Can’t drive it, wear it or show it off to my friends


I grew up in a family business. And the lines between family time and work time were very blurred at best. Talk around the dinner table was always a mix of the state of our NY sports teams and the pros and cons of the latest jobs at work.

If you just landed from space at our dinner table and overheard the chatter, you’d surely be confused. I think even we could get lost in mid sentence. But, I assure you the discussions were always heated and full of passion whether it was about sports or work. Sometimes, passion discussions turned into shouting and insults but it was normal….after all we’re an all American family from NYC.

My oldest brother and I were [and continue to be] avid Yankee and Giants fans but the middle brother [who we think was adopted] was and continues to be a Mets and Jets fan.

To say the arguments about sports were heated is like saying jalapenos are just like ketchup.

The arguments about how to do our work and what products we should be selling also spiced things up. It’s tough to get three brothers to agree unanimously about anything. And when there’s money and potential headaches on the line it’s bound to get heated.

My dad was the arbitrator between the 3 of us and he typically had a cooler head. But, that didn’t mean we wouldn’t take him on if we were passionate about the way we were doing our work, the people at our company doing the work for us and the way we were going to the marketplace.

Many years ago, I was lobbying for the right to sell European high end technology and build a niche business vs. selling the same things my competition were trying to sell which was the plain vanilla products installed at the cheapest price.

After a long discussion between my dad and me about selling this new way, my dad tells me, “Al, I know you love this stuff but nobody will pay more for something they think of as a commodity. Frankly, if they can’t drive it, wear it or show it off to their friends they won’t go for anything more than they have to.”

Well, I had returned from Europe armed with a new vigor and a determination to sell the superior products.

Here’s the great news. People bought the higher end higher priced equipment from me. I believe they could see the logic of my arguments about energy savings, comfort and safety. But what I believed even more is they bought my passion.

As luck would have it, I received a letter from a customer after doing an extensive installation job. And I kid you not here’s what the customer wrote:

“This is the best money I ever spent that I can’t drive, wear or show off to my friends!”

It was a lovely moment!

And when I shared this letter with my dad [who was always a good sport] he looked at me smiled and said, “I’m happy to be proven wrong.”

So, what are you thinking that you can out cheap your competition on? Do you want to sell a commodity and make no money or a niche product for more profit?

Find something that’s better out there in your market and get yourself fired up about it and I bet you make more sales and more profits than you could have ever imagined on something most customers “Can’t drive, can’t wear or show off to their friends”

Al Levi teaches contractors how to run their businesses with less stress and more success with operating manuals. To get control of your business and grow the right way, get his Build Your Operating Manuals Online Program at 7powercontractor.com/byom today.

Also, check out Al’s latest business adventure, Zoom Franchise Company, at www.zoomdrain.com/franchise-opportunityIt’s a living example of the power of manuals and more in action.

More Ways to Become a 7-Power Contractor

The 7-Power Contractor book lays out 7 simple business powers to help you run your business with Less Stress and More Success. And now, it's available in paperback, ebook, and audiobook.

The Build Your Operating Manuals (BYOM) Program provides you with 90% completed manual templates plus step-by-step instructions on how to edit them, roll them out, and train with them.

The 7-Power Contractor Radio is a podcast series hosted by Al Levi in which he shares insights on how to better run your business. Listen wherever you are.

Posted in

Leave a Comment

Your email address will not be published. Required fields are marked *

Connect with Al

DO YOU WANT THE BUNDLE?

THE FULL BUNDLE INCLUDES

Free Chapter plus

The 7-power Cheat Sheet

10 Reasons to Choose Us 

10 Golden Rules for Family Businesses

Close


Enter your name and best email so we can send you your bonuses!

Before you leave, do you want the

FREE Book Bonus Materials

Great! We'll send you the bonuses!

What's your best email?

This site uses cookies to improve your experience. By continuing to use this site, you consent to our cookie policy: privacy policy