BUSINESS AND TRAINING 13
Remove barriers
By Carter Harkins and Taylor Hill ( Reproduced from plumbermag . com , 18 Jan2021 )
Before you can even attempt to give clients the solution they are seeking , you must be a company they are willing to contact in the first place !
New Year ’ s resolutions almost always fail . And most of the time , it is because we do not eliminate the barriers to our success .
We might throw out the chips , but we do not meal prep so that we have healthy options on hand for those ‘ hangry ’ moments . We might buy a treadmill , but we do not set out our gym clothes or create a set schedule for our daily workout .
The reason we fail is because we are focused on the result , not what it takes to get there . We are focused on how good it will feel when we have hit our goals , and not on minimising our perception of the cost along the way .
Many of us make the same mistake with our businesses . We think our customers are focused on the outcome of working with us . That they want the leak to stop . They want the garbage disposal fixed . They want the newly remodelled bathroom .
And while it is true that they are looking for solutions to their problems , that is not all they are looking for . And it is not even the first thing they are looking for when deciding which company to call .
Truth is , there are all kinds of barriers that stand between your potential customers and the desired outcome you can provide . There are all kinds of hurdles that must be crossed before you even arrive at their home to do the work . If you do not lower those barriers or reduce the perceived up-front costs associated with working with you , you will never get the opportunity to deliver the desired outcome .
Say someone has a clogged drain and searches on Google for a plumber in your area . They should know within seconds or minutes of that search which of the plumbers in search results can fix their problem and deliver the desired outcome .
• What they might not know right away is :
• Which plumbers will answer the phone ?
• Will I have to wait for a long time for an appointment ?
• Will I have to sit at home all day or will they provide a short appointment window ?
• Is this a reputable company ?
• Will they try to sell me things I do not need ?
• Will they take care of my issue and stand behind their work ?
• What will the experience be like ?
• Will they rip me off ?
All these questions must be answered to some degree before you even get an appointment on the books . Because if the perceived cost — be that hassle , uncertainty , frustration , powerlessness , time , money , or something else — is too high , they will keep shopping until they find a plumber who has reduced or eliminated those front-loaded costs .
So , what can you do ? You can work hard to lower those initial barriers , so you get the call and the opportunity to deliver the desired outcome your customers are after .
Do this by :
• Training your customer service representatives to answer the phones quickly and professionally .
• Right sizing your business and prioritising service calls , so you can get to people as quickly as possible .
• Streamlining and improving operations so you can provide tighter appointment windows .
• Adding trust signals and authority to your website and marketing materials and consistently getting reviews on Google , Facebook , Angie ’ s List , and elsewhere .
• Adding guarantees to your website and marketing materials if possible .
• Acknowledging when mistakes are made and promising to make it right in person and in reviews .
• Using videos , photos , and copy to show potential customers what they can expect when they work with you . And work to consistently get reviews that speak to the customer experience . Add this content to your website , Google My Business ( GMB ) listing , and social media pages , on your website , social media pages , and in person . The more willing you are to educate , the more trustworthy you will be in the eyes of your customers . Because someone who is willing to explain and answer questions has nothing to hide .
As you start this new year , broaden your focus . Do not be fooled into thinking the desired outcome is the only thing you need to be considering . Instead , look at all the ways you can lower barriers , reduce upfront costs , and risk , and make working with you the obvious ( and easiest ) choice .
About the Authors : Carter Harkins and Taylor Hill are the co-founders of Spark Marketer , a Nashville , Tennessee-based digital marketing company that works primarily with service businesses . They are also cocreators of the award-winning app Closing Commander , which helps contractors close more estimates effortlessly , and co-authors of the book Blue Collar Proud : 10 Principles for Building a Kickass Business You Love . Both regularly speak at service industry trade shows and conferences across the nation . Visit www . sparkmarketer . com , www . about . closingcommander . com , www . facebook . com / sparkmarketer , or www . facebook . com / closingcommander . PA
March 2022 Volume 28 I Number 1 www . plumbingafrica . co . za