Six Facebook Fallacies

Since I run the social media of W.L. May including Facebook, Twitter, and Google+, I have had conversations with a variety of people and have seen a variety of examples of Facebook usage. I also spend a lot of time and energy trying to keep current what the "internet gurus" recommend as best practices. In the course of all that, I have heard a few fallacies about using Facebook and today I would like to take a look at those with you.

1. Nobody cares what I had for lunch.

It amazes me that some folks STILL think this is all that social media is for. Oh sure, there is plenty of "food porn" out there if that is your thing, but Facebook is used for so many other kinds of messages. Facebook can be a tool to augment your advertising, increase your standing in the community, and develop a relationship with your clientele. It takes some work to be effective, but many service companies have seen some positive results.

2. Everything I post shows up on the timelines of those who have "liked" me.

This was a true statement when Facebook was a new service. As Facebook grew, people began to have trouble with too many posts on their page. To help weed through the clutter, Facebook created a math program that looks at the subject matter of the post, the types of media it contains and who posted it. They then compare that to how each person who "liked" you uses Facebook. How much the writer and reader interact, what kinds of materials (links, pictures, videos, etc) that the reader generally "likes" or "shares", and how old the post is. These things all affect what you see on your Facebook timeline, but more importantly, they affect what your followers see. The formula, known as "edgerank" is complicated, but if you use Facebook, it is worth trying to understand and work with it otherwise your posts might not be seen by as many people as you would like.

3. All you need to do is create a Facebook page.

Some businesses have managed to create a basic Facebook page, but they haven't used it. Sometimes they haven't even filled in their contact information and hours. That information can help you potential clients know more about your service, before calling you. It can also help them to know what phone number you can be reached at. Also, this is a great way to develop rapport with consumers in your area. That can lead to better profits for your business. My point, for social media to help your business you need to be participating regularly.

4. Facebook is a great place to discuss politics and to spread my faith.

This is one I see all too often. There is nothing wrong with having strong opinions on religion and politics. Most people who are paying attention to those things do. That is exactly why you should probably avoid those subjects in social media when you are representing your company. Don't be afraid to be yourself, you DO want to let your personality show through, one of the strengths of social media like Facebook is that it helps to put a human face on your business. Remember though, because politics and religion do have such strong opinions on all sides, you are running a good chance of driving potential clients away from you if they come from a different viewpoint. Stay out of the fray when you are representing your business.

5. If I post a lot of sale prices it will drive business to my door.

Some companies do a great job of setting up a page. They post regularly. Their posts, however, are a never ending litany of specials and sales prices. This works against them in 2 ways. It doesn't do anything to help develop rapport with the people in their community, which is the strength of using Facebook as a marketing tool. In addition, those types of post typically get fairly few "shares" or "likes" which moves the poster further down the edgerank ratings and limits the likelihood that future posts will be seen by their intended audience. Try, instead, to offer value to your customers by providing them with interesting and relevant posts.

6. If I buy some "likes" it will let me reach more people.

After using Facebook a while, you will notice that not everything you post reaches all of your intended readers. If you have been trying to figure out how to improve the number of contacts your posts reach you will likely start to look into how edgerank works. At that point, it might seem like a logical thing to try and get more people to "like" your page. That DOES help your edgerank rating IF the people who like your page are actually interacting with it. There are services out there that will, for a fee, get more people to "like" your page. The problem with this that they will get you a lot of disengaged followers that really wont help your cause. There is reason to believe that using the Facebook promoted post program suffers from the same drawback. The following video explains the problem better than I likely could.



The challenge as well as the beauty of Facebook and social media in general is that it is so new that the rule book is still being written. Because of that, you may have some great ideas for reaching out to your customers that we have not discussed. Good luck with your Facebook and social media plans, have fun and stay social!

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Are you a Gold Medal Servicer? Part 2

Being the best can be more than just a dream

In anticipation of this winters Olympic Games, yesterday we challenged you to prove to yourself that you are gold medal service company. If you haven't read that post, you might want to review it before reading today's post. In it, we discussed how the medallists answer a call, and how they show up to a clients home. Today we talk about the actual repair and follow through. Is your company "going for the gold" or are you more likely to experience "the agony of defeat"?

Performing The Repair:

 A tidy tool kit makes a good impression

Gold Medal:

The servicer sets up his work by opening up a briefcase filled with several appliance maintenance products attractively laid out. His tools are well organized and in order. Laying out a drop cloth to catch any spills, he gets to work. He recognizes the problem with the machine and has a factory OEM part to complete the job. He does his work quickly and thoroughly. When the client asks about the maintenance items in the briefcase he points out a few items that could be used on the clients appliances. The client is grateful to have those items readily available and purchases a few items from the briefcase, not all of which apply to the machine that caused the complaint in the first place.

