Defining Your Target Audience and Service Area as a Business: An Example from the Garage Door Repair Business

Written by Nick McGregor. Posted in About Our Garage Door Company in Plano, TX, Garage Door Service Area, Types of Garage Door Repair in Plano, TX

It seems pretty easy.  If a customer calls, you take care of their needs.  However, learning which customer is right for your business can take your company to the next level.

If we, at Plano Overhead Garage Door, were to accept every customer that called in, we would actually be doing them a DIS-service.  It is extremely important to realize that ethical business practice includes the ability to pass certain customers on to your competitors that can better suit their needs over time.  Thinking in the best interest of your customers will reflect on fundamental ethics at the core of your business model, especially in regards to the service and repair industry.  The best example for our business is the fact that we refer an average of 5 to 10 Commercial jobs to a local company in Plano.  We know that he is better suited for our customers’ needs, and we know that Commercial jobs are not our bread-and-butter (or our cup of tea).

 

Garage Door Repair Customers

Realize Your Customer Base

If the bulk of your customers are in a certain area, or if you tend to get a lot of quality business in certain areas, you might consider this to be your customer base.  The needs of your customers absolutely must line up with the abilities of your garage door repair company.  If you are best at installing residential garage doors, make sure that you accept and target a customer base that reflects your capabilities.  If you can get the best prices on retail parts in your area, cater to retail customers and consider opening up a storefront.  Defining your target audience, and aligning yourself with your customer base is extremely important.

 

Garage Door Repair Opportunity

Opportunity Cost

Two one hour jobs within your defined service area can be much more profitable than one two hour job outside your service area.  It can be tempting to take that big job that’s 30 miles away, but consider the fact that the demand for services is extremely volatile.  Choosing to chase a job off the beaten path to keep your guys busy is a great way to end up with nobody around once the phones start ringing off the hook.  Evaluate what you will be giving up in order to achieve a specific task, and whether it makes since to do one thing versus the potential gains from another.  All this being said, it’s worth noting that a bird in the hand is worth two in the bush.  There is a very complex methodology to the balance between keeping technicians busy, but leaving just enough room for incoming business.  The companies that last are the ones that have learned to keep their technicians busy all day, while not having to turn down their bread-and-butter customers.

 

Garage Door Repair Customer Service

Be Considerate to Your Customer

Many start-up companies have a hard time turning away customers that aren’t within their customer base.  It has taken almost 40 years for us at Plano Overhead Garage Door to expand to a service area of roughly 500 square miles, and we have 8 full-time service technicians.  Our company has stayed true to it’s roots and referred jobs from outside our service area or expertise to other companies since day 1.  If you cannot provide reliable service to a customer the same day that they request it, then you shouldn’t be greedy.  Same day service is something that has kept us in business, as well as the ability to address warranty issues within a few hours of initial calls- regardless of how busy our phones may be.  If you don’t leave room to schedule repairs of broken garage door springs, your customers will likely be trapped in their garage and be forced to call other companies.  Certain garage door repair jobs just cannot wait.  Be flattered and grateful that these customers chose your company, but remember to do what’s right for the customer- not just yourself.  You can either equip yourself to be available at all times with proper staffing, preparation, scheduling, efficiency, and so on; or choose to allow your competitors to capture a portion of your potential revenue.

 

Garage Door Repair Costs

Evaluate Your Costs

How much are you willing to spend to acquire certain customers?  How much excess cost would be associated with expanding your average job by 5 miles?  Is it worth the cost of gas, materials, human capital, wages, time, and effort?  Does it make sense to go after those customers that are outside your target service area?  What type of jobs and associated costs are involved with different types of customers, or different cities?

 

Garage Door Repair Competitor

Consider Your Competitors

How competitive is the region in which your customers are coming from?  If you grow in a particular area, are you likely to get snuffed out by a larger competitor?  Is there any advantage to supplying your competitor with customers that you can refer to them in order to concentrate your own efforts?

 

Garage Door Repair Service Area

Draw it Out

Put it on paper.  Draw a line.  If you don’t have a defined service area, it can become tricky when it comes to communication within your company.  There is nothing worse that promising a customer your services, only to tell them down the road that you cannot take care of what they have asked from you.

From our experience….draw the line in pencil.  Business is an ecosystem, always evolving.

