Vendors and Service Providers WOM series
Updated: Apr 7, 2021
In this continuing Word of Mouth series, it is time to look at Vendors and Service Providers.
Use these links to take you to the previous posts if you haven’t already seen them.
Neighbors, Friends, and Family
Professional and Personal Groups or Associations
Your construction-related vendors and service providers are part of an informal network of business referrals for your construction company. They’re an inexpensive and efficient method of getting the word out. They know you. They’re like good neighbors.
We’re going to start with a discussion of pop-up ads, but I promise you, I’ll show you how it ties into your word of mouth strategy. Stay with me.
Do you dislike internet pop-ups as much as I? Depending on my need at the moment, my time used in the level of discovery, or (in some cases) my very mood, pop-ups typically get the quick boot from me in one way or another. You know what I’m talking about. I may just close the pop-up or I may leave the site altogether. And if a second pop-up appears once the first is discarded . . . yeah, you do know what I’m talking about.
One marketing agency that believes in the use of pop-ups for their clients, states that they know they’re disruptive and that most people don’t like them. But the disruptive part makes them an excellent way to get new customers.
Making people mad gets them in your door? This agency’s example of why “good” vs “bad” pop-ups work went something like this.
If you’re enjoying a great television show late at night and the doorbell rings it is disruptive. If you go to the door only to find someone trying to sell you something you are not going to like it. Bad pop-up. But if that same ringing draws you to the door and a neighbor is offering you a plate of cookies you won’t mind at all – you will like it. Good pop-up.
Uh, No! Just No to that silly (some might say, stupid) example. And here is why. Let’s just start with (for many) any late-night doorbell ringing will set nerves to jangling. No thanks.
But there’s more to the story. If we assume that the neighbor offering the late-night treat knows you have nut allergies (so hasn’t included them in your cookies) and that you often watch late into the night and welcome treats – then the neighbor is not a pop-up at all. The neighbor is an integral part of the story.
You know why? They know you! And good neighbors are not irritants.
No Real-Life Pop-ups
One of the perks of dealing with vendors and service providers is they become your marketing message to others without needing to display the irritating pop-up aspect of getting potential clients’ attention. They are an integral part of the story.
As my dad would have said, it is the very nature of the beast. And it is two-fold.
1. They want you to succeed.
2. They know the character of your business well enough to recommend it to others.
You know who they are. They are people or firms like this:
Outsourced Customer Service
Tool and Equipment Supplier
Materials and Components Provider
So, if the word we use to describe pop-ups is irritant, what is its antonym? My thesaurus offers three words: aid, happiness, and help. Now, we’re getting somewhere. Reverse Pop-ups work because they’re not an irritant, they’re helpful.
Vendors and service providers connected with your construction company often provide informal referrals, reverse pop-ups. And the best part about informal referrals is they serve as an important screening function. Your potential customers and clients appreciate that factor.
Giving people information or a connection they want and can use is helpful; not at all irritating to your potential clients. Reverse pop-ups work.
Next time the word of mouth post will be about Employees and Subcontractors.
Construction Contractors look to The Profit Constructors to provide advocacy in dealing with:
Clients and customers
Employees and subcontractors
Vendors and service providers
Working with The Profit Constructors gives Construction Contractors the means to organize their operations in ways that help them:
Ready for action? Or want to know more? Get in touch today to schedule a complimentary discovery call. New possibilities await. 866-629-7735