KickStart: “A Moment of Truth is any point when your customer (or a prospect) comes into contact with your company AND subliminally forms an opinion.” Steve Toburen
I recently depressed everyone warning about the hidden “customer minefields” just waiting to explode (without warning😰) on every residential job. Doubt me?
Think how often you’ve left a home feeling great about the fantastic job you did. (And the nice wad of cash in your pocket too!)👍
Then that evening you’re shocked to get a complaining phone call, read your customer’s unhappy text or even worse- get bushwhacked with a nasty “surprise” online review!😲
But wait! There’s hope! You’ll transform your entire home services business (and your life) with this Timeless Concept:
Obsess over managing the Moments of Truth in your business!
Remember that Moments of Truth (MOT’s) are those little interactions and/or impressions that (managed correctly) can counter the deadly minefield of negative homeowner feelings. Or if you ignore MOT’s they’ll doom you (and your employees) to a life of misery!
Homework: If you haven’t done so already click HERE to see what’s emotionally facing your staff with each new service client and WHY homeowners feel this way.
BUT WAIT! In time-honored Steve Toburen fashion I’m getting ahead of myself here!😲 Let’s first do a deep dive into just what the heck a “Moment of Truth” (MOT) is:
1. Subliminal. Customers seldom, if ever, consciously identify a MOT. Instead, these ‘moments in time’ get added (or subtracted) in an individual’s subconscious. However, MOT’s never stand alone because they are…
2. Cumulative. Yep, your client’s MOT’s subconsciously add up or subtract in their mind. I call this your customer’s “Emotional Savings Account”.(ESA) Now the plot thickens because a MOT can be either…
3. Positive or negative. That’s right, a MOT can go either way. NOTE: While it’s more fun to program in PMOT’s you must also avoid negative MOT’s (NMOT) because…
4. Negative beats positive big time.😨 On average, every time you create a NMOT you wipe out 12 PMOT’s that you’ve painfully banked away in your client’s ESA. (That’s a whole lot of acronyms even for me!)
NOTE: Doubt me? Think about your last “homeowner from hell”. The job started bad and then went down from there!😥 Correct? Now, go back and analyze what happened. Very probably, you or your workers accidentally created at least one NMOT! Then the homeowner brought out their “magnifying glass” by suspiciously scrutinizing your company’s every action. And the job was doomed!
5. It’s not just face-to-face with clients. Every potential customer (or someone who might know a prospect for your services) is influenced by MOT’s that your company creates… everywhere!
Remember that MOT’s are created by your marketing, logos, your service truck’s appearance (or how they’re driven), employee’s uniforms and grooming, what your office looks like, your worker’s actions when they’re grabbing lunch at Burger King, etc! (More on this in a future blog post.)
Want more resources? Many of my online LIVE seminars focus on managing the MOT’s in a Home Services business. Click HERE to learn more or to easily register.
Going forward, let’s 1) isolate and 2) analyze the MOT’s in your onsite worker’s face-to-face interaction with a homeowner. Then YOU will need to implement new PMOT’s into your employee’s routines. (OR you can make life easy on yourself by checking out this training option.)
Create Consistent Positive Moments of Truth
KickStart: “Any time a customer comes into contact with any aspect of a business, however remote, is an opportunity to form an impression with a Moment of Truth.” Jan Carlzon, Moments of Truth (1985)
Way back in the 1980’s this “Moment of Truth”(MOT) concept transformed my life! (Thanks, Jan!) Click HERE to review why MOT’s are so very important in our Home Services industry.
Of course, it’s easy to say: “Great idea, Steve!”👍 And then go back to putting out fires and/or planning your next trip to Disney World!😲 Instead, I urge you to…
Program in “Positive Moments of Truth” (PMOT’s) for each employee to consistently deliver to every residential client.
You noted in my link above that MOT’s can be either positive or negative. (In this age of online reviews you really need to avoid negative feedback!) Your challenge?
A first-time residential customer waiting for your workers to show up is NOT a happy camper!😡 (Here’s why this so bad for you!) I recently shared eight common emotions of a customer new to your company. Therefore…
Let’s examine just one common emotion of a first-time residential client. Then, more importantly, how you can program in (you must implement “consistent service delivery”) PMOT’s to “defuse” their fears:
1. Nervous. After all, this new residential customer has heard about (or endured) too many home service horror stories!
Your defusing PMOT’s: Your goal? Immediately let homeowners know they’re in a safe place with your company and employees.💖
A) Over the phone: Your phone staff should answer the phone cheerfully and then (slightly slower) identify themselves with their first and last name. Next, simply ask, “How may I be of assistance to you?”
