Mark Richardson is co-chairman of Case Design/Remodel and Case Handyman Services. His new book, “How Fit Is Your Business?” will be published in October, 2008. mrichardson@casedesign.com; www.casedesign.com.
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In life there are many myths. Some, like Santa Claus or the Easter Bunny, provide a benefit to our upbringing. Others create fear or anxiety, like the notion that flying is dangerous (it's actually the safest way to travel). As we mature and become wiser, we should replace these myths with facts...
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Many years ago I attended a seminar about characteristics of the remodeling client. The speaker said something that really caught my attention: “Approximately 18% of all homeowners will not allow you to make a profit.” I questioned this at first, so I started taking inventory of which of my jobs...
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I have always found that certain sayings or quotes strike some mysterious internal chord that causes light bulbs to go off. Some spark new ways of thinking about familiar problems; others serve to guide me through really tough decisions in a world that can be very complex and confusing. The...
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I think we all agree that some sales presentations are more effective than others. Many factors account for this difference, but one that is easily overlooked is the language used. Words that have similar meanings or that are often used interchangeably can have very different effects on the...
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There's more to winning at poker than knowing the rank of hands. A great poker player pays close attention to his opponents' behavior. He wins almost regardless of the hand he's holding because he can read his opponents' “tells” — small, almost invisible idiosyncrasies that betray the players'...
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If you ask a remodeler -- or any businessperson, really -- if he or she would like business to grow without having to spend a fortune on more marketing, few will decline. The real question isn't whether or not to grow your business, it's how to do it.
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Who would have thought, 10 years ago, that the largest “Do-It-Yourself” supplier would become the largest supplier to the professional segment of the remodeling market. Many remodelers can't imagine doing business with an organization like The Home Depot or Lowe's.
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I'm not going to suggest that you change your thinking or alter your day-to-day game plan. But I will suggest that you start to think about — and maybe even position yourself for —what could be very interesting times over the next 3 to 10 years.
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n today's complex world, people experience a lot of uncertainty. Take personal health, for example. Every day we hear about new studies that call into question long-established assumptions about what foods we should eat or what medications are safe to prescribe.
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In one of the talks I give regularly to groups of remodelers, I set the stage with a series of questions designed to get audience members thinking about how their company is perceived by potential customers. I start by saying, “Raise your hand if you think your company does top-quality work.” As...