Real Professionals Unite!

As a group, at least until just recently, contractors, installers, technicians have done a poor job in marketing their value, skills and importance in installing and maintaining mechanical systems for homes and businesses on a national level.

Unfortunately there are way too many Joe Buttcracks out there willing to sell and install anything just to make a couple of bucks. These same customers would not dare call around to different unlicensed, and unprofessional doctors for the best price on a medical procedure. Nor would they expect a kid who slings burgers to prepare them a steak like they may get at Chris Ruths Steakhouse. Yet they would do that exact thing for their comfort systems. Unfortunately manufacturers' have done virtually nothing in this regard and it seems selling boxes is the main objective.

As a former technician, service manager and now consultant and business owner, I've learned that sometimes no matter how tough things may be, we as a group must walk away from business that we know will do nothing but hurt the overall professionalism of your organization. As long as the real pro's avoid these people and refuse to do work for them, customers will soon realize the importance of hiring and paying the right price for professionals.

Keep in mind we are not selling boxes, we are offering great experiences. Similar to the pyramid in Malsow's Heicharchy of Needs, (look it up on Google) there is a similar pyramid of needs for customers in our business. I call it the Customer Satisfaction Pyramid. (I created it) At the bottom of the pyramid is Value Reliability and Trust. These are essential in any business. The next level is Timeliness, Knowledge and Responsibility. You could stop right there and meet the needs of most consumers and they will not complain and generally be happy. Some budget shoppers are happy at level one. I'd rather not do business with them and they can't afford me anyway.

Now the professionals and successful companies of the future go a step or two further. The next two levels of Customer Satisfaction are more emotional while the first two are logical. Level three is Caring, Concerned and Helpful. Level four is Enjoyable, Memorable and Special. If you reach this point, you have a customer for life. These people will continue generating business for you, for years to come.

Focus on getting customers for life, not customers to create work for today. This same attitude must be displayed by everyone in your organization or it won't work. Use the tools and ideas brought forth here and from my fellow consultants, they know what they are talking about, listen to them. See you at Comfortech!