Dignity of the Septic Guy: Part Two

Dignity of the Septic Guy: Part Two
Homeowners want to flush and forget. They want the feeling that you’ve done a good job and have treated them right, and they want to know that you haven’t cheated or short-changed them.

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In part one of this series, we discussed ways to enhance a client’s perception of value and dignity of the onsite installer. Now, let’s look at exactly how to provide value to that client. 

Of course, you should be on time and keep your appointments as scheduled, and you should always take advantage of an opportunity to educate the homeowner. Also, act professionally no matter what part of the job you’re doing. 

The problem? Value is subjective. Each homeowner will decide which aspects of you and your business are important to him or her. That could include the way you act, how you invoice or even how you sound on the phone. It can be difficult to decipher what’s really of value to customers, which is why it’s vital to always act professional and courteous. 

Installers provide services and products, so it’s important to consider these aspects of your business from the homeowner’s point of view. Let’s take a note out of Dr. Freud’s book to ponder this: 

Consider the demographics of your customers:

  • Who buys your services and products?
  • Where do they live (middle class, upper class)? Which neighborhoods do they live in?
  • What do they read? Who do they speak with? What type of vehicles do they drive?
  • How much money do they make? 

Consider the psychological characteristics of your customers:

  • Why do they buy your services and products?
  • What factors play into their buying decisions? Is money a factor?
  • Do they take advantage when you upsell products or services? 

Determining who your homeowners are and how they live on a day-to-day basis will help you decide which products to offer and whether they would be interested in additional onsite services. 

Customers want to feel that you are taking care of them, not just completing a necessary service and walking out of their lives. It sounds like a dating relationship, but that’s a great way to think about it. You’re courting homeowners so they stick with you for future onsite services and refer you to friends and family. So the feeling you provide to homeowners is the actual product or service you’re selling. It might sound silly, but it puts everything in perspective when customers overreact to a huge bill or get upset when you’re late — they feel you’ve let them down.

For instance, the founder of a major makeup manufacturer once said, “In the factory, we make cosmetics. But in the store, we sell hope.” 

This might come as a surprise, but no one wants a septic system. 

Homeowners want to flush and forget. They don’t want to worry about sewage backups in their basements, foul odors or raw sewage in their backyards. They want the feeling that you’ve done a good job and have treated them right, and they want to know that you haven’t cheated or short-changed them. They want the feeling that they will have long-lasting, dependable service because of your work. 

Those feelings are the real product that you can offer. 

Yes, your actual products and services are vital. But you deliver value to your client when they benefit from your product: the feeling of comfort that they have when you leave. 

About the Author
Frank Aguirre owns Septic Systems Express, a system design and inspection company located in San Antonio, Texas. Contact him at 210/275-7866 or via email at frank@septicsystemsexpress.com.

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