Satisfied Customers Agawam MA

Source: REMODELING Magazine
Publication date: April 1, 2005

By Sal Alfano

At our recent conference for replacement contractors, Thom Winninger, an accomplished author and a sales and marketing consultant to a variety of industries, told a story about his meeting with the founder of a large fast-food pizza chain. The man claimed his fortunes changed the day he realized that no one ever called his pizza shop who wasn't already hungry. That epiphany showed him that he wasn't in the pizza-making business, he was in the pizza-delivery business. He changed his sales and marketing message and his company went on to dominate the category.

Remodelers tend to define their companies by the quality of the products they install, the high level of craftsmanship their crews supply, or the reliability of their trade contractors. All of those characteristics are critically important to success in this business, but they are increasingly taken for granted by homeowners.

Some companies strive to provide “outstanding customer service” without, however, really defining what that looks like. They're on the right track, but their self-definition needs to look as hard at process as it does at product.

For example, clients need information in varying degrees. Some read every page of the specs, pore over every line of the contract, and spend endless hours researching products on the Web. Others can't make heads or tails of the blueprints.

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