• Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • CONTRACTORS
  • ENGINEERS
  • RADIANT & HYDRONICS
  • INSIGHTS
  • MEDIA
  • RESOURCES
  • EMAGAZINE
  • SIGN UP!
cart
facebook instagram twitter linkedin youtube
  • CONTRACTORS
  • BATH & KITCHEN PRO
  • BUSINESS MANAGEMENT
  • HIGH EFFICIENCY HOMES
  • TECHNOLOGY
  • WATER TREATMENT
  • PMC COLUMNS
  • PMC COLUMNS
  • Dave Yates: Contractor’s Corner
  • John Siegenthaler: Hydronics Workshop
  • Kenny Chapman: The Blue Collar Coach
  • Matt Michel: Service Plumbing Pros
  • Scott Secor: Heating Perceptions
  • ENGINEERS
  • CONTINUING EDUCATION
  • DECARBONIZATION | ELECTRIFICATION
  • FIRE PROTECTION
  • GEOTHERMAL | SOLAR THERMAL
  • PIPING | PLUMBING | PVF
  • PME COLUMNS
  • PME COLUMNS
  • Christoph Lohr: Strategic Plumbing Insights
  • David Dexter: Plumbing Talking Points
  • James Dipping: Engineer Viewpoints
  • John Seigenthaler: Renewable Heating Design
  • Lowell Manalo: Plumbing Essentials
  • Misty Guard: Guard on Compliance
  • RADIANT & HYDRONICS
  • RADIANT COMFORT REPORT
  • THE GLITCH & THE FIX
  • INSIGHTS
  • CODES
  • GREEN PLUMBING & MECHANICAL
  • PROJECT PROFILES
  • COLUMNS
  • SPONSOR INSIGHTS
  • COLUMNS
  • Codes Corner
  • Natalie Forster: Editorial Opinion
  • Guest Editorial
  • MEDIA
  • PODCASTS
  • VIDEOS
  • WEBINARS
  • RESOURCES
  • INDUSTRY CALENDAR
  • DIRECTORIES
  • EBOOKS
  • PM BOOKSTORE
  • CE CENTER
  • MARKET RESEARCH
  • CLASSIFIEDS
  • EMAGAZINE
  • EMAGAZINE
  • ARCHIVE ISSUES
  • CONTACT
  • ADVERTISE
  • PME EMAGAZINE ARCHIVES
search
cart
facebook instagram twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • CONTRACTORS
    • BATH & KITCHEN PRO
    • BUSINESS MANAGEMENT
    • HIGH EFFICIENCY HOMES
    • TECHNOLOGY
    • WATER TREATMENT
    • PMC COLUMNS
      • Dave Yates: Contractor’s Corner
      • John Siegenthaler: Hydronics Workshop
      • Kenny Chapman: The Blue Collar Coach
      • Matt Michel: Service Plumbing Pros
      • Scott Secor: Heating Perceptions
  • ENGINEERS
    • CONTINUING EDUCATION
    • DECARBONIZATION | ELECTRIFICATION
    • FIRE PROTECTION
    • GEOTHERMAL | SOLAR THERMAL
    • PIPING | PLUMBING | PVF
    • PME COLUMNS
      • Christoph Lohr: Strategic Plumbing Insights
      • David Dexter: Plumbing Talking Points
      • James Dipping: Engineer Viewpoints
      • John Seigenthaler: Renewable Heating Design
      • Lowell Manalo: Plumbing Essentials
      • Misty Guard: Guard on Compliance
  • RADIANT & HYDRONICS
    • RADIANT COMFORT REPORT
    • THE GLITCH & THE FIX
  • INSIGHTS
    • CODES
    • GREEN PLUMBING & MECHANICAL
    • PROJECT PROFILES
    • COLUMNS
      • Codes Corner
      • Natalie Forster: Editorial Opinion
      • Guest Editorial
    • SPONSOR INSIGHTS
  • MEDIA
    • PODCASTS
    • VIDEOS
    • WEBINARS
  • RESOURCES
    • INDUSTRY CALENDAR
    • DIRECTORIES
    • EBOOKS
    • PM BOOKSTORE
    • CE CENTER
    • MARKET RESEARCH
    • CLASSIFIEDS
  • EMAGAZINE
    • EMAGAZINE
    • ARCHIVE ISSUES
    • CONTACT
    • ADVERTISE
    • PME EMAGAZINE ARCHIVES
  • SIGN UP!
Columns

