How Digital Marketing Transformed His Business
How Digital Marketing Transformed His Business
Why is it important not to become complacent in business operations?
I have to give credit to my dad. What he built when he started the company is remarkable, especially in today’s world. There are a lot of big players in our industry, both those doing what we do and the manufacturers, and he overcame a lot to get us to where we are today. He deserves recognition for that. I’m not satisfied with where we are now, though. If you're satisfied, someone else in your industry isn’t—they're improving every day. I need to make sure I’m doing everything I can to stay ahead, so the competition doesn’t catch up.
How can personal family legacy motivate business growth and success?
A lot of my motivation comes from watching my dad build the company when I was young. He started with an old Lays potato chip truck that he stocked with fittings and hoses, bringing me along to job sites. I would sit in the back of the van while he worked on machines and made hoses. Seeing him do that and build something from nothing drives me—I don’t want to let him down, nor my brother or mom. While I don’t have children yet, I want to give my future kids what my parents gave me: a great childhood with nothing to worry about. I want to leave that legacy for them.
What marketing strategies help reach new customers?
The biggest change we've made since I joined the business is marketing. Before, when my dad ran things, there was no marketing—everything was through word of mouth, which is great. It’s wonderful to have your customers recommending you. But once we started using SEO and Facebook ads, we unlocked a whole new group of people who had never heard of us before. Implementing marketing was a real game-changer for us.
How should businesses handle vendor price increases?
When we first took over the company, we were new entrepreneurs and naturally made some mistakes. One of those was absorbing price increases from our vendors instead of passing the costs on to our customers. Eventually, we realized that our cash flow was suffering, and we were struggling to pay employees. After evaluating the issue, we recognized that we simply weren’t charging enough. While it may seem like a good idea to absorb costs to keep customers happy, in the long run, you have to do what’s best for your business. If you're providing a good service, customers will understand the need for price adjustments. Looking back, it was a mistake, but we learned a valuable lesson, and now we know how to handle it moving forward.
How should business owners handle mistakes to maintain customer trust?
It depends on the decision. For example, if one of my mobile technicians makes a mistake, like the other week when one of our best customers had an issue with a Bobcat hose repair, I handle it directly. In this case, the technician didn’t use a backing wrench and accidentally damaged a steel tube. Some businesses in our industry might deny responsibility, but I believe you have to stand behind your work and your team. It might hurt financially in the short term, but maintaining that relationship will pay off in the long run.
For bigger decisions, like new business ideas, I sit down with my parents and brother to discuss the pros and cons. Together, we create a game plan to make the best decision for all of us.
*This interview has been edited and condensed for clarity.*
