The idea of standing out from your competitors may seem complicated, but it’s a lot simpler than it looks – at least, in theory. Obviously, there are some details involving your branding and marketing that also work in this context, but today I want to focus on the more practical side.
There’s a saying that goes something like: “If you give 10% more of yourself, you’re already winning because most people settle for less.” Most of what we’re discussing today revolves around “going the extra mile”, but for the sake of clarity, sometimes it doesn’t have to be a mile. It could be a yard, or just one meter.
The important thing is that you’re doing something that most other competitors are not, giving you a clear advantage that makes you stand out from the crowd. Even if it’s something small, it already makes a difference.
Clean the job site
This is one of the most common pain points in contractor work, but it’s also a real bummer for the client when the job site is left neglected. This is because they’ll have to clean it themselves or hire someone to do so, causing them to resent you for leaving them with that burden.
And this goes for any job, big or small. If you go to any website that allows clients to leave reviews, you’ll easily find people saying the job was fine but the contractor left a cigarette butt on their lawn or leftover materials lying around all over the place. These things are easy to avoid.
For big jobs, you might as well include the time and cost for cleaning in your estimate because no client will be happy when you leave a mess. For smaller jobs, just be prudent – leave the place better than how you found it and don’t leave any trash, tools or dirt behind.
Be proactive
People remember when you really listen and treat them with attention. In the contractor world, this is particularly important when trying to solve problems or adapt to a particular client.
For example, if you know the job will make a lot of noise for an extended period, ask if they have an elderly person or a dog in their home that might be frightened by the ruckus. If you’re painting a room that will need to stay out of commission for a few days, ask if they already have someone to help with moving the furniture, or if anyone in the family has respiratory problems.
This extra level of care goes a long way to show that you care about their well-being as much as you do about delivering a good service.
Leave a thoughtful gift
For smaller projects, you can always rely on a simple souvenir with your brand on it. A pen, a fridge magnet, a calendar, a notepad – something practical and small that just so happens to contain your contact info.
For larger projects though, you can get a little more creative. Award your most loyal customers with a custom picture frame, a simple kitchen set, a nice platter, perhaps even a gift card for a related store. Just something they might need depending on what job you’ve just finished for them.
In that case, you don’t need to focus on branding, but do add in a card with a few words of celebration. It’s a nice touch they will never forget.
Excel in customer service
Being consistent with customer service is hard, but it’s a massive differential when done right. This encompasses everything to do with attending your clients before, during and after your job is done.
The most obvious points are promptness, agility and proactiveness when providing solutions to their woes, but it’s noticeable even in daily phone calls and text messages. Being quick and to the point is essential, as well as being pleasant and polite.
There’s definitely a lot to unpack on this subject, but if you want to invest heavily in your business, invest in good customer service to start with.
Follow up
Following up is common when seeking a lead and trying to secure a sale, but it’s considerably less common after the job is done. That can be your differential – once the job is done you technically have no reason to follow up, but you did anyway to make sure the client was satisfied. How many companies do that?
Clients certainly remember that when recommending you to their family and friends.
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