Updated: Apr 15
I, as the excavation contractor, am known for being personable and delivering quality.
Choose a specific audience:
It's for the middle-aged couple (early to mid 50s) who own their home on an acre property just outside the suburbs. Their family is growing as their kids are starting to have children of their own.
This couple cares about their friends, family, and neighbours, as well as owning 'nice things' and having a nice home and property, and maintaining them in perfect condition. I guess we'd consider them upper-middle class.
The change they seek to make:
This couple believes in doing things well. They see today's younger generations and how they're impatient and looking for quick thrills.
They want to invest in their property and perhaps pass it down to a family member when the time is right. They're looking to increase the value/equity of their home while having it be used for family gatherings and celebrations.
They hope to instill the values of persistence, hard work, and doing things right in their children and grandchildren's lives.
Have a home they can be proud of, and make others take notice. While they're not necessarily looking for admiration, they're hoping it will encourage their kids and others to 'aim high' and strive for what they want in life. Inspiration to be high-achievers and world-changers. The conscious way for them to achieve this dream is:
They want to have the nicest home on the block. They want the have the type of property set up perfectly for hosting friends and family. They want a well-manicured lawn, with a beautiful garden & pool area that make people stop and notice.
They believe in hard work. They believe family and connections are the most important thing in life. They believe in looking & feeling good 'cause that leads to respect from others.
Now that we've painted a good picture of WHO we seek to serve, and what they want to achieve (as well as their worldviews), we'll need to figure out what kind of problem(s) he's having and offer a solution.
Great! Our middle-aged couple want to add a pond to their property.
Maybe they've visited competitors sites and have seen nothing but the same content and sales pitch. Everyone is promising the same thing: best selection and quality at the best price. But how do they know who to trust?
What they fear most is looking and feeling stupid, in the eyes of their neighbours and family, if they hire the wrong company and get a less-than-stellar result.
Whereas every other excavation contractor in town is targeting any and all customer segments, we're laser-focused. So our middle-aged couple may have been overlooked by all our competitors.
The way we stand out to them and convey a personable service approach and have a 'quality first' mentality is open to be explored, but here's ONE idea:
The excavation contractor can reach out to previous clients similar (in property and demographics) to our prospects, and ask them to volunteer to be a reference - that is divulge their name and phone number/email on a list the contractor can give to the prospect, inviting them to call anyone and verify the quality of past projects. This would signify that the contractor is in good standings, and on good speaking terms with his previous customers, as well as the level of workmanship. It would help address the fear of choosing the wrong contractor. Couple that with employees who demonstrate a clean, professional demeanor whenever addressing the prospect, and whenever on the prospect's property, and you have a better chance at not only winning the job but remaining the go-to source for future projects.
To take it one step further, I'd offer the couple a voucher for food/meat from a local butcher (assuming they're okay with meat) encouraging them to have a shindig to show off the pond when complete.
The 'network effect' is naturally developed the next time our couple hosts a get-together for friends, family and neighbours. Not only will they have a great time with them, but they'll undoubtedly receive a few compliments from neighbours.
While I'm not an excavation contractor, I'm only assuming all the above is possible. Also, this is one of many possibilities.
If this is something you might be interested in implementing, simply leave a comment below or contact me.