In part two of this series, we discussed the true product you bring to the table — the comfort that your customers feel when they are convinced they’re getting a dependable system that will deliver long-lasting service. (As opposed to the commodity, which includes system materials, products and services.) 

Now, let’s move on to the importance of making a positive first impression. 

As an onsite septic system installer or pumper and small business owner, you are first and foremost a salesperson. Increasing clientele, keeping repeat clients and gaining referral clients are the source of your livelihood. 

To achieve those goals, you must first look at the big picture. You are not only a member of the septic industry, but also part of the community that includes all product and service providers. 

That means you must stand out as you compete with other septic installers and also with the HVAC person, the roofing contractor, the pool maintenance person, the landscaper and numerous other service providers. No, you’re not offering pool cleaning services, but you are creating a lasting impression of what great customer service should look like. 

Here’s a secret, your customer views all product and service purchases the same way. They want to know you are on their side and that you want the best for them, not for yourself. 

A great example of this is shown in how online retail giant Amazon operates:

1. Provide easy access to lots of choices.
2. Quick and easy payment options.
3. Provide immediate notification of a purchase and its tracking number.
4. Give frequent updates of your order.
5. After you receive your purchase, they send a “How’d we do?” evaluation opportunity to find ways in which they can improve their service. 

Amazon users can rest assured knowing they are taken care of from the beginning of service to the completion. 

Remember, septic system customers are usually a little nervous, especially when they have to make a dreaded emergency call. They’re spending a pretty penny on a service they don’t necessarily understand. Strangers are about to invade their personal and private space. And from their point of view, their property is being torn apart by loud, smelly machines. 

Take the time to calm their nerves and help them understand the dynamics of what you need to do, a step-by-step plan to fix the problem, and a reliable schedule they can trust. Step into the customer’s shoes. 

Bottom line: An in-the-dark customer is a black eye for the average service provider. But that’s not you, right? Ease the customer’s nerves and educate them with daily email updates on your progress. Constant communication puts the customer’s mind at ease and sets you apart from the service provider crowd. Don’t be ordinary. Be extraordinary. 

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.