I don't quite agree with that quote. I think that it implies that the customer could perform our service for a given amount of their "time". I'd say it's nearly impossible for a homeowner to deliver a job on par with today's top professionals using
superior equipment and products. I think they hire us for our past performances that have pleased and maybe impressed customers.
When I was first told that, I took umbrage at that very thought too Steve. I make my living selling big machines that belch heat and water and suck filth out of textiles after all.
Like most things that are said to catch our attention, there are plenty of exceptions, and no one could imagine that a rental unit can touch a truck mount's performance.
( but you know a "but" is coming)
At the emotional root of the consumers' thinking, buying back time is a powerful motivator. That feeling isn't one to be ignored when thinking of how we market to an aging and ever more self indulgent market.