MARCH 27-APRIL 2, 2023 SPRINGFIELD BUSINESS JOURNAL · 21 I get at least one scam text message every day, and to my chagrin, it’s usually more often than that. My Amazon or Netflix accounts are on hold, the texts might say, and I need to click a link (that’s totally not suspicious looking) to remedy the situation. It’s beyond frustrating. I barely want to look at my phone these days because I know some kind of scam is waiting for me. The Federal Communications Commission appears to have had enough as well, as the agency recently introduced rules designed to crack down on scam text messages. Such spam messages have increased by 500% since 2015, FCC officials say. I believe it. Under the FCC’s new rules released this month, mobile carriers are required to block robotext messages that are likely to be illegal. According to the FCC, the rules are the agency’s “first regulations specifically targeting the increasing problem of scam text messages sent to consumers.” Text messages from “invalid, unallocated or unused numbers” must be blocked by carriers, as well as texts from “numbers that the subscriber to the number has self-identified as never sending text messages, and numbers that government agencies and other well-known entities identify as not used for texting.” I applaud any movement by the FCC to crack down on spam texts, but given the government’s inability to stop spam calls, I don’t have a lot of faith. I’ll file these rules under the “I’ll believe it if I see it” category. To my skeptical self, it feels a lot like lip service with no teeth. In the meantime, I’m signing my phone up for every do-not-call and do-not-text list I can find. Cybercrimes on the rise In other tech news, cybercrimes continue to rise. Shocker! The FBI’s recently released internet crime report found that, through its Internet Crime Complaint Center, total losses to cybercrimes rose to $10.3 billion in 2022, up from $6.9 billion in 2021. The number of complaints dipped to 800,944 from 847,376, but the successful scammers reaped more rewards for their efforts. Losses have risen each year since 2018, and for the five-year period, total losses were $27.6 billion. Total complaints came to nearly 3.3 million during that same time span, according to the FBI report. Age played a major factor. According to the report, victims under the age of 20 lost $210.5 million to cyberscams last year, and that figure steadily increases until it gets to the scammer’s apparent favorite target, the over 60 population, which lost $3.1 billion in 2022. It’s important to note that no single age group was unaffected. Scammers are targeting all age ranges, though the numbers do tend to skew toward older adults. Education continues to be the greatest tool in combatting scammers. I’d encourage everyone, regardless of age, to keep up to date with scams. Maybe they’ll stop if no one falls for them anymore. Springfield Business Journal Digital Editor Geoff Pickle can be reached at gpickle@sbj.net. Pro tip: Focus on value, not cost New FCC rules seem unlikely to stop scam texts If you see a kid selling lemonade at a neighborhood stand, it’s not the same as a vending machine with lemonade. Although it’s basically the same product, the difference lies in the story around it and the experience it provides. I often talk to startup business owners about their companies, and when I do, I listen for the things that set them apart, their unique story and their value proposition. If they start giving me sports stats about being 2% better than their competition or having a slightly better return on investment, they start to lose me. I’m not as concerned with those details if they don’t have a compelling story and value proposition that can be bottled and sold. Purpose in pricing I have had a few clients over the years tell me that our prices are too high. On one project, a client requested a quote for a very small renovation job. They gave us a list of specific needs and how they wanted them addressed. After providing a proposal to their committee, we were told the price was too high. We asked them what they thought a more reasonable price for the project was and their answer was half our number. We suggested that it might be best for them to do the project themselves, but they didn’t feel like they had the skills required for it. They also lacked the necessary tools and equipment to complete the job. When looking at the logistics, we estimated that it would take a minimum of 10-12 consecutive days to finish the on-site work. However, they all had regular jobs and were unable to commit that much time to the project. Even if they took a few days off as a group, there would still be the additional time required to plan the project, acquire materials, set up equipment, dispose of waste and much more. As they researched the cost of materials alone and compared it to our total project cost, they began to see the value in what we were offering. It’s important to remember that the cost of something isn’t necessarily what you pay for it, but what you ultimately gain from it. Value proposition Keep in mind that when a client pays for a project, they’re not just paying for the materials and labor involved. They’re also investing in something that holds far greater value. They’re investing in the time and effort put into preparation and planning, as well as the knowledge, experience and tools utilized by the professionals working on their project. They’re paying for the level of professionalism that they expect, and hopefully, they’ll receive excellence, discipline and integrity, as well. Additionally, they’re paying for taxes, licenses and insurance, as well as any sacrifices or liabilities that may arise during the course of the project. The challenge lies in finding a way to package this added value in a way that your customers will recognize and appreciate. Consider your unique story and the experience you’re striving to create for your customers. By identifying your real value add, you can ensure that your customers truly understand the benefits of working with your business. Quality matters It is always my hope that when people request a proposal for professional work, they wouldn’t disrespect a service provider by trying to get them to lower their prices. If a proposal exceeds your budget, it’s perfectly fine to seek other proposals. However, it’s important to remember that the lowest price doesn’t always equate to the best value. I cannot tell you how many times we’ve lost a job to price, only to be called back later to fix it. Ultimately, it’s better to do it right the first time than to pay for it twice. Knowing the value you bring to the table, being able to effectively communicate that and having confidence in your work is powerful. Donnie Brawner is CEO and owner of Paragon 360 and Paragon Fabrication. He can be reached at dbrawner@paragon360.com. BUSINESS FULL CIRCLE Donnie Brawner FROM THE WEB Geoff Pickle OPINION WE WANT TO HEAR FROM YOU Springfield Business Journal welcomes responses from readers. Letters to the editor should be brief, preferably under 300 words, and may be edited for clarity, style and length. No anonymous letters will be printed. Send letters to sbj@sbj.net. Please include your full name and the city where you reside. The cost of something isn’t necessarily what you pay for it, but what you ultimately gain from it. I barely want to look at my phone these days. Such spam messages have increased by 500% since 2015.
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