Most Contractors Either Don’t Know or Won’t Admit
The Weakest Link in the Contracting Sales Chain
Contractor Strategy/Case Study Summary
“Getting to the Next Level” in sales is a daunting task. Most Contractors think the problem is “Poor sales techniques.” A few might think “Under-pricing the job.” But the “hidden” problem is like rust or termites; it eats away sales and customers, silently stealing thousands of dollars from you regularly. You can’t stop the problem until you a) Identify it b) Quantify it and c) Put a system in place to eliminate it. Read on to see how to do exactly that…
40 Monroe St.
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Montgomery, AL 36104
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1-800-489-9099
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fax 1-334-262-1115
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www.hudsonink.com
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Most Contractors Either Don’t Know or Won’t Admit :
“Can You Name the Most Important Link in Your HVAC Sales Chain?” This one oversight keeps contractors from getting to the “next level” – no matter the effort – losing piles of profit just inches from your grasp… Dear Contractor Friend, You spend lots of time and money for one thing: to make the phone ring. You know a ringing phone leads to sales, more customers, more referrals, and healthy profits. Yet even when your phone does ring, something can happen – in just a few seconds – that rips stacks of dollars right out of your pocket. It actually pushes customers to your competition. It can happen every hour, of every day, all year long. Like a silent and clever thief, this plagues virtually every contracting business, but you may not even know it. Don’t feel bad; over 90% of contractors admit they “Don’t even check!” After nearly 6,000 research calls to contractors, believe me: you want to know because it is costing you a fortune. The “thief” is Customer Service – or lack of it. Done poorly, it’s called Customer Erosion and it’s so prevalent in contracting that it has become a joke behind your back. I hear the jokes; I talk to the customers; heck, I am a customer. It happens constantly. In fact, a full 55% of your “lost” customers leave because they didn’t think you cared! Let’s make this clear: I’m not talking about “hearsay” from non-customers, or mealymouth competitors, or tweed-jacketed professionals that charge for their opinions, I’m talking about “paying customers and earned prospects.” These are the people you attracted with advertising (at a cost) or through word-of-mouth who quit using you because of rude, indifferent, or unsatisfactory customer service. These customers go straight to your competition…who didn’t pay for the lead, by the way. You did. They didn’t “earn” those customers or referrals. You did. But they didn’t drive your customers away either – you did. (Sorry, I was never good at candy-coating bad news.) This problem is too big and too costly to gloss over, because it’s your money and customers leaving. Personally, I feel like you earned something you’re losing. Fortunately, fixing this is much easier than you think…
Hudson, Ink • 40 Monroe Street • Montgomery, AL 36104 • 1-800-489-9099 • 1-334-262-1110 • fax 1-334-262-1115 • www.hudsonink.com
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First, please realize that losing a customer isn’t a one-time loss. Why? Because all their future “deserved” sales are never made. Plus, those customers tell others behind your back. (Sadly, people are 7 times more likely to repeat a story with a negative outcome than a positive one.) Lastly, these customers don’t contact you or refer you again. They’re just gone. Second, I believe you can fix most anything you can see. However, this problem is nearly “invisible” (well, until we performed thousands of calls, interviews, and behindthe-scenes research). Hard to fix what you can’t see or didn’t know about. Sure, you might pass a house you used to service and see a different truck out front. Or different equipment. Or competitors’ trucks working in a neighborhood you “should” own. And you wonder “Why?” Perhaps you’ve also wondered why getting to the “next level” in sales is so hard. Or why each year is a struggle to get ahead. Simple math – If you’ve got a line of customers and prospects quietly leaving that’s almost as big as the one you pay dearly to bring in, you can quit wondering. The good news is that this has NOTHING to do with whether you’re a “good” contractor. And it’s not even your fault. It happens to good companies with good people…who just haven’t been trained to know any better. Most CSRs are shown the phone, given a greeting and told “Get to work.” That may be fine for standard run-of-themill contractors. However —
How Important is Customer Service?
• 70% of customers who
leave a company do so because of bad service
• 91% of unhappy
customers will not do business with you again
• 95% of complaining
customers will do business with you again if you resolve the complaint with good customer service
Source: www.trainingzone.com Bottom line: What your staff doesn’t know about Customer Service is costing you. Some contractors mistakenly think today’s employees “just don’t care.” They do care. They simply don’t know how to prove it to customers! Nor do they realize the enormous loss (as you now do) slipping out of the company’s hands. They don’t “see” how they’re connected to the loss. (A relatively simple fix.)
