Sin #3 – I’m the Expertand I Know What MyCustomers Need
(Or as one contractor, a rather cut and dry fellow, put it,“Even if my customers had a mind, they couldn’t make itup!”)
In the entire world of business there is only one way to makemoney: Find out what people want and sell it to them.Period. End of story.
But so many contractors fall into the trap of completelybypassing what the customers want and head directly intowhat the contractor thinks they need!
Look, your knowledge of your trade is critical, and you mayoffer the best option based on your informed opinion – but ifyou are not offering something your clients really want, theywill not hire you; or worse, if they do hire you, they will notlike you very much once the job is completed... and they willtell their friends! Listen for more!