If you’re competing against the guy who put this up, you have my sympathy.
Because he’ll do anything to get the business. Read it yourself: He’ll mow your grass, clean out your garage and move your sofa. No job too small!
I hear from readers all the time about the mythical lowballer – how he’s stealing business and driving down prices and hurting the industry. They’ve been around forever and they won’t ever go away.
The only way to compete with someone who will do anything at any price is to do the same. Otherwise, you have to ignore him.
Do you target customers who pay the lowest possible price and also ask you to haul their old washing machine to the dump? Do you get a lot of your leads from the grocery store bulletin board?
If you don’t like competing against lowballers, stop. Find new customers.
As Seth Godin explains that your customer isn’t always the person who signs your checks.
Zappos is a classic customer service company, and their customer is the person who buys the shoes.
Many manufacturers have retailers as their customer. If Wal-Mart is happy, they’re happy.
Apple had just one customer. He passed away last year.
Not everyone with a lawn or snow-covered driveway is your customer. And not every landscaper is your competition. Figure out where you want to spend your time, focus your energy and stop worrying about these guys.
(image via @jasoncupp)