If your plumbers are resistant to the idea of sales, it’s because they’re looking at sales the wrong way.
We all know the sales stereotypes: lying, sleazy, greedy, pushy, annoying, predatory, untrustworthy…
But enough about car salesmen.
We’re here to talk about how plumbers are actually in a position to be the best kind of salespeople: service-based advisors, problem-solvers, and relationship-builders.
The number one way to get plumbers on board with the idea of sales is to make sure they are IN LOVE with helping people.
And no one is in a better position to directly help people than plumbers. Their trade is the most important of all, because their work truly saves lives by keeping our water and homes healthy and safe. (Calm down all you sparkies, HVAC techs, carpenters and ironworkers. Deep down, you know it’s true.)
Because here’s the thing: the most inexpensive and effective marketing tools for your business are happy customers. And you get happy customers when you do the job right, while also being a good communicator who is honest, open, friendly, and transparent.
Gone are the days when a plumber could just get in, get the job done, and get out. That’s old school. We’re playing a new game now.
Here are few new game stats:
According to the consumer research company Nielson, 84% of people say they trust recommendations from friends and family over every other form of advertising. (Compared to 64% who said they trust TV ads, and 57% who trust radio ads.)
And that 84% is four times more likely to do business with your company if they’re referred by a friend.
A New York Times study found that word-of-mouth referrals make up to 65% of a company’s new business.
The American Marketing Association revealed that referred customers have a 16% higher lifetime value versus non-referred customers. And those referred customers spend more and stay longer.
The other side of the coin is that 55% of dissatisfied customers will tell their friends or family about a bad experience with your company.
And sixty-five percent of customers have cut ties with a business after just one negative experience.
The bottom line:
Your plumbers are your brand ambassadors. They’re on the frontlines. They’re the ones who can make or break a repeat customer.
That’s why you need to help them become the best brand ambassadors they can possibly be.
Thanks to the internet, your customers have more access to more information than ever before. That’s why it’s critical for your plumbers to communicate (sell) the value that your business provides.
We’re not talking about acting fake just to get a sale. (We’re talking about plumbers, not car salesmen.)
We’re talking about plumbers who are in love with helping their customers and doing whatever it takes to solve their problem and give them a positive experience. We’re talking about open, honest, friendly, transparent communication.
Your plumbers have insider knowledge and experience far beyond what your average customer knows how to research online.
Every time your plumbers step into a customer’s home, they’re competing with every other plumber who’s ever walked through that door.
That’s what you’re up against.
That’s why you need to educate your plumbers to be people persons.
Because every “one-off” job is a chance to convert a house call into a repeat customer.
Because a happy customer is more likely to refer your business to their network.
And referrals are gold.