Growing up, my dad owned a family roofing business. Eventually, my brother and I were old enough to get drafted in the fun. What teenager wants to spend summers at the beach with friends anyway?
Fortunately, that allowed me to have a front seat to business principles that work better today than they did back then, and they worked flawlessly then.
Even better for you, independent professionals are perfectly positioned to implement these client relationship building habits.
Thing is, what my dad naturally put in play is rarely done today.
He wasn’t a marketer. He didn’t own a computer. He couldn’t have defined what a Unique Selling Proposition was if you’d handed him a business glossary . It wasn’t a term then.
But he was a prime example of it.
And he knew how to get a proposal signed at full price and have excellent customer relationships.
Here’s how he did it and how you can, too.
He built extra value into the proposal that wasn’t extra
Like my teenage summers, it sounds conflicted, but you’ll agree it’s not.
A big concern for roofing customers is worrying about roofing debris scratching up their siding during a tear-off.
So, my dad started including drop cloth protection in every proposal. Basically, a heavy tarp that hung down to the ground from the roof eave, protecting siding, windows, and flowers.
Truth is, we already used them on every project. It protected clients property and our insurance claims.
So, it wasn’t anything extra. He just started writing it in the proposal as an extra perk.
It might sound like a late night infomercial, but wait, there’s more…
He also added a magnet sweep for any stray nails and staples in the yard. A strong magnet on wheels that’d pull out a filling if you got too close.
Then he’d say something like this to the homeowner…
“We don’t want you worrying about the grandkids sliding around out there barefoot under the sprinkler after we’re gone.“
Try getting a grandparent to say no to safe grandkids.
None of the other roofing companies included these precautions. So, my dad didn’t compete on price. He competed on peace of mind,
What does that look like for you?
You’re not roofing anybody’s house. But you’re still writing proposals, still pitching engagements, still trying to stand out from three other coaches or consultants who look nearly identical on paper.
So what’s your version of the drop cloth and magnet?
Maybe it’s a short implementation checklist tucked into your proposal at no charge.
Maybe it’s a first-30-days roadmap most consultants make you pay for separately.
Maybe it’s simply naming the risk your client is quietly worried about, and telling them exactly how you handle it before they even ask.
Say it out loud. In writing. In the proposal.
Then there’s the surprise value nobody sees coming
This one was golden.
We’d purposefully find little extras to do that weren’t in the contract at all.
Paint a rusty pipe stack. Clean and flush out the gutters. Patch a spot on the shed roof. Rake up the dog’s backyard business.
We’d find something to do.
Why?
To be honest, as the project was winding down, we usually had a crew member or two standing around anyway.
But the real reason was the look on a homeowner’s face when you told them…
“We went ahead and cleaned your gutters and fixed some loose shingles on your shed roof as long as we were here. No charge.”
The smile of surprise on their face was so worth it. Plus, the homeowner was going to mention what we did for them to the neighbor while chatting over the fence.
Your version might look like this
A short follow-up summary report after your last session.
A quick audit of something adjacent to what you were hired for.
A copy of your book.
You won’t do all of these on every engagement. You won’t need to. Pick one. Get creative with surprise bonuses.
My dad had one goal that summed it up and I never forgot.
“You want them to smile when they write out the check.“
We saved announcing the surprise extras for the end of the project, right before payment. On purpose.
Everybody expects a gift on their birthday. Almost nobody expects one on a Tuesday afternoon, for no reason at all. FYI, my birthday happens to be on a Tuesday, just saying.
That’s what makes it land.
And it’s not just strategy. It’s goodwill, it’s caring about your clients. It’s just good business.
And when you do someone an unexpected favor, most people feel the pull to return it.
For a happy client, the easiest way to return the favor is a referral.
It wasn’t uncommon for neighbors to talk to the homeowner then hire us for their project.
Few things sell harder than a client bragging about you to someone they trust.
The big picture
Look for the value you can build directly into your next client project or proposal.
Then, once the work is underway, look for the surprise you can add.
You’ll feel good giving it. Your client will feel valued getting it. And there’s a decent chance it turns into your next referral.
If you enjoy working with a client, odds are you’ll enjoy working with their friends too.
What’s the “drop cloth” you already do for clients but never bothered to put in writing?