A David Creation

This week’s marketing tip is a no brainer to most of us, but unfortunately many businesses overlook this principle.

Marketing Principle:  Never make your customer feel uncomfortable when a problem surfaces. If you are at fault, do what it takes to take full responsibility. If the customer is at fault, don’t let them get defensive. Create a win-win outcome.

Related To Marketing?

How does this relate to marketing, one might ask? Everything you do in your business, good and bad, is marketing. The way you answer the phone, your voicemail greeting, customer service, the appearance of your employees, it sends a message to the consumer: hopefully a positive one!

My Personal Story

The principle I mentioned above is relavant to me this week because I had a situation (still going on) with a service contractor that made me get a little defensive and feel like the bad guy. I won’t mention their names (yet) because they are still in the middle of trying to work on my situation. A long story short, this company provided a service to my home which unfortunately caused a small leak in a pipe that was not fully shut off for several hours. An honest mistake and and an easy fix once discovered. It damaged my ceiling tiles in my finished basement in the 4 hours the leak took place. I’ve had lots of experience dealing with ceiling leaks (being in the painting business) so I knew the water stains were NOT going away. I contacted the company who apologized, came back out, fixed the pipe so it would not happen again and then said, “Call us in a few days once things dry out and see if everything looks ok.” I thought to myself, “Several tiles are brown and still soaking wet…and that is supposed to vanish in 3 days?” I knew right there that this employee was not taking full responsibility. I’m a nice guy and responded pleasantly, “Ok I can do that. BUT those ceiling tiles are soaked to the bone and are stained! I don’t think that is going away. What can you do about it?” His response, “Yeah you are probably right. But go ahead and call us in a few days and see how things are looking.” He then took a few pictures and went away. Hearing nothing from the staff, I made a call 4 days later to follow up. The sales person who sold me the water system called me back the next day. He was very professional on the phone yet still lacked the marketing principle in this post. Even though he was sorry and being positive, he put too much pressure on me and wondering what I wanted to do about the situation. What he should have done is simply said, “Dave, I’m sorry about your tiles. We’ll take care of this and don’t you worry about a thing.” If he said that, I would have backed down and not gotten defensive. Yet I’m still waiting for a call back and a solution that will hopefully not make me look like I’m the one who caused the leak.

The Little Things Matter

It is possible to have a few bad apple customers from time to time. Things happen! Yet it is how you deal with those customers that will determine if they will be back in the future or be customers for life. Yes, maybe there happen to be customers you’d rather not want back. If that is the case, the little things still matter. Follow the principle above and make sure even the tough customers don’t get defensive at the end of a project. You might keep a few from telling their friends or writing nasty reviews online, because you’ve done the right thing. I’ve seem my own father follow this principle numerous times and he rarely ever has customers who walk away upset. He has even returned money to frustrated customers (even when it is the customers fault!). What do you do to keep customers comfortable with your service? I’d love to hear your thoughts below.

If you are ready to move more towards the small gadgets for your reading, web searching, emailing and so on, then you are probably wondering if you should get an iPad, a Kindle or an Android Tablet, right? I hope to shed some light on some of the main differences between the iPad and the Kindle. I will not be focusing on Android Tablets or the Barnes & Noble Nook. I do have an Android Tablet but just don’t use it. I did not purchase the Nook as I was already a pretty loyal Amazon customer. I use both the iPad and the Amazon Kindle, and I like them both.

Why a Kindle?

The Kindle uses an E Ink technology which basically looks similar to ink on a newspaper. The benefit to this type of technology and the device:

1. It is easy on the eyes compared to a computer or tablet screen.
2. The Kindle weighs less than most books so it is easy to hold in your hand(s).
3. It is so convenient. I personally like having books at my fingertips instead of a huge collection of loose books. I really don’t need to show off a room full of books to all my friends. Plus, I tend to lose books and spent too much time looking for them. I’ve also never been a big bookmark fan. The Kindle helps me get through a book from cover to cover because it keeps track of where I left off reading.
4. The battery life is probably 10-20x longer than any computer tablet. The newer models of the Kindle can last up to two months on normal reading with the wireless settings turned off.
5. Less distracting than other gadgets. We live in a world of distractions more than ever before. When using the Kindle, there isn’t much else to do on them than read. You can search the web using a WIFI connection, but it just isn’t worth it using E Ink technology. A Kindle was made for listening to audiobooks and reading a good book–that’s it.
6. You can still allow other Kindle friends borrow your e-books and even check out books from your local library.

