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for.” Price buyers usually get the substandard value they deserve for the low price they sought out. They want excellence, but they are only willing to pay prices that do not give contractors a chance to recover their cost, let alone earn a profit. Selling at or below cost is foolish. It artificially lowers


the consumer’s perception of prices throughout the industry. That’s why Michael feels that the lack of education is the biggest problem facing the industry. And he’s right! Before I had an epiphany, I competed with those poor


misguided souls for my first ten years in the contracting business. Fortunately, I have the ability to understand the contracting business and the numbers involved, as well as the ability to logically and coherently speak to my clientele. So, in 1988, I embarked on the daunting mission of educating contractors in the delivery of excellence to their clientele so that they can reap the rewards commensurate with the delivery of superior service. As an active contractor, I not only know what you


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encounter but I face it every day. I have a unique perspective, which enhances my ability to run my business properly and to show other contractors how to improve their business protocols and results. I want to


thank Michael for his insight. I’m sure that intelligent contractors who read this article will also be thankful for his input. If you would like me to


show you how to improve your business results, I’m willing, I’m able, and I’m waiting for your call at 845/639-5050. I’ve coached many contractors over the years who have improved their business results. If you understand and properly implement that which I can show you, you can improve your business and attain your American dream. By the way, what are


your answers to the two questions at the beginning of this article? Let me know. I wish you much good health, happiness and wealth. l


Richard P. DiToma is a contracting business consultant and active PHC contractor with over 40 years of experience in the PHC industry. To receive more information about his: • Contracting Business • Coaching • Consultations • Business Books • Seminars with Solutions • Customized Price Guides • Customized Business Forms


CONTACT RICHARD by phone at 845/639-5050 or via e-mail at richardditoma@verizon.net Fax: 845/639-6791 R&G Profit-Ability Inc. P.O. Box 282, West Nyack, NY 10994


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phc april 2011 www.phcnews.com


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