by Fred Brewer | Jan 15, 2018 | Client Tips
In the service business world, it can be easy to convince yourself it’s all about price. You have potential customers who end up going with whichever company quoted the lowest price and customers who abandon you when a Groupon pops up or an Amazon Prime day offers them a percentage off of Amazon Home Services. How can you compete and make a decent living when you’re being undercut on price left and right and that’s all customers seem to care about?
Offer more.
More? What do you mean more? I can’t afford to lose money on every job!
No, I’m not saying you should not charge for products or time, but there are some things you can do to add value for your customer that don’t cost you. Let’s look at some examples:
#1 Clean Up After Yourself
You may think it’s a given that service business crews and contractors clean up after themselves, but truthfully, it’s not. Simply by taking precautions to make sure your customer’s property and home stay clean throughout and that you leave no traces behind is a great way to add value without cutting into profits. It may take a little more time to put down drop cloths or vacuum up after a job, but it’s not going to take up your whole day. Just include a little buffer for cleanup in your appointment windows.
#2 Offer To Move Furniture
If you’re a house painter, a flooring guy, or you perform some other home service that may require the moving around of furniture, offer to do it for the customer if you’re physically capable of doing so. This can be an especially valuable service for the elderly and is just one way to make the job less stressful and less of a hassle for your customer.
#3 Go Ahead & Do Small Add-On Services That Don’t Take Much Time
Did your customer mention needing or wanting a small service performed sometime in the future? Offer to do it while you’re already there and have the products needed. If you’re a painter, this can be offering to go ahead and touch up baseboards while you’re in the home. If you’re a chimney sweep, this can be offering to go ahead and fix a damper that’s missing a pin. Offer to change out a light bulb that’s burned out or swap out an air filter. If you’re open minded and listen to your customer, you’ll likely find it easy to identify small ways you can add value and provide additional services without breaking the bank or wasting a lot of valuable time.
#4 Educate Your Customer
One thing you may take for granted as a service professional is your knowledge. You have years of experience and education in a field that most people know nothing about — sharing some of that knowledge can add value to your customer’s life. If you’re a chimney sweep, this may be educating your customer on the best tips for seasoning your wood or getting your fire started. If you’re a house painter, this may be letting your customer know that wiping down a painted wall (especially if it’s a darker color) can leave streaks if a wipeable paint is not used. If keeping their kids’ fingerprints off of their walls is something that’s important to them, recommend a paint product that’s made to be wiped down or washed. These small tips and suggestions can lead to happier customers, and all it takes is a little attention, listening, and sharing.
#5 Be On Time Or Call If You’re Going To Be Late
You might be amazed at how many service professionals are perpetually late and don’t take two seconds to call the next customer and let them know. Most customers will understand that things come up and schedules change, but if you don’t take the time to call and let your customer know you’re not going to make the agreed upon time, your customer will feel disrespected. Make every effort to be on time to each and every appointment — and when things don’t go according to plan, make the phone call, apologize, and let them know when they can expect you and that this isn’t the norm.
Value isn’t always about price, and the sooner you see the difference, the sooner your customers will. So get creative and look for ways to make your company the greatest value. Then, those cheaper options won’t even compare.
by Fred Brewer | Nov 30, 2017 | Client Tips
Ah, the work-life balance: Is it just a myth for small business owners or can you actually have a successful business and an enjoyable life? Well, it is possible if you just accept a couple of things:
Work and life will never be totally separate.
If you want to be able to completely abandon your work the moment the clock hits 5:00PM, owning a small business is not right for you. The reality is, your personal and professional life will always overlap. You may be in the middle of dinner with the family when you get an email or an idea for how to make the company more efficient. You may be in the middle of a job when you remember you still need to get a babysitter for Friday night. Accepting the overlap and learning to manage it and remain in the present is the key to feeling balanced and centered. What do we mean by “managing” the overlap?
Let’s say you did have an idea for how to make the company more efficient mid-dinner, mid-conversation. You could sit there, half-listening, while you mull over your new idea in your head, OR you could say, “I’m sorry but I just had an idea for work. Do you mind if I jot it down really quickly so I can give you my undivided attention?”
Most of the time, your significant other, kids, or whoever you’re having dinner with will appreciate the fact that you want to be completely focused on what they’re saying and will allow you the time to do what you need to do to clear your head. And you don’t need to scramble to find a notepad — you have one in your phone (which we know is always with you: you’re a business owner). Quickly jot down your idea or make a reminder for yourself, and then let go of it so you can focus on the present.
