Caveat emptor, warns Mike Sekulich, citing the Latin phrase for “Let the buyer beware.”
He says this every summer, when unethical asphalt/paving “companies” appear on the doorsteps of unsuspecting senior citizens and naive consumers, offering amazingly low quotes to repair driveway damage from the winter freeze and spring thaw.
But Sekulich, president and CEO of Tallmadge Asphalt/Paving Inc., does more than shake his head in disgust at the unscrupulous “asphalt gypsies” who migrate here from southern states and flee after fleecing the public and ruining the reputations of ethical paving companies. As an entrepreneur who’s always had to contend with the stigma attached to his profession because of corrupt competitors, Sekulich tries to educate the public, to prevent fraud.
“For years, the words ‘asphalt’ and ‘cement’ have been synonymous with a bad reputation, because there are so many ways to cheat a customer. For example, if someone gave you a driveway estimate for a normal installation, which is usually four inches, it’s hard to know if you’re getting that,” he says.
So when someone tells Sekulich about an unusually low bid they received, he tells them how to make sure they’re getting the proper thickness, sand poundage and sealer. He warns of shiny new trucks with out-of-state plates or temporary tags. He encourages inquiries to the Better Business Bureau. He urges consumers to walk away from anyone asking for a deposit.
And to prove his own credibility, Sekulich offers his company’s services on a C.O.D. basis.
“These asphalt gypsies actually escort people to the bank to get a down payment, and after they get the money, they either do a shoddy job or disappear altogether,” he says. “We don’t require any deposit. We say, ‘When we’re done, if you like the work, you pay us.’”
Sekulich says that even as Summit County’s oldest asphalt company, established in 1947, his business reputation has been threatened because of crooked competitors.
“These asphalt gypsies are so brazen that they went as far as to duplicate our business card one summer, handing them out as their own,” he says, recalling irate calls from customers who’d been duped.
Distinguishing his company from the bad guys starts with a credible image, says Sekulich. For example, every vehicle and piece of equipment is kept in excellent condition and bears the company logo and phone number, and installers wear bright red shirts with the company logo.
Strategic marketing also helps.
“We’ve done all the typical advertising, but after tracking results for 20 years, we’ve found that what worked consistently was the Yellow Pages and our yard signs,” he says, referring to lawn signage left at completed job sites. “The only thing on those signs is our name, logo and phone number. We keep it simple and it pays off, because some of our customers have left them up for as long as a year.”
Above all, Sekulich says, honesty has cemented his reputation.
“After 53 years in business, you’ve established a good reputation if your marketing strengths have been honesty and integrity. By now, we have a solid reputation, so it’s mostly word-of-mouth. We give the people what they pay for and that’s why we’ve been successful.”
And that, says Sekulich, is sound advice that will pave the way to success for any business. How to reach: Tallmadge Asphalt/Paving Inc., (330) 633-3221
