Many drain cleaning companies find success by diversifying. Adding new services can be a great way to grow a business. But it doesn’t work for everyone, and it’s not the only way to grow or be more profitable.
Instead of looking to expand, examine what you do really well and find ways to get even better at it.
Some companies thrive as specialists. Offering fewer services, or taking on only certain types of jobs may seem limiting at first, but it allows you to develop strong skills in that area and really make a name for yourself. A reputation as an expert is a strong marketing tool, and one that gives customers confidence in hiring you.
Both companies featured in this month’s Cleaner profiles are specialists.
Savy & Sons, located in Amston, Connecticut, is a full-service business, but they focus almost exclusively on repairing and rehabilitating old infrastructure rather than new installations. There is no shortage of aging pipelines in New England, and the company has built a reputation for successfully taking on difficult restoration jobs.
“Our plan is to 100% laser focus on our current specialty services and be the best at them in the industry,” says owner Travis Savy. “We want to build a premium brand that is known for its top-quality and high-end work.” The need for pipe lining continues to grow and the company’s strategy of restoration is very appealing to customers.
Max Greenberg recognized the value of specialization too. He grew up in the plumbing industry, working for his father’s business. When he discovered pipe bursting some 20 years ago, his father was skeptical about bringing on a new service no one was familiar with. But Greenberg saw the potential and decided to start his own business. He invested in trenchless technology and subcontracted the work out to plumbers who didn’t have the equipment.
His business, The Trenchless Company, focused on “avoiding the dig.” Pipe bursting gained traction and the company was in demand. The singular focus allowed him to keep the company lean, and he could use the specialty to his advantage — marketing his expertise.
Specializing doesn’t mean you are exempt from having to adapt, however. Your business has to grow and change with the market, demand and new technology.
Greenberg’s reliance on subcontracting eventually needed to change. More companies saw the value of investing in their own trenchless pipe replacement equipment, so The Trenchless Company had to find a new way to get in front of customers. He found the solution in a new marketing strategy, going directly to property owners in the residential and commercial markets. His focus and expertise in trenchless work made it possible.
Specializing won’t be the answer to everything, but it can help you focus your energy and grow your reputation as an expert in the industry. Bigger isn’t always better.
I hope you enjoy this month’s issue.
