"Leave modesty at the doorstep"
is a basic rule of selling. The idea is
that the confident, if not the
outright boastful, will get the sale
in a competitive situation. "Topquality,"
"fine craftsmanship," or
even "plumb, strum, straight, and
true" (as one Texas framer calls his
work) are all stock phrases in the
sales lingo of builders and
remodelers. Words sell, and the
marketing-savvy contractor knows
how to put a verbal shine on his
However, sales talk can get you
into trouble if you promise too
much. The more specific the sales
pitch regarding the quality of your
work, the more likely a court will
see it as a contractual obligation.
Offer your work as "high-quality" or
"first-rate," and you'll