People Lie To Me Every Day

(This week’s Quick Tip is courtesy of Bernie Heer.)

People lie to me every day.

Seriously, every single day someone I’m trying to help lies right to my face.  Or, more accurately, into my ear, since we’re usually on the phone.

But you know what?  I don’t mind.  In fact, I’m glad they do it.

When I talk to people about their marketing and sales results, I get a lot of the same responses thrown at me… and a lot of it is complete BS.

What lies are they telling me?

In the last two months we’ve had a good-sized group of contractors implement our Closing Success System.  It seems that, even though the media is going on and on about how great the economy is doing – and it’s true that some contractors are busier than they’ve been in years – a lot of you are finding that you’re still fighting the low-price battle and not getting the kinds of jobs you really want.

Well, even the people we’re working closely with lied to me.

What they lie about is their numbers…

They lie about the number of referrals they get… they lie about their closing ratio… and they lie about their profit margins.

I can’t tell you how many times a contractor has told me:

“We get 85% of our business be referral… we close almost 100% of them… and our profit margin is 15%.”

Does that sound familiar to you?  You know why?  Because you’ve said it to someone, or you’ve said it to yourself in your mind.

Now, the thing of it is… THEY don’t think they’re lying.

You see, the vast majority of business owners – including contractors – don’t even know their numbers.  They don’t track them at all, and so their guessing.

And their guesses are wrong every time.

When we dig into the numbers, we find that their guesses are way off.

The truth is, they get maybe 25% of their business from referrals, they might close half of them, and their profit margins are nonexistent.

Why do they lie about their numbers?  First of all because they don’t really know the truth… and second, because they want to be perfect.

You see, everyone wants to be seen as smart and successful.  Admitting your real numbers would make it apparent to everyone that you’re business isn’t so great.

Let me offer you some sound business building advice… stop trying to be perfect.

Our most successful clients started by admitting that they need some help to move their business to a higher level… to reach their goals.  They listen to us, follow our advice, and get started.  They don’t wait until everything is perfect to make the first move.

And they succeed.  Many have told us that their lives are changed forever.

Let me give you some sound business-building advice… stop trying to be perfect.  It’s just ot going to happen.

I saw a quote the other day – “If you want something you’ve never had, you must do something you’ve never done.”

Think about doing something YOU’VE never done to move your business to a whole new level.

You Won’t Drift to Success©

Think about it.

Until Next Time, I Wish You Much Success

Mike Jeffries

Categories: Contractor Marketing, Contractor Sales/Marketing Case Studies
Written by Bernie Heer

Bernie is the creator of the Construction Profit Zone System.
You can follow him at Google+

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