In the past, a good location was one of the most important things about running a successful business. But now, we live in an age where a well-built website is more important than a flashy storefront. And with the constant clamor and noise of the internet, communication is everything.
A study showed that, on average, poor communication costs companies over $400,000 per year.
There are multiple facets to improving communication, but the two types we’ll focus on are internal and external communications:
- Internal: creating effective lines of communication between staff members
- External: clear communication about your company to potential customers
No matter your industry — roofing, gutters, exteriors, restoration, or anything remotely related — conveying your message clearly is paramount.
Whether it’s daily time-tracking or higher-level strategy, solid communication starts with your company culture. Setting a process to open conversation for staff from top to bottom helps leadership understand what’s going on on the ground level. Improving communication between teams will help your company work together as one.
Regular meetings keep teams aligned with company goals. Tools like Slack and Google Chat are a great way to help teams communicate regularly about what they’re working on and who needs help with what projects.
Perfecting field-to-office communication has to start at the office. Ensuring everyone on staff is on the same page before a project begins — and stays on the same page throughout the project — guarantees quality and timely work. On the flip side, if crews don’t know why they’re doing what they’re doing or understand a greater vision, they’re less likely to work efficiently, which costs any company money.
I’m generally a fan of fewer meetings (go figure), but having annual or quarterly all-staff meetings helps keep a grander focus on the goals you’re working toward for everyone in the company.
External communication is all about how your company is perceived. Do people understand what you do?
Most industries are pretty cut and dry — you’re either a roofer or you aren’t, you work in HVAC or you don’t (insert your trade here). But if you install outdoor patios and people think you’re a landscaper, you’ll have a problem on your hands.
Finding out if your audience responds better to transactional or relational messaging will help you understand why potential customers choose you over the competition.
For example, a transactional message for a roofing company would look something like this, “We build roofs for residential and commercial properties.” And a similar message with a relational twist looks more like this, “Let us put a roof over your head. We provide safety and trust for homeowners and businesses.”
Having appealing and effective marketing tactics keeps qualified leads heading your way, keeping staff from wasting their time on conversations that won’t turn into customers, and time is money. Keeping the messaging clear and captivating will attract new customers and keep the right people knocking on your door. Posting things like before and after photos on social media helps you show off your work and the transformation you’re creating.
Excellent communication starts with leadership because they’re setting the example for the rest of the company. This helps establish trust and a shared vision. Once that’s solidified, connect with your external audiences by meeting them where they’re at and convey your message accurately.
Working towards clarifying your communication will save you time, tons of money, and a whole lotta swearing because of frustrating mistakes that could have been solved with better communication.
Get contractor content, straight to your inbox
Check your inbox!
Thanks for subscribing! Look for an email from us to verify your email address, and we’ll let the knowledge flow. 🤙