Case Study

Listening Comes First

Collen Bowen and his brother Cory started in the foundation repair business with one small truck, subcontracting repairs from other companies. Today their corporation, Bowen Foundation Inc., operates ten trucks, employs fifteen people, and owns the company building. Bowen Foundation flourishes because the company culture values building and maintaining client relationships.

Foundation repair is a growth industry; theres always a need. We decided to go into business for ourselves because we felt we could provide better service. We looked at competitors websites and asked them to quote for work. We analyzed their sales and estimate presentations and their proposed materials and warranties: we knew we could do a better job.

Collen equates business success with specific interpersonal skills: Listening comes first. Customers must feel confident that I understand and will solve the problem. Our business is not the same as home renovation or landscaping, where people can look forward to esthetically pleasing results. I am very aware that our customers would rather not spend their money on a home repair; therefore, I must listen empathetically, to ensure that we give the customer the optimum solution. I follow up on every job, and ask for feedback to ensure that customers feel their money has been well spent.

Collen considers every contact to be a networking opportunity: Paying attention, listening to people: you establish a network for all your business needs, and you become a contact for others. For example, I met Mike Holmes while subcontracting a job; then Mike saw the quality of our work: next thing, Bowen Repair Foundation is featured on Holmes on Homes, and now on his new show.

Collen left school in Grade 10. When he was 25, he returned as a mature student, earning a Business Marketing diploma. The college courses reinforced my lifetime experience: put people first; then you get the chance to do the quality job.

The most important business trademarks are being honest, keeping your word, and being on time. Sometimes, in the short term, being honest and keeping your word can translate into financial loss. For example, if I go to a potential customers house to quote on a job, and find a minor problem, I suggest an inexpensive solution. And some jobs may require more materials and additional labour than I anticipated in the quote. Long-term, however, keeping the trust pays off: the client becomes an advocate for our company, and refers us to family and friends.

And, of course, being on time demonstrates you value the customers time. Its the first, and lasting impression.

Assume that you utilized Bowen Foundations services to repair your home and were very happy that they found a simple, inexpensive solution to your problem and finished the work on time and to your satisfaction.

As your instructor directs: a. Write a letter to Collen, appreciating the companys service. Make up any details that you may require. b. Write a short testimonial that the company can include in its website. c. Write a status update for your Facebook page, praising the companys work and recommending it to your friends.