It stands to reason that a broader professional skill set will yield more revenue from more customers – and better yet – bigger work orders from your most loyal customers.

In small business – and especially in a smaller market – diversification can be your best asset. When your menu of wastewater services grows, so does your bottom line. Any additional services you can offer will build on your value in the market in general, but will be especially welcomed by your best customers – those who already believe in you and would like to find more reasons to hire you.

The idea of diversification dovetails nicely with the theme of this month’s issue of Pumper. The editorial focus is septic system inspection and jetting, and we’ve planned editorial stories to get pumpers thinking about how they can expand beyond the vacuum hose to build profits. In these pages you’ll see a “Product Focus” feature to introduce you to a variety of equipment related to inspections and jetting work. And our profile stories take you to businesses that rely on system maintenance and inspection as well as hauling liquid waste. More on that later.

THE SURVEY SAYS …

Two months ago, we released the results of our 2012 Pumper Survey, which offered compelling data about growing diversification among septic service contractors. When compared to our last survey in 2008, the numbers showed a strong trend toward pumping companies moving into new specialties.

To recap, the number of contractors who reported adding commercial pumping accounts rose from 31 percent in 2008 to 74 percent now. Sewer and drain-cleaning services grew from 22 percent to 49 percent. System installation rose from 24 percent to 43 percent. And contractors offering portable sanitation rose from 12 percent to 43 percent. These numbers show pumpers are becoming more comfortable expanding their horizons, both in learning new techniques and purchasing the specialty equipment necessary to do a wider variety of work.

And that leads to our profile companies this month. We interview business owners who are not afraid to step out with new ideas for strengthening their positions in a competitive marketplace. I’d like to tell you a little bit about our featured contractors:

LOOK TO THE MAINTENANCE CONTRACT

Our cover story (“A Watchful Eye”) features Jeff Rachlin, owner of OnSite Management in West Chester, Pa. First of all, it’s a coincidence that we’re featuring Rachlin as he prepares to take over the role of president of the National Association of Wastewater Technicians. Rachlin has been active in the industry for years, and I was intrigued by his seminar on maintenance contracts during Education Day at the 2012 Pumper & Cleaner Environmental Expo International. Since sitting in on that talk, I’ve wanted to share Rachlin’s diversification success story with Pumper readers.

As writer Ken Wysocky explains, Rachlin has been working for years to perfect the concept of maintenance contracts. He currently has 20 percent of his customers on a regular maintenance schedule. Also an onsite system installer, Rachlin bought a vacuum truck and pumps tanks as well. A variety of equipment allows his company to expand from installing and pumping into providing minor on-the-spot repairs. All of these services can be provided conveniently, resulting in greater customer satisfaction.

Being able to communicate with customers effectively on all aspects of system care shows the company’s level of professionalism, Rachlin says.

“Our biggest objective is to provide as much information as we can, and let customers pick and choose what they want,” he says, adding that educating customers “establishes us as a progressive company that’s interested in helping homeowners understand what’s going on.”

HOW CAN WE HELP YOU?

Pete Couty of Alberta Septic Systems, Newcastle, Wash., isn’t content to simply pump a tank and leave with a check. He wants to provide the type of comprehensive service that will engender loyalty from his customers. Couty shares his story with writer Scottie Dayton in our second profile this month (“We’re All In”) and tells other pumpers how they can develop great relationships with homeowners.

Like many septic service professionals, Couty has grown revenue by updating older septic tanks with risers and lids to eliminate laborious digging for access. He also rejuvenates existing onsite systems, adding gravity drainfields with PVC pipe and chambers. But two things happened in recent years to prompt Couty to add another specialty. Point-of-sale real estate inspections were mandated in 2009 and Couty’s son, Shane, became a licensed inspector the following year. These inspections are now an important part of the business.

Diversification and customer service have played major roles in building Couty’s business. And he never wants to forget who helps him succeed. “People want to be treated with civility and feel that their call is important,” he says. “Without the customer, you’re nothing.”