December 2018

Let’s face it, most contractors are basically the same. Within the sphere of work you do (roofing, plumbing, HVAC, etc.) you and your competition look a whole lot a alike. You offer similar services, for similar prices, with the same end result for the customer. So how do you make your business stand out over others? We have two words for you: customer service. Customer service is the one way that you can totally distinguish yourself from your competition; it allows you to create a specific identity for your company that no other company can replicate.

Regardless of the type of work you do, almost any other contractor in your field can properly repair or install. They can all make sure it is done to manufacturer specifications and in line with city ordinances, so there is little you can do besides tout your expertise (even though everyone else is also doing that). Next step would be to potentially offer deals or discounts, but similarly to installing, there are only so many different things you can offer; between the legal restrictions and your own costs, you can typically do free inspections or sometimes discounted materials, but unfortunately, the other guys can do that too. So what can you do to make your company different? Make your customer service better. When it comes down to it, people aren’t really going to remember the installation and the actual work that got done. They are going to remember if you were helpful, efficient, and communicative.

Making your customer service better doesn’t need to mean big changes within your company. Often it is the little, helpful things that customers remember and that can help you differentiate from other contractors. It can start at the very beginning before you even have a signed contract. Make the most of your initial contact, answer all their questions and address concerns, and follow-up with them after to make sure nothing else came-up after you left. This shows the potential customers that you care, and are invested in the project from the start.

Communication is another big way to build your customer service reputation. In addition to following-up when you are trying to win business, stay in contact once you have the business. Over-communicating can actually be helpful; keep homeowners updated with how the project is progressing, let them know if there are problems with materials, keep them in the loop when work is happening and what that entails for their daily lives. This goes both ways as well, the more you communicate with them, the more they will feel like they can communicate with you. You want them to be comfortable enough with you and your company to call with any questions or concerns as the project goes on. Taking those calls, and taking the time to address those concerns can be the turning point for you over other contractors.

You can also make them aware of product specifications, warranties, and what to look for in case something happens again. If the product has tell-tale signs that something is about to go wrong, let the homeowner know what those signs are and what to do when it happens to make the process smoother. If there are warranties or rewards available from either your company or manufacturers, make sure the homeowner is aware of them and help them get registered so that they won’t face more costs down the road. Going the extra mile to give them helpful extra information makes you look really good, and makes homeowners trust you more.

Making homeowners feel heard, understood, and secure during a project makes a difference. It makes them more likely to come back you for more work, recommend you to people who need the same work done, and give your company good reviews. All of these things help to set you apart from your competition; if they aren’t taking the time to listen to their customers, than that puts you a step above them and when the race is tight, that can make all the difference.

As much as we wish they were, not every job you’ll get will be a home run. You know the kind, where the homeowners sign the contract right away, the insurance company approves your estimate, and the work goes off without a hitch. For every ten jobs, you might get one that goes that nicely, and the rest, well, they require a little more legwork.

One of the most difficult parts of selling for contractors is getting the contract signed. Some homeowners like to take their time making a decision, or are unsure of what work they need done, or they just think they know more than you do. These are the homeowners that are typically deemed as cold leads; they didn’t slam the door, they let you explain what you do, and they may have even had you do an inspection, but then they want to wait to sign a contract. It can be frustrating dealing with these types of homeowners because you want the work and you want to get started. You might even think it would be easier to move on to the next house who is ready to sign the contract and forget about the hesitant people all together. But, taking the time to warm-up these cold leads can pay off big time if you do it right. In this post, we will go into detail about some of the best practices to warm-up cold leads and get contracts signed.

Don’t Push Too Hard Too Fast

One of the easiest ways to scare off cold leads for good is to push too hard too fast. Having to make changes or repairs to a home is big, big deal and some people need more time to process that than others. When you push too much, it can overwhelm the homeowners and make them run to another contractor with more patience, and it can also seem a little sketchy; like you just want to get the work done and get paid. Most of the time you can tell which homeowners are going to be a little harder to convince, so have a sales plan specific to those kinds of customers. Try your normal sales process at half speed if they seem skittish; do your inspection and give them all the information, but don’t bring up a contract or moving forward until the next time you speak. Give them time to process all the information one bit at a time, and let them become comfortable with you before the ball really starts to roll.

Stay In Touch

Another great way to warm-up cold leads is to stay in touch with homeowners while they are in the process of picking a contractor. Even if you are moving slower, as mentioned above, communicate with them; call and see if they have questions after looking over your damage assessment, ask if they have any questions about the insurance process, or if they need help navigating HOA requirements. Try and speak with them at least once per week while they are in the decision-making process. Not only will it keep you in their minds as an option to do the work, it will also help you build rapport and display your full expertise, which will hopefully bolster their confidence in you.

Find Hesitations

Typically, the people who take the longest to process and decide have specific concerns that are holding them back, and these concerns are typically easy to find. All you have to do is ask. Ask them if they have any specific questions or if there is anything they are worried about and, usually, that answer will let you know what they are worried about so you can address it. Finding out why they are hesitant to move forward gives you the opportunity to display your knowledge of the process and the repairs, and make the homeowner more comfortable with you; similar to staying in touch, it allows you to build rapport with them before other contractors can. Addressing their concerns, and pointing out how you can help negate them, can be a big step in getting a contract signed.