Silver Medal:

The servicer lays down a drop cloth and opens his clean and organized tool box. He recognizes the problem with the appliance and does a quick thorough repair ising the OEM parts that he brought with him. He notices that the appliance he working on would benefit from some regular maintenance and he suggests a few maintenance items that he has in his service vehicle. The client is grateful for the suggestion and purchases the maintenance items mentioned.

Bronze Medal:

The servicer lays down a drop cloth. Opening his clean, but well worn, tool case. He looks at the problem. Recognizing that the part needed was not an inexpensive one he tells the customer that he will have to order the part and come back to finish the call in two days, after the part comes in from his order. He does arrive back as promised and completes the job. The client asks about cleaning products for his appliance and the servicer says he would be happy to order that for them. He does so and a few days later delivers the accessory to the client as promised.

Non-Medallist:

The servicer opens his toolbox. it is a chaotic mess in there. After poking around in it he finds the tools he needs and gets to work. At first he is stumped by the problem but after making a few calls he seems to have figured it out. He then informs the client that the repair will be expensive, but he can order the parts in if the client really likes the machine and wants him to fix it. The client approves of the service work and the servicer says he will be out in a couple of days to finish the job. After about a week the client calls the servicer, who says that the part should be in tommorow and he will come out to put it in as soon as it comes in. After hanging up with the client, the servicer quickly calls in the part order he forgot to place last week. When the part comes in he quickly gets out to the clients home and completes the work. The client then asks about appliance cleaning products. The servicer suggests that the client can get most of those products from Home Depot or Walmart, if they really need them.

Didn't Make the Team:

The "servicer" opens his toolbox. It is a chaotic mess so he starts pulling out greasy tools and lays them on the clients counter top while he keeps digging until he finds what he is looking for in his toolbox. He opens up the appliance and bangs around inside for few minutes. Eventually he tells the client that he has figured out the problem and it would cost too much to do the repair IF he could even find the parts. He suggests the client just replace the appliance. When asked about accessory items, like cleaning products, he states that you could probably get those kinds of things from the big box stores. He also says that he doesn't use that stuff. He tells the client that he is a repairman and not a janitor. His closing shot is "those things are a rip off anyway". The client goes shopping for a new appliance. The used appliance store is happy because they got a machine that came in that looked great. Only thing wrong was needed a twenty dollar part replaced and then it was good as new.

Wrapping Up and Follow Through:

Payment by credit card offers convenience to your clients

Gold Medal:

After performing the repair the customer is presented with a printed out, orderly invoice that explains all the charges involved. The servicer gives the client a refrigerator magnet with his contact information on it. The servicer also takes the time answer the clients questions. The customer is given an option of payment types and pays by credit card. In a few days the client receives an email to follow up and make sure that the problem was resolved to the clients satisfaction.  He also welcomes the client to place a review of his service online. When that happens, the client is sent a thank you note for the positive review.

Silver Medal:

After completing the repair, the servicer explains the charges and presents the client with a readable hand written invoice on a printed invoice form. The servicer leaves behind a refrigerator magnet with contact information and encourages the client to call him if their are any problems with the repair. The client pays with a credit card. The servicer welcomes the client to rate his service work online.

Bronze Medal:

After completing the repair, the servicer presents his handwritten invoice on a printed invoice form. He hands the client his business card. When client asks to pay by credit card, the servicer relectuctantly does so after suggested to the customer that he generally prefers payment by check. No mention is made of a review.

Non-Medallist:

After finally completing the repair. A hand written invoice on a blank sheet of paper is given to the client. When the client offers their credit card to pay they are informed that only checks or cash will be accepted. The client then posts an online review mentioning the slow service time. The servicer replies to the review with an attack on the customer and their "unrealistic expectations".

Didn't Make the Team:

After persuading the client to replace the appliance, the "servicer" collects for his "diagnosis". He will only accept cash and provides no receipt. The client replaces their appliance and goes online to write a review about how badly appliances are made these days and how expensive it is to have a repairman come out just to look at the machine and to suggest replacement. The client never hires a repair person again, having been convinced that all appliances being made "these days" are "junk that aren't worth repairing."

As you can see from our examples, it isn't easy to "go for the gold". The companies that do are the companies that grow, hire new workers, and leave a steady stream of satisfied customers in their wake. If your company is going for the gold, you can prove it. At the ASTI (Appliance Service Technical Institute) in San Diego at the end of the month, they will be holding "The Most Professional Servicer" contest. Register for the contest before February 15 and you could win One Thousand dollars. We know that you will be at the ASTI because you recognize the importance of preparation and training. We look forward to seeing you there. In the meantime, enjoy the games and keep on going for the gold!

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Are you a Gold Medal Servicer? Part 1

Are You Providing Gold Medal Service?

