Most construction customers don’t really know how to compare the difference between good or poor-quality workmanship. They ask for contractor bids to build a project or provide specialty subcontracting services. But, do they award contracts based on which company provides the best quality, lowest price, or other factors? Quality is hard to measure. However, perfect quality is expected and is not generally a differentiating factor when selecting contractors. Differentiating factors include price, schedule, trust, experience, financial capacity, size of company, technical skills, and the ability to deliver what’s expected. Another important factor is positive referrals from past customers.
After bidding projects per plans and specifications, is quality the main selection criteria when hiring a contractor, supplier, or subcontractor to do the work? How important is quality to your customers? And what is quality? For example, when you shop for a work truck, backhoe, circular saw, or software, you’re looking for specific functions, dependability, reliability, longevity, low maintenance, and ease of use. You want to acquire the best value for money.
CUSTOMER EXPECTATIONS
Why do so many people shop at Wal-Mart? Answer: The stores offer lots of good products at very competitive prices, with a full money-back guarantee. If customers are not 100-percent satisfied with a product, they can return it for a full refund or exchange it for a new one. The product either works or it doesn’t. Customers either like their purchases or they take them back to the store. Wal-Mart customers expect perfect quality. If they didn’t get it, Wal-Mart would be out of business. Over time, customers have grown to expect perfect quality with everything they buy. They also expect every business to offer a no-fault, money-back guarantee if the quality is not perfect. As a result, your customers expect your construction company to be as good as Wal-Mart and provide perfect quality and a guarantee in everything you do.
You believe you provide a quality product or service superior to your competition. But your competitors also believe they provide a superior quality product or service. Quality is almost indistinguishable from company to company and job to job. Without perfect quality, you won’t have any customers. Perfect quality is not a reason customers want to hire your company or buy your products. Perfect quality does not set you apart from your competition. Perfect quality doesn’t matter to customers because it is expected. You either provide it or you are out of business.
QUALITY IS REQUIRED
In construction, quality is dictated by the project plans, specifications, and industry standards. Masonry grout joints are as required by contract. Either they are installed per the plans and specifications, or they are rejected. Drywall taping or welding is the same across the country. It is either acceptable or not acceptable. Contractors provide products and services required by their contract and the agreed-upon scope of work as a minimum. When the contract is adhered to and the completed work is inspected and approved, quality will be the same no matter which architect, designer, engineer, contractor, or builder is selected. Do you waste your time trying to gain customers with promises of quality work? Quality is expected and required by the contract and industry standards. It is not a differentiating factor when negotiating contracts.
OFFER MORE THAN EXPECTED
Quality today involves providing and doing more than the minimum required. What “extras” above and beyond the contracted scope of work do you offer your customers? What do you give which is special or unique? Do you offer additional guarantees or provide more than your competition? What do you do in addition to the minimum? How do you work hard to guarantee perfect work? Do you hold weekly inspections with your customers to make sure they are happy? Do you walk jobsites with your customers to complete a detailed punch-list of items that need fixing before your crew leaves the job?
Consider these ideas to offer more than perfect quality:
- Masonry contractors: Guarantee that no excess grout, debris, or broken block will be left behind.
- Metal building contractors: Leave the site in better shape than when you arrived.
- Home builders: Provide a free six-month inspection to repair any problems.
- Landscaping contractors: Give indoor potted plants to your customers.
- Electrical contractors: Offer a set of extra light bulbs for every fixture.
- Concrete contractors: Provide a three-month inspection and repair of any slab cracks.
- Air conditioning contractors: Include new filters and an air balance after six months.
- Painting contractors: Leave clearly labeled cans of extra paint for touchup.
- Paving contractors: Provide any asphalt maintenance required after six months.
- Suppliers: Offer to deliver when customers need deliveries versus what’s best for you.
DO MORE TO GET MORE
Most companies don’t really do anything more for their customers than what they get paid to do. Perfect quality does not impress anyone today, because it is expected. To impress your customers, do more than the minimum and more than your competition. Provide a pleasant experience which will encourage your customers to refer your work and use your company over and over again. Be creative and unique. The more you do for your customers, the more business you’ll do with your customers.
about the author
George Hedley CPBC is a certified professional construction business coach and speaker. He helps contractors build better businesses, grow, profit, improve estimating and field production, and get their companies to work. He is the best-selling author of Get Your Construction Business To Always Make A Profit! available at Amazon. For more, visit www.constructionbusinesscoaching.com or contact gh@hardhatbizcoach.com.