Thu, 28 May 2015
Do you have the customer you deserve or do you have the customer you want? Episode 70
This week’s quote- "Success is not final; failure is not fatal: It is the courage to continue that counts." -- Winston S. Churchill
I ask this question to many contractors the response that I usually get is yes I want all the customers I can get customers are the lifeblood of my business the more customers the more money. REALLY! That’s what we ae going to discuss today.
Then I say that was not the question I asked the question I asked do you have the customer you deserve or do you have a customer you want. Then I get this weird look and I have to continue on. You see most contractors going to business think about getting business and not about business as a whole. So the first thing most contractors do when I going to business as they enter the marketplace is they sit down they figure out what everyone else is charging and start competing on price. They figure they have a good product they are great at what they do so they throw away their greatness their ability to do what they do excellent and start competing on price just to get into the market place. How do I know ,I'm guilty I started there I guess what real fast because going in a direction I realize it was that thinking, that action would eventually put me out of business I had to change that direction change or it would put me out of business. That’s why I found a mentor and hired a coach more on that some other day. business. So how do I have the customer that I've deserved and as painful as it may sound if you are competing on price alone then the customer you are attracting is the price shopper. The price shopper will eat up your time, they will eat up your profits, and they will eat up your sanity. They will complain the most about everything and when they refer you it will be to likeminded people unfortunately when you only sell by price you get these types of customers. I say this is a customer you deserve because you are either lazy or don’t any better. I’m going to go on the premise that you don’t know and today we are going to try to change that. Right now you are on hamster wheel going round and round feeding the hamster (your business) with bad food (prices hoppers) there is no nutrition (profit ) to keep him going so he is running as fast as he can to keep the pace and he is dying from malnutrition and over work. Get off the hamster wheel. Here is what you need to do .Take the time to go after your ideal customer; stop going after the money your ideal customer has the money. Think about business as business owner not as a trade’s person, sales person or installer. How do I make my business and stragiticaly get the customer I want.
First of all you now you have to define who the customer that you want is. Everyone's definition of an ideal customer is different so you have to figure out who your ideal customer is and how do you start going after that type of customer. Here is an example of defining your ideal customer. What type of house do they live – 300k 500k or higher What neighborhood or zip code. What type of income? Where do they shop? Why do they buy what they buy, Value, makes them feel good?? Who is main purchaser of your service or goods male or female? Get the point the better you can define your ideal customer the healthier your business will be.
So if you haven’t figured it out by now selling by price only as a commodity is easy mentally but hard on the pocketbook yours. Choosing a customer going after a specific customer type going after that target it's harder in the beginning mentally because you have to learn about your ideal customer but so much more rewarding monetarily you make the choice. Survive maybe or thrive. Now you know how to move in the right direction.
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Direct download: Do20you20have20the20customer20you20deserve20or20do20you20have20the20customer20you20want20Episode2070.mp3
Category:pod cast -- posted at: 6:30am EDT
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Thu, 21 May 2015
Quote of the week: If anyone is having a bad day, remember that today in 1976 Ronald Wayne Sold his 10% stake in Apple for 800.00 Now its worth$ 58.065.210.000 I am having a great day
I want to focus on just a couple of things that have to do with your busy season because you're in it now. So just couple ways how to increase your profit during this time because when you’re busy running ragged lose track of what's really going on. That’s why putting together systems are so important. I'm going to talk about value versus price we.ve gone over this before but really what is the perceived value as opposed to your pricing structure and how that affects your profitability. I'm going to go through a check list of probably 14 or 15 things that will help you raise the perceived value of your business so that you can charge more. And making more profit at the time of sales and how to do that effectively because if your customers don't know the additional things that you have for sale and you're both missing the boat. So what are your other services how do you present them to your customers? I'm going to give you the check list that we go over today but will give it to those that go to the website at www.contractorsecretweapon.com episode 69 leave a comment with your email address and I'll send you a copy of the check list So let's start off today with what is it mean to sell value versus price. This is a really good one. Most contractors and in your marketing they given automatic discount. I've seen 10% off here $500 off a full roofing roof job. So basically you're tracking the price client is that the person you want the one who's going after the price so how do you put in your marketing to value as opposed to price. Selling value is positioning your company in all of your marketing. Make sure you for provide a value proposition what you do the services you provide. And why you're different than any other contractor in your trade or niche than the other guys are. When