Stage 3 focus will have the "worse" company winning.
Attention, sales, service. Most operators focus on stage 3 and never realize the two stages before it matter even more.
A lot of people are focused on stage 3 without ever realizing there are 2 stages before it — and those stages matter even more than the last one.
- Attention
- Sales
- Service
How many of you are solely focused on providing the best service while completely neglecting stages 1 and 2? Don't answer that. I already know it's a lot of you, because I talk to you all the time.
Think about it. How could you ever provide the "best" service if no one even knows you offer that service? How could you provide the "best" service if someone knows you exist but you can't sell your way out of a wet paper bag to earn the opportunity?
That's the mistake I see constantly — new businesses and old ones alike. And it's exactly why companies with less-than-great service are beating you in your own market. They have better visibility. They have better sales processes. Full stop.
And honestly? "Best" service is a myth anyway. "Best" lives in the customer's head — and it's shaped by your words and your actions way more than the physical work itself.
Now your next thought is probably: "I don't have money to pay for the attention I need."
Good news. You don't need it. In this world you have either time or money. No money? Then you spend time:
- Networking
- Door-knocking and door-hangers
- Yard signs
- Dress up in a costume and dance your ass off at a busy corner with a sign
- Stand outside Home Depot in your uniform handing out discounted business cards
- Park your wrapped truck at a busy cross street when it's not on a job
- Flyers at every deli and grocery store
- Facebook and Nextdoor groups — engage with your community, don't constantly sell, provide value and be a part of the conversation
- Learn the basics of local SEO and get your NAP (name, address, phone number) all over the internet — Chamber of Commerce, local directories, everywhere
I could go on forever.
It takes TIME. Use your TIME. Get the reps in.
The more you do it, the more people you talk to. The more people you talk to, the sharper your sales skills get. The sharper your sales skills, the more jobs you land. More jobs, more customers in your database. More database, more follow-ups. More follow-ups, more referrals. More, more, more — time, time, time.
So here's my challenge: pick ONE thing off that list and do it this week. Not think about it. Do it. Then do it again next week.
Nobody's coming to hand you attention. Go take it.
That's it for this week. Ttyl ✌️
— Justin