Do we create Decorative Concrete problem customers?

Sure, there are a number of predator customers out there. As contractors we wish that there were some kind of reverse Better Business Bureau that tracked these customers. We could check the list and get a full report before agreeing to start a job. “Hey, I’m sorry. I can’t work for you. I see you have three unresolved issues with previous companies.” Reverse Better Business Bureau is fantasyland. But many times, as contractors, we can create problem customers. How?

• Not setting expectations
• Ignoring red flags

Not setting expectations

Have you ever heard this, “I never imagined that the texture would be this rough,” or “I never would have agreed to this much time for the driveway to be tied up…” or “I never expected the color to be so green.” Or a bunch of different variations on the disappointment expressed preceding the refusal to pay. How does that happen?

Frequently, we failed to set the real expectations in the customer’s mind. We neglected to plant the reality of the job and allowed their fairy tale version to take root and maybe even bloom. It’s as if we’re fearful of the truth, the confrontation that may occur, or the potential loss of a sale. But ask yourself, would you rather walk away from a job before it starts, or argue later over payment upon completion? Most of us should walk. There are some who will fight the losing battle and suffer through.

With an iron-clad contract  your customer may be obligated to pay. But if they are not happy, they well spread all manner of poison about you and your company. In that case even winning is losing. So what can we do?

Set the expectation:

Create a sample complete with color, pattern, texture, sealer, anti-slip, the whole enchilada. Establish a schedule that is reasonable with adjustments due to weather and any other factor beyond your control. Spell out clearly incidental items that may need attention following the job. For example, you may need to trim the bushes around the patio so that you have access to your stamp tools for an overlay job. Or the swimming pool may need to be cleaned and chemically balanced following a spray texture, knockdown. The better a customer understands the job process and the fewer unpleasant surprizes they experience, the simpler our life becomes.

Ignoring red flags

Red flags posted at the shore warn us not to go swimming. Sometimes our cutomer throws a red flag in the sky warning us of treacherous currents ahead. If we ignore the warning, we create a problem customer.  Here’s a few examples of red flags:

• “I had to kick the last idot off the job! That loser won’t even return my calls. I had to take him to small claims court.”
• “I want the brick borders on my drive way to exactly match the red brick on my entryway columns.”
• “I know we’re in the second week of November, but my family is coming in from all over the country for Thanksgiving. The job must be done before then.”

After tactfully addressing their concerns and probing for what issues are most important to them, we avoid the dangerous waters ahead. Some possible responses to the above expressions:

• “That’s a shame. I pride myself on good customer relations. So I can understand and not frustrate you too, besides not calling you back, what else did the guy do wrong?”
• “We do a great brick border and that would look nice on the drive. But the spray texture we’re discussing can’t exactly match the brick. They’re two entirely different compositions. We can attempt to complement the color. From a design standpoint rather than match, a good selection could be a two-tone brown, irregular stone pattern. I have a picture here with that pattern. I can make a sample for your approval.”
• “You must be looking forward to your family seeing your new home. For this patio to be complete, I have to grade this portion of the backyard, set the forms, place and stamp the concrete. I can probably get that done. But with this cool weather, I could never have the concrete sufficiently cured to seal within your timetable. Maybe I could densify it, come back in the spring, clean it, and seal it then. Keep in mind that densifying won’t give the color enhancement of our penetrating sealer. It would cost extra, but you would have your patio by Thanksgiving.”

In each case their issue was acknowledged and addressed. If the red flag is not dropped, some more reasoning is in order. If the customer digs their heels in, the red flag may tell you to walk away.

The water may be dangerous from a shark-like predator customer. Upon leaving, please report this customer to the reverse Better Business Bureau. We need all the protection that we can get.