Price. The undeniable factor that looms large in every customer’s mind. But in today’s chaotic world, where everything seems unhinged, there’s an opportunity to leverage something far more powerful than just the bottom line: the human element.

Yes, price will always be the major consideration, especially in a world where economic uncertainty and inflation are making customers increasingly cost-conscious. But in a world that also feels increasingly impersonal and transactional, where automated responses and online interactions are the norm, customers crave something more: connection, trust and genuine human interaction. This is where your plumbing business can truly shine, differentiating itself not just on price, but on the quality of its people and the strength of its relationships.

The “World Gone Crazy” Advantage

Civility seems to be fading, customer service is often an afterthought, and finding reliable, trustworthy professionals feels like searching for a needle in a haystack. It’s a sentiment echoed across generations, a collective feeling that the basic tenets of respect, responsibility and genuine care are becoming increasingly rare.

This presents a unique and powerful opportunity for your plumbing business. By consciously cultivating a company culture rooted in professionalism, kindness and genuine care, you can differentiate yourself from the competition and build a loyal customer base that values more than just the lowest price. In a world where customers are often bombarded with negativity and impersonal service, your commitment to human values can be a powerful differentiator.

The Power of “Squared Away” People

Being squared away, in the modern sense, doesn’t necessarily mean the “straight edge” hair off the cuff, cleanly shaved high and tight image it used to be, not necessarily. Looking like a Viking seems to be the thing now — and that’s OK if that someone still is well-manicured, clean, polite and showing signs of being in control and having self-discipline.

Imagine a technician arriving at a customer’s home: not with a gruff demeanor and a rushed attitude, but with a warm smile, a clean-cut appearance and the ability to clearly explain the problem and potential solutions in plain, understandable language. This is a breath of fresh air for customers who are accustomed to rushed service, jargon-filled explanations and a general lack of personal touch.

Building a team of “squared away” individuals is absolutely essential for creating this kind of positive customer experience that transcends price. These are the people who possess not only technical skills but also the interpersonal qualities that foster trust and build lasting relationships.

Cultivating Your “A” Team: A Long-Term Investment

Here’s a more detailed look at how to cultivate your “A” team:

• Grow Your Own: Instead of constantly trying to poach experienced plumbers from competitors (which can be costly and often leads to a revolving door of employees), focus on hiring promising individuals who are early in their careers, but possess the core qualities you value. This is a “gut instinct” decision during the interview process.
• Invest in Training: Provide comprehensive training and mentorship programs to develop their technical skills and instill your company’s values. Create a culture of continuous learning, encouraging employees to expand their knowledge and stay up to date with the latest plumbing technologies and best practices.
• Empower and Challenge: Give your employees responsibilities that stretch their abilities, allowing them to grow and contribute meaningfully to the team. Encourage them to take ownership of their work and provide them with the autonomy and support they need to excel.
• Create a Positive Environment: Foster a supportive and collaborative work environment where employees feel valued, respected and appreciated. Celebrate successes, encourage open communication and provide opportunities for professional development.
• Reward and Recognize: Recognize and reward exceptional performance, going beyond just financial incentives. Acknowledge employees who go the extra mile, provide opportunities for advancement and create a culture where hard work and dedication are valued and celebrated.

Once you have a few “A” players on your team, you’ll start to notice a remarkable shift in your company culture. Momentum will build, and you’ll find that attracting other high-quality individuals becomes easier. “A” players want to work with other “A” players. They thrive in environments where excellence is valued, teamwork is encouraged and individual contributions are recognized.

This creates a virtuous cycle: as you attract more “A” players, your company’s reputation for quality and professionalism grows, attracting even more talented individuals. This upward spiral can transform your business from a struggling plumbing outfit to a sought-after powerhouse, known for its exceptional service and its commitment to excellence.

Weeding Out the Negativity: Protecting Your Culture

As your team grows, it’s crucial to remain vigilant and swiftly address any negative influences that threaten to disrupt your carefully cultivated culture. One bad apple can indeed spoil the bunch, creating a toxic environment that drags down morale, fuels negativity and ultimately impacts productivity and customer service.

Address problematic employees promptly and decisively. This might involve coaching, mentoring or providing additional training to help them improve. But if these efforts fail, don’t hesitate to make the tough decision to let them go. A cohesive team of positive, motivated individuals is essential for sustained success, and protecting your company culture is paramount.

The Power of Positivity: A Contagious Force

A team of “A” players creates a self-reinforcing cycle of positivity. They support each other, share knowledge and strive for excellence in every aspect of their work. This positive energy is contagious, extending beyond the walls of your company and reaching your customers. It creates a brand reputation that’s built on trust, reliability and exceptional service.

The Price of Peace of Mind: An Invaluable Commodity

While price will always be a factor in any customer’s decision-making process, it’s not the only factor. In today’s world, customers are increasingly willing to pay a premium for peace of mind. Knowing they can rely on a company with high moral values, skilled technicians who treat them with respect and a genuine commitment to customer satisfaction is invaluable. This is the true differentiator in today’s chaotic and often frustrating marketplace.

By building a company that prioritizes the human element, you create an experience that customers value and appreciate. They’re not just paying for a plumbing repair; they’re paying for the peace of mind that comes with knowing they’ve chosen a company they can trust.  

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Anthony Pacilla is a registered master plumber for McVehil Plumbing in Washington, Pennsylvania. He has over two decades of experience in the plumbing and HVAC trades and has a bachelor’s in business and economics from Thiel College.