I subscribe to a monthly publication called TableTalk by Ligoneer Ministries. If you are one who enjoys reading the Bible and wants to dig deeper, I’d highly recommend TableTalk. Even if you have no interest in the Bible, the following ideas might be very helpful to you. During my morning reading recently, I was intrigued by the topic of discussion. It was called, “Leading By Example” and based on a Bible passage from Ephesians 6:9,

“Masters, do the same to them [employees], and stop your threating, knowing that he who is both their Master and yours is in heaven, and that there is no partiality with Him.”

TableTalk ends each devotional with what is called Coram Deo (living before the face of God). Let me quote the devotions complete Coram Deo, since it cannot be summarized,

“President Eisenhower once observed that, “leadership is the art of getting someone else to do something you want done because he wants to do it.” Good leaders do not lead by maintaining uncertain, ever-changing standards or by demeaning good workers. Instead, they serve those whom they supervise by encouraging them and setting a vision that all can seize and run with gladly.”

My Dad’s Example

Today’s study was encouraging to me as it reminded me how my dad led by example when I worked with him at Chism Brothers Painting. He is not a difficult business owner. He shows respect and kindness to his employees. He makes sure that each employee’s voice is heard and that he is approachable at any time. One important thing my dad did while I worked with him is he’d have regular breakfast meetings one on one with his crew leaders. I knew his painters appreciated this time with him. Every now and then a painter would think there was a better position or job out there in the world and they’d go exploring. Many times, those men came back asking for their jobs back.

I remember one man in particular who decided to work for my dad’s competitor. It lasted 2 very long weeks before he begged for his job back. My dad gave it back, and this man still works for Chism Brothers many years later. Once back, he realized just how well the leadership led by example. He felt that he was part of a team. My dad actually got paint on his hands now and then. The men respected him because he was a superstar painter. He also shared his vision and ideas regularly with his employees. He’d ask for their feedback and insight when making certain business decisions. He also rewarded them generously for their hard work. I’ve spoken to some business owners that only give bonus money to employees if they brought a job in under budget. Although my dad watches the numbers carefully, he did not nickel-and-dime his staff. I think that was the reason his company was profitable at the year’s end even with a few unprofitable jobs. His painters knew he was a fair and honest man so they worked hard for Dad.

Marketing and Leadership

One thing I’ve discovered the past few years is a disconnect between most contractors and their employees. Most employees just want to swing a hammer or put paint on the walls. They’d rather not put door hangers around the neighborhood, ask for a referral or look for extra work. In most cases I think it is because many of them just think of themselves as technicians: “I’m just a painter!” or “Ah I’m just a guy who installs cabinets.”

So how do you change this attitude in your employees? My suggestion is to follow my dad’s policy: lead by example, share your vision, connect with your employees just as much as you do with your customers. Spend the time it takes to focus on involving your employees in more aspects of your business and they will begin to play a bigger part in your company. Your field employees do not typically intimidate homeowners. They are the ones who can really connect and get more business. If you reward them for their efforts and you make them feel important, I believe you’ll see your company grow. Not all employees are motivated by money, so find out what motivates them: try to shape their work experience in a way that they want to do the things you ask of them.

How do you motivate employees in your business? What are your thoughts about this topic? I’d love to hear your story and feedback.

For Further Reading on Leading by Serving, see John 13:12-15

Tina from the blog, Best Online Colleges asked if I’d be willing to share their latest blog for my readers. I of course always read the blog articles before sharing them and this one was a good read. The blog educates the Baby Boomer audience on the Dos and Don’ts of using Facebook. You’d think all of the points were common sense, but I can see someone new to Facebook not knowing what the Poke button did or that tagging people in photos is cool but may not be wanted by your more private friends. It is worth the time reading this article or pass it on to someone you know who is just getting started using their techie gadgets and Facebook. Thanks, Tina for sharing this article with me.

15 Facebook Etiquette Tips Every Baby Boomer Should Know

I could not agree more with small business owner, Marcus Sheridan, on his latest blog post, “Social Media, Trade Secrets, and Why You Should’t Give a Rip about the Competition.” Marcus owns a pool company in Northern Virginia. He sells pools!  That’s it! He also blogs more than any service company owner I know and shares his wisdom. It is true, his blogs are public and open for all his competitors to view. All of his best kept secrets are now on the public domain for all to see. Is he losing jobs to his competitors and shooting himself in the foot? Just the opposite. Take the time to read his blog and think about how you can be the expert in your contracting business.

