Moving from the field to the office Part 1b by Michael Stone I hear the cries of anguish. “We can’t do that; we need all the work we can get.” That might be true, but it needs to be fixed by ramping up your advertising, not by taking less profitable jobs. You don’t need low profitability jobs. Let someone else lose money doing those jobs, or let someone who is better able to make a profit on those jobs build them. Once you’ve defined the jobs that make you profitable, focus on them. Your target market is the people or businesses that want the type of work done in your three most profitable categories. Who they are depends on your categories. You have your perfect customer in mind, and now you must figure out how to get their attention. You want them to know you are in business, ready and available to help them solve their housing problems. Read It Now |