When talking to professional builders and renovators I often ask what are the main advantages that separates them from their competition. I'll often hear the same answers: "personal service", "keeping in touch with clients" and "quality work", to list a few.

This, however, is one of the biggest reasons builders and renovators "can't find good quality leads" or have to compete on price with lower-quality competition. These phrases actually don't differentiate you from your competition (professionally or otherwise) but, rather, merely state what anyone would expect of you (or your competition). In fact, you're simply saying what you competition would also say -- not much of a 'competitive advantage', these phrases, are they?

In fact, how many times have you found yourself 'advertising' yourself (either in person, or via pamphlets, flyers and the like) and not taking the opportunity to differentiate yourself from the competition?

Take this quick test and see if you're frequently using the following phrases that don't differentiate you from your competition. If you do, I'd highly suggest removing them from your vocabulary and replacing them with more specific, measurable (and profitable!) ones.

. "Top Quality Tradespeople" (try "We only contract tradespeople that not only meet the minimum standards, but also have ______, which means we can guarantee ______.")

. "Great Customer Service" (try "We meet with our clients a minimum of ______ times during the ______ process and a minimum of ______ during the ______ process, which allows us to ensure ______. Most other companies say they provide great customer service but typically what people find after they've committed a lot of money is ______.")

Here's some more phrases that won't do a lick in differentiating you from your competition and, therefore, I'd suggest removing entirely from your vocabulary...

. "Professional Quality / Service"

. "Experienced Builder / Renovator"

. "Quality Materials"

. "Excellent Workmanship"

. "Premier Builder / Renovator"

The list goes on but the point is the same: if it doesn't say how you're better, or quicker, or otherwise provide: a) a benefit; and b) over-and-above your competition, you're not differentiating yourself and, therefore, you're wasting time better spent on convincing the listener / reader why they should buy from you, and not your competition.

Brett Martinson is a professional coach and consultant to the home building and renovation industry. Builders and renovators can sign up for a FREE subscription to his Successful Home Builders' Newsletter AND receive his free, bonus 5-Part eBook, "5 Profit-Draining Mistakes Builders and Renovators Make...and How to Fix Them" at http://www.SuccessfulHomeBuilders.com.