We all know that perception is, in actuality, NOT reality. But it is a BIG part of it (I'm going with the old adage that reality is about 90% perception to most people). The fact is, what people see is often what they believe. While we'd all like to think that Joe Consumer is doing all the due dilligence and background work on a purchase, a product review, etc., the reality is...you get my point.
I say this because now, more than ever, people are bombarded by information in every direction. They get e-mails, text messages, updates on Webinars, phone calls (remember those?!), etc. Determining just WHAT is fact from fiction can often be difficult. After all, I've heard more than a few people tell me that they "read something somewhere, so it must be true." As a Publisher and a journalist, those are scary words indeed.
My point in all this? Simply this - how are you differentiating yourself in the market? If you are an HVACR contractor, what makes you stand out from the crowd? Is it your service? The quality of installation or repair? The direct interaction with the customer? For technicians, how are you distancing yourself from your peers and making yourself more valuable? Are you attending training classes? Seminars? Telling your boss about new products or programs that could attract business?
Making a few small strides in any of these areas could make a big difference in the end - to the customer, your employees or your boss. That's the reality in this day and age.
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