Just remember that whoever is in contact with your customers becomes the spokesperson for you company. If they’re not up to the task, things can happen in a hurry. 5 Scenarios That Can Yield Completely Different Results… every 15 seconds:
The initial phone call – In 2,000 calls placed, 44% of CSRs answered the caller’s question but didn’t attempt to get the appointment. This is money pouring out of your company. Any one of 6 transition phrases can fix this instantly. Costs nothing to implement, but rakes in piles more appointments.
Lead tracking – A full 65% of CSRs didn’t ask for the lead source. Talk about waste! Wouldn’t you like to know what ads or media are paying you back? A single “open” or “closed” question solves this for good.
The “promised” follow up that never happened – This is a “good intention gone
Hudson, Ink • 40 Monroe Street • Montgomery, AL 36104 • 1-800-489-9099 • 1-334-262-1110 • fax 1-334-262-1115 • www.hudsonink.com
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bad!” The CSR gets distracted and forgets; the customer never forgets. They just leave. Just one step to “systemize” this and it problem goes away. Then there’s…
The “mild complaint” that grew “major” due to the wrong response – (Ever happen to you?) A service delay, parts backorder, invoice question… these are unavoidable but your response can turn a customer into EITHER a happy fan OR an irate ex-customer. Your choice. Yes, it really is a choice.
The tech who sent the wrong “signal” to the customer – It “seemed like” they didn’t care, or explain what they did on the call (very important!). But 3 easilylearned sentences and one sheet of paper (called a “Green Sheet”) raises image and actually generates referrals.
See, it’s the simple stuff. It’s all training and repetition. Now some CSRs say they “know” this stuff, but the question is “Are they doing it?” Quality training is the only way to affect skill and outcome. In fact: Training your staff in excellent Customer Service may be the most important step you ever take as a contractor. The costs in daily loss of revenue, reputation, and retention are enormous. That’s why after nearly 2 years of work, thousands of calls, interviews, endless seminars, webinars, stacks of books and individual contractor critiques, we’ve launched the Contractor Customer Service PowerPack. This is, quite simply, a training system for Customer Service excellence. No stone is left unturned in the training manuals, detailed forms, and entertaining CDs. There’s even an interactive software of scripts unlike anything else in contracting that includes… The Top 47 Scripts your CSRs will ever want. These “Talk Tracks” focus on the most profitable or nagging areas of Contracting Customer Service. They’re loaded onto your CSR’s desktop and give them lightning fast access to virtually any situation, on the fly. 3 quick examples…
Handling a customer complaint? This can be the razor-edge between customer retreat or retention! But now, your CSR just clicks and there’s the ideal script. No fumbling, no memorization, no sweat! Each is designed to “convert” a complaint into thanks, trust, and future business. How’s that for a different outcome! One saved customer can equal thousands in revenue.
Missing Upsell Opportunities? (I’m pretty certain you are!) Instead of the phone equivalent of a “deer in the headlights” or “Let me get back with you on that…” your CSR can recognize the clues then use scripts for Maintenance Agreements, service upgrades, going from ‘good to best,’ plus warranty dialogue and a lot more. (We found 12 upsells for most any contractor, but just let your CSR get great at 2-3 and watch your sales soar.)
Don’t think your Call-to-Appointment ratio is high enough? (Me neither!) The top “transition phrases” are trained and repeated throughout, embedding them into
Hudson, Ink • 40 Monroe Street • Montgomery, AL 36104 • 1-800-489-9099 • 1-334-262-1110 • fax 1-334-262-1115 • www.hudsonink.com
your CSR’s mind. There’s virtually no way a CSR will take this training and not become “wired” to set appointments automatically.
