This story appears in the
April 2006 issue of
Entrepreneur.
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Bowa Builders
Inc., a large-scale residential construction firm in McLean,
Virginia, isn't big on advertising. Instead, the company--which
had 2005 sales of about $38 million--has found that its best
marketers are its 90 employees, who deliver on the company's
pledge of "heroic customer service."
Co-founders Josh Baker and Larry Weinberg, both 42, make sure
employees take the commitment seriously. They only hire builders
who enjoy interacting with clients. Then, they reinforce the
message during a new hire's orientation and through internal
newsletters, performance reviews, and quarterly awards for those
demonstrating good customer service and other core company values
like integrity.
Today, 90 percent of business comes from repeat customers or
referrals. "People are shocked when they're talking to a
friend who says what a great experience they've had with a
remodeler," says Weinberg. "It really differentiates
us."