Al Writes

What is your Contracting Business’ “Unfair Advantage”?

By Al Levi | March 7, 2023March 13, 2023

Imagine you get in an elevator on a high floor of a building dressed in khakis and your logo shirt. There’s one other person in the elevator. They then turn to you and ask, “Why should I use your company at my home?”

You’ve got that 90-second elevator ride to give them at least three great reasons they should give you a try. Go!

A good starting place is to look at your positive Google reviews. Those reviews might get people to pick up the phone, but once you are at their house, they still need a reason to feel confident in choosing you to do the work!

The 10 reasons below not only can be used to get people to call… they also can help them feel more confident in buying from you.

Not a Giant Company Yet?… You Can Still Do Smart Acquisition!

By Al Levi | February 7, 2023February 2, 2023

If you’re trying to grow your company primarily through marketing (or, what I call organic marketing), you’ll be pleased to learn there’s another tried and true way to accelerate the growth process, especially if you have the right stuff in place.

That way is to acquire other companies. In other words, you buy your way to growth.

Why acquisition? Acquisition is about instantly acquiring a lot of customers who are already trained to buy from that company where organic marketing is just a wish and hope that they’ll see it and respond to it.

You could also acquire the company’s good will and sometimes their assets like trucks and inventory or even their building and key talented people many times.

Hit the Reset on Your Business

By Al Levi | January 3, 2023December 28, 2022

The business you’re running today isn’t necessarily the one you need to achieve your goals. I know this is a hard pill to swallow. In fact, most people in this situation will defend the status quo even though their business may be like a “boat”… full of holes and rapidly sinking.

If this is you, you probably need a way to release your emotional attachment to the situation. Here’s an exercise I recommended to my 1-1 clients and really to every contractor to do periodically so they can more objectively evaluate what is going on—and what needs to change.

Imagine for a moment you’ve closed the doors at your existing company and are going to reopen it down the street as a brand-new company.

The goal is that you end up with a business that works right this time and that requires you do a real self-assessment of your business today:

Building Credibility and Visibility in Your Community

By Al Levi | December 6, 2022December 1, 2022

I once asked a great client about what he was doing to build credibility and increase his visibility in the community his company served.

He said, “We’ve sponsored a giant community carnival. One of our many giveaways was free ice cream and along with that we gave folks discount coupons for our services. It was great! It was a big hit for the community who loved our supporting them and it benefited us as well, by generating trackable lead source quality calls that increased our revenues. A great Win-Win-Win.”

“How’s it working today?” I asked.

He started to laugh and replied, “Well, I hate to admit this but we don’t do it anymore.”

Moral of the story: If you are doing or have done things that you know already work to get you known, give someone ownership of it and check in with them at a weekly meeting to make sure progress is being made consistently.

There are four main ways to do this.

Creating Trucks that Work

By Al Levi | October 24, 2022October 20, 2022

The last thing you need to be doing in these uncertain times is to stock your trucks too heavily. You don’t need to be paying for excess inventory, for things that get damaged, or go out of warranty sitting on a shelf.

Just as bad, however, are trucks that aren’t stocked well enough to give your Techs a good chance to make an immediate sale and do the work. Always needing to chase parts is a waste of time which damages billable hour efficiency and can lead to lost sales.

My Service Manager at my company told me, “You can’t sell from an empty wagon.”

I replied, “What?”

He said, “If you don’t have it onboard, you’re unlikely to stop and go hunting for it.”

The goal should be for your Techs to pull up to 80% of the homes you serve with a truck that has the stock that will give them an 80% chance that they’ll have what they need to get the job done today.

The Trend of Contractors Not Providing 24/7/365 Services to Customers

By Al Levi | October 4, 2022October 11, 2022

“We’re a 24/7/365 business because we made a promise to our customers to treat them like family, and that means we’re there when they need us,” my dad said to my brothers and me as young boys.

We ran calls with my dad as little boys in the middle of the night. We loved it!! My dad not so much as he had finally gotten to bed after an exhausting day of work.

As we grew up and took our place working in our family’s plumbing, heating, cooling and electrical business, that message was always at the forefront of our culture.

One illustration… my brothers and I were at my dad’s 70th birthday party. The Tech on one of the late shifts reached out to me that he was stuck and couldn’t get the heat working at one of the nursing homes we served. Keep in mind that heat isn’t a nice idea but a life critical thing, especially in this case. So, my brother and I told my dad we were headed out to go help and he just smiled.

It’s a cultural thing.

Creating an Effective Referral Network

By Al Levi | September 6, 2022August 30, 2022

I was waiting to meet my new client, the owner of a Chicago plumbing company. And I just happened to be standing in the CSR area on a freezing cold day. This is what I overheard one of them saying: “I’m sorry, we don’t do heating work, just call XYZ Company.”

Know that when I was doing 1-1 consulting work I’d make it a point to be as “invisible” as I could so I could look and listen to better observe what was really going on.

Anyway, I got to meet my new client in his office and I said, “Just curious. I overheard your CSRs fielding calls from what I presume were your customers as well as prospective customers. When asked about doing heating work as today is super cold outside, they recommended XYZ Company. Do they also do plumbing?”

His face became filled with horror and anger. The company they were suggesting also did plumbing! The CSR had just unwittingly put his competition in their customer’s basement.

I explained how to better handle this situations moving forward.

Lessons Learned from Two Years as a Contractor in a COVID World

By Al Levi | August 1, 2022August 1, 2022

When COVID first hit in March of 2020, many of my 1-1 contractor clients had to adjust the way they worked—and fast.

The good news is that because they had operating manuals and staffing programs in place, it was just a matter of some tweaking of procedures and training which enabled their businesses to continue on pretty well, especially compared to their competitors who were lacking systems to lean on.

Yes, even though it was far from business as usual they actually continued to grow their business in those crazy times and they were able to switch to remote work as seamlessly as possible.

Reasons to Change Your Company Name and Some Tips to Do it Right (Part 2)

By Al Levi | July 5, 2022July 5, 2022

As I had promised at the end of Part 1, I’m going to share a sample of the letter you should send to customers announcing your company name change plus a bunch of great tips for executing the name change the right way. This is the also the same letter you will need to reformat a little to do an email blast to your customers.

Remember I said that all the great marketing knowledge I learned from my marketing guru, Leo, is still working great for my 1-1 clients to this day, and I’m going to share more of it with you here!

Here’s a sample of a letter I wrote for a client of mine who was changing the company name to end some confusion in his market and to launch his rebrand as well as some additional tips for doing a name change the right way.

Reasons to Change Your Company Name and Some Tips to Do it Right (Part 1)

By Al Levi | June 7, 2022June 30, 2022

What makes me an expert on when and how to change your company name and/or rebrand?

My family business was originally in just fuel oil heating (think propane heating), and my dad and my uncle were always doing acquisitions because urban renewal had chased our customers out of our service area. When they acquired a new company, they thought people wanted to do business with a company name they were familiar with.

Well, skip many years ahead and my brothers and I are at work alongside my dad (as my uncle had passed away). Anyway, one cold day in February, I went to a Super Bowl party, and I heard a couple of people getting into a heated argument, so naturally I got closer so I could hear what a couple of fellow New Yorkers were arguing about.

One of them said to the other, “I have the best heating company there is.”

The other replied, “You don’t know what you’re talking about. I have the best heating company!”

I asked them both which company they used, and they told me the names. I gulped. Both were using me, but they had no idea we were all one company! Worse, there were four other companies we also owned that were in the same situation!