The Softer Side Of Service

This month’s Truck Of The Month is an E350 (the one-ton version of the Ford chassis) with a Unicell body owned by Brian Cranney of Cranney Home Services. He says it’s one of the “ugliest” truck bodies around, but he means that in a good way.

“I call it the ice-cream truck,” Cranney jokes, but then he turns serious. “It’s been very successful. It really stands out amongst groups of other contractor trucks with its aerodynamic look.”

Cranney and his technicians particularly like the vehicle’s hatchback. It’s accessible from the ground and has a push-button release for ease-of-use. Also its size is deceiving, offering large enough cargo space to hold water heaters, equipment, tools and various fixtures.

While the four Cranney trucks’ load plans differ for each type of service — plumbing, HVAC and electrical — the shelving is identical and the exterior is replicated on all of them.

Unicell bodies are known for their seamless fiberglass exterior — not broken up by windows or wells — so it’s the perfect place to advertise what Cranney Home Services is all about.

The SignZoo wrapping is a unique contractor choice, and it’s what drew our editors to choose Cranney for this month’s showcase.

It emphasizes the “softer” side of service.

Cranney’s in-house marketing team and an outside agency worked together to choose just the right stock photography to portray on the trucks. A few winning choices were e-mailed to select female customers, who offered invaluable input and ultimately made the decision of a happy family (who obviously have peace of mind for using Cranney Home Services for all their home’s needs).

Since its start in May 2007, Cranney believes his residential/commercial service model has grown due to the “bundled” set of services he offers his customers. As he says: If you can get a hold of a customer and service the hell out of him, it’s a win for him and a win for the company.

While his larger Cranney Cos. also offers new construction, the owner acknowledges the different approach to doing business in each market segment. “Construction is such a tighter market. There is a lot more bidding on projects just to get one job,” he admits. “But in service — with a sales force team — it challenges you to grow the machine, to develop a commodity, and to evaluate your customers, who need to see the value you bring to the job.”