Great ExpectationsCanadian Contractor Marketing & Sales Profitability
Four smart ways to cope with the growing demands of today’s digitally fluent customers
This is a sponsored post from Painter’s Mate Brand®
You don’t have to be a fan of HGTV to understand the impact the network’s steady stream of makeover programs has had on the average consumer. And while the experienced contractor might understand the projects featured in a 30-minute TV episode actually take eight weeks or more to complete, home makeover shows make it look fun, easy—and unrealistically quick.
In addition to HGTV and DIY network, your customers are likely fans of services like Amazon Prime two-day delivery, on-demand ride-hailing apps Uber and Lyft, and any number of other apps, websites and virtual services that have conditioned the average consumer to expect to get what they want exactly when they want it.
This is the world in which we live and paint. In-person visits to a prospective customer’s house or business to spec out a project are being replaced by a growing number of mobile apps and web services that provide instant access to contractors, reviews, project estimates and design inspiration. This trend presents new challenges for the painting pro, but also new opportunities.
“Any time you can get people interested in what we do, we can add value by providing that service to them,” says Kevin Nolan, President and CEO of Nolan Painting in Philadelphia, PA. Nolan, who has nearly 40 years in the industry, says customers that look to Houzz and HGTV for design ideas are likely to have a more adventurous approach to their project and a clearer idea of what they’re after, not to mention a photo or video clip to help share their vision.
Tom VanDerkolk, 25-plus-year industry veteran and owner of VanDerkolk + Kooi Painting in Grand Rapids, MI, agrees, specifically citing how communication technology advancements have made his team more efficient. “Most projects are going to have questions, concerns or misunderstandings. We work to plan around those as much as possible, but simply knowing if our customer prefers a text, call or email allows us to solve an issue quickly.”
Here are four takeaways to help you stay relevant in the digital era and manage ever-growing customer expectations.
If your business doesn’t have a Facebook or Instagram page, start there. Both platforms offer a free and easy way to showcase your handiwork. There’s a good chance your customers will share those project photos with their networks, which could lead to additional business. Or, you could pay to boost one or more of your posts to reach a larger network of potential customers. Both Facebook and Instagram allow you to choose your budget and target your posts to specific geographic regions and user interests; for even as little as $20, you can increase the probability of getting your craftsmanship in front of people most likely to need your services.
If you specialize in commercial work, sharing with photos, videos or behind-the-scenes tidbits about your work processes on LinkedIn might help you catch the eye of other local businesses.
Many prospective customers look to Pinterest for inspiration specifically for home painting projects. Having a Pinterest presence will show your customers that you are up to date with current trends and can be useful in helping your customer pinpoint the paint color or design scheme they are after.
Learn to Use a New Tool: Technology
While there are plenty of ways you can spend money to get noticed online, there are also a variety of free tools. For example, VanDerkolk says his team often uses Google Maps’ Streetview and Google Earth imagery to view a new job site – a simple practice that helps them prepare for the job. You can also review your business’ Facebook page insights (they’re free) to get a better understanding of your audience’s age, gender and location demographics – information that can be of use when designing a seasonal sales push, tailoring the tone of your social media content or deciding where to target an advertising campaign. And storing frequently used sales and marketing materials on cloud storage services like Google Drive or Dropbox allows for quick and easy access out in the field. Some painting contractors take their use of technology one step further — Google AdWords campaigns (an inexpensive form of online advertising) can help generate new leads, for example.
Own Your Reviews
Nolan and VanDerkolk’s combined 67 years of experience hasn’t yielded a sure-fire way to avoid negative customer feedback, but it sure has taught them a thing or two in how best to deal with it. Both owners recommend taking the time to respond to any negative reviews that show up on Google, Facebook, and Yelp, an effort that at minimum demonstrates to anyone who may encounter the negative review that you are genuinely concerned about your customers’ satisfaction, and in the best-case scenario may even result in the dissatisfied customer amending the negative review (or removing it altogether) or giving you another shot at the business. Additionally, don’t be afraid to ask your satisfied customers to leave a positive review of your business online – having a high volume of good reviews on Google, for example, will help your business show up in search results.
Maintain Your Humanity
No amount of technology will replace the value of a human connection with your customer. So while some homeowners may opt for the ease of a website or app to get a project estimate, the reality is that many more will seek your business out because of your reputation or as the result of a recommendation from a friend or family member. VanDerkolk recommends going the extra mile with customers whenever possible; he’s been known to surprise families who are without use of their kitchen for a few days due to a renovation project with a gift card to a local restaurant or tickets to a sporting event. Similarly, Nolan recommends finding ways to give back to the community around you. Whether you are sponsoring a community event or doing pro bono work for a community organization, you are demonstrating your business’s character and culture in a way that no digital service can ever replace.
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