Phil Risher says service businesses should stop competing on price and explain what they actually deliver. A gutter-cleaning service's real value isn't clean gutters—it's a safe home. Charge more by offering same-day service, handling the mess, and building trust through reviews.
Stop discounting and start explaining value like this. There's this value equation Alex Hormozy talks about. It's the dream outcome. Your customer's dream outcome is not clean gutters. Their dream outcome is a safe home. Perceived likelihood of achievement. Perceived likelihood of achievement is not just like, oh, I read your reviews. It's like, how confident am I that these people are going to help me with this problem? Now, what he talks about with this value equation is that below that line, this is where the money's made. Time delay. How quickly can you do it? This is why you need to have online scheduling on your website. This is why you have to have same-day service or next-day service, because time delay is a value driver up. And then effort and sacrifice. Do I need to be home for the whole day? Are you going to make a mess of my house and it's going to be all dirty? Or do you send cleaners afterwards and clean up my home? Do you do a checklist? How can you alleviate the effort and sacrifice needed so that this work can be done? If you drive down the time delay and the effort and sacrifice, your value goes through the roof.
