What We Think Is Important, But Customers Do Not

Ed the Roofer

After responding to another thread about how long any of us has been in business, I and several others also mentioned how long in business, PLUS how long under the same company name and how long with the same phone number.

I guess that we think that means satbility.

Are we correct that home owners think the same way we do about what is or is not important to them?

What things do we think are very important, or even critical information for the customers to have, but in retrospect, they disregard those tid-bits of information?

What information do we not include, that maybe we should be including?

The reason I ask this, is because I have a tendency to go overboard with everything that I think is important and quite justifiably, some prospects get overwhelmed with too much information. I then have to turn on my spidey-senses and limit the info to what they desire to be most relevant. I usually do okay at that, but sometimes not.

What information should/must be included to seperate your contracting business from all of the others?

Lets try to pin down a top 3 or top 5 or a top 10 list if we can please.

Leave it just up to me, and it will wind up being a top 100 list of items.

Ed

apkole

I don't have a direct answer but will make this comment . . . .

Most homeowners do not know what factors should be important to them in purchasing a roof, beyond the "no leak, good appearance" basics. It's up to us as professionals to educate the consumer and set the criteria for making an informed decision as to the material choices and who will be the service provider.

In both our snowplowing business and residential roofing business the feedback from those who purchase our services indicates information, presented properly, is always appreciated by the customer.

We are using manufacturer contractor certification, extended warranties and our family history (four generations) in the trade to set us apart. Trust is the number one criteria, but I'm sure that each of us feel trustworthy.

Good question, Ed. Hard to pin down though.

Pearce Services

Not quite what you are asking for, but what does the vehicle we drive say about our company. I do not want a rust bucket with an oil leak to work for me. On the other hand, I do not want to see someone pull up in a Hummer. Age of vehicle, neatness and cleanliness, Import or American made, Lettering, etc.

And on the phone issue, I have a negative feel towards a guy that uses his cell number as the only phone number on his truck, business cards, letterhead etc, and does not offer an address, just a PO Box. Do customers notice this stuff?, How can they hire anyone that is not accessible after the fact.

GregS

I think the same way about people who don't provide an email address... My cell phone is my exclusive business line, but then I am a company of one. I have no use for a land line. I don't even have a fax number. Email has replaced much of these things.

And to answer the original question:

I find customers are looking for nice things for the cheapest price, and -then- they worry about the warranty.

DamionR

Every customer is going to have diferent values that are important to them. Some care most about price, some care most about quality of work, some care about you not using illegals to do the work, some care about your BBB rating, some care that you are a friend of a friend, etc.

Our first job in the sales situation is to find these hot buttons, and customize our presentation to hit on these factors.

Just my two cents

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Second Look

After about 3 or 5 years, additional years in business may not be a big factor - at least for me it doesn't. Now if you were a heart surgeon, I might want to see 10+ years. For most professions, 10 years ought to be enough to learn it unless the pro is a complete idiot in which case I don't want to hire them regardless of tenure.

Longevity is sometimes a cover for insecurity or weakness in other more important areas. You definitely don't want to be perceived as one of those types.


If I were a roofer and a customer had a specific, unusual roofing problem I would address it the same way I would handle a job interview: with a story. I would tell them about a time I resolved the same type (or a VERY similar type) of problem, the risks involved if an untrained person tried to resolve it, and wrap it all up by describing the positive outcome.

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Second Look

Things customers might find important:

• Charity work the business has done
• Manufacturer training / certification on the products used
• If the business is the largest installer of residental metal roofs in the county, that could be of interest to someone who wants a metal roof
• How good the installed product looks after a given number of years (may be more important than how long it lasts)
• Testimonials & references
• What % of customers are extremely satisfied with the completed job
• How the dissatisfied customers are treated, and why they were dissatisfied.

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Mike Finley

References are supposed to be THE MOST IMPORTANT thing according to everything you see, hear and read for advice for homeowners to judge contractors...

... yet less than 10%, maybe even as low as 5% of our customers ever call our references.

George Z

I never understand that, but it's true.
Most of the time your willingness to provide them is all they need.

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PressurePros

Ed, interesting topic. In addition to focusing on customer benefits I spew the same rhetoric as any other legitimate company.. certified, insured, workman's comp, references etc. This is the section of my proposal after asking the customer a bunch of questions about their project and their expectations. I start it with, "before I make some suggestions based upon your needs, let me tell you a little about my company.."


Mike and George, same here on references. Just saying I will provide them is enough. My thoughts on references are these.. If i ask a contractor for references he is apt to give me the numbers of his friends and family or at the least, jobs that he did very well. I have no way of knowing if a person has the same quality standards I do so references become almost uselss to me.

Ed, whether or not the customer signs with you relies on two factors.
1) Did you listen to the customer and come up with a solution to his problem?
2) Did you give enough information in layman's terms so that the customer is confident you will perform the work correctly?

Mix in some idle chit-chat, genuine smiles, eye contact, neat appearance and professionally designed company literature and most jobs are yours regardless of whether or not you are the most expensive company out there.

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Brian

I agree with most of the comments made, but specifically Damion's.

We don't know what is important to a particular customer. Some of the items my customers have found important are: being on time, having someone answer the phone, taking credit cards, being a member of the BBB, time in business, products used, references, and more.

I never know which of these will appeal to a particular customer until I talk to him. When I can't find out, I go over everything we offer.

I try to offer a broad range of values. Virtually every customer will find several that are important to him.

Brian Phillips

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Ed the Roofer

Thanks so far to everyones sharing.

As an add on tho this line of thinking, I would like to finish my contractor comparison grading chart/form. My initial input into the content of this grading form was to list everything I could think of and then whittle it down from there. In its present state, it is 4 to 5 times too long, but I expected that for my first version.

Basically, I want to come up with a comparison list that includes everything I do, tat at least most of my competitors will not be able to match up with 100 %.

I want this list to say; If any contractor does not meet all of the criteria, then they must be excluded from consideration.

I have all the references and other qualification, so much so as to be able to choke a horse. How do I provide just enough, without goin overboard?

Ed

woodmagman

1. Proof of ligitimacy and credentials
2. Assocation to the community
3. Assocation to the business

woodmagman

Tell them you are on contractor talk.....that good enough for me

DamionR

Ed,

If you have an autoresponder program... you can email them info on testimonials slowly... and not overwhelm them. For example, you oculd have a simple email that goes out once per day over a 7 day period... with a brief description of the testimonial... and a link that leads them to a page with the full details.

Here's an example of a full testimonial page that I'm using for prospects - http://www.e-foundationrepairs.com/google/case1.html

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ultimatetouch

Exactly and then put emphisis on the areas that we find are very important to them. Dont cram info down there throat lead them to the product.

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Ultimatetouch
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POOLMANinCT

i always thought it was a huge plus, that i dont employ punks,
the "other crew", the one i dont work on consists of a 42 yr old guy and a 37 yr old guy, they are both experts...

we are not practicing on peoples pools, like other outfits that throw a couple bodies in a truck...

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