EDITOR'S NOTE: Due to a production error, the following column did not run in its entirety.
What do customers need to know about our business that will set us apart from all those Tony-Tailgate and Chuck-With-a-Truck plow jockeys? Unfortunately, during the season most people don’t think about snow contractors at all. As long as their customers can get into their buildings, most won’t give anyone who plows the snow a second thought. Of course – if we don’t show up then everyone thinks about how unbusinesslike we are for not being there Johnny-on-the-spot to keep the place clear and safe.
So – what do our clients need to know about what we do so those in our profession can be properly evaluated and given proper consideration with regards to the services we supply and provide?
First – we need to show we are business people who deserve respect. When we go to talk with prospects, do we try to sell them overtly, or do you just have a conversation with them and learn about them. Guys who don’t show a genuine interest in their customers come across as people who don’t care about the type or quality of service supplied. You can get all the information you need by just having a conversation with your prospective customer. Establish a relationship with them. Learn what they want and need. Care about the finished product you are supplying.
Next, put viable systems in place to achieve desired goals. Contractors doing $1 million in revenues can run the entire operation themselves if they are so inclined. However, growth beyond that requires “systems” that are verifiable and repeatable. Having “processes” in place requires organization and planning. Most companies larger than this struggle if there are no training programs in place. If front line workers are not properly instructed in what needs to be done, then getting angry if they mess up is self-serving. You feel better, but the company suffers. Customers quickly come to realize that without any type of process, or systems, you are wandering blindly hoping you’ll get it right most of the time. If you have process and/or systems your customers need to know and understand these are in place so as to benefit them (your customers) over the long haul. The recently implemented ANSI/ASCA A1000 Written Industry Standards help. However, saying you adhere to a Standard often is not good enough. Becoming ISO SN9001 Certified (and explaining to customers and clients what it means) is an excellent way to verify you have systems and procedures in place to do great work on behalf of those who purchase your services.
Good snow and ice management contractors have adequate accounting practices in place. All good business owners know their numbers. They constantly think in terms of “numbers”. Do the numbers “work”? Are profits adequate to reinvest in the business? Are we planning on how to deal with a bad winter, or a great winter. This past season saw numerous challenges with regards to pricing and profitability. As many contractors who had an outstanding season, there are just as many who are hurting. This is because of poor planning with regards to “the numbers”. A good company protects itself against the bad things that can go wrong in any given season. Clients want viable companies to deal with. This means companies that are profitable. Nobody wants to deal with companies who are profitable and flaunt it. However, no good property manager or owner wants to deal with a snow contractor who might go bankrupt mid-season either, or cannot pay service providers in a timely fashion. Know your numbers and let clients know you are viable and well run.
Another important thing for clients to know is that we have intelligent, viable and experienced people running the business. Owners who run companies that grow steadily often do so with “buddies” or “family” in positions of authority. Hire people who are smarter than you at their chosen profession, and let them do their jobs. Professional sales people know and understand how to deal with people. Professional managers know and understand how to deal with staff and service providers. Your clients need to know you have appropriate staff available to run your business efficiently and profitably. Always remember – if you treat your staff professionally, they will likely act professionally. Is your office a place where people come and go as they please, or do you have reasonably rules of conduct. Do you use foul language in the office? Or, allow others to use such unprofessional language in the presence of staff? If you allow this in your own office, what makes you think that won’t be “the norm” in front of clients or prospects? People want to deal with professionals, and you need to have a professional attitude throughout your organization. Clients can pick up on such things. Unfortunately, this can often reflect poorly on your reputation.
The best way to keep clients advised of just what kind of company they are dealing with when coming to your organization is to constantly remind them. It needs done in a subtle fashion and not by hammering them over the head. Treat them with respect when they call your office. Keep in touch with them before, during and after a snow or ice event. Clients want to be educated and kept abreast of just what is going on with your efforts on their behalf. With the advancements in electronic communications there is no reason not to tell clients what you plan on for the upcoming snow or ice event. They can, and should, know your “plan” to keep their sites safe for vehicular and pedestrian traffic. We are no longer plow jockeys who just go push snow out of the way so people can drive onto commercial, industrial or retail sites. We are risk managers who provide safe environments for our clients.
Latest from Snow Magazine
- NOTEBOOK: Go With The Flow
- NOTEBOOK: Winter Equipment Offers the RoadMAXX System
- NOTEBOOK: Yanmar Unveils Compact Loader Lineup
- NOTEBOOK: Schill Expands in Southwest Ohio
- October Cover Story: Achieving Wet Pavement
- August 2022 Cover Story: Beat The Odds
- May 2022 Cover Story: Bullish on Snow & Ice
- 2022 Top 100