Would those be valuable to you? Well, there are 44 more! All are a click away from your CSR’s lips to your customer’s ears, ready to pull more appointments, profit, referrals, upsells or calm nerves … right through the phone. Just one victory from these is like “found money!” But the Contractor’s Customer Service PowerPack is not just “Telephone Help” like some other outdated forms of training… The manuals and CDs also have pre-loaded emails covering a variety of well-worded needs. No more “wondering what to say” each time. Just use these as templates, change if you want, and hit “Send!” You’re done, just like that. You’ll also get a sample of the hottest Customer Service letters and postcards as upsells, “Thank you’s,” appointment reminders, and even a Referral Generation program – all ready to print “Your letters are beyond belief! I mailed just 1400 of ONE of your right from the CD! (If you hired us to write one letters and to my shock, made customized marketing letter for you, it’s $2,200 per $42,780 of sales! This is page. But if it made you 6 figures, would you care how incredible. All I did was follow the advice! Thanks so much. much it cost? These are included in your PowerPack.) Dan Weis Weis Comfort Systems
Want to instantly raise your company’s image and greatly reduce a customer’s “on hold” anxiety? That’s why you get 17 customizable OnHold Scripts. They’re ready for different needs and seasons, all with a “soft sales bump” that can generate effortless education about your company and services. I’m getting ahead of myself, which happens when I get excited. Maybe you don’t have an “ideal” CSR yet. That’s why you get a “Hiring, Training, & Evaluation Program.” This includes 9 classified and online ads, plus interview forms, questions, quizzes, and scoring guide. You can use this for years. Once you have your CSR… Not sure how to motivate them to stardom? Then check out “Incentives that Work.” Wondering about “on-going” evaluation? The CSR PowerPack also has Training Goals, Call-Logs, and even a “Secret Caller Script” to check their performance! (Here’s a secret for you: If you just mention you’re thinking about Secret Callers, your CSR performance will improve much quicker! No charge for that one.) And all of this is fully transferable training. In fact, the first CD you open is a “guided tour” of the package, and tells you exactly where to start. If that’s not enough, you have us on call, toll-free, to walk you through, step-by-step. The CSR PowerPack hands your staff the proper skills to achieve excellence in Customer Service. This one area separates those who struggle and those who strive to perform at an entirely different level… and reap the benefits. There’s much more to share (see all the contents here) so let me boldly announce —
I truly want you to get more appointments, to gain a better reputation, to generate more referrals and absolutely trounce the competition in Customer Service. I want your customers to excitedly tell others how good you are! My ultimate goal is that you get so good that competitors couldn’t pry customers away. So let me ask you… Honestly, aren’t those your goals too? If so, you’re poised to reach them now. Going a notch above the others is child’s play with successful models to copy. Be efficient and benefit from our labor. You won’t need to make 6,000 calls, or pay tens of thousands for other training to see what works and what doesn’t. And you won’t have to recreate it for contracting. It’s been done for you. You can try out other $4,000 online programs or the $7,500 live training for CSRs (which are typically not geared for contractors!) and get great knowledge. In fact, I’ll go so far as to say they’re worthwhile. But knowledge stays in the head; skills get results.
“You’re the best value in contracting! I’ve blown thousands with forgettable ‘experts,’ but your material is organized and works. Oh, and thanks for being a nag too! We need someone to keep us on track!” Diana R. Hicks Griffin Heating & Plumbing
The CSR PowerPack hands you specific Contractor CSR tools and the training guide to implement it. It’s like a virtual team of top CSR experts joining your staff. Instead of a multi-thousand dollar investment, the entire CSR PowerPack is a laughably low $497. I know, it’s almost too reasonable, but the last thing I want to hear is that “price” stood between you and excellent Customer Service. You don’t have that excuse now! Think about it… Saving one good customer would pay for the entire package… probably many times over! Yet imagine when you pass by the office and hear professional CSRs handling calls, improving your company image every time the phone rings. Think of hearing them soothe the difficult, upsell the motivated, and attract more referrals. Imagine getting more compliments, better retention and truly reaping the benefits of first-class customer service. That’s my hope and yours. But don’t just “hope” I’m right; you can prove it to yourself: Try out the CSR PowerPack and if your CSR’s don’t land more appointments every week, get more compliments, more sales, more referrals, plus gain professional communication skills to be worth 10 times your PowerPack investment, simply return it for a cheerful refund INCLUDING shipping up to a FULL YEAR later. This package either pays for itself or we buy it back, period.
