Why Teaching Your Customer Best Practices Builds Trust and Higher Margins MARVIN JOLES
IN THE MIX
Education Sells:
Why Teaching Your Customer Best Practices Builds Trust and Higher Margins MARVIN JOLES
E n today’ s paving and pavement maintenance market, competition is everywhere. Customers can get three, five, or even ten bids with a few phone calls or online form fills. On the surface, many of those bids look the same. The same square footage, same scope, same end goal. But as contractors know, not all bids are created equal.
One of my favorite places to consume information on this topic, is the LinkedIn page of my longtime friend, and asphalt business owner, Steven Brahney. Steve is constantly posting content geared towards his potential clients, that other business owners consume and learn from as well. His message to the asphalt owner / manager is simple,“ Contractors take advantage of you because they may cut corners or not even know how to solve your problems correctly to begin with, and both of them are costing you money. Now, in the future or possibly both.”
What the viewers pick up on is the message of“ choosing Steve’ s company is going to cost me more, but choosing another company is REALLY going to cost me more.” That’ s where we as contractors want to be, PAY ME THE MARGIN I DESERVE FOR THE QUALITY I DELIVER. That is possible, but we have to educate our clients, like Steve does. I’ m going to break down what I have learned from Steve and over two decades owning an asphalt business myself, for you here. The difference between a contractor who wins jobs at razor-thin margins and one who consistently sells at higher margins often comes down to one thing: customer education. Educating your customer on best practices doesn’ t just help them understand their project better, it helps them understand your value. When customers understand the difference between“ apples and oranges,” they stop shopping purely on price and start buying outcomes, quality, and long-term performance.
Education Builds Trust Before the First Drop of Asphalt Hits the Ground
Most customers aren’ t experts in pavement. They don’ t know the difference between crack sealing and patching, surface prep versus“ spray and go,” or why one contractor’ s process costs more than another’ s. That lack of knowledge often leads them to assume all bids are equal and that the lowest price is the smartest choice.
When a contractor takes the time to educate a customer, something powerful happens. The relationship shifts from transactional to consultative. Instead of being“ another bidder,” you become a trusted advisor. Steve is a master of this. Explaining why certain steps matter: proper cleaning, correct material selection, correct application temperatures, cure times, and follow-up maintenance … builds confidence. Customers may not remember every technical detail, but they remember who took the time to explain things clearly and honestly. Trust is built long before the work begins.
Best Practices Turn Price Conversations into Value Conversations
One of the biggest challenges contractors face is defending price. Education is the most effective defense. When customers understand best practices, they begin to see what separates a professional operation from a shortcut-driven one. They learn why skipping steps leads to premature failure, why cheaper materials don’ t perform the same, and why a slightly higher upfront investment often saves money over the life of the pavement. This is where margins are protected and even increased. Educated customers are far less likely to push back with,“ But this other guy is cheaper.” Instead, the conversation becomes,“ Help me understand the difference,” which is exactly where you want to be. You’ re no longer selling just asphalt or sealcoat. You’ re selling performance, longevity, and peace of mind.
Education Also Reduces Callbacks and Conflict
Another overlooked benefit of educating customers is what happens after the job is complete. When customers understand proper curing times, traffic restrictions, weather impacts, and realistic expectations, there are fewer surprises. Fewer surprises lead to fewer angry phone calls, fewer warranty disputes, and fewer uncomfortable conversations. A customer who understands the process is far more patient, cooperative, and satisfied with the final result. In many cases, education up front prevents problems that would otherwise cost time, money, and reputation down the road.
Professionalism Is Part of the Lesson
Customer education isn’ t just verbal, it’ s visual and operational. A clean, branded proposal. A clearly defined scope of work. Photos or diagrams that show problem areas. A professional-looking
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