Working with onsite designers, permit authorities and your team of trained installers every day, sometimes you forget just how ignorant the general public can be about the operation of their septic systems. And I don’t mean to sound disparaging when I use the term “ignorant,’’ which Merriam-Webster defines simply as “lacking of knowledge or information.’’

To the professional installer, it seems obvious that anyone purchasing a home with a septic system would want to learn as much as they can about decentralized wastewater treatment. After all, repairing or replacing a septic system can be complex and expensive, and a working system is a prerequisite to occupancy. Let the buyer beware, right?

But a variety of factors can explain the uninformed consumer. It’s possible a homeowner who calls you in a panic and then stares blankly while you describe a potential problem has not taken the least little step to learn anything about his or her septic system. However, it also might be that an onsite professional has never made an effort to educate the homeowner.

In either case, the way you approach a consumer with little to no understanding about onsite systems can make the difference between landing or losing a big project this summer. If your goal is to win over prospective customers during an initial site visit, it’s critical to pay attention to their depth of knowledge from the moment you shake hands and walk to the backyard.

PUZZLED AND DISMAYED

A recent column in the New Hampshire Union Leader is a great illustration of what I’m talking about. The writer, Christopher Thompson, explained that he just purchased a home with a septic system, and that his previous two homes utilized a city sewer. He called on several installing companies, and was confused by getting different information and vastly different price estimates for a potential system replacement.

“I’m dealing with something that is completely new and a situation I really have no experience with,’’ he wrote. “It’s puzzling and I’m a bit dismayed by the entire experience. ... The part that really blows my mind is that every company has a different opinion.’’

After researching on his own and talking to several installers, Thompson was ready to choose a contractor. His decision wasn’t based solely on price, but on how well each installer conveyed a complex issue to a layman.

“The companies that really stood out … were knowledgeable, consultative, and they didn’t make me nervous by telling me I was in for a huge expense. They discussed the options and took the time to help me really understand what needed to happen and what they could do to help,’’ Thompson wrote.

CUSTOMER SERVICE PAYS

Thompson said one company responded quickly and was willing to provide an estimate quickly. “They also gave me a list of about 50 references to call, should I have the desire to get feedback from their customers. That was a nice touch.’’

Thompson said homeowners who thoroughly check their options will see a few installers stand out from the crowd.

“And for something as serious and expensive as this, you can bet I’ll be choosing a company that knows what they are doing and also has the customer experience skills to make us feel comfortable with the decision,’’ he concluded.

I found the column provided an interesting look into the psyche of a potential onsite system customer. At first frustrated and overwhelmed by ignorance, Thompson sorted through the issue and eventually validated what I’ve always felt is important about customer education: Preparation, patience and being a good listener pay off.

BE THE PROFESSIONAL

So here are a few tips to remember the next time you go out to meet a homeowner for the first time:

Show up on time and with a professional appearance and demeanor.

“On-time service” doesn’t only apply to when you show up with the excavator and a crew to dig a new drainfield. Make sure to show up on time for every appointment. In Wisconsin, where I live, many business owners try to live on “Vince Lombardi time.’’ When the legendary Green Bay Packers coach set a meeting time, players were expected to show up 15 minutes early because that’s when the fanatically disciplined Lombardi would be there. If you adopt that attitude, staying on time will be ingrained in every task for you and your crews. And when you meet with a new customer, wear a clean uniform or business-casual attire that reinforces your attitude. Sloppiness can quickly disrupt the professional image you want to portray.

Listen to the potential customer before launching into a sales pitch.

Take time to hear what customers are saying about their onsite system. Let them air their concerns, fears and frustrations before you ask follow-up questions specific to their system issues. If they need a new system, learn about their family, the way they use water and appliances and their expectations for service. Are they moving from municipal sewer service and expecting the same type of usage from their onsite system? When you know about their experiences with water and wastewater, you are better prepared to give them a realistic picture of onsite system performance.

Express confidence that you can help the customer with their problem.

As an experienced installer, you’ve encountered a wide variety of onsite situations and come up with many workable solutions for your customers. Whether it’s replacing an older system on a small lot or devising an advanced system for a waterfront property, you’ve solved the puzzle satisfactorily. You always need to show your confidence to the next customer on your list. Homeowners want to be assured you’ll have the right answer for their challenge. Tell them you and your crew are prepared to take care of them and will stand behind your work.

Back up and explain how an onsite system works.

Don’t make any assumptions about what customers know about onsite systems. Unless they tell you otherwise, consider that you’re working with a blank slate and you need to start with Septic 101 when you meet them. And reinforce your lessons with helpful graphics that show how a septic system works. A variety of great drawings, photos, videos and other consumer-oriented education materials about onsite systems are available online. Arm yourself with these teaching aids when you make a presentation.

Share a realistic outlook for the potential cost of a system replacement.

While it may not be possible to give a full and complete estimate for a system on an initial customer visit, it’s OK to talk dollars and cents to the degree you are comfortable. Realize the money question is always going to be on the top of your new customer’s list, so be frank and realistic in your appraisal of the situation. Uneducated customers have no idea what it will cost and probably fear the worst. They might actually be relieved and the price range you give them to repair or replace a system may be less than what they expected.

Provide references.

It’s a great idea to build a solid list of past customers willing to give references for your work. Have your reference list reflect the broad spectrum of the work you perform. Include system repairs and replacements, residential and commercial projects, conventional and advanced systems. Call each of these potential references and make sure they are willing to take calls from potential customers. And make sure they’ll be giving you a positive review! Tailor each list of references to the type of job or customer who’s considering hiring you. You don’t just want to give references; you want to give references that will help the new customer make a decision and set you up for success.