Get And Keep, Not Catch And Release

By Adams Hudson
September 2, 2009
On today’s marketing menu: a big helping of customer retention.

I’m not an economist. I just watch them on TV. And if I tried to give anyone advice on solving the economic earthquake, people would die, get sued or both. All I know is marketing. And successful businesses are responding to changing conditions by changing their marketing messages to something that would have served them well from day one: “We care.”

Oh really? Thanks for the reminder. Well, at least this is sinking in after the last 150 consecutive articles I’ve read and re-angled in support of that same message. Customers - as in your past and current ones - are the most efficient business target now. Just as they have been, but were likely overlooked.

Take restaurants, for example. Look how many are offering “bailout specials” and the like, especially for the lunch crowd. They are trying to get people spending again, and are crafting their message to say, “We know times are tough. We know you want to hold onto your money. We’re going to help make it easier for you to do business with us. Why? Because we care.”

Focus On The Customer

Sure, the offers are for anybody, but the ones they’re most trying to reach are their customers. The ones they used to see regularly who are holding back, hesitating. (Sound familiar?) They miss the ones who piled in the doorway when things were good, waiting for a seat.

Yes, plenty of restaurants in this economy miss their customers. However, the truth is people are still eating and they’re still buying food. That need did not go away. But the relationship with the “solution provider” has been challenged. As a result, customer retention programs have been belatedly added to the marketing menu.

Same with hotels, entertainment, retail, service sectors, luxury providers, recreation resellers, theme parks, you name it. Customer lists are being combed harder than ever.

You plumbing contractors have a great advantage in any economy: you’re required. People have grown quite fond of running water. And in financially troubled times, you can actually save your customer money by repairing leaks and replacing inefficient water heaters (especially given the tax credit benefit that’s now available).

Likewise, in any economy, customers still go by the truism: “I don’t care how much you know until I know how much you care.”

Customers still make up your most valuable list - they have the most influence on sales, repeat business and referrals. They buy more, buy faster and pay more for services more readily. Yet too many plumbers issue an invoice and turn a blind eye, going after that elusive “new” customer. You may want to rethink that.

The Only Three Ways To Grow Your Plumbing Business

Good times or bad, you’ve got three ways to go about it: acquire more customers; increase average transaction size; and increase frequency of transaction. That’s it.

The first one - acquiring more customers - seems like a no brainer, and it is. Most plumbing contractors feel this is the way and spend exhaustive dollars on this, which is by far the most expensive marketing you’ll ever purchase. The dollar returns are far higher if you use direct response marketing, but other types of ads and mix of media build the base along with direct response.

However, if you stop there and run in full-bore acquisition mode most of the time, your ROI will drop while frustration rises. You’ll be one of our callers who says something like, “No matter what I do, I can’t get to the next level.”

Welcome to the next level …

The second item - increasing average transaction size - is another “multiplier” we use to help boost profits quickly. You’ll do this primarily through higher visibility and a strong, positive presence in the market. That’s where your image and top-of-mind awareness (TOMA) ads come in.

Another sales truism: The higher the image, the higher the price, independent of competency. Does a Rolex really tell time better? Does a BMW get you from A to B better? Doesn’t matter. Marketing that raises your image or TOMA will result in higher transaction sizes.

