Business & Finance Small Business

The 21 Secrets Of Superstar Contractors: Secret #1 Marketing Comes First

What is a superstar company? You probably have seen them in places like trade magazines and the like, but mostly they operate under the radar and cannot be easily seen by the untrained eye.
I am a student of what makes an service contractor an icon or superstar in their market.
In my travels and in the course of my work, I have been fortunate enough to see and learn from many of these companies that truly march to the "best practices" beat.
The bottom line is that they walk the walk and make above average double digit profits to boot.
The biggest common denominator to the "superstar's" is that they all enjoy a great freedom, both financially and figuratively, while still running their businesses with great profitably.
At any rate, here is secret #1 Have you ever wondered why some contractors have all the customers they could ever want, while others struggle to get new and existing customers to do business with them? This question holds the key to secret #1 of superstar companies.
A superstar company realizes that the primary business objective, is to market and promote the company before all else.
Superstar companies realize that without clients no revenues are generated.
Therefore, this means that the marketing and sales sides of the business are a higher priority than the operational side of the business.
This is especially true, since the marketing side of the business actually drives the quality of the company to operate better.
How could this be? Let's face it, marketing just boils down to the company promising to potential customers that they operate better and can be trusted for a higher quality, faster delivery or better service than the competition.
Well, if the marketing side of the company stops making these "higher quality" promises to their clients the operation side stops trying to improve the quality, speed and service because there has been no urgency set by the marketing department.
Think of it this way.
Most of us will be sure to get things done when given a deadline.
The marketing promises that your company makes and the uniqueness of those promises is what serves as this deadline.
The operation side, thus being notified of such promises goes into, "How are we going to do that?" mode.
Then the creativity of your operation team will flourish and supply the answers to get better and deliver the improvements promised.
Do you want to be a "superstar" company? Just ask yourself, "How much time and priority do I place on marketing, promoting and selling in my company.
If you find yourself bogged down by operational "emergencies" for most of your day, then you need to delegate those operational solutions to someone else in the company and get back to the marketing, promoting and sales side of your business.


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