You do not need to be a commodity.

You do not need to lower your price if you sell value.

Every one of us will pay more for value when we see it and hear it.

But most companies are selling that list of strengths, their givens.

If you say I should choose you because you've got good quality and well-trained employees,

yeah, that's a given. You better have, right? So you're not standing out from the crowd and you're not

differentiating at all. So, you know, how are you going to answer the question, why should I buy from you?

Because if you can't answer that with a solid competitive advantage or two or

three, then you're not creating a value proposition. And what I tell folks is 99% of products

and services are commodities. It's not what you sell, it's how you sell. If you're a pest control

company, there's got to be 25 more of them in your town.

But what are you going to do to stand out from that crowd?

And that's what we focus on.

Welcome to the Home Service Expert, where each week, Tommy chats with world-class

entrepreneurs and experts in various fields like marketing sales hiring and

leadership to find out what's really behind their success in business now your

host the home service millionaire Tommy Mello welcome back to the home service

expert my name is Tommy Mello and today I have an awesome guest.

I've been a big fan of Janie's since five years ago.

I was at a Clopay convention, and one of the guys that was invited to be part of it,

went over the two books we had to read, and they gave us the books.

So I read them back then.

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