Why Reputation Matters
We’re all unfortunately familiar with the stereotype of the untrustworthy contractor who shows up late, doesn’t complete the project, and does a poor job with the work they do manage to finish. Like it or not, a few bad apples have attached this image to our industry. The good news is that each of us has the opportunity to forge our reputation based on quality work, treating customers, vendors, and competitors fairly, and being reliable.
Ben Franklin, a famously shrewd businessman, puts it like this, “It takes many good deeds to build a good reputation, and only one bad one to lose it.” I’ve written to you several times about the impact a negative review can have on your company, dragging down online ratings and spreading negativity through word of mouth. No person or company can deliver the perfect experience every time; there’s always the potential for a disappointed or disgruntled customer. If you’ve been around long enough, you know that not every customer even wants to be satisfied; some are beyond reason.
What is crucial is how you respond to the negative review, comment, or sentiment. Your response has the potential to preserve your reputation or expose a potential flaw in your business practices. Can you swallow your pride and avoid taking the bait to lash out on social media? People will notice your response and judge you accordingly, and replying to a negative review or situation with grace can go a long way. Positive word-of-mouth carries incredible weight as one of the most effective marketing methods available. How many times have you made your own decisions based on the recommendation of a friend or family member?
It’s also no secret that our industry is rife with competition, big and small. Homeowners typically have a bevy of options to choose from when starting a home improvement project. Your reputation will translate to your Google Reviews and any social media mentions. I just saw a perfect example of the power of reputation this week on LinkedIn, with a vendor being dragged for breaking their promise and not delivering. Other clients shared a similar story, and the company in question received a tremendous amount of negative feedback.
How well do you know your reputation? Bias is hard to avoid, but check your social media channels, reviews, and even Google yourself. Are you surprised by the results? It can be tough to break out of your circle of influence, and it may be worth conducting your research on a separate browser, logged out of any accounts, to get a better picture of things. Of course, a brief look isn’t conclusive, but seriously consider how prospects, past customers, and people who’ve only heard your name view you.
You can’t control your reputation entirely, but you can control your efforts and behaviors. If you take anything away from this article, remember that your work, choices, and interactions hold tremendous power in shaping your reputation – a powerful yet challenging truth.
Todd Miller has spent his entire career in the metal building products manufacturing industry. He is president of Isaiah Industries, an organization recognized as one of the world’s leading metal roofing manufacturers. Todd is currently Vice President of the MRA (Metal Roofing Association) and a Past Chair of MCA (Metal Construction Association). Through his website, he strives to raise the bar on standards and practices to provide property owners with the best possible products for successful roofing projects.
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