Transcription
The cheapest burger on the menu and uh comes in a brown paper bag. So, if you can go to a fast food restaurant and get a burger like that for as cheap as £19, why would anyone want to go anywhere else? So, you can go to some restaurants, some places, and pay maybe 20 pounds for a gourmet burger. But why would people do that if you can get a burger as cheap as this? Well, we all love these cheap burgers, don't we? They're easy and they're a bit of a guilty pleasure, aren't they? But we know basically that they're not great quality. We know that the beef isn't that great. Uh, it's very basic service. Served to me in a brown paper bag. There's no real flare to it, but you know what you're getting and you're getting what you pay for basically.
But of course, you go to some restaurants, the quality of the burger is completely different. The bun maybe is a freshly baked crispy roll. Um the beef is maybe Wagu beef, locally sourced. You know, there'll be maybe an extra layer of bacon inside, cheese, uh homemade relish. The quality was totally different. The way it's presented will also be different. The surroundings of the restaurant, uh, the waiter serves you in a polite way. The menu will have an elaborate description of the burger and what you get. And all of that will have a direct bearing on the final price at the end of the day. Um, and that's the difference in what you're getting.
The point I'm trying to make is what's the difference in your service? Are you a cheap burger or are you the posh gourmet burger? And this is the thing that really annoys me about social media is people ask me in the comments quite often, how much did you charge for that job? Or you see people posting on some social media pages, posting a picture of a particular job, how much should I charge for this? Well, what is often not taken into consideration is what type of service it is that you're providing. Will there be added value into the service that you're providing?
So, there's three key areas you need to think about in your marketing when you present your service to the customer. There's your branding first of all, also then your advertising, and then your sales process or your sales technique. Each of those three things will have a bearing on your eventual final cost that you're charging for your service. So, your branding, it's really important because this could be your customer's first contact with you. The branding will make a first impression on that customer and what they think of your company and what they think of your service. Now, even the color can have like a subliminal uh effect on the customer, but you might even want to have a tagline that kind of puts forward your standard or your business approach. What is the overall message that you want to get across? If you can have this incorporated in your branding, you can really make a good first impression on the customer.
And then you need really need to think about your advertising and having a range of different advertising to reach a range of different customers. There'll be some customers who only ever really want to pay for a cheap service, but other customers will be looking for that more comprehensive service, a better quality of service, and a better uh quality of the eventual outcome. So, you need to make sure you make it clear to the customer what your service includes, and the way that you advertise that service can really help the customer to make that decision.
And then of course in the sales process it's really important to meet the customer in person to be able to uh explain and help them to understand how you'll carry out that service. Um, so really looking after the customer, understanding their concerns, and outlining to them the steps that you're going to take to achieve that end result for them with the difficulties that might be specific to their job. That's really important to the sales process. And then in the quotation, just outlining those steps to them before you give them the eventual price. then they'll understand why the cost is whatever it is that you're charging. All of those things brings value to your service and the eventual quality uh that you'll achieve at the end.
So I think that's what I've realized over the years that I've been in business is to get those things in place. It's so important to have things like your branding to be right. uh getting your advertising and a range of advertising that suits your business and brings in a range of different customers for your business and the sales process is so important to get those things right so that you're presenting your business in the best possible way and you need all those things to be working for you even before you get to use your nice new shiny piece of equipment. So it's really important to think about those things.
So that's what I've done in setting up these courses. There's a planning your business course. There's a sales and marketing course. Those courses are there to go into more detail and help you to understand how you can present your business in a professional way to help show your customer how you have put added value into the service that you're offering so they can see that you're going to do a good job. And you need to uh present them with all of those things before you tell them the price so that they understand why the price is what it is. And that'll help you to achieve the best possible price and the best possible outcome uh for your service and your business going forward in the future. So I hope that helps.