Why Do Contractors Punish Customers?

It seemed like a simple request. Two years ago, we turned down an invitation to put our house on a Historical Tour since it was discovered our kitchen had Formica. My wife remedied that (as painfully told in SMI). She felt showing off your Formica was like shaving “Wrestlemania” in your back hair.

Anyway, this year we agreed. Of course, this meant “touching up” the house a little. Started with the painters. Who mentioned rotten wood to carpenters. Who mentioned damaged roof flashing to roofers. Who mentioned tree limb encroachment to arborists. I think you can see where this is going. Yet I was NOT prepared for this…

This touch-up has turned into a near renovation, since we’d never want complete strangers to think we didn’t polish the screws on the brass mailbox. Then they might assume you put your feet on the coffee table or something.

Can anyone out there relate to project creep? Click "Amen, brother!” here to post to Facebook.

As usual, some interesting endeavors in contractor land, as seen through the eyes of a normal consumer. Okay, normal was a stretch, but here goes –

ALL of these services are grouped as contractors, and all the “good and bad” mentioned relate to “your” contracting field regardless.

Painting – Gave clear “scope of work” on day one, with options for us to choose. This related to full house washing, partial painting of trim, partial ‘body’ of house with various options. The best thing he did was “set expectations.”  He said what he would and couldn’t do, plus what it would cost for each service, how long it would take, how many men would be there. If there was ever a rain or supply delay, he let us know before we were looking for him. He also had a yard sign out from day one, and has picked up over $10,000 in neighborhood work on that single, simple element. He did a great job too.

Marketing and Sales Grade = A-.

Carpentry – Though every wood house ever made is decaying as you read this, our 105 year-old wood is so tough I’ve broken drill bits in the baseboards. The new wood in the Lowe’s bin can be drilled with a Q-Tip. Our carpenter sought the correct thickness, seasoned wood, showed me he backprimed before installation and hid his seams perfectly. As impressive as this was, he had no card and made no attempt to network our neighborhood, so in our minds – and everyone around us – he has vanished.

Marketing and Sales Grade = C.

Roofer – The first question is … which one? I called a guy who has done 4 other roofs. Then my wife called. Then I left a final plea with his thoroughly inept Customer Repellant who said, and I quote – “He don’t always check his messages that much.” I asked, “Since he’s done a lot of other work for us, may I have his cell number?” She says, “He don’t like for me to do that. Maybe you can try back tomorrow.” I promise that happened. Are YOU getting the idea she could be costing him some business? And she did. The $2,400 minor repair went to Roofer #3, who was able to actually use a phone and show up. We basically chose him because he DID show up.

Marketing and Sales Grade = C. My guess is there’ll be no follow up after the first rain. If he does, I’ll move my grade to a 

B. If he stays in touch, an A.

Landscaper – Now this is interesting. My wife is a master gardener. She understands her yard, whereas I only understand not to walk directly on the flowers. When the “Mow, Blow and Go” service seemed a little reckless on adding pine straw, she called our specialist landscaper (does the fish pond, bedding plants, irrigation) who has recently gone into the weekly maintenance business. She switched our entire account to him because he “gets it” and is genuinely interested in the yard. The former company has been indifferent, treating her yard like a production line.

Marketing and Sales Grade for “old” landscaper = D.
Marketing and Sales Grade for “new” landscaper = B+.

Brick Mason – Our brick pathway was so crooked, only extremely drunk people could navigate it. Given that the average “old house tour” patron in our neighborhood is around 112 years old, I didn’t want to risk a “Life Alert moment” in the yard, or the lawsuit. So we were referred (by the landscaper) to an eager, delightful and skilled young man to redo a small portion of the pathway. Yet he perfectly pointed out to me other “problem” areas, priced the entire job instead and tripled his sales in about 15 minutes. His work is excellent. We’d definitely call him back and refer him. He’s too young to critique on marketing, but his work speaks for itself.

Sales Grade = A.

Marketing Grade = C-. He should at least get a sign, flyers and business cards. Minimal investment, maximum return.

You’ll notice that some of the contractors did excellent work, but sorry marketing, which is a crime. That’s because it “hides” your expertise from those who’d willingly pay to enjoy it. And refer it. And buy for years, or as long as you care. You’ll also notice – though I’m a recovering perfectionist – that their “prices” weren’t really part of whether they got the job.

They were all pre-screened as referrals, one from the next (though the first roofer was a sorry letdown. I guess the $8,600 job on Hudson, Ink’s ‘new’ building is too much trouble to call me back for). The third roofer was entirely unmotivated, unappreciative. I have seen more energy in a mud pie.

Any contact with customers is a chance to shine or stay in the shade. Some of these will get “Online Reviews” from me (provided they’ve claimed their listing and have a website to make that easy). If they’ve NOT claimed their listing, this is a crying shame, destined to shortcut their potential sales.

And if they want to continue to feed their business pipeline, they’ll stay in touch. Sadly, the landscaper is likely the only one to stay in regular contact, and that’s due to his “capturing” of a recurring revenue stream from us.

Though some of this sounds “negative” about the marketing and sales performance of contractors, actually it is an opportunity for others (you!) to stand out. How?

