Why You Don’t Need the Lowest Price to Win More Jobs Insights from Nicole Glover

Construction Champions Podcast

2 days ago3 min read

Too many contractors believe the lowest bid always wins. They slash prices, lower margins, and race to the bottom, only to realize they’re making less money for more work.

In this episode of the Construction Champions Podcast, Nicole Glover, founder of Glover Strategic Marketing, explains why competing on price alone is a losing strategy and how focusing on value, trust, and communication can help contractors win better projects at higher profits.

1. Price is Only One Factor in Winning Jobs

The Problem:

Many contractors assume clients only care about price, leading to aggressive underbidding. This results in lower profits, financial stress, and sometimes, cutting corners to stay within budget.

The Reality:

Clients also consider quality, communication, and reputation when selecting a contractor. A higher bid is often accepted when contractors:

Demonstrate expertise and reliability.
Provide a clear and professional proposal.
Offer transparency in their process and pricing.

Key Takeaway: Instead of focusing solely on price, highlight what makes your company the best choice for the job.

2. Your Proposal Can Make or Break the Deal

The Problem:

Many contractors submit bids with just numbers and no context, making price the only comparison point.

The Solution:

A winning proposal should clearly explain:

The value you bring—experience, quality, and reliability.
A detailed breakdown of services—so clients know what they are paying for.
What sets you apart—warranty, project timeline, materials, or customer service.

Key Takeaway: If you only list price, that’s all the client will compare. Instead, use proposals to educate clients and showcase value.

3. Caring is a Competitive Advantage

The Problem:

Clients often feel ignored or left in the dark during the construction process. Contractors who fail to communicate lose trust, even if they offer the best price.

The Solution:

Contractors who actively engage with clients, provide regular updates, and show genuine care stand out from the competition. Building trust leads to referrals, repeat business, and the ability to charge premium pricing.

Key Takeaway: The best contractors build trust, not just buildings. Clients want someone who listens and communicates effectively.

4. Company Culture Attracts Talent and Builds Success

The Problem:

Winning jobs isn’t just about clients—it’s also about attracting and keeping skilled workers. Many contractors struggle to retain talent because they focus only on getting the next project instead of building a strong company culture.

The Solution:

A strong culture:

Attracts top talent who want to work for a company that values them.
Encourages employee retention, reducing the costs of constant hiring and training.
Boosts morale and productivity, leading to better project outcomes.

Key Takeaway: If you want to hire and retain great people, you need to create a place they want to work. Culture is a competitive advantage.

Final Thoughts: Win More Jobs Without Lowering Your Price

Winning more jobs isn’t about being the cheapest—it’s about offering the best overall value. Contractors who focus on quality, communication, and company culture will naturally stand out from those who only compete on price.

Showcase your value in proposals so clients see beyond the numbers.
Communicate consistently to build trust and credibility.
Create a strong company culture to attract both clients and skilled workers.
Stop racing to the bottom on price and start focusing on long-term success.