Please, take my money

Everyday in your market, hundreds and hundreds of consumers are thinking about replacing or repairing something that your business does. Whether it’s a new breaker panel, water heater, heating and cooling system, or mainline; customers are getting it done and willing to pay top dollar at that.

Think of yourself as a consumer for a moment. I want to give you my money, I want to replace or repair my widget. However, I want to like giving you my money.

What will make me like it?

What sets you apart from the thousands of competitors in your market? Is it:

• Your team
• Your training
• Your guarantees
• Your warranties

I’ve worked with thousands of service industry businesses over the years and I always challenge them on what makes them unique or different in a market place.

What kind of competitive advantage do you have?

• Do you offer industry average or industry leading guarantees/warranties
• Do you continually do product and customer service training
• Do you thoroughly screen all employees

If you want a unique selling proposition think of what your customers might want.

Maybe it’s important to them that:

• Your team members are background and drug checked
• Your team members won’t swear or use tobacco on their property
• Your team is trained on the newest technologies
• Your team will give them options to best fit their needs

Either way you slice it you have to give consumers a reason to chose you over your competitors.

Here are some other examples of things that could set your company apart.

• Flat rate pricing
• True 24/7 Service
• No trip/diagnostic fee
• No overtime charges
• Fully licensed
• Fully insured
• Free estimates
• Industry leading guarantees and warranties
• Flexible scheduling or installation
• Family owned and operated
• Financing or payment options 

Now what about choosing you? Whether you are a technician or the owner, the customer factors in the person who they are immediately dealing with in the purchasing decision.

Things to ask yourself about why would you choose me:

• Do you personally have an on time guarantee
• Are you clean cut
• Do you show respect for their home by using floor savers and mats
• Is your uniform top to bottom clean and neat
• Is your service vehicle clean inside and out
• Do you take time to answer all questions
• Do you have any special training or industry accreditation

Any given market has stiff competition. Are you giving all of your potential customers enough reasons to choose you and your company? Ask yourself are you giving yourself the best opportunity to win in your market, if not, then maybe we should be implementing and highlighting with our customers what makes us unique. Let’s give them a reason!!