(By: Tim Clark)

Many contractors and service professionals spend time marketing their business emphasizing quality workmanship or low prices but that is not enough.

To stand out in a crowd of competitors, you need to differentiate your services. The definition of differentiate is to recognize as being different and to make noticeable or different. What sets you apart from and above your competition? How are you different? Why should a potential client hire your company instead of another?

There are ways to market your services so you can differentiate your business from everyone else. Start by defining your message. Your message should be your mission statement. Saying you’re the best contractor in town is not good enough. Mentioning how many people you have on staff doesn’t cut it. Talking about how long you’ve been in business or how low your prices are won’t work. Everyone does that.

Is your company a leader in green technology? Are energy-saving products your specialty? Are you the exclusive dealer for a particular material? Is your business the only local member of NARI, NAHB, ASID or other major associations? No matter your service or the products you install, you can set yourself apart. If your company has developed a system to complete quality projects faster than anyone else, you’ll be saving clients time and money. If your company can pull permits faster than any other business in town, you’ve got an advantage. If you’re the only one who can install a product, shout it from the hilltop. If you have a niche specialty that no one else knows how to do, you’ll succeed.

If you don’t think you’re any different from the competition, think about how you can change. Contact suppliers and find out if they have any installers in your area. Branch out to cover new services that are similar to yours to open up possibilities. Check out your competitors to see what services they are not offering and add them to your lineup. Take classes to learn new skills and trades.

After you have your new message down on how you are different, plan how you can incorporate this into your marketing and advertising messages. Update your yellow pages ad, your business cards, your website, your blog and Facebook page, and your brochures. Change your yard signs and truck signs. Update your showroom and train your salespeople to help set your business apart from all the rest.