For the past few months, Scott has been telling me that our prices need to increase.
I don’t mean to throw my business partner under the bus!
But after sitting down, going through the numbers properly and gaining a much better understanding of exactly what it costs to provide the level of service we want to offer, I had to admit that he was right.
If we’re going to ask our customers to pay a little more for some of our services, though, I think you deserve an explanation as to why.
A lot of business coaches would probably tell me not to write this.
They’d say that a company shouldn’t have to justify its prices or explain why it might cost more than some of its competitors.
And perhaps they’re right.
I’m incredibly proud of our team, and I genuinely believe that the service we consistently provide – supported by more than 1,000 five star reviews online – represents excellent value for money.
But it’s actually because of the team we’re building, and the type of company we’re trying to create, that this price increase has become necessary.
Allow me to explain.
WLV Looks Very Different Today
Last April, we increased our prices after nearly four years without having a truly consistent approach to pricing.
Different customers were sometimes paying different amounts for similar services, and we wanted to make things fairer, simpler and more consistent across the board.
I still believe that was the right thing to do.
But once you’ve done that, the difficult question becomes: where do you go from there?
How long do you hold those prices? Do you increase them in line with inflation? Do you add a few pounds each year? Or do you continue absorbing increasing costs for as long as possible?
There isn’t a perfect answer.
What I do know is that WLV Plumbing & Heating today looks very different from the company it was when those prices were set.
Nine months after our previous price increase, we moved into our first office. Three months later, we employed three new members of staff. Two months after that, we employed another. Next month, another engineer will join the team. And we’re now recruiting for a second administrator. That growth is exciting. But it also comes with responsibility.
Investing in People
One of the things I’m most proud of is the investment we’re making in our team. Our engineers have completed additional qualifications in areas including air conditioning and LPG. Our administrator is undertaking bookkeeping training. Our plumber is now two thirds of the way through his Domestic Gas qualification. We’ve invested in new vehicles, new tools, new uniforms and better systems. We now work with a professional HR company to make sure we’re doing things properly and looking after the people who work for us as we should. And much of the profit WLV has made has gone straight back into the business. Why? Because we want to keep improving.
Creating Careers, Not Just Jobs
Two of our recruits, Leighton and Tayla, were just 23 and 21 respectively when they joined our team. I want WLV Plumbing & Heating to continue employing young people like them and giving people genuine opportunities to build careers, develop their skills and prosper within a company that cares about its people and takes pride in doing a great job for its customers. We want to employ apprentices. That one is particularly important to me. Without an apprenticeship, I wouldn’t be in the position I’m in today. Twenty years ago, somebody gave me an opportunity to learn a trade. That opportunity ultimately gave me a career, helped me build a business and put me in a position where, hopefully, we can now create opportunities for other people. I want WLV to be able to do that. We want to give back.
Raising Expectations in Our Industry
We also want to offer a premium service. And when I say premium, I don’t simply mean charging more. I mean raising the level of expectation that customers should have of plumbing and heating companies. Turning up when we say we will. Communicating properly. Employing knowledgeable, qualified engineers. Investing in training. Looking after our customers’ homes. Standing behind our work. Answering the phone. Responding when something goes wrong. And employing people who genuinely care about doing a good job. None of those things sound particularly revolutionary. But anybody who has ever struggled to get a tradesperson to return a phone call will understand why they matter. In our own small way, we want to help improve the industry.
Building Something That Lasts
Most importantly, we want WLV Plumbing & Heating to still be here in 10, 20 and 30 years’ time. We don’t want to build a company that simply survives from one job to the next. We want to build something sustainable. Something that matters to our community and our region. We want our team to enjoy coming to work, to have opportunities to progress and to feel proud of the company they represent. And we want every one of our customers to continue receiving the standard of service they deserve. That means the business has to be financially healthy enough to invest, train, recruit, improve and plan for the future.
Asking You to Pay More Means We Need to Give You More
Price increases are never welcome. I completely understand that, particularly at a time when the cost of so many other things has increased too. But for us, this isn’t simply about charging more. It’s about making sure we can continue providing the level of service our customers expect from us. And if I’m asking you to pay a little more, I also want us to give you more value.
One way we’re trying to achieve that is through Comfort Club, our monthly maintenance membership. I’m pleased to say that Comfort Club prices will remain exactly the same this year. We offer several different packages depending on the level of cover you require, allowing customers to spread the cost into a predictable monthly payment while receiving additional benefits, including discounts on other work such as heating upgrades and plumbing repairs. We also offer an Ultimate Plan at £41.99 per month, which includes all parts. We don’t advertise that particular package online because we need to inspect your boiler before we can offer that level of cover. Otherwise, in theory, somebody could sign up without us ever having seen the appliance.
Our one-off servicing prices are increasing, but for customers who would prefer predictable monthly costs, one of our service plans may offer better value. They also help us plan ahead as a business — which, in turn, helps us invest in our team and continue improving the service we provide.
Thank You
Finally, and most importantly, thank you. Thank you for supporting our business over the years. I’ve said this before and I’ll continue saying it: I will never take our customers for granted. Without you, there is no WLV Plumbing & Heating. Every engineer we employ, every apprentice we hope to train, every van we put on the road and every investment we make in the future of this company ultimately exists because people choose to trust us in their homes. That’s something I’m incredibly conscious of. We remain committed to doing the very best job we possibly can for you. We’ll continue investing in our people. We’ll continue improving our service. We’ll continue trying to raise standards. And we’ll continue trying to be the kind of plumbing and heating company that we would want looking after our own homes and families.
We hope to serve our customers across Wolverhampton and the West Midlands for many years to come. These price increases will help make sure that WLV Plumbing & Heating continues to be here whenever you need us. And, more importantly, they’ll help us continue building the kind of company we believe WLV can become.
Predictable Protection with Comfort Club
Want to lock in your maintenance costs and avoid one-off price changes? Explore our range of monthly care plans designed to give you peace of mind year-round.
David.
