You talk a good game when explaining the nuts and bolts of a new onsite system to customers. Over the years it’s become second nature to describe the soil characteristics on a piece of property and the series of components you’ll have to place in the ground.

But there’s always that pregnant pause when you have to bring up the M-word, as in money … moola … how much all this work is going to cost. Customers want to get to the bottom line and learn the price of an onsite system, and you can bet the gut reaction from most of them is that the estimate is too high.

Sure, you have a few dream customers who, right off the bat, understand the cost of treating wastewater and quickly tell you to do what’s necessary to ensure theirs is a quality system that will last a long time. They show a professional courtesy – meaning they courteously recognize you as a professional and don’t question your motives when you hand them the estimate.

But more often than not, the homeowner will need some degree of reassuring before they fully trust the numbers you’ve presented. If it’s any comfort, professional engineers and contractors in many fields face similar challenges. You need to justify your fees to get a signed contract and start designing or digging in the ground.

RAISE AWARENESS

I believe there’s truth in the argument that many customers don’t place an adequate value on what it takes to make their wastewater go away. Frequently I hear from frustrated installers who say homeowners don’t understand the importance of a functioning wastewater system; that this vital system is what allows them to live in the suburbs on a big lot, in the wide-open country or on a beautiful waterway. Moreover, they think if a toilet flushes and waste goes away, that means everything is working as it should. Out of sight? Must be all right.

Your task – the one they don’t teach you in onsite training and certification courses – is to raise customers’ awareness of the critical importance and complexity of the onsite system they need from you. And it’s about more than justifying the hefty bill you push toward them across the kitchen table. It’s about growing respect for the work performed by the installing community. The better job we do at conveying this message, the easier it will be for contractors down the road.

So, here are a few messages you should include during your pitch to customers:
 
This is no do-it-yourself project

Contrary to what your customer’s brother-in-law says, installing a septic system is not work for the weekend handyman. Installers typically have years – or generations – of practice at their profession to know where to site an onsite system and how to manage every aspect of the installation. Land is not in infinite supply, and most building lots don’t afford extra territory for a do-it-yourselfer to make a mistake and start over on undisturbed ground. An onsite system has to be done right the first time, or headaches and heartaches will surely follow. For an average weekend warrior handyman to assume they can get it right is foolhardy. Just like you wouldn’t trust yourself to set a broken leg or fill your family’s cavities, you should leave this work to a qualified installer.

Professional training is expensive

System designers and installers are constantly honing their skills with training given through health departments, university programs or state professional associations. They spend hours in the classroom and on field days every year to gain and retain professional certifications. Every time their jurisdiction allows a new technology, they must train on how to properly install and monitor the system. Combine the hours of time spent with the fees paid to instructors, and installers spend thousands of dollars a year keeping pace in an ever-more-technical industry.

Now think about the installer with 20 years of experience. He or she started as a helper moving materials and learning to operate machinery. As they progressed in their profession, they started to earn a little more money. Experience in any field demands fair payment. The same is true for your customer, whatever their job is. Installers provide a vital service, and customers must expect to pay for their expertise.

Insurance prices are always rising

A reputable installer will carry insurance to cover all sorts of contingencies on the job. They will have liability insurance, insurance on their equipment and hopefully a significant umbrella policy that overarches all of their insurances to offer further protection. And as anyone who has a car, a home or a business knows, these costs go up every year. Homeowners should demand that your professional contractor is adequately insured … and consider those invisible costs when looking at a job estimate.

Tools of the trade are expensive

It wouldn’t be unusual for an installer crew to roll up to the work site with equipment that’s worth more than the customer’s home and property combined. The value of excavators, trailers, scads of power tools and supplies – as well as the trucks to bring tools and workers to the job – easily push into six figures. Then there’s the maintenance, repairs, depreciation and saving for new equipment … The day-to-day workload has to cover these costs for the professional installer to continue to offer his or her services.

Explain the cost of components

Handing the customer a piece of paper with one number for installing a new system can be misleading. The recent True Cost Report from www.homeadvisor.com states the average national cost of installing a septic tank is $4,500 and ranges as high as $11,000. Advanced systems can be a
lot more.

Unless you break down the costs, you may leave clients with the impression you’re being paid $300 per hour for your time as the installer. On the other hand, fully itemizing the bill will show a good portion of the system cost is buying parts and pieces from your suppliers. Tanks, controls, pipe and pumps add up, and the list of those costs put into perspective what you are being paid for labor and expertise.

NO FREE LUNCH

Just because a homeowner has paid little or nothing for wastewater services in the past doesn’t mean they shouldn’t expect a bill in the future. Aging systems don’t last forever, and new construction off the sewer grid requires an onsite system. It’s my opinion that onsite system users are getting a good value for their dollar, especially when the costs are spread over the long term. And a professional system allows users the freedom to enjoy life where they want to live it.