Just like customers do before hiring a drain cleaner, I do a little background research on companies that I am considering for a contractor profile. 

After looking over one company’s website, I clicked through to a couple reviews and saw a lower average rating than I was expecting. Granted, it was not one of the most popular reviewing sites and there were only about 20 reviews for this company. The first several were “five star” reviews so I was even more puzzled by the low average. 

Then I got to the reviews from early 2019 and found that three or four people had given one or two star reviews. I read through them, and saw that bad customer service wasn’t the problem — the company was getting publicly bashed for high prices. 

These complaints always baffle me. Most of the time you’re probably able to give customers a quote, or use flat-rate pricing. The cost is usually not a surprise. If they think your prices are too high, they are welcome to call around. It’s understandable that drain cleaning services are not what people want to spend their money on. But it’s important maintenance, and sometimes a genuine emergency, and people should value both your services and the investment they’re making in their home. 

Teaching customers about what you’re doing and why is important. For one thing, it can minimize those reviews focusing on things other than your service. A technician who is helpful, respectful and teaches the homeowner the reason for an inspection or why using a jetter is the best option even if it costs more will save you from a bad review and probably earn you repeat business.

Joe Leinhard, co-owner of Straight Flush Drain Services, profiled in this issue, focuses mainly on residential services, and has started doing sewer line inspections for real estate companies. “We tell new homeowners that drains are just like maintaining your car,” Lienhard says. “Knowing what material the pipe is made from tells them how much they will have to maintain the pipe. Clay pipes have more joints where roots can come in, for example. When you know those joints are there, you can systematically control the roots.”

Comparing drain work to basic vehicle maintenance is something most customers will understand. Of course, there will be those people who want the cheapest oil change too, and go as long as they can before getting their car serviced, but explaining the reasoning behind it goes a long way in softening the blow of a big drain cleaning bill. 

Then encourage those educated, satisfied customers to leave you a good review. If a few disgruntled people still end up leaving you a bad review, my advice is to take a deep breath and politely respond as best you can. Ask what you can do better, explain your pricing and the value you provide, and do whatever you can to make it right. 

I’m not advocating for refunds or suggesting you lower your prices when I say “make it right.” But as a consumer, a few bad reviews don’t bother me if I see the company addressed them proactively, especially if there are only a few unhappy people. But when several bad reviews go ignored, the company’s commitment to good customer service can come into question. 

There will always be people you can’t please no matter what you do, but taking the extra steps to educate customers and make them feel respected will go a long way.

I hope you enjoy this month’s issue.