Jim Hinshaw
Just had some conversations with members and coaches. They shared one element of business success for those of us in the trades or for any business. The one single thing that will help improve sales, increase average tickets, add money to the bottom line is your reputation.
This was shared clearly, there are some companies whose reputation proceeds them into the room, people know what they stand for, how they treat customers and employees. You trust them completely. Other companies must continually push to get noticed, to be included on the list of people to call in case you are having a problem with your plumbing, heating or air conditioning, roofing or any other part of your home.
Some companies have mass; they will be noticed by the way they do business before they are needed by the consumer. Their reputation has been honed by how they show up in the market, even before they show up. How they answer the phone, what their trucks look like (yes, wrapped trucks do improve your image), the uniforms the employees wear, everything. How they respond to a call for an estimate, when a consumer is unsure of what the dollars may be to replace the tankless in your 8-year home.
We may think motion creates success. The harder we push to get sales, referrals, maintenance agreements, the more successful we become. Not a guarantee. When we show respect to the customer, get involved in the community and do what is right at every instance, we are creating success.
Here is a point I have seen repeatedly with our members. Change is inevitable. And in some ways necessary, the market is always demanding more. A company may take a move to a new vertical, an established plumbing company deep into new construction decides to move into service and replacement work. At first, they may have some success. The decisions that were made in the past that seemed so clear are now flexible, we may explain this as “adopting” to the new segment of the market. In some cases, we have not taken the time to research the market, and we work harder than ever to master the systems and processes the new market demands. We make excuses for small changes, calling them strategy that is demanded by the new market. We don’t see the decline in our reputation immediately, it comes slowly, identity rarely disappears, it erodes.
Behaviors that we did not accept in the past are now reconsidered. Slowly we lose the traction our good name and reputation had in the community. So what should we do to protect the reputation that has taken us years to build, and what steps should we take to improve it?
First, look at every moment of truth, every interaction with a consumer. Starting with how you answer the phone. I have called over 300 companies in the last few weeks, amazing what I have heard. Some have adapted Ai, ask for my name and purpose of the call, but many have a VM that is either full or not set up, no way to leave a message. I go to FB or social media to try to leave a message, in many cases they don’t respond to my request for connection. Sorta amazing, since these are all businesses, I can’t imagine that they have pre-screened my phone number and decided not to respond to calls from Arizona. On that note, just had a call with some of our members and the question was asked: what have you changed your mind about this year? One $20 million/year company said they decided to give exact prices last year, not a range, not a ballpark, using an app that asked 6 or 7 questions, a recommendation and budget number (with financing) came up in 5 minutes. They shared that 70% of the people who had requested pricing bought from them. 70%! Seems like a good reason to set up a pricing page on your website.
Then, how do you deliver your products and services. Do the install crews have business cards and training on how to interact with neighbors when doing an install? Do they pass out door hangers? How about lawn signs? Lawn signs on installs and service? Does the estimator carry a folder with your logo, wearing a shirt with your logo, driving a wrapped van or pickup?
What happens when the job is done? Does the install team clean up, really clean up the area where the unit was located as well as the area outside when they were working? Is the last tech on the job trained on how to ask for referrals. Something along the lines of this: Could I share something important? Most of our work (fill in % if known) comes from referrals from happy customers. Would you be so kind to share your experience working with us on your project? I can’t put you on the payroll, but will have a (coupon for service, discount card, something!) for you and the person you refer us to. Thank you in advance!
One other element that is critical, a phrase that says what your company does that fills a need and other companies do not do, or will not do.
We are the company (what you are known for) that helps homeowners and businesses (enjoy more comfortable conditions at work and home, improving efficiency, health and safety), using the latest technology and trained professionals who have been background checked and verified. Our average employee in your home has been with us ___ years, unlike some of the competition that hire seasonally.
So there are a couple of ideas regarding reputation, thanks for listening, we’ll talk later.