Every once in awhile—usually for story ideas—I troll through the REMODELING archives and read pieces from some of my favorite contributors. I recently stumbled across a piece by Shawn McCadden, in which he explained how and why he came to define a niche for his remodeling company.
It strikes me that there's something to be said for focusing on specialization in the remodeling world. Finding a differentiable, niche position has helped countless remodeling companies stay afloat during the recession. What's more, doing only what you do best provides marketing and sales advantage that you can leverage into efficient and profitable operations.
Name your niche—from historic renovation to focusing on quick bathroom installations—but know that it inevitably requires that you well understand the limits of your competence. And when a job does not call on what you're really good at, simply say, "no, thank you," and walk away .
For example, if your firm's focus is on quick, efficient bathroom remodels—with limited material choices and custom options—then maybe that client looking for the all-customized bathroom just isn't worth the hassle. There will be other projects to pitch that are a better fit.
Believe it or not, there are certain advantages that come along with saying no.
Saying no on work that's not in your sweet spot makes for better opportunity to scale your efforts on similar obstacles and outcomes and by limiting projects that can create on-off solutions and issues. Finally—and probably most importantly—limiting your business can increase your profits by allowing you to charge more for your services because of your ability to reach higher quality versus quantity in your business.
A skill at saying no isn't just limited to niche companies. In fact, it's something many veteran remodelers have probably dealt with before. It's all about knowing "no."