Let me know your thoughts after reading the blog by posting them below or shooting me an email.

Whenever it is possible, always install a job sign during your project. Some contractors have two signs: a quality, reusable one during the project and a less expensive sign they can leave behind when finished. Some communities do not allow yard signs. However, if you can, make it a part of your system.

Also, by installing a business card holder on the sign will allow folks walking by the opportunity to grab a card and call you when they are ready. Business card holders work well! You can also install them on your vehicles. If you want to get extra creative, you can create a leave behind brochure of the job you are doing, similar to what realtors do when selling a home.

In any case, be creative when working in a neighborhood. Be different. As always, just make sure the homeowner doesn’t mind having a yard sign or information about their project available. Most homeowners are perfectly fine with it but a few will say no.

Any other ideas that work for you guys? Let me know.

Here is one place you can order them: Business Card Holders

My Furniture Story

I am in the process of buying a home and decided to upgrade my dining room and breakfast nook furniture. My wife and I went to a local furniture store last night just to take a peak on what was available. A salesperson did not attack us the second we came through the doors, which was quite nice. We got to spend 10 minutes looking around before someone approached us. He then walked us around, showed us a few items and then said he was not a pushy sales guy and asked if we wanted to be left alone for awhile. I thought that was a nice touch too. Long story short, we found some pieces we liked, purchased them and left all within less than 1 hour. Today, less than 24 hours of purchasing from this store, I received a phone call from someone within their company. For a second, I thought, Oh no…that great sale price on the piece we bought was not accurate and they are calling to ask for more money!” Boy was I wrong. They called to say, “I just wanted to call and say thank you for using our company. We really appreciate it. Oh and by the way, we’ll call you in a week or so to give you an update on the items you ordered and an approximate delivery date…”

The Customer Service Tip

How many times have you left a business after buying something and get a quick, “Oh thank you for your business…have a great day…Come again soon blah blah blah!” All the time right? Well, this furniture store thanked me for coming in and more. They went the extra mile and gave me a personal phone call just to say thanks. The tip is simple, make your customer experience better by doing this simple little thing: call to say thanks. Don’t do anything else. It doesn’t have to be the day after but at some point, stop, pick up the phone, call them and say how much you appreciate them using your service. That’s it…will take you 20 seconds. The little things go a long way. I was so impressed, I’m telling you about my experience with… Ashley Furniture.

Isn’t this New Media world we live in exciting! LOL I know what my contractor audience is thinking, “David I can’t take it anymore! To many new toys, gadgets, sites, likes, followers…ahhh!” Well, I’m hear to tell you about another one! Actually, many of you have already heard of it. It’s called Foursquare. It is a GPS mobile app where an individual checks-in at a local business, shopping center, park, government building and so on. It is a mini social networking program where the individual can have friends connected to his or her check-ins and can comment, share, become the mayor of a business and even offer tips about the place they are visiting. Foursquare is unique in that it offers users specials based on where they check in at. The local business of course has to sign up to offer these specials. How it works: A user looks at his device, finds the name of the place he is at, clicks “Check in Here” and if there is a special, he’ll get a coupon that a business can type in a code or scan the device. Foursquare keeps track of the person’s check ins at each location and can earn points as well as become the mayor (person who has checked in the most/recent).

Now that you know the basics of Foursquare, should you 1) Use it yourself and 2) Have your business listed?

Pros of Foursquare for a Business

• It can create customer loyalty: i.e. Some restaurants offer the “mayor” of their location a better deal than anyone else. Why not! The person shows up the most and orders from them. Reward your top clients and they’ll keep coming back. Also those who are not mayors can also get special deals for multiple check ins. So this too creates customers fighting for mayorship or to receive a free meal, drink, percentage off or something special now and then.
• Good brand awareness: It doesn’t cost to list your business and it just gives more people opportunity to see your name.
• Most of your competitors are not using it (yet)
• It is growing in popularity
• You can learn what people think of your business: people can offer tips about the businesses they visit
• It can be addicting and fun competing with friends for points, specials and mayorships!

