I thought I knew custom installers. After all I was one. But a sample of one (me) is not the basis for really understanding custom installers—or anything else for that matter.
Let’s face it: we are all guilty of marketing to ourselves sometimes. We sell the way we want to be sold, and we choose products for our customers the way we would for ourselves.
Want to build a great company? Stop marketing to yourself. Be an expert at reading the tea leaves of what your customers really want. In other words, talk to your customers and (wait for it…) LISTEN.