The ultimate goal of any business is to generate word-of-mouth referrals. But first of all, customers have to remember who you are. They have to be able to recall your name. You can help them do that. That’s important. Surveys show that, if you have done an average or better job for them, they will refer you – and have you back again.
Get There First
Surveys have verified two facts about residential and commercial service work:
- The biggest determining factor as to who wins these profitable jobs is who calls back first.
- Virtually all the customers will hire that same contractor again for the next job. And the next.
Smart contractors can solidify their appointments by requiring down payments in advance. Down payments are insurance against someone else coming in and doing the job before you get there.
Tell Your Story
Make a first impression. Establish a personal connection with your customers. Tell them the history of your firm and its guiding principles. Keep that conversation going in all your company communications and literature. You have a legend to get started and maintain. Be sure that everyone in your company—inside and out— knows it by heart. And they take it to heart.
Never Stop Following-Up
- Nothing ever goes exactly as planned. Everything important deserves tireless follow-up. Small details deserve it, too. Get to be good at handling every “outstanding issue” of any size. Track them all.
- Are you in danger of being “remembered” by a customer because of a problem? You can keep that customer by correcting the problem the right way. Work hard at fixing what’s wrong. Work even harder at keeping everyone informed while the fix is in progress.
Nurture Your Brand
You’re thinking, my little company is too small to have a “brand.” Brands are for big guys, not little guys like us. Yes, you have a “brand.” Everybody does. Your brand is your baby. Treat it that way. Take a proprietary interest in your company’s visible image. Pay attention to details of how your firm appears and presents itself to the outside world. People will form opinions about you based on things that have nothing to do with the quality of your work. But those things matter.
Never Lose Contact
Never lose contact with a customer who somehow has managed to find you.
- The top 20% who provide 80% of your revenues.
- The rest who comprise the balance of your existingcustomer base.
- The not-yet-landed prospects whose profiles show promise.
- The others who still have long-term potential.
- PLUS friends & family who are great cheerleaders.
Here is a proverb worth repeating again:
Never lose contact with a customer who somehow has managed to find you.
Everything gets back to word of mouth. It’s your job to make it work for your company. So, help it along.