Cons of Foursquare for Business

• Privacy issues: people can know where you are. This definitely bothers a lot of people!
• It is just another thing to do…and it probably won’t bring you tons and tons of business if you are a contractor. A restaurant on the hand should definitely do it.
• It is addicting if you use Foursquare, and most of the time, a waste of time. So if you get hooked, you might need to go to a Foursquare recovery program someday!
• Learn what people think about your business can be depressing! Yes…and the bad you can’t delete! The more you expose your business online, the more you really have to watch and protect your reputation. This does help companies provide better customer service.
• Check-ins don’t do much for you: For a service company that works at the consumer’s home or business, your customers won’t be checking in at your office very often. In this case, Foursquare will be primarily for brand awareness only.
• Offering deals and specials won’t work well: Can it work? Yes. But again, most service companies won’t have customers checking in.

So are you using Foursquare now? Do you like it? Hate it or have no clue what it is!? I use Foursquare and a hundred other tools, because I’m testing out gadgets, apps, programs, for my clients. I must admit, I thought Foursquare was dumb for the longest time. I decided to swallow my pride and try it out. Well, after 6+ months of steady use…it is kind of fun. I am competitive, so I’m competing with my office manager for first place and mayorships in our city! Oh, and my business is on Foursquare. If you happen to be in my area and check in, I’ll treat you to lunch!

I recently told a few of you about a simple scheduling program for Google Calendar that I liked called YouCanBook.me. The overall design of the program is not as cool as some of the larger companies such as Schedulicity, Genbooks, Setster or Bookfresh. Yet YouCanBook.me works extremely well with Google Calendar: almost too well. Below is a testimonial from Steve from Burnett Painting in Southwest Florida (yes he has been on my blogs before) on how he is using YouCanBook.me and his “first” experience with a booked lead.

Hi David,

A quick testimonial: You shared www.youcanbook.me with me last week. I had Javier plug it into the front page of my site right away! While its not pretty we are working on that. Well last Friday I received an e-mail on my phone while on the road for a “booking” for Monday the 16th at 4pm.

How the youcanbook.me lead went:

At first I was concerned because Mark, the prospect’s, e mail’s with me were VERY short. Is the guy not cool? Is this a plant from a competitor?

I arrived today and learn he is a sales rep for sprinkler systems out of CA and he drinks Red Bull, HA! So he is very busy and on a sugar rush, too busy for long e-mails. My calendar on my front page was PERFECT for him.

I measured the interior and handed him our first rate proposal and went over it and his e-mail chimes on his phone. Its my local competitor with their proposal. They come in at 60% of my price! I still closed the job with deposit check in hand !

“Front page youcanbook.me calendar” is 1 for 1 baby!

Thanks for the youcanbook.me calendar tip David!

Steve

www.burnettpainting.com

I am impressed with Steve’s idea to put the calendar right on the home page. Most companies put forms to fill out for someone to contact the prospect. Steve decided to save that step and put the calendar right on the home page, which to be honest, I’ve never seen before. Why? Because it doesn’t really look as pretty and cool. Web designers tend to design for looks rather than conversions. Yet Steve’s idea worked! People searching online are typically in a hurry. They don’t stop to read much these days when looking for a service company. So making it easy for people to schedule an appointment that is convenient for them, saves them time! I applaud Steve to stepping out of the typical design standards, putting the calendar right smack in the middle of his home page and doing something different! Well done, Steve!

Last week I reminded my friends to ask for referrals. It is a simple thing to do but often overlooked. This week, I have yet another simple suggestion: write a thank you note to a prospect when you get a “no.” Here is what is going on in my mind and probably yours as well: “Wait a minute, the guy used another contractor! He told me my price was more than double the other guy! The homeowner was a jerk! If I did that for all the nos I get in a week, that is like 2 hours of writing notes per week. I simply don’t have the time!” blah blah blah! Head Trash! Purely head trash!

Why write a note for a job that you lost? Because no one else does it. You never know if that homeowner or business will use a competitor, have a bad experience and call you back in 6 months or even 6 years! Spend your time doing the things that really matter! If you need help writing your notes, then get help. You know what I don’t like about writing notes? I don’t like looking up the address, hunting for stamps, and walking out to my mailbox! I know! I’m lazy. So, I got help with my problem. My office manager, Kirstie, does that part for me! I write the notes, put it in an envelope, seal it, and hand it off to Kirstie! She does the rest!

Write a note and say something like, “Thanks for allowing me to bid on your project! It was a pleasure to meet you. If you ever need my assistance in the future, please don’t hesitate to contact me.”