“It's just not right that these guys charge so much and get away with it," Jimmy mused as he waited for the phone to ring. "I know more about plumbing than most of these guys and I sure don't run up huge bills by adding on a bunch of unnecessary repairs." Jimmy wanted to get the word out about these rip-off practices, but how could he do it?
This was going to be a challenge because many of his competitors were excellent contractors - some as good as or better than Jimmy. It would be tough to compete against these contractors based upon quality. After all, plumbing isn't an Olympic foot race where the winners are determined by 100ths of a second. How can a typical homeowner measure nontangible concepts like integrity, skill and workmanship?