you are able to actually accurately portray the services you offer that are different and over and above your competition that raise the perceived value of your company. And when you can portray the value of your company people will pay the higher price without any questions, great marketing to attract clients like this to you because you are preparing them with information a recorded message a report , actually in your marketing explains the process you do how you do it why you do it maybe safety features and benefits you're explaining everything to them that you are doing why you do it and it's probably not any different than the other guy is doing but you are taking the time to explain these things to your customers or potential customers and they are perceiving you as the expert so therefore you have that opportunity to get the higher prices. When you make Paradigm shift in your mind from value as opposed to price these are the things we do this is the value that we create for the customer. It really doesn't matter what your competition is charging because if you set yourself apart from them as a value base businesses as opposed to price your way head of the game and you’re going to leave your competition in the dust. With this value building system from this checklist I'm going to give you a few seconds. Then you will attract backtrack clients that are used to paying a premium for real value. So in reality raising the bar on perceived value Teaches you that value is everything just take a look at cars are all cars the same ? they have four wheels and get you from point a to b You like the car that you're driving because of the way it is I like the truck I'm driving and I was going to pay more for the truck that I'm driving and I want because of the value of my perceived value of what I wanted. Does the Mercedes buyer think about the price or is he just thinking about four wheels that he needs to get back-and-forth to work or maybe only Hyundai driver thinks about price. Here are a few ways that you can go after your customer by raising the perceived value. Perceived value your customer has on your company. Some of these are pretty simple and you may be doing some these right now if you are great and some of these you may have never even consider doing so pay attention will go to this list fairly quickly. One makes sure your vehicle and your equipment are in pristine shape. Be clean be organized because you're making an impression on your new clients and it needs to be a good one. This list is not one particular thing that will set you apart from your competition but a multiple of the things are going after will set you apart from your competition and that's the goal, It’s to help so separate yourself. Number two make sure that you yourself your technicians your helpers are well groomed and well dressed. Number three offer courtesy calls if you're running behind, are cognizant of your prospect to your customer’s time its valuable is the only thing they cannot be replaced. Text them call them let them know you're going to be running behind. Just as a courtesy to let them know that I am still coming it shows you value their time. Number four I know this can be challenging for a lot of guys but it's really, really important and it’s one thing I need to work on more is to answer the phone when it rings and not let it go to voicemail whenever possible people are calling for a reason and then they want to talk to you they want to know about your services and life person is much better than a voicemail that they get and I know that I'm working on this myself it's very important. Here is something that I heard the other day someone’s voice mail, sometimes it is hard answer the phone especially if you're an owner operator and you've got both hands busy in doing something I heard a great voicemail the other day this is basically what it said. Hey thanks for calling if you reach this voicemail it's because were on the phone helping another customer just like you please leave your name and number and if we don't call you back in the next 10 minutes we will give you $10 off your next service. Again thanks for calling so you know whatever your business name is and will call you back If by some chance you can't get back to them in 10 minutes when you call back say, hey how are you $10 break the ice I think that's great I mean insert use it. Really answering phone live does give you a higher perceived value in the marketplace. Next if you have a website for your business make sure as a modern look and feel to it it's your face in the marketplace. Remember more and more people are going to Internet to find service providers. If you don't have a good presence and it doesn't look good it looks like a cheap website the next relate to to your services and how you and how you work it may not be who you are but there again its perception is everything. Next be aware of what people want whether it be the new type of one coat paint or if you’re a plumber and it’s a green water treatment system. It could be the new green and clean cleaning products so just be aware of what your customers want and research and find out how you can give those to your customer or make them available for them because today's consumer is very well educated. If you have those items available put them in your marketing that you have those types of products that are on the cutting edge or lease what people are talking about. It's just one more thing to create a higher professional image a higher perceived value of your company. The next point is on education educating your prospect and your customer. About all the service you provide and why they can trust you. The key is education when you look at the marketing piece are you just throwing something out there like Flyer or are you offering something of value to them that will give them the information they need so they can make an intelligent decision. The education process makes a huge difference in response you get from the people that are calling you want to do business with them.
