A TALE OF TWO CONTRACTORS: THE #1 WAY TO GET NEW BUSINESS IN 2022

Dina Wasmer of Incite Creative is a member of XPX Maryland

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What is your strategy for getting new business in 2022? Perhaps this tale of two contractors will help you start the new year off on the right path.

December 2021. It was the best of times because it was the holiday season, which meant decorating the house, celebrating with family and friends, and getting some much-needed R&R. It was the worst of times because it was cold and my heater was on the fritz. Not only that, but I got all these new beautiful Christmas decorations that light up, but I didn’t have any nearby exterior outlets. I needed an HVAC person and an electrician, STAT!

string of christmas lights

Who ya gonna call?

Now, I’m a resourceful, well-connected gal, so I wasn’t too worried. I have an annual service agreement with an HVAC company, and I have a general contractor who I figured could hook me up with a couple of outlets — no big deal. I simply needed to call them up and schedule them around my work-from-home conference calls, barking dogs, and a myriad of other obligations — all before I was hosting a Holiday party. How hard could it be?

Being short-staffed is not a valid excuse for poor communication.

Well, let’s start with the HVAC company. It’s not their fault that the compressor in my $20,000 heat pump failed after just five years. It’s also not their fault that they are short-handed (a recurring theme). However, the fact that after a month, it’s still not resolved and that I have to follow up with them regularly to get status updates and talk to three different people each time is an ongoing problem.

Now let’s talk about my electrical need. I wanted two new GFCI outlets installed on the left and right sides of my house. The addition would be a considerable help year-round for lawn care appliances, charging dead car batteries, as well as plugging in all my new Christmas decorations. Otherwise, it would require several 100′ extension cords, lots of 3-way plugs, and be a significant eyesore.

I figured the outlets would be a pretty easy job, but my GC wasn’t available, so I was left to my own devices to find a local electrician. I went online and found “XYZ Electric.” I remembered that name because a family friend works there. But when I called, I got a Verizon message that led me to believe they were no longer in business.

Curious and a little desperate, I texted a friend and confirmed they were still open for business. She gave me the electrician’s cell phone number, and sure enough, he answered. He told me he didn’t know how to fix his Google listing, and I informed him that he was likely missing out on a lot of new work as a result, but glad I found him. A couple of days later, he came out to my house, scoped out the job, estimated it, and within a few days, my reindeer and I were both beaming happily!

Which one you choose to be like will impact if you get new business in 2022.

So the moral of the story is not that one job was easier than the other (when you have a 1950 cement block house, nothing is easy). It’s also not about Google My Business search results (but I’ll come back to that).

Here’s a visual to help compare our two contractors and the contrasting customer experience:

A Tale of Two Contractors - Infographic-121121

So which one of these contractors would you want to work with again or refer to family, friends, or colleagues? The choice is clear.

If you want to get more business in 2022, be like the electrician.

It is a far, far better thing to be easy to work with, communicate regularly, do what you say you’re going to do, and be pleasant about it in the process.

After completing my outlet project, as a favor, I reviewed the electrician’s directory listing and steered him in the right direction. He’s now well on his way to improving his Google My Business Listing and will most certainly generate new business in the new year. Of course, my glowing 5-star review will also help get the ball rolling — his first of many more to come, I’m sure.

Focus on customer experience.

So as you look ahead to 2022 and map out your new business development and marketing strategies, don’t overlook the obvious — your business listing and your customer’s experience. Once your business is found, it’s not just about landing the first job. It’s about getting the second, third, etc., and the referrals that come from a consistently positive experience.

If you need help with your customer journey map, 2022 marketing strategy, reputation management, or happen to need a referral for a great electrician, shoot me an email: dina@incitecom.com. Happy holidays!


About Incite Creative, Inc.: Incite Creative is a marketing advisory firm that works in an outsourced capacity. In short, we become your company’s chief marketing officer (CMO) and do so virtually and efficiently — saving you time and money. Since 1999 we’ve had the pleasure of building and boosting brands for a core set of industries. Our thoughtful process, experienced team, and vested interest in our client’s success have positioned us as one of the Mid-Atlantic’s most sought-after marketing partners for those looking to grow their brand awareness and bottom line. Stop paying for digital and traditional services you may not need. Our retainer, no mark-up model means our recommendations don’t come with any catch or commission. The advice we provide aligns with what you need and what fits within your budget. For more information, contact us at 410-366-9479 or info@incitecmo.com

Updated: December 14th, 2021

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