Written by EGIA Contractor University Faculty & Marketplace Partners
Optimize Your Service Business for Loyalty
by Drew Cameron
For a company to get and keep more customers in a service-based business, it must deliver an experience customers desire, will pay a premium for, want to use repeatedly, and which they refer to others. Doing so makes a company look and feel trustworthy, dependable, reliable, and devoted and for all of this, customers will feel an allegiance and faithfulness to patronage. This is loyalty.
When I first started in sales, all my appointments were face to face. Now, when I close a speaking engagement, it’s on the phone followed by email and ending in a last phone call or text. When I am talking to a new prospect, I am concerned about their number ONE objective. Having your questions memorized is a good idea—here are mine—I hope they help.
Every one of us is in sales. And, all of us are good at sales. Let me give you an example. You are in a relationship with another person. You are dating, engaged or married. Some of you are single but you want to be dating, engaged or married, right? To have that significant other in your life, you had to make a call or ask them out in person. For you to even get to that point you had to be someone they would want to see more of.
We all experience sales professionals when we go about our daily lives. When you buy a suit, wouldn't you expect the clerk to show you a tie that matches? When you get your oil changed, will you hear how synthetic oil is better for your car and will be given that as an option? When you are at the drive-thru do you hear, "Would you like fries with that?"
I once read that “If you think change is hard, you should try extinction.”
In many ways this characterizes the changes going on with homeowners and the changes residential contractors need to make to effectively sell to them.