In today’s paving and pavement maintenance market, competition is everywhere. Customers can get three, five, or even ten bids with a few phone calls or online form fills. On the surface, many of those bids look the same. The same square footage, same scope, same end goal. But as contractors know, not all bids are created equal.
One of my favorite places to consume information on this topic, is the LinkedIn page of my longtime friend, and asphalt business owner, Steven Brahney. Steve is constantly posting content geared towards his potential clients, that other business owners consume and learn from as well.
His message to the asphalt owner/manager is simple, “Contractors take advantage of you because they may cut corners or not even know how to solve your problems correctly to begin with, and both of them are costing you money. Now, in the future or possibly both.”
What the viewers pick up on is the message of “choosing Steve’s company is gonna cost me more, but choosing another company is REALLY gonna cost me more.”
That’s where we as contractors want to be, PAY ME THE MARGIN I DESERVE FOR THE QUALITY DELIVER. That is possible, but we have to educate our clients, like Steve does.
I’m going to break down what I have learned from Steve and over 2 decades owning an Asphalt Business myself, for you here.
The difference between a contractor who wins jobs at razor-thin margins and one who consistently sells at higher margins often comes down to one thing: customer education.
Educating your customer on best practices doesn’t just help them understand their project better, it helps them understand your value. When customers understand the difference between “apples and oranges,” they stop shopping purely on price and start buying outcomes, quality, and long-term performance.
Most customers aren’t experts in pavement. They don’t know the difference between crack sealing and patching, surface prep versus “spray and go,” or why one contractor’s process costs more than another’s. That lack of knowledge often leads them to assume all bids are equal and that the lowest price is the smartest choice.
When a contractor takes the time to educate a customer, something powerful happens. The relationship shifts from transactional to consultative. Instead of being “another bidder,” you become a trusted advisor. Steve is a master of this.
Explaining why certain steps matter: proper cleaning, correct material selection, correct application temperatures, cure times, and follow-up maintenance… builds confidence. Customers may not remember every technical detail, but they remember who took the time to explain things clearly and honestly.
Trust is built long before the work begins.
One of the biggest challenges contractors face is defending price. Education is the most effective defense.
When customers understand best practices, they begin to see what separates a professional operation from a shortcut-driven one. They learn why skipping steps leads to premature failure, why cheaper materials don’t perform the same, and why a slightly higher upfront investment often saves money over the life of the pavement.
This is where margins are protected and even increased. Educated customers are far less likely to push back with, “But this other guy is cheaper.” Instead, the conversation becomes, “Help me understand the difference,” which is exactly where you want to be.
You’re no longer selling just asphalt or sealcoat. You’re selling performance, longevity, and peace of mind.
Another overlooked benefit of educating customers is what happens after the job is complete. When customers understand proper curing times, traffic restrictions, weather impacts, and realistic expectations, there are fewer surprises. Fewer surprises lead to fewer angry phone calls, fewer warranty disputes, and fewer uncomfortable conversations. A customer who understands the process is far more patient, cooperative, and satisfied with the final result.
In many cases, education up front prevents problems that would otherwise cost time, money, and reputation down the road.
Customer education isn’t just verbal, it’s visual and operational. A clean, branded proposal. A clearly defined scope of work. Photos or diagrams that show problem areas. A professional-looking crew and well-maintained equipment.
These all reinforce the same message: this contractor knows what they’re doing.
Every touchpoint is part of the education process. When those touchpoints are consistent and professional, customers are far more likely to believe in, and pay for, the quality being offered.
Educating customers doesn’t require fancy presentations or hours of extra work. Small, intentional changes can make a big difference.
Explain the “Why,” Not Just the “What” Don’t just list steps, explain why they matter. Customers don’t need every technical detail, but they do need context.
Use Visuals Whenever Possible Before-and-after photos, simple diagrams, or short videos can quickly communicate issues customers may not see or understand.
Standardize Your Education Process Develop a repeatable way to explain your process so every customer gets the same clear message.
Compare Outcomes, Not Prices Instead of comparing dollar amounts, compare results: lifespan, maintenance intervals, performance, and long-term value.
Set Expectations Early Talk about curing times, weather impacts, and maintenance requirements before the job begins, not after.
Make Your Proposal Part of the Education A well-written, professional proposal reinforces everything you explained in person and gives the customer confidence in their decision.
At the end of the day, the contractors who consistently win the right jobs at the right margins aren’t just great operators, they’re great educators.
When customers understand what they’re buying, they stop chasing the cheapest option and start investing in quality. Education doesn’t just protect your margins… it elevates your brand, strengthens your reputation, and builds long-term relationships.
In an industry built on trust, performance, and results, that’s a competitive advantage worth investing in.
As always, if you have any questions, insight or criticisms about this article or anything in it, please feel free to email me at marvinjoles@gmail.com and of course, reach out to me using any form of social media (@inthemixmj).
Listen to the “In The Mix with Marvin Joles” Podcast on Spotify, Apple Podcasts and Watch on YouTube. Visit www.inthemixmj.com to learn more.
Asphalt is Opportunity. -Marvin
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