 

Call Plano Overhead Garage Door with any garage door repair needs in the Allen, Frisco, Garland, Plano, Murphy, Richardson, Wylie, Dallas, McKinney, or surrounding North Dallas areas.    972-422-1695

By Nick McGregor

 

plano door logo Plano Overhead Garage Door
1100 N. Central Expy Suite #A
Plano, Texas 75074

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972-422-1695

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Testimonials

  • September 23, 2016:

    "We've used Plano Overhead many times since the late 1990's and have been pleased every time!"


    -Sally R.    Plano, TX
  • September 7, 1987:

    "Prompt, courteous, and took care of the job in a very professional manner.  The enthusiasm to do the job right was refreshing to say the least."

    -Jared F.    Richardson, TX
  • January 2, 2017:

    "The customer service of this company is great.  They go the extra mile to make things right.  Use this company.  They fix your problems correctly and have quick service too."

    -Richard S.    Dallas, TX
  • March 14, 1995:

    "Plano Overhead quickly diagnosed my problem, made the necessary repairs, and adjusted the door for proper operation.  All I can say is, again, thanks for the excellent service and very professional service personnel.  The cost was very reasonable as well!"

    -Lynn P.   McKinney, TX
  • December 4, 2006:

    "Great service! I couldn't be happier!  I'm just amazed that in today's hurry up, make a quick dollar and get out world, this kind of expert service and friendly attitude still exists.  I don't mind paying for this kind of service and attitude.  I'll never call anyone other than Plano Overhead!"

    -Steve S.   Wylie, TX
  • January 27, 2017:

    "My garage door spring broke this morning.  I had used Plano Overhead before and was really impressed with their customer service and the professionalism of their technicians.  They stand behind their work and their products.  I have always recommended them to people I know and will continue to do so!"

    -Mark Z.   Allen, TX
  • January 14, 2004:

    "Thank you for your timely and professional service and your reasonable prices!"

    -Emmett W.   Garland, TX
  • December 6, 1993:

    "As a small business owner myself, I would like to commend your company for taking the extra step many business fail to take these days. Please feel free to add me to your list of references."

    Johnathan T.    Plano, TX
  • March 12, 2011:

    "Great service, great price, great company."

    -Chris H.    Plano, TX
  • August 13, 2006:

    "I cannot believe I got a Thank You Note from you guys!  Your promptness, courtesy, sympathy, and efficiency all made my situation a little easier."

    Richard W.   Murphy, TX
  • June 27, 2013:

    "The entire process was fantastic.  I walked into their showroom, and a representative was more than ready to help!"

    -Tony B.    Plano, TX
  • February 23, 2017:

    "Technician arrived on time on very short notice.  He worked efficiently and completed work in about one hour.  He even took time to answer questions and go over the work!"

    -Viadhe T.    Carrolton, TX
  • May 7, 2014:

    "Everyone from the technicians to the receptionists are always so pleasant to deal with.  You will not be disappointed with this company!"

    -Betsy Y.    Allen, TX
  • May 30, 2015:

    "Service was great, very professional and helpful!"

    -Steve J.    Frisco, TX
  • August 8, 1997:

    "I appreciate the fast service.  It's great to find a company I can rely on.  I'll recommend you every chance I get!"

    Stephany R.   Richardson, TX
  • January 5, 2012:

    "It is great to find a local company that you can depend upon.  I will definitely recommend your company to others who may have problems with their garage door."

    -Christina L.     Allen, TX
  • October 31, 2014:

    "About as good an experience as you can get, the installer was professional about his business, showed up on time, and completed the job in the time estimated."

    -Mark M.     Frisco, TX
  • August 19, 2014:

    "Plano Overhead Garage Door runs their business the way consumers wish all businesses were run.  They are simply a premier service provider."

    -Arlene M.    Plano, TX
  • January 6, 2017:

    "Scheduling was very responsive both via email and over the phone.  They were very professional and timely during the install, and even programmed my vehicles to the garage door opener before leaving.  I will continue to hire Plano Overhead Door in result of my experience today and will highly recommend them to my neighbors!"

    -Jon M.    Plano, TX
  • June 17, 2014:

    "Punctual, knowledgeable, and fast."

    -Dawn H.    Richardson, TX
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