When you’re going into some one’s home always clean up after yourself sweep, vacuum put things away always make it better than when you got there. Another important thing is to leave and it's another part of your professionalism leave a sheet of some aftercare things that you might do if your carpet cleaner you might leave sheet of paper of what to do within the next 24 hours or what the owner should if your pressure cleaner a roof cleaner like I am I always leave a sheet behind it says you know what we've done and what they can do with the next day to help preserve the life of their plants. Little things that no one else does that sets your company apart. Another thing you might consider it was such apart from your competition and put you out front as the leader and the one of perceived value is it if you have employees that are going into customers home that they wear maybe booties. I'll sometimes will be painting and will run a drop cloth in through the house to the place with a painter so that we are done we just roll up and clean up as we go. So these are just some little things that sets the bar high for the competition .Because here’s happening is that the bar is so low that people aren't expecting much and when you can wow them by your service. Now it comes time to refer your company in the future but he was there I did just amaze me that they cleaned up after themselves it amazes me that they actually wore booties and I walked to the house it amazed me that they walk around the outside of the house just to see what the house look like with anything that need to be moved it could be broken these are just little, little things that most contractors don't think about. A common thread among many service providers is let’s get in let's get out let's get the money and we're gone .You don't build relationships that way. Do you do follow up calls when you're done cleaning if you haven't had the option to walk around the house with the homeowner do you do follow up calls for your employees how did dad Sean do was to play with the professional did he clean up after himself and your things like this goes a long way to build that reputation of the higher price, you’re doing something that no one else does. Another item of this you can do or that would add that as tremendous value afterwards is do you send a thank you card just thank you for doing business with us we appreciate your business want to thank you I always send a thank you with a survey I want to know I send out a survey with a self-addressed stamped envelope so that we know exactly how we did we want to we want to know what we did wrong so that we can be better for the next time we can be better for the next person because we're not perfect we have bad days too just like everyone else. Do you take your client I don't walk through showing them all the things that you've done whatever the service maybe you point out we did this we did this today I clean the roof and the home owner and iI walked around the house. What we do as a added value to our customers when they have their roof clean and it's that homeowners Association makes and do it we get a copy of the letter we take before and after pictures and we send a letter or email letter to the homeowners association of the property manager letting them know that there are homeowners complied with the request and that is a big thing because I really don't want to deal with the homeowners association and is just one thing less they have to do this and added service that we do there for its perceived value that it something extra. You make this last the last site last part of the checklist here is offer a guarantee with your service my offer multiple guarantees offer a guarantee I even have a tear up your check guarantee we have it at if you're not please satisfied with our services that we tear up your check .WE have never had any one ask to tear up their check. Actually a guarantee transfers all the risk to away from the customer so here are just some things that will help you increase profits during your busy season and if you can get all this in place now you just might now have a slow season.
Direct download: How20to20increase20profits20during20your20busy20season20Value20vs20price20episode2069.mp3
Category:pod cast -- posted at: 12:09am EDT
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Thu, 14 May 2015
Direct download: A2020Key20to20Success20Multiple20Streams20of20Marketing2020episode2068.mp3
Category:pod cast -- posted at: 6:30am EDT
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Thu, 7 May 2015
Stop Being an Advertising Victim, Learn Contractor Marketing episode 64 Quote for the week: “The superior man understands what is right the inferior man understands what will sell” Confucius
What is an advertising victim? We want to stop you from being an advertising victim. An advertising victim is someone who has no plan and makes advertising decisions based on whichever advertising rep catches him on that particular day he walks in the door. You really need to have a plan even if you do good direct response ads not those pouring old image building or priced based ads. I talk about in the Good The Bad and the Boring in the first series of podcast in 1,2 and 3 even if you do you have a great marketing piece that gets lots of responses you still need a plan. You need to have a plan and a budget you just can't wait for the next advertising rep to come and sell you advertising. In order to have any success you need to have a plan especially in your marketing or your advertising. Another part of being an advertising victim is listening to the advertising reps about how to advertise they tell you that you should do what everyone else is doing. Don't give me wrong you might be getting some responses from the ads that your rep put together but what I'm talking about is taking your advertising to the next level to take your contractor marketing really blowing off the doors of his responses and results that you can actually brag about. Remember the same ad rep that is helping you is also helping your competition with their ads, really you want to trust that rep with your marketing .he says he looking out for your best interest, I know that he wants you to succeed but only if you advertise them other than that he doesn't care. He’s just like you he's out to pay the bills to make money to create income just like you are. You are going to have to look out for your best interest and learn about your contractor marketing is you know what works and what doesn’t. The Reps seem to get really nervous if you want to use direct response ads. Because its different than what he used to ,he will try to convince you not to do it go tell you it won't work it’s not worth it to risk it, it's nontraditional he will tell you anything so you won't use it because they don't really want you to know if you're if your ad is actually working. When you really look at it these types of traditional image or discount ads that the sales reps are trying to get you to use there’s really no marketing involved they usually end up as an oversize version of the business card or Flyer like we've talked about earlier in the earlier podcast totally opposite of the direct response approach that we've been educating and talking you about. Those who are hearing this for the first time go back to episode 1, 2 and 3 where we talked but the good the bad and boring go through they will teach you how to be nontraditional and make marketing that actually works so your business will grow and you won't be worried about not doing any marketing. So one of the challenges is being contractor and doing your contractor marketing is that we and I know I've done to myself, we get so busy doing the day-to-day stuff that we forget that it's actually the marketing and brings in the dollars and it’s the generating of leads that bring in the money and the selling the selling of the product that actually makes the money anybody can be trained to fulfill the order or perform the service. So take the time to learn the aspects of direct marketing for your business at least know the basic principal so you don’t have to depend on the next person who walks through the door to sell you advertising. Remember successful people have multiple streams of income successful business owners have multiple streams of marketing that create revenue for your business.
Direct download: Stop20being2020an20Advertising20Victim2C20learn20Contractor20Marketing20episode2064.mp3
Category:pod cast -- posted at: 7:00am EDT
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