Same with using a “sales bump” at the end of a transaction (the “you-want-fries-with that?” close, or the reason candies and cheap magazines are at the check-out counter). It’s as simple as adding an upgrade, a maintenance agreement or even a coupon for a discount off the higher-grade service right at closing. Think if you did this on every service call, every time. Yet as you get customers, you’d better do the one thing that’ll add to your business even more over time …

To increase the frequency of transactions is the third way to grow your business. Now, who is your market here? Who is going to buy more often? Your loyal customers are. Even more than that, they are less likely to shop around, more likely to accept an upsell to a maintenance agreement or top-of-the-line equipment, and more likely to refer their friends and family. (I’ve now said this twice in this article, just to make sure you read it, retain it and act upon it!)

The largest, single failing of the otherwise-talented-yet-eternally-struggling contractor is making no effort to retain customers. This is a shortcut to bankruptcy and a great way to make sure every month is a “clean slate” start-over of new challenges.

Increasing transaction frequency is the same as any system in your business. It is accomplished by having a program that encourages it. Do this through regular contact, customer-only communications and other methods to “advance” customers. Otherwise, migration of your highest-value asset (paying customers) occurs, stifling their reuse, referrals and any recurring revenue streams.

The contractor marketing model that focuses solely on acquisition - get as many customers as possible, serve them and then go get some more - is a flawed model because it focuses on the most expensive part of marketing while leaving unattended the most cost-effective form that produces the best results.

Your marketing’s goal is to get and keep. However, inattention to those you get is the same as fishing for food but relying upon a catch-and-release program and wondering why you starve.

What Does Retention Look Like?

Customer retention is a marketing strategy. That means a customer retention program is not a feeling, a wish or a slogan. It’s not a vague idea about what you’d like to see happen. Customer retention is built on an action-based plan designed to give your customers a good reason to stay - before your competitors give them a good reason to leave.

There are two aspects to the plan: customer service and customer contact.

If you want to retain your customers, you must expect them to have a good feeling about your company, your products, your staff, your service. That means you’ve got to serve your customers and take care of them in a way that they recognize and appreciate.

Tidy up any sloppiness in any areas ranging from how the phones are answered and the calls are routed, to the punctuality of the in-home tech, to the competence of his work and his ability to communicate, to the follow-up after the call.

To keep your customers, you need to help them keep you in their minds. Actively communicating with customers through newsletters two to four times a year, periodic customer-only mailings, thank-you notes after service, an e-mail sequence of follow-up, holiday cards and more will remind them of your relationship and everything you do.

In insecure economic times, a good customer retention program is the most secure marketing investment you can make. By the same token, disregarding customers in uncertain times is a certain way to allow them to disregard you or be seduced away by the competition. This makes customer retention far more costly not to have.

Once you begin to feast on the bounty of customer retention, you’ll want a much bigger serving - and even dessert.

Links

  • Contact Plumbing & Mechanical

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Hudson

Adams Hudson is president of Hudson, Ink — a national marketing firm for contractors. Readers can get the free report, “What You Should Say (And Never Say) to a Prospect,” and a free subscription to the Sales & Marketing Insider eNewsletter by emailing a polite request to freePMstuff@hudsonink.com or by calling 800-489-9099.

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Worker using the Milwaukee Tool SWITCH PACK drain cleaner

    Pipeline profits: Drain cleaning, pipe inspection create opportunities

    Drain cleaning and inspection services offer lucrative...
    Green Plumbing and Mechanical
    By: Nicole Krawcke
  • Uponor employee, Arturo Moreno

    The reinvestment in American manufacturing and training

    Plumbing & Mechanical Chief Editor Nicole Krawcke and...
    Plumbing News
    By: Nicole Krawcke and Natalie Forster
  • March 2024 Women in Plumbing hero image of woman engineer overlayed by circle of hexagon shapes with numbers from 1 to 10

    Celebrating 10 Influential Women in the Plumbing Industry

    Celebrating Women's History Month and Women in...
    Plumbing News
    By: Nicole Krawcke
Subscribe For Free!
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine
  • Manage My Preferences

IPEX celebrates grand opening of new Florida distribution center

IPEX celebrates grand opening of new Florida distribution center

NIBCO Press Solutions

NIBCO Press Solutions

AI can boost efficiency and profitability for plumbing, HVAC contractors

AI can boost efficiency and profitability for plumbing, HVAC contractors

Bell & Gossett Illustrates Path to Net-zero at AHR Expo

Bell & Gossett Illustrates Path to Net-zero at AHR Expo

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Plumbing & Mechanical audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Plumbing & Mechanical or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • J.J. Keller CMV vehicles on road
    Sponsored byJ. J. Keller & Associates, Inc.

