We all understand how challenging the market is right now. We
all know we have to be conscious of pricing. We all are aware that things are
changing every day. We are also all saying, “I’m slammed” or “I’m so busy!”
It’s become the first thing we say to our contemporaries and customers alike. I
recommend that, first, we stop saying this! Busy doesn’t always mean productive
and customers want to feel like they are your priority, even though we know
most of them are not.
So how do we keep customers engaged and happy during the
construction process? The old adage of “communication is key” always stands out
in my mind and is a focus at Waldhauer & Son. There is a lot that the
customers don’t need to know, but now more than ever, communication, and better
yet EDUCATION is paramount to engagement and satisfied customers.
1. Be Upfront
Let your customers know that these are challenging times and
what your team is going through to accomplish their goals. Before, I would
never suggest letting them know about lumber pricing or products coming from
multiple vendors, but now I do and recommend you do too. Spoken professionally,
this educates your customers to let them know times have changed and prepares
them for expectations. Letting them know you will be upfront every step of the
way, and probably be letting them know more than usual, opens the lines of
communication which may prevent headaches in the future.
2. Don't Apologize
If you and your team make a commitment, you shouldn’t have to
worry about apologizing for things outside of your control. However, if the
time comes where an apology is necessary, may I suggest you instead say, “Thank
you for your understanding.” The shift of these statements carries weight
because it engages the customer in the process. This simple change goes a long
way.
We all know how interesting the climate is out there but
remember who really creates your business – your customers! Keeping them
engaged throughout the entire process by sending them progress pictures, text
messages appreciating them, and a handwritten thank you card at completion
will keep them referring more business to you – even when times aren’t so
profitable.