There’s a lot of talk in our industry about becoming certified, and there are lots of different options: state certifications, sales certifications, industry certifications, even company certifications. While some of these may be necessary for doing business in a particular area, most are optional. With all you’ve got to juggle in your business, why bother with all this certification ballyhoo? Can it really make a difference?
I think it can.
As a groundwater contractor, you do work that most people don’t think about. The general public doesn’t have an understanding of what you do from day to day, or what makes you good at it. In fact, most people probably don’t care until they’re out of water and need a service call. At that point, they probably head to the Yellow Pages and start dialing.
If you’ve got certification credentials, advertise them. Put them in your Yellow Pages listing. Have them printed on your business cards. Emblazon them on your service vehicles. Why? Because they make you different from everyone else; they help you stand out among your competitors. If the general public doesn’t know much about the water systems business, any additional information you give them to help make a decision about whom to call will be much appreciated.
Think about it. You may not be able to tell one accountant from another, but I’ll bet you’ll call someone with CPA after his name before someone without. Your internist may be an MD like any other, but if you see accreditation from the AMA, AARP, or anywhere else, you’ll feel better about him—even if you don’t know what the accreditation entails. You get the point.
I don’t care which certification you espouse; that’s up to you. Check them all out, learn the framework of each program, see which one will best help you SELL YOURSELF. Set yourself apart. That’s what it’s all about.
Note: Tammy Davis, Director of Corporate Communications at Franklin Electric, provided this week’s post as a guest blogger.