By: Diana Herzan | February 09, 2018

Multiple factors will influence a customer's decision to hire a service professional
"Hmmm... this company seems like they know what they are talking about."

There are typically many factors that will influence a customer’s decision to hire a service professional. With choices galore in many service categories, customers have a lot to consider. It is rare a first encounter or touch point with a business will be enough for most consumers to sign on anyone’s dotted line. The hiring process, or better stated, “hiring journey” requires several steps and the satisfaction of several needs before most homeowners will be comfortable enough to give a company their absolute “YES.”

We like to keep our fingers on the pulse of what makes consumers take action, so we ask them about it on our Customer Review Forms. Every time a customer completes a Review for a business that works with The Service Guide, we also gather extra insightful information from our Reviewers about where they discovered the business they are reviewing and what influences affected their choices to hire them. Like everything else we do, we track this information and would like to share our 2017 results with you. The information is always interesting. For business owners, it is enlightening to learn the hiring paths that finally get their customers to that almighty, “YES!”

Below are 21 influencing factors we list on our Review Form. A few may seem redundant or closely related to another. This is deliberate, as not everyone thinks or rates things the same way. The question on the form asks simply, “What made you choose this company / service provider?” It provides a “check all that apply” answer format. Most of our Review Forms show at least two, but an average of four factors that impacted the final decisions to hire.

Try and rank these 21 customer
influencers into 4 groups. Then
compare to our 2017 results.
 an ad
gut feelings felt right
 availabilityhad right credentials
 comfort level
have hired previously
company's reputation
 have seen quality of work
company's website
initial contact with company was positive
 reviews on this company
educational information from company
 knowledgeable salesperson
 experience location warranties

Before you go the reveal page, see if you can guess what factors pushed customers over the fence in 2017. Which of these do you think impacted our reviewers the most? To keep things simple to assess, we have grouped the 21 influencers into four groups. With our results, several ties occurred, and several others were very close. Grouping them into four groups seemed like a simple way to show where each influencer fell and still effectively illustrate a ranking of importance to our reviewers. Group your list into a 5-star, a 4-star, a 3-star, or a 2-star group. Compare your list with our 2017 influencers!


Do you think your employees / team members would define TRUST similarly to the way you would?  We asked 250 small businesses the same question and put them to the test!

Category: Uncategorized 



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