Let’s say you won the lottery and have decided to reward yourself with a second home in south Florida. You want your property to be spectacularly landscaped and meticulously cared for, so you call several landscapers in the area. What do you expect to learn or receive from them? What would really impress you?
Let’s begin with how they answer your call. How would you feel if you were greeted by the canned voice of an answering machine? What if your only option is to leave a voicemail?
Now contrast that with how you’d feel if you called a prospective company and were greeted by a real person – and not just a real person, but a polite and knowledgeable one who could start answering your questions right off the bat. Think about what your ideal experience would be and write it all down.
Next, think about the appointment. What would you expect from the company’s sales representative? Is it important that they show up on time? Is the representative dressed neatly and professionally? Do they listen to you and your concerns? Again, write it all down.
Now think about the time it takes for you to receive a proposal. Did the rep do it on the spot or did you have to wait a few days? Was the proposal detailed? Was it handwritten or did the rep produce it from a printer in their car?
If they do a drawing for you, what does it look like? Was the drawing free or did you have to pay for it? Was the quote itemized and did it make sense? There are many, many landscapers for you to choose from. Did any of the companies stand out and why?
Suppose you do choose a company. Make a list of the factors that influenced your decision and think about what you expect now that you have given them a deposit. Do you want to hear from them via e-mail? How many personal visits do you expect?
Are there small things the company could do that would make a big difference to you? Would you feel more valued as a customer if they sent you a letter introducing their crew and explaining the process? Is it important to you that they start and finish at the time they promise?
What could this company do to earn your business for life or for you to refer them to your friends, family, and neighbors?
Now let’s say your landscape is complete. What would make you want to do business with this company again?
Now take everything you have written down and ask yourself how your company is doing in these areas. Be honest. I am willing to bet that you are not doing all the things you would like to see another company do for you. So go through the same exercise we went through here with your management team and come up with a strategy for attack.
Nobody said business was easy, but the truth is it’s not that hard either. We spend way too much time talking about what can’t be done rather than talking about what can be done.
Spending a few hours in the next month on this exercise might be all you need to do to realize real improvement and become one of those companies that clients do business with and remain faithful to even if your price is higher.
The trick is for you to figure out how to influence the way they perceive you. Some real breakthroughs can occur when we are honest with ourselves, identify the things we don’t do well and make some effort to get better.