I recently called a local fence company to inquire about replacing the fence on the western side of my yard. Although I called during business hours, I received a recording. Rather than leave a message, I chose to send an email to schedule an estimate.
Later that same day, I received the following email message:
“We are super busy right now. If you could provide the linear footage (western half) of the replacement that needs to be done with an address we can see about providing an estimate. If you’re looking for a repair, we don’t do that. Just replacements.”
Unimpressed, the next morning I called a competing fence company, Affordable Fence, and connected with a charming representative named Chris. She and I scheduled to meet the following week. On the day of the estimate, Chris arrived with her brother-in-law who was visiting from Seattle. He wasn’t there in any official capacity. He had just decided to accompany Chris on her calls that day. While she recorded measurements on her clipboard, he and I talked about Oregon Pinot Noir and craft beer.
Before Chris left, she said, “I probably shouldn’t be saying this but if you’re planning to get additional estimates, just tell them you have 100 linear feet of 6-foot cedar fence to replace.”
Later that same day, I received an estimate from Chris and, without bothering to request bids from other companies, phoned her back to accept the proposal.
Now, I’m sure skeptics will read this and think, “C’mon, Steve. Would it really have been that difficult for you to measure the length of your own fence, record the linear footage, and email the first company back with the measurements requested?”
And you know what? They’re right. I could have done all those things. But I didn’t want to.
I’d rather meet the company representative, check out their company vehicle, and ask questions about gate hardware options, wood treatments, stains, timing, and warranty—all while building rapport.
I understand the benefits of efficiency. Really, I do. Think of the time and money the first company saves by having its prospects use their time to take and record measurements and email them back to the company in order for it to produce an estimate.
But what good is efficiency if it conveys indifference and costs you sales?
Don’t settle for ordinary. Choose extraordinary. (It’s always a choice.) Order Delight Your Customers: 7 Simple Ways to Raise Your Customer Service from Ordinary to Extraordinary by Steve Curtin (AMACOM Books, June 2013) or purchase from select retailers, including Barnes & Noble.
Illustration by Aaron McKissen.
