What are they thinking?

Experts say there are some very specific concepts that attract consumers to service companies.

There are five “dimensions of service” that people consider, either consciously or subconsciously, when considering hiring a service company, says Dr. Mary Jo Bitner, AT&T professor of service marketing at Arizona State University in Tempe and author of the college textbook Services Marketing.

The five dimensions are:
1. Reliability. “If you say you are going to do it, you better do it,” says Bitner. “Assure them with your deeds.”

2. Responsiveness. “Do you call [potential clients] right back?” Bitner asks. “You better.”

3. Assurance. “The customer is asking, ‘Do I trust these folks? Do I have a reason to trust them?’” Bitner says. “Show them you have the latest training, the latest tools and equipment and so on.”

4. Tangibles. “These are the physical manifestations,” Bitner explains. “The trucks and uniforms: Do they look good? Do they look neat? What do the [tools] look like? Even the bill, what does that look like?”

5. Empathy. This involves developing an intimate relationship, and understanding your customer as a person, says Bitner. It is particularly effective for pool service technicians who find themselves in the same backyards week after week and year after year. A close relationship means an account forever. Some pool techs have even been invited to weddings and other family outings held by their longtime clients.

“Convey these in all your promotional materials and messages that you send,” Bitner says. “Include things like service guarantees. They can serve as a credibility tool and give assurance.”

All of these things open the consumer’s mind to the possibility of hiring a service company. It sets the prospect to thinking things such as, “Those guys who do the Jones’ pool up the street look very professional with their trucks and uniforms,” or “This mailer from Acme Pool Service says they have 30 years’ experience, and it has an impressive list of services.”

FEATURE STORY
Selling Service
Finding potential customers for your pool service company involves knowing who and where they are, recruiting them, and then proving that their search for the world's best technician is over.

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Attracting new customers
Service companies must combine referrals with other forms of advertising.