What about when you’re on the job and you remember you need to find a babysitter for this week’s date night? Stop what you’re doing (if possible), and set a reminder on your phone for your lunch break or for the end of the work day. Once you’ve set a reminder, clear your head and get back to business.
You may also want to try the notepad or reminder method when your mind is racing in bed. It’s easy to miss out on much-needed sleep when you’re a business owner, but if you aren’t rested, you can’t bring your best to the business, to your employees, to your customers, or to your friends and family. It seems that bedtime is when all of the ideas and reminders of what you should do, need to do, or needed to do come flooding in. But don’t lie there trying to hammer them all down or spend hours worrying about whether or not you’ll remember them in the morning — jot them down in your phone or in a bedside notebook and let go of them. They’ll be there for you in the morning.
The scales will tip more heavily to one side at different times.
Wait, doesn’t balance imply that the scales are always evenly weighed? Yes, but the realistic business owner will need to be a little more flexible with his or her definition of balance. Some days, the scales may weigh more heavily on the work side of things, while on other days, they may weigh more heavily on the personal life side. The scales will always shift from time to time, but how you prepare for and handle the shift will make all the difference in how balanced your life feels during these changes.
For example, if you know you’re heading into your busy season or something at work requires you to put in several long days of deep focus, let your family and friends know. If you tell your significant other, your kids, and your good friends that you’ll be M.I.A. for a week or two (or a season), they’ll be much more understanding than they would be if they were left in the dark and feeling ignored. Remind them of how important they are to you and how important your time with them is, and make plans to get some quality time in before or after your focus session.
Of course, no one can survive a long period of ALL work and no play. To avoid burnout and feelings of being off-balance, make sure to set aside at least some time in your day and week for family, friends, hobbies, and relaxation. Whether that means a crossword puzzle with your morning coffee, 30 minutes of pleasure reading before bed, a lunch-time phone call with your wife or husband, or a scheduled movie night with the family, make it happen. Sometimes, as little as 15 minutes of unwinding can make the buckled-down days feel a little more balanced.
So yes, in our opinion, a balance can be achieved. Is it a perfect balance? No, not by a long shot. But you can truly have it all if you just set your priorities, communicate with the special people in your life, and remain flexible and realistic about things.
What do you do to maintain a feeling of work-life balance? We’d love to hear from you!
by Fred Brewer | Oct 30, 2017 | Client Tips
Starting your own service business can allow you a great life. But it’s not always easy and it isn’t right for everyone. Here are five questions to ask yourself if you’re considering starting a service business:
1. Do I have a heart for service?
We’re lucky to partner with some pretty great businesses that really love serving those in their communities. But over the years, we’ve also met some business owners who really shouldn’t be in the service business. Why? They don’t like serving! They don’t have a heart for service and instead think of their customers as pains in the ass or burdens. It may seem like an obvious question if you’re considering going into the service industry, but make sure you really dig deep and find out if you have a heart for service — and be honest with yourself! If you don’t have a heart for service, save you, your employees, and your customers the heartache and go into another field.
2. Is there a need for this particular service in my community?
One mistake that business owners make is that they launch businesses or products people don’t want or need. So before you put the energy, effort, money, and time into starting a service business, do some basic research and find out if there’s really a need or demand for your service in your community. Start by looking at what your community already has, reading up on forums, and asking friends and people you meet. If it’s obvious that what you have to offer is missing, move forward with your plans. If it’s not, give it some thought.
3. What will define and separate my business from others in my community?
No matter what service industry you go into, you’re (probably) going to have competitors — how will you stand out? It’s easier to define your company with a culture, vision, and purpose at the start than it is to try to establish these things later on or repair a bad reputation. So take some time to consider what type of company you want to build and how you’ll stand out from your sea of competitors. Think about companies you admire and that make you, as their customer, feel good. Decipher what they do differently. Check out your competitors reviews and see what their customers like and don’t like about their service. From there, make a list and determine just what kind of company you’ll build.
4. How big do I want to scale?
We all have to start somewhere, but think about where you’d like to be five and 10 years from now as well. Do you want to remain small, a one man or woman company? Or do you want to scale bigly and employ dozens of people in your community? There’s no right or wrong answer, but knowing how big or small you want your company to be will help you make better decisions going in and over the years.
5. What kind of lifestyle do I want my business to afford me?
We have a saying here that goes something like this, “It takes just as much blood, sweat, and tears to build a business you hate as it does to build one you love — so why not build one you love?” No two businesses are the same and no two business owners want the exact same things from their business. Some business owners want to be out in the field, while others want their business to eventually function largely without them. Knowing exactly what you want from your business going in will help you put the systems and steps in place to get you where you want to be so you can have the lifestyle you want to have.
