Differentiation Offers Competitive Edge

May 27, 2004
/ Print / Reprints /
ShareMore
/ Text Size+
Jim Graening
NASHUA, N.H. - In order to differentiate themselves, contractors need to develop "differentiation strategies." Those are the words of Jim Graening, director of commercial programs for Building Services Institute (BSI).

"We need to take our businesses from being estimators and quoters and become negotiators," he said.

A company's service delivery, technology, and branded service differentiation strategies should all be utilized, according to Graening.

To start, contractors need to take measures to differentiate themselves during the service delivery. Graening had a few suggestions.

"We should put together a ‘brag book' or a flip chart presentation that we should take to the field," he said, adding that contractors should use technology strategies in order to provide performance-based services. "Some of this technology stuff is cutting edge - ahead of the curve."

Graening gave an example of one technology breakthrough, Aircuity's Optima System, which is used to sample indoor air quality in commercial applications.

"Now we have a way to validate our preventative maintenance programs," he said. "That is huge."

He said that branding strategies in commercial design-build markets are used to achieve reduced project implementation time, obtain lowest possible costs, eliminate risk, and adhere to unique business and technical requirements. "I am constantly looking into new areas of differentiation," said Graening. "You need to look at things that will differentiate you because that is where value is driven."

Not only is it important to have differentiation strategies, but it is equally important to implement them, he said.

"How many of your existing customer base - the decision-makers - have you had a 45-minute meeting with to discuss your capabilities and expertise?" he asked.

Publication date: 05/31/2004

Did you enjoy this article? Click here to subscribe to The NEWS Magazine

Recent Articles by John Hall

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

2014 MCAA Annual Convention

Scenes from the 2014 MCAA Annual Convention in Scottsdale, Ariz.

Podcasts

NEWSmakers: Julian Scadden

Training is an ongoing process. Julian will discuss how you can generate maximum return on time and energy invested training by following a three part process. Listen to this podcast to get expert tips on training, tracking and follow up. 

More Podcasts

THE MAGAZINE

ACHRNEWS

NEWS 04-14-14 cover

2014 April 14

Check out the weekly edition of The NEWS today!

Table Of Contents Subscribe

SERVICE CALLS POLL

Which statement on service calls best applies to your business?
View Results Poll Archive

HVACR INDUSTRY STORE

plumbing-hvac.gif
2014 National Plumbing & HVAC Estimator

Every plumbing and HVAC estimator can use the cost estimates in this practical manual!

More Products

Clear Seas Research

 

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

DON'T MISS A THING

Magazine image
 
Register today for complete access to ACHRNews.com. Get full access to the latest features, Extra Edition, and more.

STAY CONNECTED

facebook icontwitter iconyoutube iconLinkedIn i con