much more responsive.
© BEP Enterprises Incorporated 2008
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