Phil Risher says home-service businesses compete on price because they don't show clear value. Speed up your response to prospects and remove friction from booking: instant texts, video estimates, online scheduling. That's how you justify higher prices.
Let me stop you. The price is only high when your value isn't clear. You haven't done a good enough job articulating the value that you provide because you've been commoditized. The way that you get commoditized is that you do the exact same thing as every other person. They fill out a form, you send them an email right away, and then call them the next day just like everyone else. How you stand out and how you build value, you do this in two ways. One, you increase the level of speed of getting back to the person, communicating with them, And the second thing is you decrease the level of friction that they have to do in order to solve their problem. If you can increase the speed and decrease the friction, you will create a lot more value. How does this look in a home service business? Someone fills out a form, you text them right away, you call them right away, you email them right away, you incorporate videos in your process. You go out to their home, you send them an estimate right away, you send them a video with the estimate right away, and then you follow up through the process. To alleviate friction, you have online scheduling, you let them know exactly how to communicate with your business, You tell them all about your company, you educate them on your team. This is true value built. It's not commoditizing your business.
