6 Tips to Make the Customer Experience a Breeze

Because it’s the offseason I decided we needed to have our garage floor coated. This was probably my first time calling contractors for quotes as a consumer, and let me tell you, being on the buying end of that phone call is a whole different ball game.

I have encountered some companies that were a breeze to deal with (one of them got the job), while others were a nightmare. In fact, several of the companies I called for quotes either never responded or responded but never produced a quote.

Unfortunately, this to at least some extent mirrors the asphalt industry where there’s no magic button to make things easy — especially when it comes to dealing with clients. But that doesn’t mean we have to make the client experience so darn difficult.

Amazon Reinvented Buying

Have you ever shopped on Amazon? It’s a company we all love and hate. As a business, we rely on Amazon for various items, from tools and parts to small engine repair kits. Why? Because it’s convenient.

What makes Amazon so easy to use? Well, for starters, they don’t require frequent logins with insane passwords. They save all your payment and shipping information, and the checkout process is a breeze.; it’s just plain easy. In some cases, you can even make a purchase with a single click.

Now, I’m not trying to promote Amazon here. But their simplicity has been a key factor in their success. Why can’t we apply the same principles to the asphalt industry?

Well, we can…and we did.

We aren’t Amazon, but we are as easy to do business with. We have numerous long-term clients who choose us specifically because we make doing business easy and reduce their stress – they’ve told us so. We are a problem-solver for them. We are now their trusted partner.

Pavement Contractors are Businesses too!

All businesses are similar, so what works for one can work just as easily and successfully for others (possibly with some minor modifications). Don’t agree? Think about OpenTable and Uber. Whether you’re selling a service like sweeping or sealcoating, selling a product or running a restaurant, as a business owner you’re essentially peddling something – just like Amazon. And all business owners hope that someone will buy or partake in our services, items, or food.

Simplify the Buying Experience

How can we make it easier for our customers and ultimately grow our businesses? The answer is surprisingly Amazonian – in other words, simple. That’s what’s so perplexing; the steps are straightforward, yet many (most) contractors don’t follow them. 

1. Answer calls promptly and respond to them in a timely manner. This is the cornerstone of attracting more work. If you are responsive, you are almost always ahead of your competition. I can’t even begin to count the number of times a caller has expressed frustration that other contractors never even returned their call. And most of those people are now our clients.
2. Maintain the initial level of responsiveness by promptly providing a quote — not weeks later but days later (or even hours later if possible).
3. Ensure that you have a comprehensive understanding of what you are selling. The people who reach out for a quote want and need to know more than the price of the job. They want to know their options, the differences among the options, what kind of material you’ll be using and more. Ironically, many contractors possess the skills to apply products but lack the knowledge of the best solutions for specific pavement failures. Attend industry events like Pave X or participate in PavementGuru to gain knowledge and expertise in your field. It’s this knowledge and expertise that will not only differentiate you from competitors but will make it easier for your clients to understand what you do – and will help you land the job.
4. Make scheduling a breeze. Avoid over-scheduling and strive to complete projects within a reasonable timeframe. Don’t overpromise that you can do the job sooner than you can. Your client will make plans based on the schedule you provide, and an accurate schedule makes it easier for them. I’ve talked with many contractors who brag about their extensive and full booking schedules, but too-tight scheduling actually hinders growth, frustrates clients, and prevents the acquisition of new clients. 
5. Promptly invoice clients after completion and be open to various payment methods. Many contractors delay invoicing for months and restrict payment options – but cash flow is essential in this business so why not make it as easy and convenient as possible to get that cash flowing to you? Obviously larger jobs require a different approach but why not consider Apple Pay, PayPal, Venmo, and Zelle along with the traditional checks and credit cards? The more options you offer your clients the easier it is for them to get the cash to you. And while some forms of payment may incur costs, the key is to make the process as convenient as possible for your clients.
6. Be available to answer questions and provide support to your clients. Customers don’t want to call you with a problem or complaint – who does? So, when they finally do call, answer and solve their problem instantly. (Think about Amazon’s return policy, which has revolutionized the return policies of virtually all stores — online and brick-and-mortar.)

There’s more to being a pavement contractor than spraying paint or filling cracks, but you don’t have to “be Amazon” to make the customer experience a breeze. These improvements aren’t at all difficult to implement, so the million-dollar question is why do so many contractors seem to deliberately make the customer experience as difficult as possible? Just look around at your competition and you’ll see what I mean.

We all are running a business, and by simplifying our business process – from the initial contact to follow-through after the job is done – we can make the buying decision and job experience easier for our clients, we can grow our business, and we can build long-term relationships with clients.