From the Owner’s Desk

Is Your Company the 'Obvious Choice'?

A PRESIDENT OF a large local company confided to me that he was preparing to go through a restructuring process in which some bottom-feeder employees might be let go, while some winners might even get promoted.

While nobody knew the outcome, rumors began to circulate. The president’s son, who also worked for the company, said, “Dad, everyone is asking me what is going on? What should I tell them?” His dad responded, “Well, tell them you hope they are the obvious choice.” As the son walked away, his father heard him mutter, “What does that mean…’obvious choice’? Great, now what do I say?”

This led me to relate that same story to our industry and businesses. Are we the Obvious Choice?

Making your Company the Obvious Choice is the Obvious Thing, Right?

Wait a minute. What is Obvious Choice anyway? And why would I want my business to be it? By definition, Obvious Choice is “the person or thing that you would expect everyone to choose.” This is a natural, in my opinion. Being the Obvious Choice hopefully would mean that we are the best of the best.

It shouldn’t matter the size you are or the price of your bids. Rather what should matter is who you are as a company. We have to get out of the mindset that sending low bids and gaining lots of work define success, because it doesn't. We can only better our business and the industry by learning every aspect of what we do and sell, and by doing it very well. That means to perfect the trade, perfect your skill.

Our company engages in as much training as we can each year to perfect our skill, including attending the annual National Pavement Expo. There are also many other events that you can attend or participate in that can help in this process. Associations, for example, are great places for learning opportunities.

I encourage everyone to take the time to learn the trade and perfect your skills -- never stop learning! What you learn will not only help you be the best sealcoater, best paver, best striper that you can be, but an even better business owner.

Perfecting knowledge and technique are only part of becoming successful. I would also encourage business owners to perfect the customer service side, too. Strive to be a stand-up, honest operation. It really is not that hard to follow through and complete contracts as written. Give customers the services that they are expecting, and even exceed those expectations. I see, all too often, guys will get clouded by the low bid mentality. Unfortunately, with that mentality comes lots of work, so service to the client is often sacrificed. Contractors that follow that model often pack their schedules so tight that they leave no room for error. This causes sloppy work with tired, burned-out crews. You are not improving skills or customer service by operating that way.

I understand the nature of the business and that time is of the essence. But maintaining a high level of quality and customer service won’t cost you much -- and will pay back dividends.

We are fortunate in our operation to have many repeat clients. I can’t even recall the number of clients that just call in and tell us to place them on the schedule each season. This is what every one of us should strive for – it defines success. Make your company the Obvious Choice in the best way you can, and you will be on the path to success.

Nick Howell, president of T & N Asphalt Services, Salt Lake City, UT, has been a regular presenter at National Pavement Expo since 2008 and a member of the Pavement Advisory Board since 2007. Let him know your thoughts on “From the Owner’s Desk,” and if you have a question or topic you’d like covered – let him know that too! You can reach Nick at nick@tnasphaltservices. com.