The key to understanding why customers invest in your services is to stop talking at them. Instead, listen to what they’re saying. The typical sales pitch won’t work in this industry. You need to engage potential customers in a genuine conversation to better understand their problems, concerns and needs. 

In an article on Inc.com, entrepreneur-turned-venture-capitalist Mark Suster provides advice for discovering the underlying reasons behind customer purchases. “There is an art to teasing out pain points,” he says. 

Once you better understand your customers’ issues you’ll be better equipped to help them appreciate how your services could be a part of the solution. 

Unique to the industry

In some cases, you might have to figure out how to deal with concerns that hound the very industry you’re a part of. For example, getting dirty on the job tends to be unavoidable in the world of onsite system installations and associated septic pumping work.

If you can find ways to up your level of professionalism and ensure you and your workers are greeting customers in clean uniforms, this distinction may set you apart from the competition. 

Same ol’, same ol’

In other cases, pain points might be the same regardless of the product or service. Take, for instance, cost. Rarely is price not an issue, so how do you prove that you’re worth every dime and that customers shouldn’t run to the price-cutter on the other side of town? 

According to John Thomas, executive director of the Washington On-Site Sewage Association, developing trust through effective communication is key. “Consumers in our industry aren’t necessarily more wary, but they are less educated on how systems work, and in some applications how technical they have become,” he says. “The business owner needs to ensure that whoever is answering the phone has the skill set to address this issue.” 

Similarly, location can be a factor. What surrounding areas do you serve? How effectively are you serving them? In “Keeping Tabs on Industry Regulations,” we covered the importance of being aware of all state, county or municipal regulations that govern the work you handle.

If you’re well informed and up to date with these rules, find ways to ensure your customers know it. This is one of many ways you can show — and not just tell — them that you are an industry authority with all your ducks in a row.

Find your inner problem-solver

At times, you may need to embrace your inner Sherlock Holmes and solve the dilemma at hand one customer at a time. Turn that one-sided sales pitch into a customer-centered conversation and you’ll do wonders for turning one-and-done jobs into ongoing business relationships.