Most construction contractors I know get it wrong. They put their priorities on the project, rather than on their clients.
Why is that? As simple as it seems to say that the customer comes first, in home construction, it is not an easy task. I can definitely empathize with the constructor. The more complicated and personal the service provided, the greater the risk that clients will feel confused, emotional and eventually accusatory.
A home builder or a babysitter?
One complaint I often hear is that builders want to be builders, not babysitters. Builders want to do what they do best… build! Isn’t that the job after all? And doing everything possible to build a beautiful house, won’t that satisfy the customer? Whether it makes sense or not, the fact is that it usually doesn’t work.
The reason many builders think this way is that they learn their construction trade and rarely learn the “trade of the people”. And when people are treated like they need to be cared for, they will eventually cry like babies…and hate their “parents.”
Use these three problems and alternative strategies to help you design a better approach to your business and turn “hate relationships” into love affairs.
PROBLEM: Traditional General Contracting promotes an imbalance of power that lacks respect for the client. It is perceived that the contractor is making all the decisions.
STRATEGY: The client becomes the Owner Builder and the Builder becomes the Coach. This serves to level the playing field, put more power in the hands of the client, and the relationship has a “balanced” feel.
PROBLEM: There is often very little effective communication between the builder and the clients.
STRATEGY: Pre-established communication hours so that clients are “in the know” at all times. Clients are coached through the process, educated about the process, always aware of what’s going on.
PROBLEM: Most of the time, customers feel like a wagging tail. When a client feels pressured, he will eventually turn you down.
STRATEGY: “Owner Builders” are involved. The Trainer gives them decisions and duties to perform. Customers are motivated to save money and get more of what they want, and they see value in their participation. Participation engenders personal responsibility that engenders more respect for the coach.
know, like and trust
Business flows more easily to those who know, like, and trust. By incorporating these strategies, as a builder, you can earn the respect of your clients. You are literally putting the customer first! They will get to know and like you sooner and trust builds quickly.
