MARKETING What ruins trust? Three simple things

Marketing

Doug MacMillan is president of The Letter M Marketing in Guelph, Ont. To reach him, email doug@letterm.ca.

Trust is currency

Way, way back in March, as we were all adjusting to a new reality, I sat in on a workshop for small consulting practices like mine. The most compelling takeaway was one simple seven-word sentence:

“Trust is the only currency right now.”

We were reminded to lean into our customers, do whatever it takes to support them, and worry about all the little things (like if we would be paid) later. I appreciate that is easier for a consultant than an HVAC contractor or PEX manufacturer, but the concept stands for everyone: Trust is currency.

What ruins trust? Three simple things

Anumber of consumer surveys point to a post-COVID world where trust is no longer just a “soft asset” for a brand. It’s an asset as tangible and essential as, well, currency. We work hard to earn it, and it can be lost in an instant.

What erodes it? There are the obvious answers: dishonesty, shoddy work, price gouging, but there is more to it today. Three keys to avoid are self-interest, disinterest and failing to have a visible leader with an ability to connect with your customers.

I’d love to hear from readers about how your business built and maintained trust with customers this year and will share your stories in future columns.

Self-interest Unexpected, perhaps. Isn’t part of 1 2 Disinterest Over the past few months, many ads being in business about having selfeither started with one of the paraphrased interest? Our drive for profit, growth and versions of, “In these uncertain times…” and reputation are all about self-interest, no? seemed disingenuous; or, presented business as These are not bad things, even when it comes took advertisers a while to find their voice. to trust, but we need to tick a few other boxes usual promotions and came off as tone-deaf. It first. We need to take care of our employees, How can a businesss show empathy? Small our employers, support our community and gestures work, and the community has a way of provide exceptional customer care. talking about these efforts.

3No human face Galen Weston Jr. will likely be a textbook example of how to lead in a crisis with a gentle hand.

Going forward, I anticipate a surge in putting the people who are behind the brand in front of customers: in advertising, social media content and community volunteering roles. The market will crave it and customers will have more trust in the companies that get it right.

STUFF YOU NEED

Plastic tubing cutter

General Pipe Cleaners’ AutoCutPL plastic tubing cutter is designed to cut PEX and CPVC-CTS plastic tubing. The tool is compact and allows for the cutting of plastic tubing with less than one inch of clearance and is available in three sizes: 1/2”, 3/4”, and 1”. www. drainbrain.com

Thermal imager

Built with dual visual and visual/ thermal (MSX) cameras combined with an IR thermometer, the Extech IRC130 is designed to locate potential issues using a coaxial distance-to-spot guidance laser. The unit will store up to 50,000 JPEG files that can be transferred via USB. It will measure temperatures up to 1,202°F (650°C). www. extech.com

Estimating software

FastEST mechanical estimating software features on-screen takeoffs performed directly on digital plans. The software offers fully customizable specifications and over 200,000 items in its catalogue. It is compatible with Allpriser pricing and is adjustable based on job specifics. www. fastest-inc.com

Sound camera

The SM Instruments BATCAM 2.0, available through ITM Instruments, is an ultrasonic and acoustic sound camera designed for identifying a variety of undesirable conditions. It measures s BSR (buzz, squeak and rattle) to detect etect minute air and gas leaks, and electric ric arcs. The unit features 112 MEMS-based S-based precision microphones. www. itm.com

Mini-snips

Malco’s AVM6/AVM7 Right and Left AVsMini aviation snips are built with forged steel jaws and a serrated lower blade. They are designed to cut squares and tight circles on curved surfaces, and feature an overall length of 7-1/8” and a cut length of 3/4” (19 mm). www. malcotools.com

Core drill

Milwaukee Tool’s MX FUEL Handheld Core Drill is designed to core holes up to 6” in reinforced concrete. The cordless drill is powered by a lithium-ion battery, features a patented clutch and the company’s AutoStop technology. The tool has an operating range of 790 to 1,550 rpms. www. milwaukeetool.ca

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By Martin Rego

Martin Rego is the director of business solutions at Reliance Worldwide Corporation Canada, the parent company of SharkBite, HoldRite, StreamLabs, Cash Acme and John Guest. He can be reached at martin.rego@rwc.com.

GROWING YOUR BUSINESS WHILE WORKING REMOTELY

Since no one can predict when physical distancing guidelines will be lifted, or when customers will be completely comfortable with the pre-pandemic onsite, in-person methods used to sell and service systems, it’s important to adapt your business to reflect the times. This can include steps designed to allow for you and your team to work remotely, as much as possible.

1. Offer virtual consultations to customers

Offer your customers the option to schedule consultations using video chat services like Zoom or Skype. With the ability to harness video on our smartphones, you can have them walk you through issues so you can evaluate them remotely, offer recommendations on next steps, and provide them with an initial quote. Even if you still need to fix the problem in person, virtual consultations can reduce the amount of time you spend in the home or commercial building. Before beginning a virtual consultation, it may be helpful to: • Rehearse mock consultations with team members to ensure everyone is comfortable with the process, especially if your company has never offered them before; • Prep the customer, letting them know what you will need in advance, and what you want to cover during the call. Maximize their time – and yours – by overcommunicating; • Recommend that customers use a smartphone during the consultation so they can easily show you the job up close; and • If the problem is in a dark area of the building, such as the basement or a utility room, ask the customer to have a flashlight on hand.

2. Work remotely with other team members

Consider moving all team meetings to video conferencing. In advance of any meeting, ask everyone on your team to check their Wi-Fi connections to reduce interruptions. If possible, make sure employees have access to supplies and forms without having to visit the shop. You can send supplies directly to their homes or have them upload important documents to an internal file sharing platform, such as Dropbox.

Though the risk of spreading the virus is always present, adopting remote work options will help decrease exposure for your customers and team members, and shows your clients that you are as professional in your approach to their well-being as you are with the systems you install and maintain. While it may not be realistic to move your entire business to remote work, there are ways to emphasize personal safety while growing your business.

3. Network with colleagues by attending virtual meetups and training

With many trade associations increasing virtual meetups and training sessions, connecting with others in the trade has never been easier. For example, organizations like CIPH, MCAC and HRAI are offering webinars and online meetings and training sessions to help professionals share ideas and learn new skills, all while maintaining physical distancing.

Enter safely

If you do need to enter a customer’s home, ask before the appointment if anyone in the home is showing symptoms of COVID-19. Wear personal protection equipment recommended by the Public Health Agency of Canada and ask customers to maintain a physical distance of at least two metres from you.