So get to work reflecting. Putting the effort and time into thoroughly and honestly answering these questions up front will serve you well on your business journey!
If you’re considering starting a service business and would like to talk with a business coach before getting started, let us know. We can recommend some great coaches with some great insight — just ask!
Ready to start your business? Do these 6 things first!
by Fred Brewer | Sep 30, 2017 | Client Tips
The world of search and SEO can be confusing, but if it’s all Greek to you, you’re not alone. Here are some of the most commonly asked questions answered by Client Relationship Manager, Chris Pitts. If you have questions you’d like Chris to answer in the next round, please leave them in the comments section and we’ll do our best to get to all of them in time!
#1 How Do Rankings Work & What’s The Difference Between Organic & Maps?
There are three places on a Google Search Results page that are completely independent of one another where ranking comes into play.
The first section (at the top of the page and sometimes at the bottom as well) is Google Ads. These are marked by an “ad” symbol and are determined entirely through the Google PPC (Pay-Per-Click) advertising program. These spaces are not subject to the Google algorithm and instead depend on how much a company is bidding per click, as well as quality score (relevance of the content on the landing page to the search) and competition. You will not show up there if you aren’t in the Google Ads PPC program.
The second place is Maps. Maps results are delivered to a searcher when they are searching for a business or service “with intent.” What “with intent” means is that Google has determined that the searcher is looking for a business near a physical location. If you expand the Maps results, it will take you to Google Maps, which shows a much larger bank of results within a given area.
The problem with Maps is that it is built for brick and mortar stores, not service businesses. Despite this, Google still shows Maps results for service searches, which muddies the water a bit. Because results are so tied to physical location, you will not show up in the Maps pack if you are not physically located near the area the searcher is physically searching from or near the central area the searcher has put into the search bar. All ‘near me’ queries are treated as a search for a brick and mortar location.
There has been a rich history of people spamming Maps by creating listings in places other than physical locations (i.e. P.O. Boxes and UPS Stores). This is against Google guidelines, but Google is spotty with how they treat spam, so while it’s risky to operate this way, we do see companies have success doing this from time to time. Of course, you risk losing your Google Maps listing altogether, which means losing all of your reviews as well, since they are housed within Google Maps. Not worth it in our opinion!
The third section is organic. Organic rank is determined mostly by the content, quality, and markup on the site itself. Several factors go into this determination, but some of the biggest ones are:
- Site speed (page load time)
- Relevance and readability of text content on the page (Google works because it delivers results that are relevant to the searcher. Text content is the only way for Google to determine this, outside of the coded information we send to them)
- SEO Titles/Meta Descriptions (the titles and descriptions on the back end of the page that make up the snippet that shows in search results and gives Google an overview of the content on the page)
- Relevant links to the page from high-quality sources
Each page of a site can be indexed separately, so you may see several pages from the same site come up for searches.
When you’re dealing with organic rank, specifically on a home page, you have to take into account NAP info (Name, Address & Phone Number), and potentially competing websites. If your business has more than one website (especially if each website has a different phone number or address associated with it), Google will get confused, and could drop your ranking on both sites. Keeping your NAP info consistent on all sources online helps keep your organic ranking up. Any place your NAP is incorrect or inconsistent can be seen by Google and lowers your site’s trust rating. After all, if there’s conflicting information, how can Google be confident that it’s presenting the correct information to the searcher? It can’t, so it will drop your organic ranking.
#2 What Does NAP Mean & Why Is It So Important To Be Consistent?
NAP info stands for Name, Address & Phone Number. When it comes to information Google is looking for from your business, these are the big three. Why? These are the three things that Google believes a searcher will be looking for most often. They want to know your name (for obvious reasons), they need your phone number for scheduling or questions about products/services, etc., and they need your address to actually get to you if you are a brick and mortar store. Google treats all businesses as if they were brick and mortar stores in most respects, so even if you are a service business, Google still views NAP information as very important.
Because Google indexes sites all over the web, it has access to almost every place your business is listed online, whether you know it’s listed there or not. If you have different phone numbers, addresses, or versions of your business name online, Google loses trust that the information presented is accurate.
Google only works because the search results it presents are accurate and helpful to the searcher. If the searcher can’t trust the information Google is presenting, he or she will stop using Google — and Google doesn’t want that.
