You Don't Care!

Employees wear these pink bands

I have been in the plumbing, heating, and air conditioning service business for more than 50 years. My Dad was a plumbing service contractor who worked out of his home. I helped him as a high school student on weekends and during the summer months. I grew to love the business and the ability to help customers by solving problems they could not solve themselves. Why do I tell you this? It is to let you know I have been around the block a few times in this industry. I have seen and heard a lot. I have been with thousands of customers from little old grandmas to auto industry leaders. All have a concern for the integrity and character of the company they use for service and the Technician who arrives at their home or business. So let’s focus in on a way to improve the perception of your business in the eyes of your customers. Remember, Perception is the customer’s reality.

As I search the web for contractors’ websites, receive their email newsletters, or review their customer newsletters, I find a need to improve on the message that the company I’m looking at has integrity and character. If you Google the word plumber what do you see? Many of the images are of someone’s butt crack. If you watch television and there is an investigative sting operation, it’s an HVAC company. We lack professionalism, trust, character, and integrity in the eyes of many customers.

As a customer searches for a service contractor, they have a lot of anxiety about the choices before them. They look for a local contractor, one who’s name they recognize, one some friend or neighbor recommended. Often they are confused and have that helpless feeling. They are pretty sure they are not going to be happy with the outcome of the service, the Technician, or the price. There are many ways to help change that perception including clean well maintained trucks, neat uniformed Technicians, well done website with pictures of babies and moms, friendly Customer Service Reps, booties, and a host of others. But let me give you one more.

A client, Thornton and Grooms, is active in the community. They do most all the activities other

Notice the Pink Shirt

contractors are involved in such as home shows. But they also give back to the community through their “Hearts and Heroes Award” donations to charities, service and installations for the needy, and major campaigns. One such current campaign is focused breast cancer awareness and assistance with “The Pink Fund”. Each of these are company-wide efforts which give the employees a sense of belonging to a caring firm and it helps to show that it’s not about butt cracks and rip-

Another Pink Shirt

offs. The concept is always to provide the best service but to also include the “We care” in everyday business. It helps to give the customer a secure feeling about the business. Click on the Hearts and Heroes Award or The Pink Fund above to see how they use this concept. Then look at the banners that run across their Home page.

Are your future customers confident that You Care when they see you marketing or does your image lack a solution to that customer concern?

Also Checkout:

Cruise Thoughts

Is This Customer Service?

Checkout our new website

Often owners and managers need assistance in using their time wisely to grow the business or improve the business. We can help. Contact us.

Dan has been in the service industry for nearly 50 years. He has operated a large plumbing, heating and air conditioning service company and for the past 12 years has helped small companies in the service business to grow and prosper. Contact him at Dan@SayYesToSuccess.com.