Increase profitability and customer loyalty at the same time
By Rory Macnamara
BUSINESS AND TRAINING
As a country , and as with most people , we do not have a culture of maintenance . I have heard plumbing referred to as a grudge purchase which is not far from the truth when one considers ‘ out of sight , out of mind ’.
17
Certainly , when a geyser bursts it ’ s a rush job , and anyhow , “ insurance pays for the replacement and consequential damage .” As true as that may be , the point is not about waiting for something to happen and then reacting or expecting the plumber to be at the doorstep within seconds when the bath and shower is full of ugly stuff .
From a plumber ’ s perspective , preventive maintenance provides a business opportunity second to none in that , it can create a ‘ service loyalty ’ between the plumber and customer . It is this loyalty that needs be cultivated just as a patient has with their doctor .
Many plumbers / companies are using software to move away from paper to speed up payment and such like . Those same programmes are gold in your hands and no one else has that information on customers .
Pixabay
Drainage pipes .
Whilst searching for new customers is part of growing , existing customers are already known , know one ’ s work and are ideal for developing a business relationship within terms of offering a preventive maintenance package as well as encouraging them to check themselves based on your branded maintenance checklist .
Of course , it might not happen first time round , but one must start somewhere and who better than existing customers ? In doing this , one creates a comfort for the customer that ‘ you are there for them .’
For this article , we are going to dwell on the ‘ encouragement factor ’ by looking at the normal items one should keep an eye on for developing weaknesses in the plumbing system like pipes , leaks , geysers , taps and mixers .
The encouragement of a customer to do their own checking is unlikely but this is where your ‘ gold ’ comes in . One can maintain contact via email or WhatsApp and gently remind the customer to complete a short checklist , as burst pipes and the like , are costly and inconvenient .
Now this where the profitability comes in on the preventive side . If you are in an area to do a job , and you know of other customers in the area , send a quick message to ask if they would like a quick inspection of their plumbing systems . Since you are already in the area , the only cost is the time . Initially you might get a polite “ No , thanks ”, but you have started developing the relationship .
Another idea is to drop off a checklist with your company details and a short note drawing attention to the importance of preventive maintenance – the checklist is complimentary and then follow up electronically . Either the customer can / will do it , or you can offer to do it for a small fee .
Customers are not stupid – they are conscious of branding and branding comes from the supplier , in this case , you the plumber . So , use the ‘ gold ’ you have to your advantage .
One small point about the law and sending electronic messages , you must have the permission of the customer to send these . So , on all your software documents just add something like this : “ Do you wish to wish to receive messages from us electronically advising you of specials , etc ? Yes / No ” ( please tick appropriate box ). ( This is required in terms of the POPI Act .) Some companies use something like this : “ By accepting this quotation you accept the receipt of electronic messages from us . You have the option to opt out at any time .”
Now to the checklist ( make sure to this to suit your customer base ). Explain the value and importance of preventive maintenance . In brief ,
February 2022 Volume 27 I Number 12 www . plumbingafrica . co . za