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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