Want to be successful with your clients? Sell your value and deliver more

By Jason Safford (Excerpted from Winning with Exceptionalism)

I love building things. Banging hammers on a rooftop or outdoor deck has always been one of my favorite sounds. Seeing construction happen from the framing to the details and finishes excites me. And then there are the unique elements of design that provide both aesthetic and efficiency. My personal taste in utilitarian efficiency that is sleek and unassuming has always been difficult to find in many aspects of architecture. Although I began my careering technology and entertainment, I guess it was only a matter of time before I would throw my hat into the ring and start a construction business.

When we started our construction company in 2005 to assist our real estate company with property flips and growing our business operations, we took jobs in different locations around the five boroughs of New York City and Long Island to both get our name out there, but also to explore different neighborhoods for Real Estate investment opportunities. Our strategy was to build a construction company that could operate both for other customers and our development company would be a customer.

One of the most important things I took away from being in the construction industry was how much people don’t appreciate the effort it takes to make a construction project come together and achieve the final result.

It does not matter whether you are renovating a kitchen or building a luxury high-rise in the middle of Manhattan, the customer wants incredible results regardless of the price they paid. Value is interpretive, not implied.

We took one particular job in Southhampton, NY replacing a roof and deck for an older couple that was in their 80s. It was a beautiful property overlooking the Great South Bay and the owner was an architectural designer who had designed the deck himself with his own unique features. Our challenge was to replace board for board his design, but without any drawings!

Once we agreed to everything in the contract, the heat was on. I had no idea how meticulous this guy was and how much of a micro-manager he would be about our employees and overall workmanship and management style. He literally supervised the job along with me every day.

We developed a very good rapport and eventually we came to like and respect each other both personally and professionally. When we came to the end of the job, however, he wasn’t happy. I was actually shocked. When I asked him why, he replied, “You built it too good. It’s going to last longer than the house!” After a long heart to heart conversation, I help him realize that he was the one who wanted everything that we did, we just did it exactly the way he wanted it. At that point he finally smiled and replied, “You’re right Jason, I made you build the deck too good. Now I need you to build me a new house to go with this beautiful deck!”

Results are what people are interested in. Becoming a super-achiever is about meeting people at their expectations and making sure your can deliver their expectations and more. You become exceptional when you are able to understand what they want and give them everything they asked for and more without it being a burden for you to handle.