This Costliest Fear In Sales...

It still amazes me. “Service” is a noun, a verb, and a calling. If you believe that last one, there’s a hidden version of service that will make some of you bristle. But first…

We all rail on the car repair place who forgot it was wrong to charge someone $480 for headlight fluid and waxing the spare tire. Their antics go on public display in negative reviews. 

We are irked at the cable company who told us to wait “Sometime between this Tuesday and next April” for the cable dude to appear and hit the red reset button.

We go murderous at being transferred to 4 different “Customer Disservice Representatives” to tell the exact same story. Each transfer grinds on for 10 minutes of recordings that they are “Presently serving other customers”.

Then there is a “hidden version” of bad service where we’re not told that for a little more money we could’ve gotten what we actually wanted. It’s called selling, and it is also a service.

I recently told of a minor house “freshening” where nearly every tradesperson in town stopped by to shake me upside down while readying our home for a historic tour.

How to Not Choose a Contractor

In essence, the “I can do it cheaper” guys all reeked of incompetence. The beat up truck, the lack of business card, logo’d estimate or invoice, the uncertainty of what was included, and the “I’ll get back to you’s” all added up to something hugely avoidable. I do not flaunt overspending; but I do like value. Service dear friends, is value.

The tradespeople who offered decipherable tiered pricing generally got me to the 2nd or 1st level of their offer. The smart landscaper correctly identified my wife’s “pain” and offered a nearly “do all” service at roughly double the “mow, blow, and go” guy while she gets to work on the fun part of landscaping. (To me, the fun part of landscaping is seeing it done by someone else.)

A Profitable Perspective

I tell you these things to encourage you from a homeowner perspective. Tell them what solves their problem, even if it’s not the way you or your techs “buy”. That doesn’t matter. You solve the problem, and a few more while you’re at it, charging as is appropriate. That’s not “just” selling, because friend, good selling is service.

The poor HVAC company that installed the system at our lake house just never “got it”. Every year – since we don’t live there year round – I’d ask, “Do you have a Maintenance Agreement program so I won’t have to think about this?” and the answer was the same, “Nope. Might get one. Just call us when you need us.” I’d respond, “Can you put it on your calendar to remind me that it’s time for service?” and they’d say, “Well, we could do that I guess,” more like an imposition than an agreement. And did they? Not once in 5 years.

Dumb me. I thought they were the only game in town (since it is kind of remote).

I saw a billboard – yes, a lowly, utterly low-tech billboard – that had another HVAC company name for the area. Professional logo, good tagline, and a memorable phone number. So my wife called.

Oh my.

Dollars, Dreams, and Sales Delivery

She was elated. The company was courteous. Started 3 years ago by two young, motivated friends with a vision. Now with a handful of eager employees catching that vision, one of whom showed up exactly on time, in a clean truck and crisp uniform. Check this out as she retold it:

He complimented my wife on keeping a neat home. Said he understood how hard it was to maintain a house by long distance. He remarked that doing this well was a lot harder than most people realized. (Can you hear the “sale as a service” set up coming?)

She asks, “Do you have a maintenance agreement program?” At this point, the harp music started, and a chorus broke through the sunlit clouds as he answered, “Yes, which level do you think you and your husband would prefer?”

In fifteen minutes, we forgot 5 years of prior disappointment and amateur dismissal. And in those same minutes, we got a 2-year plan, which allowed us a discount on a “Smart Thermostat” that Kevin – our new most favorite HVAC technician in the entire world – said was the one he’d put in his home. Because…

“I know how hard it is to remember to adjust the temperature every time we left or arrived. Plus, those first couple hours can be uncomfortable. And ‘forgetting’ just one time between long visit intervals could nearly pay for the thermostat.”

The delivery was so good I almost wept. And it was true, every word.

I’m out about $840 in total. My next-door neighbors – with identical complaints – are about to be. And the company who never “got it” will soon be wondering why an ever-increasing number of customers on this side of the lake don’t call them anymore.

“Must be the economy,” they’ll mutter. Right. The economy of economy that created their own personal recession.

Selling is a service. Let no one tell you differently.

Adams Hudson

NOTE: Adams Hudson will be head presenter at the 3rd annual “Next Level Contractor” online conference event this October. This LIVE event is delivered 100% online, and comes with a neat library of training videos. Click here to be put on the “Advance Notice Invitation List” and to help DESIGN the program that solves YOUR marketing and sales problem. Forward this ezine to your distributor, member groups, and discussion boards to get them involved. Strictly held to 440 attendees. - See more at: http://salesandmarketinginsider.com/article-it-is-still-regularly-amazing-to-me.html#anchor