A plumber's Unique Selling Point

[Goldspoon]

I am a new plumber, just starting to earn some money from basic plumbing (bathrooms, showers, radiators, emergencies etc.). I have not advertised in Yellow Pages before but am thinking of advertising in the next issue. So I started thinking about how to stand out from the crowd (lots of plumbers in YP).

I know that in marketing speak one is advised to have a USP (unique selling point), or to specialise in a certain area, something that sets them apart from the crowd. It's not that easy with plumbing but I am sure there are ways.

"Not more than 15 mins late or your first hour free" sets you apart as the "punctual plumber", assuaging people's fears of waiting in for ages.

"The shower specialist" would appeal to those looking for a shower to be fitted/repaired/improved (focusing also causes one to have to lose other types of customers unless one has two ads).

I just wondered if anybody uses or has seen any differentiation strategies.

I realise that many, long established plumbers might have plenty of work and this question seems not relevant. However, for those not so long established, or those who DO want to get more work (expand operations), or those who wish to start the process of protecting themselves from the next wave of cheap labour from Europe - how does a plumber differentiate from the crowd?

On another note: when I skim through Yellow Pages for a tradesman I usually try to find one that's reasonably close - thinking that they are more likely to be inclined to come if they have less distance to travel. My Yellow Pages area covers the whole of North Wales and Chester. It is however not so easy to see this info at a glance (town name tiny and hidden in address). So I thought of having my nearest three towns big and bold as the main message... any thoughts? How do others choose from all the ads in Yellow Pages?

 

[namsag]

Be careful as a new comer using the word specialist because when something goes wrong, and it will (it happens to us all) it will give them something more to moan about to anyone who will listen and will stick in peoples mind.
One of the things you will learn is there is a lot of jobs look the exact same but never take the same length of time so if you are going to advertise an exact time of arrival make sure you can meet your deadlines which will be hard thing to do if you are doing several jobs a day.
Good idea about having your town in BOLD writing

 

[gas4you]

Heed namsag's advice carefully. You have to be very careful how you describe your self these days, legally and morally.

No disrespect intended, but how could you describe your self as a 'shower specialist, when you are only starting out? This implies you know all the answers about showers.

If you mean you specialise in fitting showers then that is different.

I personally have never had any inclination to have my own advert in YP. I used to have a small lineage in YP under the CORGI corporate heading, until that went up extortionately this year. Most of my customers will always say they would never use someone from YP as you might as well just close your eyes and put a pin in.

'Not more than 15mins late', whilst in theory is very good, but in reality it is usually impossible to turn up within 15 mins of your appointment. It could cost you a lot of money, something you don't want when starting out. Basically don't promise things that can be affected by circumstances out of your control.

I usually book boiler services in every 1-1 1/2 hours, allowing for travel between each, but it still catches me out and I mostly run late after finding I need a spare for 1 boiler etc. The main thing here is to contact the next customer, explain and apologise and check that it is still convenient to turn up late, or re book.

Ocassionally the opposite happens, I get ahead of myself and have to call the next customer to see if it is convenient to call early.

Communication is the key to getting a good name, as well as obviously doing a good tidy job and cleaning up afterwards.

Things such as these cannot be put in a YP ad.

You are thinking and that is good, but personally forget YP and look for more local and cheaper advertising.

 

[Balenza]

Goldspoon wrote

A plumbers unique selling point.

A good image

 

[wilhelm]

not forgetting be reliable and honest

and as namsag says

Be careful as a new comer using the word specialist because when something goes wrong, and it will (it happens to us all)

 

[doitall]

From what I heard YP is a waste of money anyway. unless your name starts with AAAAAAAAAAAAAAAAAAAAAAAAAA

 

[Goldspoon]

Thanks for the excellent advice guys.

Regarding "shower specialist" it was only an example plucked from mid air (was an attempt to explain what I meant). If that was the path I was going to take then I would spend a great deal of time doing the research and then get a fair few fittings under my belt so to speak before daring to advertise this way.

