You know that it takes longer than seven seconds to clear a clogged drain. But, did you know it only takes seven seconds to make a first impression? And once that seven second window closes, another one won’t open.
When servicing customers, there is only one chance to make a first impression, so you want it to be a good one. If a plumbing contractor greets a customer for the first time in a dirty uniform, or worse, no uniform at all, how does that reflect on the image of the business?
A customer may assume the business is less credible, and therefore never call again. In fact, a Harris Poll revealed that 81 percent of adults would be more likely to trust a home service professional wearing a uniform versus one who is not.
Importance of apparel
The saying goes, “Don’t judge a book by its cover,” but everyone does it anyway, including your customers. Harvard Business School social psychologist, Amy Cuddy, found that when people develop first impressions, they are primarily evaluating the trustworthiness and confidence of that individual.
This is reinforced by a recent Harris Poll conducted in November 2014 that found that 88 percent of U.S. adults said they would ask for identification before allowing a service professional not in uniform inside their home.
A well-defined apparel program will not only serve to enhance your brand, but also to make your customers feel more secure and confident about doing business with you.
In addition to making customers feel more secure, uniforms can also be an easy form of identification, particularly at larger commercial sites. As security has become heightened in recent years, most commercial properties, whether a new construction project or an established business, will require contractors to show multiple forms of identification. A uniform program helps to distinguish plumbing service contractors from trespassers, putting customers at ease.
An apparel program also lets you make a statement about your brand. Too often, employees who don’t have access to an apparel program may gravitate to items in their closet that are already soiled, so they don’t ruin a nice shirt when they go to work. Other businesses may offer recommendations for employee workwear (e.g. a blue shirt and khaki pants), which can lead to an overall inconsistency of image and apparel that becomes worn over time.
Employees may think that uniforms aren’t as comfortable as their own clothes, but long gone are the days of heavily starched, uncomfortable uniforms. Plumbing requires a lot of physical exertion, and options exist that keep workers comfortable and cool.
A well-uniformed employee has the power to elevate the company’s brand by portraying a consistently clean, reliable and professional image to customers. Customers are much more likely to remember a service technician’s appearance than his/her plumbing skills after the call.
The 2014 Harris Poll found that 72 percent of respondents would be more likely to trust a home service professional wearing a clean, un-wrinkled uniform than a professional wearing a dirty, wrinkled uniform. Additionally, uniform programs increase morale, because workers feel that the business is investing in them and their image.
Renting vs. wash and wear
The decision to either purchase uniforms or rent from a uniform provider can be a challenging one that is determined by a number of factors, including job function, employee turnover and image.
Purchasing plumbing employee uniforms makes each employee responsible for their own uniform, including laundering, care, repair and/or replacement. However, not every employee will care for his or her garments in the same way.
Further, frequent exposure to sewage, dirt and grime are likely to result in stains that can make plumbing contractors appear less than professional.
In order to protect that investment and ensure a consistent sharp image and brand, many plumbing businesses use uniform rental programs. With a rental program, the uniform provider picks up soiled garments on a weekly basis to inspect and launder the uniforms.
Each employee is provided with a set of clean uniforms for the week, ensuring they always look their best. The rental provider will also repair or replace any garments damaged from normal wear and tear.
This is an ideal option for plumbing employees with highly physical jobs, such as fixing broken sump pumps, repairing cracked pipes and digging up tree roots.
Keep up with trends
Before you start thinking that implementing a “uniform” program means putting your staff in stiff, itchy work shirts and uncomfortable pants, think again.
A reputable apparel provider will offer a variety of garments that are comfortable, breathable and perform well day after day, keeping pace with changes in fashion and fabric technology.
When developing an apparel program, consider the following uniform design trends:
- Enhanced breathability: Improvements in fabric technology such as moisture-wicking controls have greatly enhanced the breathability and wearability of employee uniforms. This allows everyone to be in a similar, professional style – from the person providing customer estimates to the technicians performing the work.
- Better fabrics: Advances in apparel technology have enabled manufacturers to create garments with fast-drying, soil-release and moisture-wicking capabilities — perfect for plumbing contractors. Newer fabrics wash better, wear better and snag less.
- Smaller logos: More plumbing businesses are embracing uniform programs as a way to extend their brand, using color and style to promote their business rather than oversized logo t-shirts.
- Tailored fits: One size does not always fit all. Better fitting apparel makes plumbers look and feel better. By working with an apparel provider that offers fitting services and a wide range of fit and size options, including women's apparel, plumbing businesses can enhance their overall image.
- Increased functionality: Today’s uniforms include retail patterns with roomier cuts, moisture-control fabrics and larger pockets for pipe wrenches, PVC cutters and pliers; all that bring increased functionality to workplace garments.
When selecting a uniform provider, it’s important to look for companies that provide a wide range of options, including retail-inspired designs and those that offer exceptional comfort to enhance worker productivity. Uniforms should also be individually fit for each employee to ensure the right look and fit.
Image as opportunity
No matter the market, owners and operators of plumbing businesses are continually looking for ways to create a competitive advantage. From search engine optimization to customer satisfaction surveys, you likely have a number of programs in place to attract and retain customers. However, the image of your business might be another opportunity to differentiate yourself from the competition.
As you think about your brand, ask how your employees reflect that brand. Do they showcase the professionalism, integrity and commitment to service that is central to your company culture? What type of first impression do they leave with your customers?
The next time a customer calls, make sure you are showcasing the best possible image so she calls you when she needs service again. After all, you don’t want to flush your reputation down the drain.
John Rudy is a Senior Marketing and Strategy Manager for Cintas Corporation, the world’s largest industrial laundry provider and North America’s largest professional uniform provider.