If you manufacture, assemble, install, design or engineer anything to do with glass, you’re not in the glass business or the engineering business or the installation business; you’re in the logistics business. Nothing you do is all that different than what your competition does. So how do you separate you company from the competition? Selling the logistics of how you deliver your product or service is what sets you apart from your competition!

Just figure out what you do, and how you do it better, and sell that!

Great relationships go a long way with existing clients, but good luck trying to sell that to prospective clients.

You need to view your company like a general contractor. It’s impossible to look at any building and know which GC built that building. So how does a GC sell their service? They have to sell the logistics of how they deliver that project to the owner.

If you don’t have, or can’t communicate the logistical way you deliver your product or service, you need to develop one. Then sell that concept!  If you can’t sell the logistics of your business, then you’ve just turned you’re company into a commodity. And commodities are sold by who’s the cheapest in town.

“When you have nothing else to sell, you sell cheap!!” Cheap is easy; look out the window, cheap is everywhere. The challenge is knowing what advantages you logistically provide, and sell the benefits of what you provide. If your customers want cheap, help them find cheap, give them a couple names of your competitors who sell cheap and do cheap work. Remember, you sell Value!

So what do we sell at CDC? Do we sell consulting, engineering or drafting? No, that’s what we do, what we sell is assurance. We provide assurance on a project which allows architects, owners, general contractors, designers, and glazing installers the ability to lay their head on their pillow at night, dream sweet dreams and know that glass will not fall off the building. And they will know that exterior envelope will perform as designed.

What we do is what we manage, what we sell is what we provide our clients!