TAS Case Study: Timing Matters
Beer drinkers may not know that an answering service can affect the cost and quality of their favorite brews. Consider barley. Farmers must harvest the crop when the moisture content is just right.
Brewers will only accept the highest quality barleys for malting. If the moisture content is off or if the crop is damaged in any way, the crop is graded as “feed” barley.
For farmers, malting-grade barley brings a premium price, while feed-grade barley fetches a much lower amount. Equipment breakdowns delay harvest and can mean the difference between crops bringing a premium price or not.
Because malting barley is raised in relatively rural areas, parts for harvest equipment can be hard to find, especially on weekends.
Randy Hirning, owner of Hirning Equipment and Service, has capitalized on providing premium customer service to a market segment that has historically been underserved.
His strategy has paid off. His business has expanded from one store five years ago, to four, each in a different farm community.
“I know my customers, and they all know me. They work almost twenty-hour days during harvest. I know what an equipment failure means to their business.
“Having to wait until Monday for a part can make the difference between a profit and a loss on their barley crop for the year. Because we know each other, they would call me at home whenever they needed something. I used to have to go down to the shop and look to see if I had it in stock.”
“We upgraded to a computerized inventory system three years ago. That’s when we hired an answering service. Now, a real person answers our toll-free number 24-hours a day, seven days a week.
“If the customer knows what part he needs, the service can instantly tell him if we have it in stock. If we do, they call me or one of the store managers, and we meet the customer at the shop and get him back to work.”
Hirning’s business practice is revolutionary in his rural area. The availability of 24-hour, seven-day-a-week emergency service has been an important part of Hirning’s business growth.
“I had one woman drive 200 miles for a part one weekend, while her husband kept harvesting with an older piece of equipment,” he said. “Being there when you are needed builds a lot of loyalty.”
Read more in Peter Lyle DeHaan’s book The Profitable Answering Service.
With over three decades of industry experience, Peter is the publisher and editor-in-chief of TAS Trader, covering the telephone answering service industry.