Would You Like Fries With That?
It’s Not a Sin to Ask For More Work
Retail and fast food chains survive by getting customers to add more food to their current request. You know what I’m talking about. You go grab a burger and the cashier asks, “Would you like fries with that?” You were thinking just a burger and they helped you add fries or a soft drink to your meal. How many times have you said yes to their question? Hint…most of those chains are doing well today!
Contractors can learn something from these chains. The easiest way to grow one’s business is by asking for more work from your existing customers, especially while you are currently working on a project. One of the hardest things for business owners (and I’ve seen this first-hand while working with my dad) is getting employees to sell additional work. It is like pulling a tooth that won’t budge. I think there are two ways to make it happen.
You Get What You Inspect, Not What You Expect
First, my dad always said, “You get what you inspect, not what you expect.” You need to continually remind, manage and follow up with your employees. You can’t just tell them to ask for more work. You have to tell them, and then follow up until it gets done. I talked to one contractor who said when he follows up with his employees on how they are doing with seeking additional work, he can add 10% to this annual revenue goal. That is with minimal effort on his part. When he gets busy and doesn’t follow up, that number drops below 5%. So follow-up is step one.
Don’t Just Tell Them To — Train, Encourage, Set Goals
Second is to train and encourage your employees: make it easy and even fun. You can have contest if you’d like or just give your employees tangible goals. I spoke with my dad about this recently. We figured if everyone could look for $450 a week (each crew leader) it would add 10% to the annual revenue goal. $450 of extra work is nothing in the painting business. It might be the front fascia, an entry door, a small bedroom etc.
The technician in the field could have a very high closing rate in selling additional work because of the trust he or she has earned with the homeowner. He has built the rapport, and it is only natural to take a little initiative and ask for more work. Here is how it might sound. The project manager/crew leader is wrapping up a job and mentions to the owner, “My crew is just about done with your project. Is there anything else we can do for you while we are here?” That one question could open up a world of extra work. Homeowners might respond with a simple, “Can’t think of anything right now.” But others may say, “Hmm, I’m not sure. What do you think? Are there some areas you think need attention?” Or “Not that I can think of. Why? Did you have some suggestions?” The ideal client will want your crews to make sure their home or property looks great. He or she will be relying on your company’s expertise. So encourage your employees to always ask if there is something more you can do. This is a way of serving your customers. Many homeowners will be glad you asked!
Got any other ideas on how to ask for more work? Love to hear about it here, by email or on my facebook page.