Let’s look at two scenarios: being hungry and needing remodeling work done. You might be surprised by some of the similarities between the two and what fulfillment looks like.
You Have a Need
You stomach is empty. It gets to the point where all you are thinking about is a good meal. You want to go someplace that will serve a memorable meal.
With remodeling, often a potential client has this irritant, an issue that keeps popping up. “If only there was a place to sit with good light so I could read in my bedroom.” Every day the potential client picks up a book she is reminded about not having this place. Life goes on, of course. But she is looking forward to having this problem solved.
Where to Go?
Now you are trying to figure out where to go to eat. You have a foodie friend who has been telling you about this great restaurant for some time. Your friend gives you the name of the place.
Most potential clients get referrals from trusted friends when they are looking for a remodeling contractor. Why? People trust their friends much more than they trust any kind of advertising. Keep this in mind when deciding on where to put your marketing dollars. Make sure your star referrers know that you deeply appreciate what they are doing for you.
You Make a Reservation
You call and make a reservation for later in the day. The person on the phone is polite and listens to your requests. They do all they can to accommodate your needs.
The points of communication that occur throughout a remodeling company’s relationship with a client are innumerable. Over and over the company is being judged by the client, whether or not the company realizes this is happening. By working with all employees to heighten awareness of this, the company will do a better job of making the client feel well-served.
You Show Up
The hosts greet you. Ideally, you get the feeling they are glad that you, of all the people in the world, are dining at their restaurant tonight. You are shown to a table. It is not near the restroom or the large group which is already on its second round of drinks. In fact, given that you are dining alone, the host has put you in a quiet area. She asks if the table is satisfactory.
Every time a remodeling company’s salesperson interacts with a potential client, the salesperson must pay attention to the needs of that particular person. Going back to the missing lighting needed for reading, the salesperson must dive deep into the potential client’s desire for this.
By slowing down and being truly engaged, the salesperson will gain the trust of the potential clients, who then will think that they have found the right remodeling company to work with.
Your Order is Taken
The waiter comes to your table. He welcomes you, explains the menu, and tells you about the specials of the day. He takes your order. A cocktail, a starter, your main dish, and a glass of wine.
In remodeling this is when the designer, who has been introduced to the client by the salesperson, is now getting very specific with the client about what the desired end result is supposed to do and to look like.
The lighted reading area is important. The designer, being skilled, starts looking at all possible ramifications of this area being created. The trust the client has in the company grows, as the client feels she is in good hands.
The Meal is Served
The Good Experience: Your cocktail shows up. The waiter keeps an eye on your drink, only bringing the starter and wine after you have finished your cocktail. There is a pleasant interval between your starter plate being cleared and when your main dish is presented. Everything is served as you were told it would be and in the sequence you assumed it would be.
The Bad Experience: The first thing that shows up at your table is your glass of wine. You are a bit surprised. Several minutes pass and the busser delivers your starter. You can’t find your waiter, even though the restaurant is not busy. Eventually your cocktail is delivered. You eat your starter while sipping your cocktail. The starter plate is removed. After considerable time the busser brings your main dish. You are wondering why your foodie friend suggested this restaurant.
When sales/design/estimating passes the job to production, many things can go right or go wrong. The two departments have to be on the same page about what was sold and how expectations were set with the client.
Having a systems-based approach and constantly training the entire staff about all the systems in the company makes it more likely that the company’s clients will feel smart about deciding to work with it.
The Check is Delivered
The table is cleared. No dessert for you tonight. You are full. Now a decision has to be made. What was the entire meal and your experience like? You are deciding how much of a tip to leave. Sometimes the food was good but the experience was not. Sometimes the experience was good but the food was not.
In remodeling, as in dining, exceptional service goes a long way to making a remodeling project feel successful to the client. Most companies focus on quality in craftsmanship. The companies that are the most successful place equal, if not more, focus on the experience they are creating for their clients.
What You Remember
Later, your friend wants to know how the meal was. If you are lucky, everything went well. If not, now you have to say as little as you can without making your friend feel terrible.
Your clients are always telling stories about working with you and your company to their friends. Your job is to give them good stories to tell.
Nobody truly needs to eat out. Likewise, nobody truly needs to hire a remodeler.
Whether you are in the restaurant business or the remodeling business, remember that and run your business accordingly. Doing so will give you more business than you can imagine. And with some of your profits you can go out to a really good restaurant.