While recording today’s podcast I mentioned that before you ever even focus on your web presence or website that you make sure you’ve mastered the basics of professionalism. I then realized that this is something I’ve never really wrote or spoke on before, despite how strongly I feel about it. So, let’s dive in and find out how to run a professional contracting business.
Answer your phone
This is one of the most obvious thing that seems to be frequently overlooked. I can’t tell you how many times I read reviews about companies that don’t answer their phone or return phone calls. If you’re actually trying to dodge your customers and pull a heist, then don’t bother answering your phone. But if you’re trying to run a professional operation, this is absolutely critical.
Now, look – I’m not saying to answer the phone when you’re on a ladder three stories up or when you’re on your belly in a crawl space. But unless you can’t answer the phone, you should answer it. Firstly, if it’s a new customer and you don’t answer, they’re very likely to call the next guy on the list. And once that happens, your chances of landing the customer have gone down drastically.
But even if you are having troubles and dealing with a nightmare of a customer, the last thing you want anyone to say about you is that your communication was terrible. By not picking up the phone you’re going to come across as shady and untrustworthy. Once you get a review like this, you’re setting the tone for how future customers will perceive your business… and perception is reality.
Be Available By Other Means
Obviously when you’re working with dangerous equipment and heavy materials, you can’t always answer the phone. Your customers will be understanding of this. So make sure you let them know how else they can get in touch with you, and what the fastest way is going to be. It’s great to let them know in person, but put it in your contract as well – and make sure it stands out, because it’s a good thing! You should also let them know on your voicemail. For instance:
Hello, this is Phil Spectre, owner of Spectre’s Septic, and you’ve reached my voicemail. Please leave a message and I’ll call back as soon as I’m able. For the fastest response please send a text to this same number.
Or…
You’ve reached Scarlatto’s Mechanical, and we’re away from the office. For immediate assistance please call my cell (321-555-1212) or send an email to dispatch@…
By providing these instructions clearly and in multiple ways, you ensure that your customers will always know the most efficient way to get in touch.
Actually respond to customers
I can’t believe I have to say this… but once you establish the most effective way for your customers to reach you… make sure that you actually respond to them.
I don’t know about you, but I’ve never heard of communicating by taping notes to pool hoses. Such a simple thing cost this company a five star review. Hopefully at this point you realize the point I’m trying to make: communication is critical, telling your customers how to best get in touch helps to set proper expectations, and responding promptly will prevent you from tarnishing your reputation.
Have Professionally Printed Literature
I appreciate those who refuse to let anything stop them from chasing their dreams… but please make sure you get business cards and professional invoices, at the very least. There is almost nothing that will tarnish your image as a serious business owner than scribbling your name and number on the back of other people’s business cards and having hand-written contracts ripped from a yellow legal pad.
Sound crazy to you? Well, I’ve seen it before, despite the obvious exaggerations. Take a good look at your own materials, though, and be honest with yourself. Are you handing out contracts that have branding consistent with your business cards, website, and social media? Are you using unbranded materials?
I’m not saying to go out there and spend your money on t-shirts, but take some pride in your brand and make sure to put it in the spotlight. A true professional is proud of his or her work and doesn’t shy away from an opportunity to put a spotlight on it. By making sure your printed materials are consistent and contain your business name, phone number, and logo, you’ll be demonstrating that pride to others. And that will help to bolster their trust in you.
Keep Your Word
Again, I can’t believe I have to say this, but I see it all the time – make sure you keep your word.
I do think that this contractor may have either dispatched a rookie crew or just made some mistakes – the shed, porch, screens, and redwood fencing should have all been accounted for and protected prior to pouring. However, mistakes are made. Reviewing the remaining reviews on this contractors page shows another eighty positive reviews… but this is the most recent and, again, is weighing on how this company is being perceived.
Despite the mistakes… despite whether or not the customer is too demanding (or just a nightmare)… the review is clearly influenced the most by a failure of the owner to keep his word. So if you set a deadline… do everything within your power to stick to it. If you make a promise… do everything within your power to keep it. And if you can’t, make sure that you’re communicative about it.
Things May Go Wrong, but…
Your customers should never be able to say that you weren’t a consummate professional, no matter what else went wrong. Things happen that are out of everyone’s control – a supplier drops the ball and fails to deliver materials, you discover there are structural issues that couldn’t have been accounted for during the initial proposal, or the customer completely changes their mind about the project when you’re nearly finished because they’re getting a divorce… who knows what happened.
But, that customer should never be able to say that your communication was lacking. They should never be able to say you weren’t polite, pleasant, and cordial throughout the entire project. The best way to accomplish this is to follow the tips I’ve outlined above.
What are your thoughts on the topic, though? Have you had an experience with a customer that would have damaged your reputation if it wasn’t for your absolute professionalism? Please get in touch or leave a comment below and let me know your experience!