Old-line industry, new-line communications
RME prides itself on its communication efforts, and on making that communication
a two-way deal. It solicits feedback from customers, asking how it can improve
service to make a difference in customers' lives. And it gives out information
in turn, with a company newsletter that brings people up to speed for modern
times in an antiquated industry.
Roberts' manufacturer suppliers are also part of the loop, getting a
monthly pipeline report, originated by Roberts, so they know what's coming
down the roadvery beneficial information. In return, Roberts makes
sure that engineers have access to the latest in manufacturer training,
becoming a trusted resource and assuring that its products are properly
applied and installed. Service technicians can also benefit from a full
array of educational opportunities. RME partners with
the region's finest service companies to make sure its products deliver,
and all of its educational opportunities are included on the company Web
site at www.robertsmech.com.
Leading-edge service
In fact, that site is one of the firm's strongest assets, and that is
because of the participation of Gene Roberts, son of founder Grant Roberts
Sr. and the man who introduced voice- over IP phone systems into the Cleveland
corporate community.
"We've benefited from having my brother so handy," says Grant
Roberts, Jr., president. Grant assures that Roberts Mechanical stays ahead
of the curve when it comes to letting customers know what is going on. "With
one click of a mouse, engineers can find anything they needboilers,
specs and drawings," says Roberts. The site also helps contractors
and others access, research and request pricing for Roberts' complete line
of parts. Soon, ordering can be done easily online, with ultra-quick response
to reduce downtime.
"The old way of thinking was to make customers call you to get information.
Hoard it," says Grant Jr. But while some have said that sharing this
information played into the hands of their competitors, the Roberts family
knows that all of this information is out there somewhere, and they are
happy to serve as the industry's best source to provide an educated mechanical
solution. BXM
A family affair
Grant Roberts, Sr., and his son Grant both worked for the same agency
representing commercial and industrial boilers. But when the firm's service
department closed down, Grant Sr. decided to go out on his own, while his
son remained behind in a sales position, his own passion. "Service
was my dad's life. He was a service guy head to toe," says Roberts.
"He could not sit behind a desk."
The new business, Roberts Mechanical Equipment, added personnel, and
the two firms worked closely together, one selling, one servicing. After
a few years of success, however, Grant Roberts Sr. died, at the age of 57,
threatening the continuation of the family business.
"I had to make my decision," says Roberts, and he didleaving
his old job just a year ago to head up the family company. His mom, Joyce,
who had been serving as controller with his brother's Voice over Internet
Provider firm, also came on to the Roberts organization, partly as a way
of helping realize her late husband's dream. She is an owner of the firm
and its controller, while Grant Jr. serves as president.
Brother Gene, developer of The Cleveland Solutions Group, is also a player.
A principal in a firm in the telecommunications industry, he devotes the
rest of his time to serving as CFO of Roberts Mechanical and brings his
technological expertise to bear on the firm's communications efforts.
The two brought the firm to status as a full-service organization, offering
a full range of boilers from many manufacturers so it could meet any need.
"The manufacturers called us, we didn't call them," says Roberts.
"We have a solid relationship with our manufacturers and are respected
as industry leaders."
What had been a three-person staff grew to nine, and $250,000 in business
into $2 million, in under a year, with payroll quadrupling. Last fall, the
firm bought and renovated a headquarters in Garfield Hts., a regional center
that makes it easy to pick up parts or attend training. An expansion is
looming, as the workforce is already outgrowing its new offices.
"This is an exciting story, and a unique one," says Roberts,"
and it spun off one of the saddest things I've been through." BXM
Selling the company, not the product
Roberts Mechanical Equipment has brought some new ways of doing business
to the construction industry in the last year. "We had the opportunity
to build our philosophy and marketing effort from the ground up," says
Roberts.
First of all, far from being an old-school hierarchy, the operation is
run as a team, with "a weekly meeting rhythm," says Roberts, and
decisions made by committee after ideas are thrown around over pizza lunches.
RME also did away with the "brash, old school" mentality, says
Roberts, where products are specced and become part of a bid, so suppliers
feel that equipment is a "must-buy-at-lowest-price" and just begrudgingly
make them available. On any bid, says Roberts, it's hard to come up with
three very equivalent products, so there's almost always one on the low
end that everyone will include in their bids. "The system is almost
set up to have inferior products," he complains. It's a problem for
everyone, especially end-users and especially in public projects like schools.
"If you go all lowest price, you are set up for disaster," he
adds.
Nice guys finish first
The answer: building stronger relationships with contractors and engineers.
"We felt the industry needed nice guys who could provide customer service,
so we decided to treat contractors and engineers like customers, supporting
and respecting them," says Roberts. Plus, because contractors are its
bread and butter, it will not compete with them by working with end users.
The firm's full line means customers can rely on RME to recommend just
the right product for their needs, as well as accessories, from valves to
feedwater equipment. Not only is this one-stop shopping, but Roberts backs
up this provision with expertise. It not only carries what is needed, and
gets it direct from the factory, it also knows what is needed. "Our
service staff supports what we sell," says Roberts. "If a customer
calls and is upset, we work until they are not upset." Staff is factory
trained and certified, with much invested in that training; Roberts himself
has been to 15 cities in the last year to learn.
It's their responsibility
Another key principle: "Nothing is one day out of warranty,"
says Roberts. "When there is a problem, we take care of the contractor
and talk costs later, negotiating fairly."
Often, he says, problems are not caused by the equipment but rather by
the design, installation and external factors. When that happens, Roberts
takes on the responsibility itself. Because of its role as design consultant
and installation advisor, says Roberts, the company believes that if things
go wrong, it has a role to play in making them right. "If it's put
in wrong, it's our fault, because we should have caught it," is the
prevailing thought.
For instance, when exchangers on the cold air side of boilers at the
new Mansfield High School began freezing, it was found to be a design defect;
dampers were needed for when the equipment was not running. RME put in free
exchangers well past the warranty date. "It cost us money, but it will
mean future business," says Roberts. "We didn't sell this job,
but we supported it as the manufacturer's rep. Eventually the customers
learn that they can create bids knowing that "they may pay more for
the equipment but save double thanks to the level of service we provide,"
both in warranty work and in speed of service. "The better job I do,
the less they worry about price. If something breaks down, they can lose
money. It's worth it to spend more."
This customer support philosophy works on the accounting side as well,
he adds. He knows the problems subs face in getting paid and dealing with
retainage, so he is wiling to work with contractors on financial arrangements.
"We are selling not the product on the shelf, but the entire company,"
says Roberts. BXM
