• 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!
Kenny Chapman: The Blue Collar Coach

Give customers what they want

Or your competitors will.

By Kenny Chapman
Kenny Chapman
July 18, 2013
chapman body

Photo credit: ©istockphoto.com/Els van der Gun

 

In the Chapman household, we do our best to eat a healthy, sensible diet the majority of the time. One of the ways we accomplish this is by scrutinizing the ingredient labels on all the food we purchase (thanks to my wife, Christy). As I’ve come to learn, one ingredient we do our best to avoid is high-fructose corn syrup.

One thing I really enjoy is enhancing the flavor of my food using different sauces. Salsa, ketchup, hot sauce and various marinades usually show up in some form on our table. Until I met Christy, I had used Heinz brand ketchup my entire life. Since I never inspected labels myself, I didn’t know that Heinz ketchup contains high-fructose corn syrup.

Based on this fact, we switched brands many years ago to Annie’s ketchup, which has the more natural ingredients we prefer. We were a bit puzzled when we traveled to Europe and Australia and discovered that the same Heinz ketchup in those markets does not contain high-fructose corn syrup (and it tasted the same to us).

Why does the ketchup contain that added ingredient in the U.S. market? My guess is … profitability!

It really doesn’t matter to us why Heinz puts that ingredient in the product. What matters is that we’re the customers and we make the buying decisions. Therefore, it’s about us, not them!

Regardless of Heinz’s reason for its ingredient choice, we switched brands because the company could not meet our needs.

Consider for a moment how this applies to your business. Ketchup is an interchangeable product and so are the services we provide. It could be after-hours emergency service, regular rates on the weekends, guaranteed on-time appointments, well-trained communicators as front-line team members, great customer service agents and many other aspects of our business.

You probably already know what the “ketchup” is for your company (and no, it’s not always price!).

If your customers’ wants, needs and desires are not being met effectively, they will switch brands in an instant, just like my family did. They have so many choices and options when it comes to companies that provide our products and services, we must be continuously improving our service delivery processes.

Recently, we were in a natural grocery store in Scottsdale, Ariz., and I noticed that Heinz has a new ketchup product called Simply Heinz. I wasn’t surprised when I picked up the bottle and noticed that the front label clearly stated, “NO high-fructose corn syrup.” The company obviously realized that consumer demands are changing and this is its attempt to give its customers what they want.

Now the big question is: Will we switch back? I grew up on Heinz. It’s familiar. It’s the only brand I knew. But now, after so many years with a brand that is consistently conscious of the same things my family is, will we switch back?

The truth is, I don’t know. I don’t do most of the grocery shopping for the Chapman household, so this will be Christy’s decision. She’s the target customer that Heinz must attempt to sway back in its direction, not me.

 

What’s your company’s ‘ketchup’?

The same is true in your company. You need to know who are your perfect customers. Only once you identify them can you begin to understand the key things that are important to them. If you don’t give them what they want, whatever it is, someone else will.

The reality is that Christy is much more of a target customer for Annie’s brand than Heinz. This is fine, as long as it was a conscious decision regarding whom the company markets to, what products its target client will invest in and maximizing its market share in its chosen space. Heinz has done just fine without us for years.

You can’t be all things to all people. It very well could be time to redefine who you want to be everything to and build your core competencies around that demographic. This will encompass how much value, time and resources you invest in training, coaching and developing your culture around this target.

Ferrari couldn’t care less that Toyota, Honda and Hyundai are going head-to-head for the top position in auto sales, because Ferrari is very clear when it comes to understanding exactly who is its perfect customer. It is not marketing and building products for the mainstream Toyota customer.

This allows Ferrari to be incredibly specific with every action it takes as a company. This clarity allows it to focus all its time, energy and investments into improving programs and training its team to better satisfy that target’s needs regarding Ferrari products.

The ketchup in your business is a product or service that your exact target market values more than the run-of-the-mill product made for the masses. These are the services that your specific target market is willing to invest more in with your company because of how well you do what you do for this specific type of buyer.

 

Who’s your company’s ‘Christy’?

Who are you specifically targeting when you design your marketing pieces and when you consider operational changes and enhancements? What areas do you need to improve to keep your target customers happier and attract more just like them? What have you been doing for a while that might not be serving their needs and desires any longer?

I’m sure you will be able to identify some things you need to let go of that are still happening only because “you’ve always done it that way.”

If you haven’t identified your exact target customers, you need to do it now. If you don’t know who they are, how will you identify their specific wants and needs? If you don’t identify their specific wants and needs, how can you even be sure they will be satisfied with your company?

If you don’t know what your target customers need, it gives your competition the chance to provide them with what they desire. Trying to get those customers back is costly and difficult.

 Identify and give your customers what they want and, in turn, you will have what you want: a highly successful business. 


HELPFUL LINKS:

  • Contact Plumbing & Mechanical
  • The Blue Collar Coach
  • Follow PM on Twitter!
  • Find PM on Facebook!
KEYWORDS: customer service profitability

Share This Story

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

Chapman

Kenny Chapman, "The Blue Collar Coach," is an award-winning industry coach and trainer, as well as founder of The Blue Collar Success Group, a business-development organization for in-home service contractors. He is the author of In-Home Sales Acceleration and The Six Dimensions of C.H.A.N.G.E. and specializes in helping business operators become true business owners. Visit Kenny's website for free sales and leadership resources, or call 877-968-2244 to see how Kenny and the BCSG team can help you improve your company and better your life.

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...
    Plumbing News
    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
close

1 COMPLIMENTARY ARTICLE(S) LEFT

Loader

Already a Registered User? Sign in now.

Subscribe For Free!
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine
  • Manage My Preferences

NIBCO Press Solutions

NIBCO Press Solutions

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

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

IPEX celebrates grand opening of new Florida distribution center

IPEX celebrates grand opening of new Florida distribution center

AI can boost efficiency and profitability for plumbing, HVAC contractors

AI can boost efficiency and profitability for plumbing, HVAC contractors

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

The interior of a government building.

President Trump signs executive order promoting skilled trades and apprenticeships

Figure 1 is a sketch of the flow problems of the current plumbing system.

Hydronic heating glitch solved: Why adding a circulator won't fix primary loop flow issue

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

Using hydronics to leverage time-of-use electrical rates

PM BEMIS June 25 Free Webinar: Optimizing Plumbing Solutions for Single-Family, Multi-Family & Public Spaces

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

Related Articles

  • Kenny Chapman

    Make sure your customers understand exactly what you do for them

    See More
  • Kenny Chapman

    What’s your evaluation process for your business?

    See More
  • Chapman

    Stop losing customers

    See More

Related Products

See More Products
  • what hydronics taught holohan.jpg

    What Hydronics Taught Holohan: A Memoir of Life in the Heating Industry

  • building-code.gif

    Significant Changes to the International Building Code 2015 Edition

  • The ACCA Job Safety (1).jpg

    The ACCA On-The-Job Safety Handbook (Pack of 5)

See More Products
×

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!