As consumers are bombarded with so many messages from companies offering products and services, effective marketing might be as critical to your company’s success as expertise in septic service. You want to get noticed above the din created by a growing number of competitors offering similar pumping services. So a strong message about your professionalism is important.

But one pumping company’s marketing efforts I noticed recently raised a red flag. Let’s see if you have the same reaction I did.

 

PROMISES, PROMISES

On the front page of its website, Unnamed Pumping Co. notes it has 20 years of experience providing quality septic services. The company boasts that its courteous, friendly, skilled technicians use “the finest tools and materials’’ available. It lists an impressive array of services and added, “We work harder and smarter than our competition. We are at the forefront of the industry and offer our customers the latest services, technology and information available.’’ The company promises personalized, same-day service to every customer and reasonable, affordable rates. “We meet or beat any written estimates!’’ the company proclaims.

Man, if I need my tank pumped in this company’s service territory, I’m on the phone faster than you can say scheduled maintenance saves septic systems.

So what’s wrong with this picture? I’ll tell you what’s wrong: Providing the best service with the best technicians using the best tools doesn’t jive with guaranteeing the lowest price for service. The question I’d ask this contractor is: If you’ve worked so hard to be the best, why are you charging like a mediocre service provider?

First of all, the best tools come at a price. Keeping your truck fleet up to date and well maintained isn’t cheap. I know many pumpers who are religious about planned replacement of vehicles, washing rigs at the end of every day and keeping careful track of engine maintenance. Many keep their trucks indoors at night and have a mechanic on staff to ensure efficient operation.

And let’s address hiring and retaining quality technicians. That takes regular wage hikes, ongoing training and certification, vacation and sometimes health insurance benefits. Maintaining a dedicated, trustworthy workforce is expensive and requires a lot of time on the part of company owners and managers.

Cutting-edge technology and being able to offer diversified services also raises the cost of doing business for pumping contractors. If you want to inspect sewer lines, handle grease trap waste, jet out lines and make septic system repairs, you’ll be loading up on accessories to do the job right.

 

IT DOESN’T ADD UP

So as a consumer, am I to believe a company that makes all those promises about quality service is also going to give me the rock-bottom price? I — and most of this company’s potential customers — didn’t just fall off the turnip truck. We know that you can’t be the best and the cheapest and stay in business for 20 years. So either this company can’t live up to its service promises or the bill is going to come in higher than I expect. And neither answer will make customers happy.

My advice to pumpers everywhere: If you’re a top-notch service provider, don’t act like a cut-rate contractor. Seldom is the cheapest also the best. The economics of that equation just don’t add up.