After a customer picks us as their bathroom remodeler, we send them a quick survey. At the end of it is an open-ended question, “Why did you select us?” I ask this because I want our whole company to know why and then emphasize our best traits to grow the business.
The most common answer is a simple one: our customers choose us because they trust us. We will be working on their home and in their home, doing projects that will keep their family comfortable and improve the value of their most valuable possession. Of course it’s about trust.
Somewhere along the way, our customers decide we are the experts they trust the most. That can be from meeting our sales team, talking to our office staff or reading something about us online. You can earn more customers by investing in the right resources to build your credibility, and here are the resources we recommend emphasizing:
– Awards. Think of all the ways you can stand out from your competition. You’re established, you’ll be there if problems arise, and your installers are the best in the business. These qualities can all be embodied in the awards you have won. We showcase ours prominently when talking with potential customers. The message boils down to this: experts in our field think we run an excellent business, so you can trust us to treat your home like our own.
– Testimonials & Reviews. Customers want an easy way to tell they can trust you with their home. What better way to communicate that than to quote customers who trusted you previously and had that trust rewarded with excellent work? If you can, provide photos of the work you’ve done to go along with the reviews. After all, seeing is believing. New customers seek out reviews and choose you based on how you have treated your previous customers.
– Warranties. This is a procedure I would strongly recommend building into your business, and it ties into winning awards and earning great testimonials. Stand by your products, and do it in writing. If you present a written promise that you will stand by your work, that reinforces the trustworthy impression already given by your awards and reviews.
If your customer hears from multiple sources that you are trustworthy, and you stand behind your work in writing, you are setting yourself up for success. When you think about vital assets for your company, few are as important as your credibility. As a credible company, your customers will come to the table already trusting you to do right by them. Highlighting your awards, reviews and excellent warranties – you build that asset and in turn build your business.
Allen Erskine is the owner of Kansas City-based Alenco Inc. – in business and growing since 1986 and ranked in the top 100 largest remodelers nationwide.
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