I don’t need to defend the investment or guarantee, but let’s make certain you come out ahead. Since there’s no better teacher than reinforcement, when you get your CSR PowerPack, you can enroll your staff – free of charge – in our CSR TeleTips Training. This is ongoing support just for contractor CSRs designed to motivate, re-train, and underscore their training. You’d expect to pay a coaching fee for this, but it comes with
your PowerPack. Think this through –You could get the complete PowerPack and the year of support and still get a refund. Hard to go wrong there. So let’s get started. Just go online and place your order. Or call us at 1-800-489-9099. Soon, you’ll hear a better company greeting on every call, from a happier, more motivated staff, who are setting more appointments, handling their jobs better, taking control, instead of “winging it” like most other contractors. And you can start right away. Remember that customers can replace you with another contractor instantly. A careless comment from an untrained person you fired a year ago can still be costing you! But solid hiring, training, and motivation can make you irreplaceable in Customer Service. Because in truth, the ultimate service is Customer Service. To your Deserved Success,
Adams Hudson P.S. Harsh Reality: your customers won’t care how much you’ve invested in tools, trucks, computers, tech training or inventory if they’re not treated well! Good or bad customer service can over-power everything else in your business. Incredibly, some contractors will spend more on a desk for their CSR than on training them! (And good training could pay for a whole new office!) In many ways, your “front line” is actually, your “bottom line.” Ready to see the big difference that quality training can make? Complete the no-risk-free order form and try it out! I look very forward to working with you to improve your Customer Service. Some media publications, books, seminars, memberships and awards for Adams Hudson and Hudson, Ink…
Why Bother With Good Customer Service? The fact is, happy customers:
Spend their money 33% faster. They’re 40% more likely to buy the upsell offer. They’re 3 times more likely to refer others.
Contracting Business ■ Contractor Magazine ■ The HVAC/R News ■ Plumbing and Mechanical ■ Pest Management Professional ■ HVAC/R News and Distribution ■ GEM news ■ Comfortech ■ ACCA National Seminars (National Marketing Partner) ■ PHCC National Seminars (National Marketing Partner) ■ Quality Service Contractors (Marketing Partner) ■ Member Dan Kennedy Gold Inner Circle ■ Member Million Dollar Author Club ■ Member National Speakers Association ■ Member DMA ■ Winner of National Sales Letter Contest ■ Books include: The PowerPack Series ■ Gold Plated Contractor Customer Retention ■ Hitting the Trade Show Target for Contractors ■ Competitive Intelligence for Contractors ■ Contractor Marketing Secrets Your Competition Doesn’t Want You to Know
40 Monroe St. ▪ Montgomery, AL 36104 ▪ 1-800-489-9099 ▪ fax 334-262-1115 ▪ www.hudsonink.com
A Few Secrets You’ll Discover in the Ultimate Contractor CSR PowerPack…
Is your CSR answering questions but losing customers? Happens all the time, but not after you check out page 12.
There are 12 common phrases customers never want to hear. (There are two I hear that make me hang up!)Check out the list and the “improved” ones on page 16.
Courtesy seems simple, but when overlooked it can send droves of customers away. The most common errors and cures are on page 23.
Did you know there’s a “formula” for turning an inquiry into an instant appointment? It’s right there on page 42…
Irate customers: we all get them, but you can turn them into happy buyers using the “turn” on page 45. (We also tell you how to politely “refer” ones you DON’T want to others!)
There is ONE Customer Service skill more important than all others. True. And it’s right there on page 25. (We kinda hammer this home repeatedly though!)
Email guidelines that make reading your mail a pleasure, not a pain. Starting on page 62. Also on CD, ready to send instantly.
Are your CSRs asking “dead end” questions or money-making ones? See the subtle and profitable difference on page 28. This one change could spark a breakthrough.
Horror stories you never want to hear about your business – all true and all starting on page 29. A couple are funny, in a sad kind of way. Laugh and learn if you must!
‘On-hold’ Time is Money Time – So use it wisely! See the facts, figures, and sources you can use to get this for pennies. Then use the money-making scripts on page 52.
Everything your customers hate about auto attendants is on page 60. This is usually a lousy way to “save” money that comes back to haunt. If you’re going to do it, do it right!
One set of words can completely block emails to your customers – they’ll never see them! Use the list on page 64 to ‘screen’ your emails for maximum penetration before you send!
