Focus on Education to Secure Customers

You can have top-of-the-line equipment and plenty of skill and expertise. But if customers aren’t even aware of what you can do for them — or just misinformed — all of that doesn’t matter. Sometimes customer education needs to be the first priority.“It’s the first step we need to do before we can actually work, because human nature is what it is. People do things they’re comfortable with,” says Todd Grafenauer of the important role up-front education has played in growing the trenchless service offerings of his company, Murphy Pipeline. “Why are there communities that only do opencut? Because that’s