How much value do you really communicate to your prospective customers? If it takes you more than fifteen seconds to answer that question I would like to have a few words with you. 
A few months ago we had three major home improvements that needed to be completed. Let’s discuss what each one did that increased their perceived value from the many competitors that vied for our business and translate that into what you can do in your business to earn valuable new clients.
The first was a new roof. After doing some research and talking to my neighbor who had just had his new roof installed, we decided on American Standard Roofing Company based in Southfield, MI.
Here were some of the many factors that sold us on this company.
• Very professional and up to date website
• In business for 36 years with over 11,000 customers
• Dumpsters with rubber wheels to protect our driveway
• Install ice guard leak barrier beyond code requirements
• Complimentary gutter service: clean and tighten existing system
• Secure all required permits and inspections
• Lifetime warranty on all materials and labor
• No hidden service charges or other fees
• Transferable warranty
• The best quality shingles
• Industrial magnets to pick up all nails and debris
• Supervisor on every job
• Very professional sales presentation
• Best price up front
• Provided a solid customer satisfaction guarantee
These factors, along with the well mannered and efficient way that I had observed when they installed my neighbor’s roof sold us on this company. Of course the installation process was the main ingredient that turned us into a very satisfied customer and best referral source.
The next major home improvement we needed was a new high efficiency furnace, air conditioner, hot water tank and a IPhone friendly programmable thermostat. I thought we were going to go with the company that had serviced us for years but something changed our minds.
Although the company we had used to perform annual maintenance and occasional repairs was one of the largest and most heavily advertised in the metro Detroit area we switched to a small heating and cooling company by the name of Supreme Air Systems in Westland, MI.
Here were some of the factors that sold us on this company.
• The owner of the company personally came out to our home
• Clean professional vehicle
• Uniform with his name on the front of it
• Removed his shoes upon entering our home without being asked
• Called me by name and used it periodically throughout the conversation
• Extremely personable and knowledgeable
• Explained to us that our humidifier was relatively new, was compatible with our new system and did not need to be replaced.
• Promised to show us how to program our new thermostat
• Would take care of all paper work and apply for our home energy rebates
• Scheduled a prompt installment date
• Very competitive price for purchase, installation and future annual maintenance
• Provided a complimentary air conditioner cover
• Provided a solid customer satisfaction guarantee
So in this case, Little David slew Goliath by providing value in the form of all the little things that added up.
The last major home improvement we needed was to have our trim and shutters painted. At first, I was thinking of rehiring the company that had previously painted our home 11 years ago. They were fairly priced and did good work with a guarantee.
To be sure, I called on a different company by the name of CertaPro Painters located in Plymouth, MI, where I knew the owner but had the impression that they were pricey. The owner personally came out did the measurements and true to his word, got back to me with an estimate within 2 days with his very best price.
What was impressive about his estimate is that it included two things the last painting company did not do, power washing the entire house and paint the rain gutters and of course this company also had a solid customer satisfaction guarantee.
No doubt about it the estimate was more than I had budgeted for, but, and this is a critical point, he promised to get the job done before the roofers installed the new roof and come back after they were finished to touch up anything that was marked up or damaged.
As it turned out, due to the roofers there was some slight cosmetic damage to one of our cedar shake shingles on the siding and there was another spot where I noticed some peeling paint on the wood trim at the top of our chimney that I had not part of the original quote. The painter gladly went the extra mile to make everything look perfect. Impressive yes! Worth the extra amount of money we paid? Yes, every cent of it.
So let’s look at what happened with all three of the service providers we used and how you can adapt some of these concepts in your business.
First, how current is your website? Is it free from grammatical errors? Does it truly convey the essence of what your company does?
Do you communicate in written, electronic and verbal form, how long your company has been in business and how many customers you have served? In my work with my clients I find this is an area that gets overlooked far too often.
Do you answer your potential customers concerns about specific areas that can by their nature be fuzzy or uncertain? Referring back to the example of the roofing company that answered the potential concerns of nails and debris being left on the customer’s driveway, they communicate the fact that their process includes industrial magnets to pick up all nails and debris.
The American Standard Roofing also communicates that they have a qualified supervisor onsite for every job. How can you communicate something similar to this?
Every one of the three companies I have used as an example, had their salesperson or the owner delivered a first class sales presentation. They were well thought out, organized and delivered with brochures and supportive materials in a genuinely sincere and convincing manner. How much training do you or your representatives go through? How high would you rate their and your presentation skills in the areas of being sincerely genuine, competent and clear? Is it time for some refresher training?
It has been said that “whenever you throw dirt, you lose ground.” With that quote it mind it is important never to put down a competing business, however, you can point out what most other companies in your business do not do and show how your company goes above and beyond by providing additional service, quality and value.
Finally what kind of a guarantee does your company offer? Is it communicated on your website and in your presentation materials and contract? Remember, just like you or me, your potential customers want to know that they are safe in investing in a company’s services and products.
Go through the added value examples from the three companies I have discussed and look for how you can communicate similar value to your prospective customers. When you do you will be on your way to moving the success needle on your business.
Tom Borg is a team performance and customer experience expert who works with organizations and their leadership teams to help them connect, communicate and work together better without all the drama. Tom does this through his consulting, training, and coaching. For more information call (734) 404-5909 or email him at: tom@tomborg.com or visit his website at: www.tomborgconsulting.com.
Tom Borg Consulting ©All Rights Reserved