If Google is getting mixed signals from all over the web with different phone numbers, addresses, and variations of your business name, it will suppress your business in search results in order to prevent a potential searcher from getting the wrong information. This is critically important and is often overlooked by businesses. Many companies use tracking numbers to determine where business is coming from, but when these are used incorrectly, it confuses Google. This is where many companies slip up.
Note: It’s a bit different if you’re a business with more than one location.
#3 Why Don’t I Show Up In Maps Anymore & How Can I Change That?
Google Maps is an ever-changing landscape. As Google changes its Maps algorithms, companies find ways to exploit it and spam the system. Every time this happens, it forces Google to re-examine the algorithms to try to combat these spammy tactics. This is the largest factor contributing to changes in Maps rankings — however, it is far from the only one…
Every day, more and more people are using their phones and tablets to search for businesses and services. As this shift happens, it changes how Google delivers results and what those results are. Fifteen years ago, people didn’t have the Internet on their phones, and tablets weren’t even a thing. All searches were being performed from desktops in the home or office, which meant that people had to put the location they were searching for directly in the search bar. As technology advanced and people were empowered to search on the go, the whole system changed. Now people are looking for things close to their physical location, which can be derived from a phone or tablet’s GPS location. They are also generally looking for something more immediate, and many times, they’re not willing to dig as far into the search results. This shift has caused Google to shift things a bit in terms of how they present Maps results.
The Maps views themselves zeroed in as the majority of the searches were deemed “on the go” and needing to be tailored to the physical location of the searcher. This change also eradicated the need to include location keywords in searches. Now, instead of searching for “coffee shop Nashville, TN,” (a search that would center around downtown Nashville), a searcher might search “coffee shop near me,” or even simply ask their voice assistant to “find a coffee shop nearby,” which centers the search around the searcher’s physical location. This means that every searcher will get a slightly different Maps result.
What does this all mean?
The big takeaways are that your physical location is key to showing up in Maps. If you’re not physically located near where most of your clients and customers are searching from, you may not show up in their personalized Maps results. The other important factor here (and the one you, as the business owner, can actually control) is reviews. Reviews are housed within Maps and are the most important factor in a potential customer choosing you over your visible competition. If you focus on getting good reviews and responding well to bad ones, you will stand out among anyone else that shows up in the same Maps space. It doesn’t matter if you are one, two, or three — if you have 100 more positive reviews than the other two, you’re likely to get the customer.
#4 How Do I Get Reviews?
Ask everyone for a review! Obviously if you have a visibly unhappy customer, you may not want to ask that person, but in that case, you should be doing things to correct the situation and leave them satisfied. Outside of those small instances, you should be asking everyone for a review. Explain how important reviews are to you as a business owner, and that you value feedback, both good and bad. You want to know how your people did and, because you have confidence in your company, you aren’t afraid for that feedback to be public.
Many people don’t think their opinion is important enough to take the time to leave a review, and many often don’t know how to leave you a review even if their opinion does matter. Familiarize yourself with the review process so that, if a customer asks you how to do it, you can tell them with confidence. Some other things you may want to try:
- Have physical collateral available to give to customers that explains the process and the importance of reviews.
- Invest in tools that help you get reviews from your clients.
There are two big DON’Ts though:
- Don’t publicly incentivize reviews. This is strictly against Google guidelines, as they don’t believe incentivized feedback is legimiate. If a customer puts “thanks for the gift card” or something to that effect in the review, you risk losing all of your reviews and maybe your listing altogether.
- Don’t leave reviews for your own business. The only people who should be leaving you reviews are people who have actually used your services or visited your store. If you are a service business and you start getting reviews from family members several states away or get one from an account that is tied to your business, you could lose all of your reviews and your listing. It’s not worth it!
The last thing I will say is, don’t be afraid of negative reviews. You can’t please everyone all the time — it’s just not realistic. A negative review with a well thought out, amicable response is worth 10 five-star reviews. Many times a searcher will look at negative reviews first, so this is your chance to make a great first impression on a searcher. Don’t ever underestimate the power of a well-answered one-star review!
And while this may sound counterintuitive, a few three- or four-star reviews mixed in with many more five-star reviews boosts the overall credibility of the other five-star reviews. They look more authentic and genuine because people trust that the reviews there were not incentivized in any way to create a “perfect” star rating.
#5 Do I Need To Respond To Both Positive & Negative Reviews? How Should I Respond?
Definitely respond to negative reviews. Every negative review that comes in should have a written response. My advice is to post it the day after it comes in, if possible. You don’t want to respond the second you see it, because oftentimes, when it’s that fresh, emotions are high. Let yourself calm down and revisit it the next day when you have a clear head.