    The dash cam game-changer for small business safety

Popular Stories

Underfloor heating installation with drain sewer hole in bathroom close up on water floor heating.

Using hydronics to leverage time-of-use electrical rates

Watts Nexa mobile image

Behind the Wall: Where smart plumbing gets smarter

Six tankless water heaters that feed the nutraceutical manufacturer’s operations.

How to deliver large volumes of hot water quickly and intermittently

PMCE Home-X April 29 Free Webinar: From Legacy to Leadership: Preparing Your Home Services Business for the Next Generation

Events

November 13, 2024

Future Proofing MEP: Navigating the 2026 High Efficiency Water Heating Standards

Join our deep dive into DOE’s new standards so you can future-proof your MEP practice.

EARN: 0.1 ASPE CEU; 1 AIA LU/HSW; 0.1 IACET CEU*; 1 PDH

View All Submit An Event

Poll

Will business be up or down in 2025?

Do you anticipate business in 2025 to be up or down in comparison to 2024?
View Results Poll Archive

Products

The Water Came To A Stop

The Water Came To A Stop

See More Products

Download the FREE Water Conservation, Quality & Safety eBook: Plumbing Trends Increasing Safe Water Availability

×

Keep your content unclogged with our newsletters!

Stay in the know on the latest plumbing & piping industry trends.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
    • Supply House Times
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

search
cart
facebook instagram twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • CONTRACTORS
    • BATH & KITCHEN PRO
    • BUSINESS MANAGEMENT
    • HIGH EFFICIENCY HOMES
    • TECHNOLOGY
    • WATER TREATMENT
    • PMC COLUMNS
      • Dave Yates: Contractor’s Corner
      • John Siegenthaler: Hydronics Workshop
      • Kenny Chapman: The Blue Collar Coach
      • Matt Michel: Service Plumbing Pros
      • Scott Secor: Heating Perceptions
  • ENGINEERS
    • CONTINUING EDUCATION
    • DECARBONIZATION | ELECTRIFICATION
    • FIRE PROTECTION
    • GEOTHERMAL | SOLAR THERMAL
    • PIPING | PLUMBING | PVF
    • PME COLUMNS
      • Christoph Lohr: Strategic Plumbing Insights
      • David Dexter: Plumbing Talking Points
      • James Dipping: Engineer Viewpoints
      • John Seigenthaler: Renewable Heating Design
      • Lowell Manalo: Plumbing Essentials
      • Misty Guard: Guard on Compliance
  • RADIANT & HYDRONICS
    • RADIANT COMFORT REPORT
    • THE GLITCH & THE FIX
  • INSIGHTS
    • CODES
    • GREEN PLUMBING & MECHANICAL
    • PROJECT PROFILES
    • COLUMNS
      • Codes Corner
      • Natalie Forster: Editorial Opinion
      • Guest Editorial
    • SPONSOR INSIGHTS
  • MEDIA
    • PODCASTS
    • VIDEOS
    • WEBINARS
  • RESOURCES
    • INDUSTRY CALENDAR
    • DIRECTORIES
    • EBOOKS
    • PM BOOKSTORE
    • CE CENTER
    • MARKET RESEARCH
    • CLASSIFIEDS
  • EMAGAZINE
    • EMAGAZINE
    • ARCHIVE ISSUES
    • CONTACT
    • ADVERTISE
    • PME EMAGAZINE ARCHIVES
  • SIGN UP!