In business, when needs are consistently met – such as having a packed schedule, skilled teams, and profits on track – it can lead to a sense of complacency, making companies feel too comfortable or “content.” This is a common trend I observe across various industries, not just ours.
“Fat and Happy” – It’s not what you might think, I promise! (Although, I’ll admit, after a cruise, I do feel a bit “fat and happy” myself—but that’s a different story!) So, what does “fat and happy” really mean? How does it relate to the pavement maintenance industry? And have you ever experienced it within your company?
A “Fat and Happy” Example There’s a Hilton I stay at regularly near Chicago O’Hare Airport that has become exactly that way. I’m pretty sure that they can sell out every night without much effort—thanks to airline crew rooms, stranded passengers, and business travelers. This hotel has no trouble staying fully booked.
But what happens when they don’t have to put in the effort to attract customers? Over the years, I’ve noticed a decline in the service quality, the cleanliness of the property, and the overall maintenance—it’s clear they don’t have to work hard to fill the rooms. This is a common occurrence across many industries, including healthcare, where professionals become complacent due to high demand.
This type of complacency can be detrimental, especially for small businesses. I’ve personally witnessed business failures by owners who were once at the top of their game but grew too comfortable. Often, uncontrolled growth or a lack of focus on ongoing effort leads to failure, as they stop actively working for their business.
A Solution to “Fat and Happy” This provides an important lesson for us in the pavement industry: don’t fall into the trap of becoming complacent. Regardless of how full your schedule or workload is, it’s crucial to treat every customer or potential client with the respect they deserve. This doesn’t mean you have to accept every job that comes your way, but simply responding respectfully—even if you need to decline a bid—can make a huge difference.
In my business, we often fill our schedule early in the season, which is a great problem to have. However, the phone keeps ringing, and I always make it a point to respond—even if I can’t take on the work at that time. I might refer the customer to another reputable contractor or suggest they contact us later. This approach has consistently paid off, as many of these customers come back to us when they can, or recommend us to others.
When I refer work to other contractors, they typically remember the favor and eventually refer business back to me. I like to call this the “circle of friends.” By helping one another and prioritizing customer satisfaction, we all win.
Another example: I have competitors who rely heavily on online advertising to generate leads for their large team of estimators. They book jobs fast, but when their schedule fills up, they simply stop responding to calls. This leads to a lot of frustrated customers. It’s a common practice, but one that can damage a company’s reputation.
Build Your Customer Base Our approach is simple and effective: answer the phone and return all calls. If we’re booked, we politely decline or suggest an alternative. By respecting the caller’s time and providing a quick, courteous response, we have the chance to win them over as a loyal client who likely won’t return to a competitor who ignored their call.
Sure, it takes a bit more effort, but every interaction—whether or not we can take the job—is an opportunity to strengthen our customer base. So, avoid letting your business become complacent. Return calls, build a “circle of friends,” and continue growing your business!
