Question: We are expanding our coverage area and are looking for ways to introduce our company to new customers. What ideas do you have?
Answer: New customer communication should be a key component of your company’s sales and marketing plan. Establishing strong customer relations leads to long-term customers. We will approach this topic from both the construction and the special event perspectives.
Route Service Customers
We suggest three outreach strategies for communicating with new customers in the construction marketplace.
1. An Introductory and Thank-You Message
Send a note to both the office and the job site thanking the new customer for their business. This simple yet somewhat rare gesture will help make your company stand out from the multitude of other vendors, manufacturers and subcontractors that will be on the job site.
In the note:
- Briefly inform the customer of what to expect from your company. Such as scheduled service on a regular basis, high service standards, adherence to industry standards in terms of monitoring unit usage, safety and unit placement, industry certification (if applicable), emergency service available and availability 24 hours a day, seven days a week.
- Include a sentence or two about the history of your company. We are firm believers in the “since” tagline. Letting your new customer know that your company has been serving the area with portable restroom service since 2006 (as an example), demonstrates stability, dependability and professionalism.
- List any other services that your company provides such as fencing or barricades.
- Mention that you are willing to provide other job site related contacts in the area for them if needed.
- This technique demonstrates to the new customer that your company is eager to help and to form a strong business relationship.
2. Note of Explanation With Initial Invoice
Communication with an invoice will streamline the payment process and eliminate any confusion or frustration along the way.
Review the sections of the invoice. The customer should be aware of the billing cycle, the service frequency and any other components that determine the final payment due. Ensure that all contact information is correct and current. Explain accepted payment methods — check, credit card, ACH, PayPal, Venmo, Apple Pay, Zelle, etc., and include a statement that encourages the customer to call with any questions or concerns.
3. One-Month Survey
Send a note to both the job site and the office asking for feedback on the service. Make the survey short. Basic questions should include how the service was, if their expectations were met, if they have suggestions and if there are any additional jobs that will be starting soon.
Follow-up with the customer concerning their responses to the brief survey. This shows that your company indeed cares about their thoughts and opinions.
Not every subcontractors will go to these lengths to ensure good customer service. Your company’s dedication to professionalism, adherence to industry service standards and effective communication will set your company apart from your competitors.
Special Events Customers
Good business practices dictate that a follow-up email be sent to the customer after the event is booked. Summarize the details and, if needed and depending on the size and scope of the job, suggest an in-person meeting prior to the event.
A follow-up meeting and/or survey are always recommended. Letting the customer know that your company is committed to helping to make their event a success can lead to a long-term business relationship. A satisfied special event customer can lead to additional jobs and recommendations to other potential customers. The special events marketplace can be very tight-knit and your company can benefit from being a part of this community.
Final Thoughts
In today’s fast-paced business environment, concise and effective communication has become the norm. However, taking a few extra moments to provide thoughtful, helpful communication to a new customer can strengthen the relationship from the very beginning. These small but meaningful touches demonstrate your commitment to exceptional service and distinguish your company from the competition.
Continue reading for free