• Acquire – Be diligent in seeking referrals from non-competitive businesses. Be diligent in keeping your name visible. In this case, the basic and primitive yard sign yanked in sales a $50,000 website did not.

• Engage – Set expectations, show examples, references and testimonials. Keep communication strong. Assume nothing.

• Keep – Regular contact can be as basic as a newsletter two times a year, but today’s consumer requires more regular contact and visibility from you. Is it too hard to send a short, helpful email once a month? (Our PowerSuite marketing program was founded on the premise of short, snappy, memorable contact in various media to stay ‘visible.’)

I hope this helps you in your business. I’m about to go home and enjoy my “refreshed” home. But if you expect to see me on the next Home Tour, I plan to decline.

Adams Hudson

Ever had project creep?

Tell us about an experience where you were either the victim … or the victor!

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The Group of 20

I’ve probably gotten in too deep. Been accused of that before. This “group of 20” was something that 10 years ago, I’d have thought a thorough impossibility. Being immersed with the top 20 copywriters and marketing strategists in North America seemed outside my limited bounds. In my little world, these are the people that spin it. 

I get to be with them 4 times this year, for 10 hour days of what’s working, what’s not, who’s being influenced by what and, most importantly, why. They are not household names, but many make the household names so. 

This is my first year of allowance into the “Olympics” of marketing persuasion, a craft I dearly love, with a group of people I’ve mostly only read about.  (They’ve obviously lowered their membership requirements.) 

Yet it will be worth absolutely nothing without one thing. This ‘thing,’ so elusive, a hint of intention, a foggy outline of how things should be, will fail to manifest a molecule of improvement absent this single trait. I hope I have “it”...

It is action.

The thing which turned Steve Jobs from a weirdo dreamer to a visionary doer. Turned Edison from a time waster of failed experiments to the man who “illuminated the world.” Has turned a million ill-equipped guys from gland-ridden aggressive awkwardness into marrying the girl of their dreams.

At some point, you’ve got to ask her to dance.

Action trumps contemplation, renders intellectual debate to a deservedly neutered has-been. Most ponder. Few pursue. I hate – and I don’t even like writing that word – but I intensely dislike “acceptance of what shows up.”

Many are content to speak of the “might have beens,” the opportunity they almost took. Their conscience has a very fine scale, tilted by grams of unacceptable or always-defensible behavior. 

Then there’s the group that feels the limb they’re way out on might be a bridge. They get called “dreamer” a lot. Hushed conversations call them “risky.” Sometimes they’re just called “stupid” by those safely on the ground. Any misstep – and there are a few – gets labeled by the do-nothings as “I told you so.”

Yet fueled by the fail fast/succeed sooner mentality, the second group understands their mission may exceed the speed of light. They may recall Jesus as the ultimate challenger, the boldest confronter, whose 3 year ministry changed the world for two thousand years and counting. He stared down authority, challenged ridiculous rules, told “right” just how wrong they were. 

Absent the ability to heal the blind, turn water into wine or raise the dead, the rest of us have pretty small challenges to overcome. (But wow! What party tricks!) World-imposed limitations? Phooey. Convention based on old-thinking? Get out of here. So what if we fall? Long as you don’t kill yourself or those involved in your experiment, how bad can it be? 

Action. A small word that fits between those that set the bonfire and those content to be warmed by it, but are quick to point out where it’s lacking.

When this group asked me to join, I hesitated. I posed the “should I or shouldn’t I” to readers of this editorial. Cost was/is high (exceeding my first year’s salary in business, far more than I’ve paid for a few cars). I was half hoping to get talked out of it. I can always say, “I don’t have time.” 

Yet, you readers overwhelmingly slapped me with reality and basically said, “Do it, you idiot.” So I did. Hear me: 

I will fail you. I will fail myself. I will have wasted God’s most precious resource of time devoted to misplaced talent ... all unless one thing happens. And that is….

That one thing happens. 

So here’s to the dreamers. The action takers. The fools. The “no way you can do that” people who are where you are because you became deaf to critics, attentive to soul. Every entrepreneur reading these words knows who I mean and I mean you. The one with skinned knees, chapped hands and enough mistakes to fill two volumes … right next to the one called “Life Well-Lived.” 

Thank you for your support.  

UPDATE: 

I have just returned from this 2-day brain letting, where I was in the “Marketing Hot Seat” to gather the highest-action-to-results ratio for the 3 challenges I issued. I was allowed to record ONLY my part, as the group is understandably highly protective. 

Enough ideas and inputs popped forth to resolve 2 of the 3 rather handily. To my surprise, a small alliance was formed with a long-standing member who fully understood a particular dilemma I had. We have many commonalities of approach, business model and, fortunately, ethics. 

Two days later, a marketing group spawned from this one was formed online.  The sharing has been profuse and powerful. Action has already commenced. The result of seeking wise counsel in this mastermind environment has educated me beyond the admission fee. 

I vow you all to be the beneficiary.  Stay tuned.

Adams Hudson

Question: What’s something scary or risky you did that turned out pretty darn good? Would love to hear.

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