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IN THE MIX
crew and well-maintained equipment. These all reinforce the same message: this contractor knows what they’ re doing. Every touchpoint is part of the education process. When those touchpoints are consistent and professional, customers are far more likely to believe in, and pay for, the quality being offered.
Action Steps: How Contractors Can Educate Customers Starting Today
Educating customers doesn’ t require fancy presentations or hours of extra work. Small, intentional changes can make a big difference. 1. Explain the“ Why,” Not Just the“ What” Don’ t just list steps, explain why they matter. Customers don’ t need every technical detail, but they do need context. 2. Use Visuals Whenever Possible Before-and-after photos, simple diagrams, or short videos can quickly communicate issues customers may not see or understand. 3. Standardize Your Education Process Develop a repeatable way to explain your process so every customer gets the same clear message, whether it’ s a homeowner or a property manager. 4. Compare Outcomes, Not Prices Instead of comparing dollar amounts, compare results: lifespan, maintenance intervals, performance, and long-term value. 5. Set Expectations Early Talk about curing times, weather impacts, and maintenance requirements before the job begins, not after. 6. Make Your Proposal Part of the Education A well-written, professional proposal reinforces everything you explained in person and gives the customer confidence in their decision.
Closing Thoughts
At the end of the day, the contractors who consistently win the right jobs at the right margins aren’ t just great operators, they’ re great educators. When customers understand what they’ re buying, they stop chasing the cheapest option and start investing in quality. Education doesn’ t just protect your margins … it elevates your brand, strengthens your reputation, and builds long-term relationships. In an industry built on trust, performance, and results, that’ s a competitive advantage worth investing in. As always, if you have any questions, insight or criticisms about this article or anything in it, please feel free to email me at marvinjoles @ gmail. com and of course, reach out to me using any form of social media(@ inthemixmj). Listen to the“ In The Mix with Marvin Joles” Podcast on Spotify, Apple Podcasts and Watch on YouTube. Visit www. inthemixmj. com to learn more. Asphalt is Opportunity.-Marvin
Marvin Joles is the owner of Wis-Coat Asphalt Maintenance. Visit his website at
https:// marvinjoles. com.
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