Your caller will reply with a question. (Often, “How much do you charge to…?”🙄) No matter what their question is your phone person warmly gets Permission to Proceed by saying, “I can help you with that! (slight pause) May I ask you a few questions?”
Result: Your caller now FEELS that going forward “they’ll be in good hands”! (And they really are!)
RESOURCE: In our 3 hour, online SFS: Winning over your caller! LIVE seminar you’ll get 100’s of ‘Lead Conversion’ systems to easily book prospects who use text, email, Facebook, website chat or even… the phone!💲💲💲 HERE are our upcoming class dates…
B) In person at their front door: The defusing process actually starts BEFORE you ring the doorbell. If possible, park in the street where the customer can see your truck. Then you’ll ask permission to park in their driveway. But I digress…
After ringing the doorbell (if you can hear it only ring the bell once) step back two paces and make sure your photo ID badge is clearly visible. (Always respect “Personal Space”.) Verify that your Team Members can all be seen and are behind and below your level. While waiting for the door to open…
All Team Members should be focused, quiet with no horseplay (have you heard of doorbell cameras?), smiling😊 and looking where the customer will appear. (Ditch the sunglasses in the truck!)😎 Your lead employee now greets the homeowner…
Good morning, Mrs ________. I’m Steve Toburen (I suggest you use your own name here!) with Homefront Services. I’ll be coordinating your (look down at clipboard and state type of project) here today ably assisted by…
Now go down the line of your Team Members. Each worker should smile, wave and greet the homeowner by name: “Good morning, Mrs. Jones!”👍
Result: Your customer FEELS so much better knowing who each Team Member is and what they’ll be doing in their “inner sanctum”. Even better, they won’t be nervous about inviting your team into their home.
RESOURCE: All of this is so much easier when you have the “very best” people on your team! You’ll get 100’s of new hiring ideas and systems in our 3-hour, online SFS: Hiring the Very Best! LIVE seminar. To learn more and/or easily register online click HERE.
Thanks to these pre-programmed PMOT’s your customer’s frazzled nerves have been calmed! CONGRATULATIONS!👌 However, very likely homeowners will still a bit confused about what your company will be doing. Let’s focus on this next!
Now don’t you have some PMOT’s to program in to your worker’s daily routines?
Positive Moments of Truth for New Customers
KickStart: Pre-orient a confused new residential client on what will you’ll be doing in their home.
“Bewitched, bothered and BEWILDERED?” Folks, it’s not just Ella way back in 1956 that was ““Bewitched, bothered and BEWILDERED”! As a new homeowner nervously awaits your company to service their home they too are “bewildered”! (And very, very CONFUSED!) Think about it…
Your new customer doesn’t know anything about the service they’ve hired your business to perform. (After all, that’s why they called you!) Even worse, nervous homeowners don’t even know how to judge what a “good job” is!🤷♂️
Your goal? “Defuse” a new customer’s initially negative emotions with pre-programmed Positive Moments of Truth!(PMOT’s) You’ll do this when you…
Pre-orient the homeowner on WHAT to expect and HOW to judge if your employee is exceeding industry standards.
A) While they’re “shopping”: Focus your website on converting first-time prospects. Take photos and videos of your (hopefully clean-cut and smiling) employees working in customer’s homes. Frame the photos to include worker’s clean, pressed uniforms, your logoed service trucks and/or employee’s photo ID badges. (You have implemented all this stuff? Right?)
B) Over the phone: After booking the job email your new client a “How to get your home ready for us” checklist. Include a link to your “Here’s what you can expect” website landing page with videos explaining your services and processes. Result: Your client feels “in control”!
BONUS TIP: In this introductory email include links profiling your different, synergistic “Additional Service Options” that can easily (and profitably) be done while you’re already there onsite working.
C) In person at their front door: After introducing yourself quickly review why you are there. Yes, I realize the homeowner made the appointment! But people forget! Then ask your client if they’ll give you a quick tour of what you’ll be working on and to please show you any “areas of special concern”. (Don’t use the word “problem” with a customer.)
Takeaway: When a homeowner knows WHAT will happen in their home and HOW to judge the job quality they’ll be incredibly grateful! In fact, they’ll often say “Thank you” as you leave. How should you (or your employees) reply? Let’s focus on this soon!
Best wishes!
Steve
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