The Olympic games begin this Friday in Sochi, Russia. I am sure that is not news to anyone at this point. Personally, I can say that I have been looking forward to the games since the closing ceremonies of the last Olympics. It is so inspiring to see excellence from around the world in sports that are both familiar and not so much so. At every Olympiad it seems there are a few Cinderella stories of athletes who surpassed all expectations. There are also always athletes who don't live up to the hopes invested in them.

Every day in the appliance service industry is sort of like an Olympic event. Just like in the Olympics, there are some servicers who will perform at the highest level and will earn the gold by providing the clients with top notch service and quality work. There are also those that will suffer "the agony of defeat". The differences between the two servicers might be minimal.  As we see in the Olympics, very slight differences can have a huge impact. One thing that remains consistent is that nobody even gets to the games with out training and preparation. Training and preparation also have an effect your service calls.

In this first of two posts we look at two out of four aspects of an average service call, and see how the medalists do things.


Scheduling the call:

Make sure you start things off right.

Gold Medal:

The client calls the service company. The phone is answered within three rings by a pleasant person who finds out the problem, the model and serial numbers, and the clients contact information. They are able to schedule the call at a convenient time for the client. They email the client with confirmation of their service time and photo of the tech who will be doing the work. They are also able to make sure that the tech going out to the job is armed with all the info he needs as well as the parts needed to handle the most likely causes of the complaint.

Silver Medal:

The client calls the service company. The phone is answered by a pleasant person who finds out the problem, the model and serial numbers, and the clients contact information. They are able to schedule the call for service within a reasonable time frame. They are also make sure that the tech going out to the job is is aware of the nature of the complaint and driving a stocked service vehicle. No special adjustments are made to his truck stock in regards to of the symptoms of the complaint.

Bronze Medal:

The client calls the service company. Answering machine takes the clients call. The client receives a return call within an hour at most. They are able to schedule the call within a reasonable time frame and servicer dispatched has several  common parts with him, in case that is the cause of the problem. Again, no adjustments are made based on the complaint.

Non-Medallist:

The client calls the service company. Answering machine takes the clients call. The client receives a return call that evening or the next day. Client schedules appointment for the next day at the servicers convenience . The client receives another call the next morning asking what the the problem with the machine is and asking how to get to the clients house.

Didn't make the team:

Client calls several times with no returned call. Finally someone answers the phone with,  "This is Joe (Or Hank or Mel-you get the picture, the names have been changed to protect the innocent)". After asking if they have reached the service company, "Joe" makes sure the client is aware of the fees to look at the problem. Advises the client that those repairs can be expensive so he will have to see what is wrong with the machine and then he will be able to quote the repair. The "servicer" stresses that even if he does no repair there will be a charge for the diagnosis-no exceptions!

Arriving At The Call:

It's the little things that can make a BIG difference

Gold Medal:

Prior to arriving at the clients home at the time that was scheduled, the servicer calls to let the client know he is on his way. This sets the client at ease that the stranger at the door is who he says he is. When the servicer arrives he is in a clean vehicle with attractive signage. He is dressed in a clean uniform, is clean and showered,  and he has even eaten a breath mint to make sure that his breath is sweet. He greets the client with a smile and reviews the complaint with the client to make sure nothing was lost in translation when the call was scheduled. Before entering the home, he puts on shoe covers with  no prompting from the client.

Silver Medal:

The servicer arrives in a clean vehicle with attractive signage. He has showered that day and is wearing a clean uniform. He greets the client with a smile, reviews the complaint and as he starts to enter the home, the client asks him if he would take off his shoes. He quickly offers to get a pair of shoe covers from his truck to protect the clients floor, which is all the client wanted.

Bronze Medal:

The servicer arrives in a clean vehicle and within a half hour of the scheduled time. He and his uniform are clean. He verifies what the compaint is and apologizes for being late. The clients asks if he could remove his shoes before entering the home to do the repairs and he does so.

Non-Medallist:

The servicer arrives within an hour of the scheduled time. He offers no apologies or explanations. His uniform is clean except for a bit of an oil spot on his shirt. When the client asks to remove his shoes, he complies but tells the client "when you smell these feet you will want me to put the shoes back on" or "I don't usually take off my shoes for a service call, but if you insist..."

Didn't Make the Team:

Eventually the servicer shows up after the client has waited for most of the day. He parks his beat up truck in the customers driveway. The truck has a small leak that the client will notice later. The "servicer" is dressed in a pair of hole-y jeans and his t-shirt has seen better days. When the client asks if he would remove his shoes, he acts offended at the suggestion that he is not good enough  to walk on the clients floor and flatly refuses to accommodate the request.

That wraps up the first two events in our "go for the gold" service call, as you can see it isn't easy to get the gold! Tomorrow, we will look at the parts of the call that happen after the servicer enters the home. We will also tell you how you can prove to others in our industry that you are gold medal service company, and make some money in the process. Join us then!

For more from education and entertainment from W.L. May Company click...HERE