I do understand that word of mouth is by far the best (but one has to first get a good grounding of work done for this to start taking effect).

 

[Goldspoon]

From what I heard YP is a waste of money anyway. unless your name starts with AAAAAAAAAAAAAAAAAAAAAAAAAA

I think you are right. If you are using YP then you don't have a clue in a way. So then you might as well stab the pin in the first few pages of plumber's ads.

 

[JohnD]

I'm not a plumber, but, as a householder, I like to see a smart, clean van with the company name on the side, including a real local phone no. the van does not need to be new but should be free of dents, scratches, rust holes etc.

In your case "Myname Plumbers of Mytown" shows where you come from.

If I see a van working at one one my neighbours, if it's something I might be interested in myself later (block paving, say, or guttering) I might make a note of it, and might ask the neighbour later what they think of the work. Sometimes I ask the driver for a business card. To me it's important to see a real address and a real phone no. No fancy graphics required. Always leave a few cards with your customers. a satisfied customer is your best dvertisement (true). Electricians often put a plastic company sticker on consumer units etc with installation date and re-test due date, you could invest in some labels and put them on cylinders, stop-cocks etc (with customer's agreement). If the label also says "mains stop cock" "Hot supply" or whatever as well as your company name and phone no it might bring repeat business.

In my small town, we get travellers from a nearby country squatting on playing fields and parks most summers, and hawking for reroofing, plastering, tarmac drives etc. I like to see a business that is much more established, hence the local address and real phone no.

 

[toptec]

Spot on John D.

 

[Paul Barker]

I find appointment system a massive problem. Even if you could keep to them which you can't the customer will be out.

no access is a massive problem.

In my ideal world I would take the call out fee with booking by card over the phone, all appointments would be morning or afternoon, a full refund if we don't make it within our time all other "no access" take picture of front door with time and date showing leave a card. If they want it rebooked they pay again.

As for phone books. They are all so heavily into big earnings as sales teams that they have disseminated the simplest trade into 7 sections and want a big wedge for each. When you finally see your advert it is lost in the many others. OPT OUT.

 

[simond]

I you are starting from scratch;

Get a signwritten vehicle and some name boards
Buy some YP advertising
Don't make promises you can't keep

The fixed appointment thing seems an easy win, plumbers are always letting people down aren't they?

But you will find people want you to finish their job (however more complex it is than described on the phone) before you leave for another.

They will be out when they said they will be in.

And they will say 'while you are here can you just....', and if you say you can't because you have a prebooked appointment they will tell you they missed their daughters wedding to be in for you and they cannot reschedule.

All this will conspire to make you just as unreliable as your competitors.


By all means specialise in your advertising, but remember this tends to reduce your opportunities rather than increase them.

 

[JohnD]

Beware the Tantric Plumber!

You stay in for hours and no-one comes!

 

[namsag]

Re appointments. When i worked for the board, The worst ones where when you turned up at correct time and they said i am just having my lunch can you come back later. Yeah not a problem is 2 weeks on wednesday ok for ya. Soon let you in

 

[tonybhoy]

Re appointments. When i worked for the board, The worst ones where when you turned up at correct time and they said i am just having my lunch can you come back later. Yeah not a problem is 2 weeks on wednesday ok for ya. Soon let you in

Punters do my fecking nut in with this time thing.

"What time will you be here at?"

"Between 1&3PM ,is that okay?"

"Yes,I'll see you at 1PM then?"

"Ehr,naw"

Or

Phone goes at 11.57 AM.

"Hello How can I help you?

"I need a plumber/heating engineer blah blah de blah?"

"I can get you someone this afternoon?"


"What time can you be here at?"

See above.

"Sorry I have to be out by 1.30PM"

"Right okay,well what about sometime tomorrow morning?"

"What time will you be here at?"

"Between 9 & 11 AM?

"Sorry I have to be out at 9.19 AM"

Now exasperated and ready to kill someone.

"Tell you what,I have an engineer with particularly long arms so why don't you go out and we'll do your boiler service through the letterbox,ok?"