Want more referrals and leads? The exact script on page 86 wants you to get them!
CSRs caught off guard? Unsure what to say to customers? In Chapter 8 you’ll have scripts that give them the right words every time! They’re also on your Desktop Talk Tracks, right before their eyes. Training plus reinforcement equals habit!
Why wait? Just go online and place your order today! Or call us at 1-800-489-9099. Soon, your sales will reflect a happier, more motivated staff, who are setting more appointments, handling their jobs better, and taking control, instead of “winging it” like most others. Guaranteed.
Starting Your CSR Department? Need to Hire? Train for Excellence? Great — “How do I even set up a CSR program?” Start where you are! In Chapter 1 of your Hiring & Evaluation Manual, the answers are right there. Also on CD. Are you asking the right questions to get the superstar CSRs you need? Find out on page 12! There are some commonly asked interview questions that are actually illegal. Page 16 can pay for this course – and more – all by itself! Make sure you avoid these landmines. Using a Secret Caller program can dramatically boost your CSR performance – and your profits. Check page 22 and also see how you can get it done for free. Not sure how to write an ad to attract a good CSR? Use any of the 9 “Help Wanted” ads on page 29 that are ready to go! You can customize or leave as is! (Also on CD, ready to use.) Wonder if the National Do Not Call registry affects you? It does and it will, especially if you ignore page 44! Not sure how to measure CSR performance? Since you can’t improve what you don’t measure, use the evaluations on page 46. (Check out the incentives too!) The emails your CSRs are sending could cost you more than they bring in. Plus, you’re paying for staff to ‘recreate’ originals each time. Stop that! Use the emails designed for high response on page 64! (Also on CD)! When a CSR is on the phone with a customer, there’s no time to scramble, flip pages, or rely on shaky memory for the answers. That’s why the Easy Desktop Reference software puts 47 Talk Tracks right at their fingertips!
Why wait? Go online and order today. Or call us at 1-800-489-9099. Soon, your sales will reflect a happier, more motivated staff, who are setting more appointments, handling their jobs better, and taking control, instead of “winging it” like most others. Guaranteed. Order today.
40 Monroe St. ▪ Montgomery, AL 36104 ▪ 1-800-489-9099 ▪ fax 334-262-1115 ▪ www.hudsonink.com
Adams Hudson
is the president of Hudson, Ink Corp, a marketing firm that creates and distributes a variety of marketing and information products. His firm focuses on helping the in-home service contractor market more effectively with turn-key customer newsletters, custom copywriting, ad design and marketing strategy. Mr. Hudson has authored numerous marketing manuals for contractors (including the Marketing PowerPack series, Competitive Intelligence, Customer Retention Goldmine, and Yellow Page Lead Builder) and recently published his twelfth book, Contractor Marketing Secrets Your Competition Doesn’t Want You to Know. His specialty is direct response advertising for which he won a national award, and his ads helped produce an astounding $330,000,000 in sales for contractor clients in one year. Adams is National Marketing Partner for several associations, including ACCA, PHCC, QSC, and a columnist for The News, P&M Magazine, and Contractor Excellence with hundreds of other published articles and national appearances. He recently won The National Sales Letter Contest sponsored by Dan Kennedy, perhaps the top copywriter living today.
What Others Are Saying About Hudson, Ink: “We mailed out just 1000 letters of yours for about $500 spent, and honestly didn’t expect much out of those small numbers. But within days we had 9 calls and 6 sales with 2 pending! That’s over $35K in sales from $500 spent! Your material is the best investment we’ve ever made!” Les Brandt Modern Air, KS I was so concerned about keeping my ad schedule on target that I wasn’t really focusing on the “big” picture. I called my Hudson, Ink Marketing Coach and he generated ideas for growing my business that I hadn’t even considered. I can’t tell you how much better I feel…that one phone call put me back on track. Thank you! Belinda Ellis Custom Comfort, MO What I always enjoy about working with Hudson, Ink is how friendly everyone is. Each person I come in contact with redefines Customer Service. Thank you! Dan Tillman Copper Cottage, SD
40 Monroe St.
▪
Montgomery, AL 36104
▪
1-800-489-9099
▪
fax 1-334-262-1115
▪
www.hudsonink.com