Pumper: How can pumpers figure out how to differentiate themselves?

Sjofors: You can do market research, but that’s prohibitively expensive for many small businesses. So instead, do your own competition analysis and research, and determine what you can deliver to customers that no one else does—and charge for it. Maybe you add to the perception of the value of your services by providing a higher level of professionalism, or clean trucks, for example. Or emphasize that as a pumper, you’re protecting homeowners’ groundwater, not just cleaning out septic tanks.

Coming Monday:

What’s another common pricing mistake?