Try to take the conversation offline — you never want to go tit for tat with a reviewer. A good response might look like this:
Hello, my name is __________ and I’m the business owner. I’m so sorry you had a bad experience. It is very important to us that we deliver a level of service that meets your expectations. Please give me a call on my direct line ***-***-**** at your earliest convenience and let me know what happened and what we can do to make it right.”
This takes the conversation offline and offers a well-reasoned, measured response for other people who may come behind and see the negative review.
Some other things to remember when responding to negative reviews:
- DO admit when you’ve messed up. Everyone makes mistakes — don’t be afraid to admit that you messed up. Many customers love that admission, because it shows your commitment to the work you do and ensures them that, if they have a problem, you will work to make it right.
- DON’T get angry online. Even if you know you’re right and the customer is being unreasonable, a third party looking at the conversation online won’t have that knowledge. When you go tit for tat with a reviewer online, it’s your word against the customer’s, and that usually doesn’t go in the business owner’s favor.
- DON’T use the same response for every negative review. If you have a canned response, it shows a lack of empathy, and it could send the message that you get so many negative reviews, you had to standardize the process (which is never good).
As far as responding to good reviews, that’s up to you. It’s never a bad thing to do, but if you are doing your job of asking everyone for a review, you may find that this is a difficult thing to keep up with. Do what feels right for you and fits with your flow.
#6 Why Does A Business With Less Reviews Rank Higher Than Me On The Map?
Reviews, although important, are not the only factor or even the main factor in Maps ranking — location is. Maps is all about physical location. The closer a business is to a searcher, the more likely they are to be #1. The important thing to remember here is that Maps ranking, to some extent, doesn’t really matter. Don’t think of it as a first, second, and third place. If you’re being shown in those top three spots, all ground is essentially equal.
What sets you apart when you do show up in Maps is your reviews. The majority of people will not click on a business just because it’s listed first if the second and third business has 100 more five-star reviews. If you focus on getting good reviews, it doesn’t matter where you are in the Maps three pack.
#7 Does PPC (Pay-Per-Click) Really Work For Service Area Businesses?
Yes, IF it’s used correctly. I’m speaking on Google Ads specifically here because it is by far the most popular option for PPC. Here are a few things you need to know:
Google Ads works on a bidding system, so it’s very competition driven. Different keywords in different industries in different markets have wildly different costs-per-click. This can make the question of “Is it cost-effective?” very difficult to answer, without really digging into your specific business. That being said, when Google Ads IS done correctly and the ads point to a quality page on a quality site, it can generate a lot of leads.
One of the biggest mistakes I’ve seen people make (even PPC management companies) is using location specific keywords, without actually defining the areas in which the ads are to show. In this situation, a company might use “chimney sweep Nashville” as their keywords, but because they didn’t confine the ad area to Nashville, the ad would show to people searching from all over the country. You’re guaranteed to get useless (and costly) clicks from way outside of your service area if you run a nationwide campaign as a service business, no matter how many location keywords you tag onto your search terms.
It’s also important to target your campaigns very intentionally. Running campaigns for every service you do but not bidding enough to get on the first page is useless. Instead, you’ll benefit more by picking a few services (maybe some that are seasonally appropriate) and making sure you’re bidding enough to be shown on the first page.
Another factor that influences both your cost-per-click and the user experience (which is tied directly to leads) is the relevance of the content on the landing page. If you’re running a chimney sweeping ad and you’re taking those who click to a gutter cleaning page, you will pay more per click than someone who is sending people to a page with content that’s relevant to the ad.
Also, consider that, if a user lands on your page after clicking the ad, but they can’t easily find a way to contact you, they’ll likely hit the “back” button, which means you’ve just lost money on a click. A common practice among some PPC management companies is to set up specific landing pages as stand alone sites that serve only as landing pages for AdWords campaigns. These will often have a tracking number associated with them, so you can track exactly how many calls come through that campaign.
The problem with this is that these pages, when set up incorrectly, will interfere with the organic ranking of your main site and the tracking numbers will be seen by Google as NAP inconsistency (if they are on the pages themselves). This does not mean, however, that all tracking numbers are bad. Using a tracking number in the ad itself is not picked up by Google’s algorithm and will not count as NAP inconsistency, so long as it remains ONLY in the Ads system and does not find its way onto an indexed landing page.
Key Takeaway? Google Ads is a powerful tool, and like any tool, it can be very helpful or very dangerous. Proper training and understanding is required to leverage Ads effectively in your business.
