From time to time we’ll have an unhappy client email us about our program not working. Usually it goes something like this:

“I’m mad. Your program isn’t working. We’re not making any money off your leads. Blah, blah, blah.”

Honestly, I used to get worked into a frenzy when this happened.

But now, our call tracking dashboard is so sophisticated I already know exactly how this is going to play out…

  1. We’re going to check his dashboard to see what’s going on.
  2. He’s going to have a crap-ton of Unanswered Calls.
  3. His Appointments Booked % is going to be horrendous.
  4. And our Support team has been warning about this for months.
  5. The End.

It’s crazy to me.

Our clients pay us thousands of dollars to make their phone ring…and then they don’t answer it.


As hard as it is to believe, I’ve seen some appliance repair owners let more than HALF their calls go unanswered. So of course they’re not making money.


But then we have other clients.

Clients that LOVE us. Clients that think we hung the moon and the stars.

Clients like Bob Tuck.

(By the way, consistently, month after month, Bob’s unanswered calls are between 2-3%. Some months it’s ZERO.)

Here’s a video of Bob talking about how AMAZING we are. (Not bragging if it’s true!)

The other day, Bob and I were discussing his campaigns, and I asked him how his CSR’s were so good at answering the phone….

Without hesitation, Bob said, “Because I train them to treat every call like it’s worth $7,500.”

My jaw dropped a little. “$7,500?”

Bob nodded and explained, “The Lifetime Value of a Customer for us is about $7,500. Because we do such a great job serving them, they call us again and again. They tell their friends and family. They leave us 5 star reviews on Google. They become a lifetime customer, because we treat them like a lifetime customer.”

I love working with clients like Bob. He gets it.


What is YOUR Lifetime Value of a Customer?

Is it $7,500? $5,000? Maybe $1,000?

Got a number in your head?

OK, now think about this:

Every time you miss a call, it’s costing you that much.

Every single missed call from a potential new customer is costing you $1,000, $5,000 or even $7,500.

But worse, not only are you LOSING that money but it’s going INTO your competition’s pocket.

So, why would anyone who wants to grow their business not answer every single call?

Well, here are the most common excuses we hear for not answering every call…


“I’m too busy to answer every call.”

That means you, the owner, are the bottleneck in your own company. You are the reason your company is not growing.

If you’re missing calls and you’re truly serious about growing your business, you need to hire someone to answer the phone. Every time it rings. Period.

This is what separates the Real Business Owners from the technicians in appliance repair.

A technician tries to do everything himself. He wears all the hats. Answers his own phone. Orders his own parts. His favorite saying is, “If you want it done right you have to do it yourself.” And he stays stuck year after year after year.

A Real Business Owner knows there’s somebody out there who can answer the phone better than he can. He leverages other people’s talent, gets out of his own way, and his business grows every single year.

If you want your business to grow, you need to fire yourself from phone duty and hire someone who can answer every call.

(And please don’t tell me you can’t afford it. If you had someone to answer the phone you’d make your investment back in a day.)


“I have people answering the phone, they just don’t get to every call.”

Still your fault. It’s your responsibility to make sure your employees do what they’re supposed to do. Do you need to fire them and find someone else? Do you need to provide better training? Do you need to motivate them more?

One of the most powerful business lessons I’ve ever learned was, “You get what you inspect, not what you expect.”

If you want to grow your business, you have to establish a standard of excellence and hold your team accountable.

Unanswered calls are simply unacceptable.

Remember, every call your employees miss is costing you $1,000, $5,000, maybe even $7,500.

If they don’t answer the phone, you will be out of business…and they will be out of a job. So get them answering every call.


 “It’s OK if we miss a call, they’ll call us back.”

No they won’t. This is only true if you have no competition. In the age of Amazon Prime and instant gratification, nobody will wait and call you back. You either answer their call, or they move on to your competition.


If the phone rings and you don’t answer it, you just lost $1,000, $5,000, or $7,500.


But now imagine how that number multiplies over time. What if you only miss 10 calls a month? If your average customer is worth $1,000 over their lifetime, that’s still $120,000 a year!

Makes you think about your marketing in a whole new light…

We’ve worked exclusively with appliance repair companies since 2012. This year, we’re on track to generate over 150,000 calls for our clients. We KNOW what works and what doesn’t.

So, we can confidently say that if you want to grow your business and put more trucks on the road…

Answer every call.

If you are not already working with ARM, and are ready to get serious about growing your appliance repair business, we would love to work with you!

We only work with one appliance repair company per city, please visit and fill out the form to find out if your city is still available.

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