Keeping Google Happy Is Good For Business.
Customer reviews can make or break you. While happy customers lead to good reviews and word-of-mouth business, poor reviews can scare away potential customers before you even get a chance to talk with them. Here are three core things you can do to avoid situations that could lead to unhappy customers and business-killing reviews.
1. Document, Document, Document.
We get it, paperwork is a headache. But properly communicating sets expectations and documenting everything gives you and your customers something to point back to should a misunderstanding arise.
Make sure all of your documentation is correct before your job starts and keep up with it throughout the process. You should provide customers a detailed contract that includes the type and brand of materials you will be using, your work schedule and estimated completion date, clearly defined cleanup responsibilities, payment terms, and warranty information. Be sure to walk your customer through the contract before the job begins to ensure they understand everything. You want to be on the same page before the job begins. Also, be sure to provide proof of your insurance and your license information. Once you have finished the job, make sure to send the customer an itemized invoice that calls back to the contract clearly detailing the cost of your work.
2. Make Callbacks A Focus—Before They Happen.
You know why callbacks happen, and you know how much they cost you in time and resources (and don’t forget about what they can do to your reputation). So plan for them before the job even begins. That will help you avoid them.
Point number one will go a long way in achieving this goal. It can help you set realistic expectations with your customers. But be sure to go beyond the contract to explain that things like weather delays, material backorders, and unexpected structural issues are all possibilities that can impact your expected completion date. And continue to reinforce realistic expectations by providing regular updates during the job.
Once expectations are set, buying the best and doing your best are what it takes for complete satisfaction. It can be tempting to cut corners in order to save a little on your total cost of goods sold. However, skimping on quality materials will lead to further costs and headaches down the road in the form of unhappy customers. Leaks, blow-offs, and premature wear are all common with poor-quality materials, and all things you need to avoid in order to keep your reviews positive. Cutting corners on your workmanship is also a big gamble. As we’ve said in a previous article: “Most callbacks come from seemingly small issues: loose flashing, poorly sealed vents, or nail pops. A rushed finish can leave a job vulnerable to leaks or cosmetic complaints. Schedule enough time at the end of each project for a detailed inspection, punch list, and final cleanup. Assign a team member to check flashing, ridge caps, vents, and gutters. Pay special attention to valleys and transitions, which are frequent trouble spots.”
3. Join A Trade Association
Believe it or not, being a member of a reputable trade association is reassuring to many customers. It shows that you are invested in the industry, it lends an air of professionalism to your business, and it communicates that you follow certain standards. Many potential customers check with trade associations when looking for contractors. They feel that if a company is a member, then they are more likely to be trustworthy, responsible, and up-to-date on all the latest guidelines and regulations.
Like it or not, many types of businesses live or die by their online reviews these days. And roofing is one of those businesses. At Marco, we do our part to help our customers get the best reviews by providing solutions with superior quality and performance. Check out the entire Marco Weather-Tite™ System at www.MarcoIndustries.com. To contact us directly, you can email or call 1-800-800-8590.