A small plaque hangs on the wall above my desk: Illegitimus Non Tatum Carborundum.
With the exception of one or two houseplant names, this phrase represents the sum total of my knowledge of Latin. The translation is “Don’t let the bastards wear you down.” We leave it to you to define who the bastards are and in what manner they are attempting to wear you down.
The important thing is that you resist being worn down. Cultivate immunity. Many frontline people today have come down with “difficult customer syndrome.” This insidious disease manifests itself in a lack of enthusiasm and an overabundance of cynicism.
You frequently hear remarks like “This job would be fun if it weren’t for the customers.” Editorial observations about customers along the line of “He needs medication” or “She should get more sleep” are prevalent. Terminal cases include a belief that all problems are caused by customers.
The Latin quote reminds us to guard against such bitter burnout. The question is, how? As a quote drew our attention to this question, perhaps others can answer it.
Builders can prevent many unpleasant situations with home buyers by setting accurate expectations. This means telling them the truth. Paul Galvin of Motorola was speaking about a report to shareholders when he said, “Tell them the truth, first because it is the right thing to do, and second because they’ll find out anyway.” The sentiment applies equally to customers.
Home buyers will inevitably notice a mistake during construction, trash on their jobsite, poorly performing low-flush toilets, cracks in concrete, and deteriorating caulk. It’s best to discuss these subjects—and others that cause difficulty—early on. Remember, though, when you are setting expectations, do so in as friendly a manner as possible. As Mark Twain commented, “The difference between the right word and the almost right word ’tis the difference between the lightning bug and the lightning.” Your home buyers should feel informed, not struck by lightning.
Keep your responsibilities in full view. Setting buyer expectations does not replace the task of striving for ever-improving quality. To quote Walt Disney, “Do what you do so well that those who see you do what you do are going to come back to see you do it again and tell others that they should see you do what you do.”
Today quality is a key to healthy relationships with home buyers. The benefits of a formal, written quality management system have been proven repeatedly. Visualize the quality you intend to produce in detail. Develop quality confirmation checklists based on that vision. Doing so generates a means for communicating your vision to employees and trade contractors. Moreover, you will also have a tool that helps everyone check their work and document any needed corrections. Yes, it takes a bit of time. You will find, however, that it takes less time than does a conflict with buyers or fixing errors. Further, the documentation creates objective information that can influence future design, purchasing, and hiring decisions.
Extend the quality management mind-set to processes. How should your staff answer the phone? Smile, be ready to write, include your name in the greeting. How are closings conducted? Buyers get a confirmation letter that includes the appointment time, preparation reminders, and a map; they are greeted warmly; offered a refreshment; and presented with the paperwork in a logical order. What standards have you set for conducting warranty inspections? Arrive on time, park in the street, review and note decision on each item, explain the repair process.
Visualizing your standards will undoubtedly lead to change. Change is challenging but inevitable if you are to survive in this competitive business. Or, to quote Charles Darwin, “It is not the strongest of the species that survives, nor the most intelligent; it is the one that is most adaptable to change.”
Often this means absorbing new information and learning new skills. As Eric Hoffer observed, “In times of change, the learners will inherit the Earth, while the knowers will find themselves beautifully equipped to deal with a world that no longer exists.” Professional growth requires a commitment of energy, time, and money. Set aside some time to expand your knowledge. Read a book, attend a seminar, take a class, or have lunch with an expert.
Along the way, take the advice of Byrd Baggett, who wrote in Satisfaction Guaranteed, “Ask your customers how you’re doing. Theirs are the only answers that matter.” Consider client reactions and when appropriate let them influence your product and procedures. Watch for subjects that home buyers need to be aware of from the beginning, focus on areas of your product and processes that need improvement, and identify subjects you should learn more about. And as to those difficult customers, keep them in their place. As Eric Hoffer said, “Rudeness is the weak man’s imitation of strength.” Don’t let them wear you down.
Carol Smith offers customer service assessment, consulting, and training programs for home builders. She can be reached at csmithhomeaddress@att.net.
