Message From The President
STRONG BRAND PROMISE BUILDING A
By: Doyle James
E ach of us is unique and different, it is what makes us who we are – it provides the basis for how we act and defines our personality. As with individuals, companies have personalities - which we may also call a Brand Promise or Unique Selling Proposition. Does the Mr. Rooter® Brand Promise create a “personality” that customers LOVE? YES. Going back many years, and all the way up to recent times, Mr. Rooter Plumbing’s System included sending a service professional to the customer’s property for free, and letting them know what the work would cost before we started. If they chose to move ahead with the work, they would pay the quoted amount. If not, there would be no charge. Many of you had said times were changing and we should consider a change to the free philosophy. My initial concern was that a diagnostic fee would simply be an easy way to “cherry pick” jobs when you have too much work and not enough technicians. However, some of you tested a diagnostic fee and have shared the results with us. In many cases, the closing ratio on the job is higher as the customer is more committed to completing the service with the diagnostic fee in place. We have seen sales increases and happier technicians when this approach is applied correctly. Will a diagnostic fee increase closing ratios, increase technician satisfaction and take you a step higher as the “Workplace of Choice”? We believe it will, but also understand that this change must be done correctly and for the benefit of the customer, technician and your company – so we are allowing both options in the Mr. Rooter Plumbing System. For now, it is your choice which approach you use. Many things in business are your choice, such as team compensation. The method you use must work for you financially, comply with wage and hour requirements and attract the best in the industry. Other items that are customer facing are standards for our brand, making up our Brand Promise we present to the end user customer. A strong Brand Promise is highly valued by the customer, and include real and perceived differences between us and our competitors.
Some of the Mr. Rooter Brand Promises are: • Clean, Courteous and Professional • 24/7 Emergency Service Available • No Overtime Charge • On the Way Alert • Clean Home Protection • Upfront Pricing
• Expertly Trained Professionals • A Code of Values that Guides Us
It is important to remember that customers may perceive all plumbing and drainage companies to be the same. If everything is the same, the low price becomes the differentiator. Customer’s will pay you more than your competitor – but only if you are worth more. While we do have national brand standards, it does not mean you can’t do even more locally. Think about it this way – what are the biggest complaints customers have with our competitors or the plumbing and drainage industry? Take those complaints and turn them into a value-added service you provide for the customer. You will notice that almost all our national brand Standards are simply to satisfy a highly- desired solution for the customer! Inspire Transformation, Doyle James President Mr. Rooter LLC
6 PIPELINE® | EDITION 1 2017
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