A Good Old-Fashioned Phone Call
As the owner of a small remodeling business, and as a general contractor, I have become, over the years, proficient enough to hold intelligent conversations on many topics. Construction and building trades? No problem, that’s my native tongue. Contracts, real estate and legal topics? You are speaking my second language. Advertising and marketing? Yes, even here, I have gained much insight over the years. You see, a general contractor is much like a general practitioner or family doctor; we must have a good solid understanding of the fundamentals on every aspect of our profession and know when to defer to the experts in various specialty fields. You may find that as a carpenter I can do a nice job for you, but you don’t want me to do your plumbing work.
Several years ago, as part of the process of re-building our business, we reached out to a marketing strategist for help. This was someone who was highly recommended to me by another much respected business consultant. I went to their website and filled in the usual contact forms with my inquiry. Guess what happened. This “online marketing expert” called me on the phone. Do you see the irony in that? Well, it worked. I felt like I was speaking with a celebrity due to what I already knew of this person. His personal touch sold me on his services and our business has greatly benefited from his association.
The Importance of Staying In Touch
Over the years, working with this marketing company, the owner has repeatedly called me to just stay in touch. We email on an almost daily basis about all of the topics and projects we are working on, but, I have been often encouraged by their habit of using the actual telephone to make a voice to voice connection. Also, as this fellow is several states away, and as he is scheduled for a speaking engagement in Virginia soon, he specifically has arranged to meet me in person.
Often, I will find myself going through my list of tasks and getting ready to send an email and stop myself, thinking about my “online marketing expert” and abandon the email and pick up the phone to call. It is easier to text or email. But it is better to call.
One of the most important of all the skills that a general contractor can learn is how to deal with people well. I know companies that I have dealt with over the years, that as the company grows, you will hardly ever hear from the owner or even less see them. Our own company has grown to the point that as the owner, once a project is under contract, I will turn it over to our project manager. From that point forward, the PM has a lot of contact with the owners, and my contact greatly diminishes. I must work to stay in touch, and it is very important to me that the customers know that I am in the loop and stopping by their job to see the progress, even if they are not at home when I stop by. Hence, the phone call to say hello.
Thank you to Michael Stone for introducing me to Brian Javeline of MyOnlineToolbox. Thank you, Brian, for picking up the phone to call. It has been a great example to me.
—By Todd L. Milton, Milton Construction Company
