Editor's
note: Ellen Rohr and Al Levi know what it takes to make your business run with less stress
and more success. Contractors, just like you, seek their advice regularly. They have
agreed to let us share with PM readers some of the questions they get and the
answers they give. The focus is strictly on problem solving and handling the
day-to-day operations of a successful contracting business.
To send Al
and Ellen your own questions, which if selected will run anonymously, send us an e-mail with the subject title "Ask The Experts," or
fax us at 248/502-2110.
Small Plumbing Company Problems
Question:
We own a small plumbing company with three employees in the Washington,
DC area. Things are very slow. We started in 1989. How do you advertise putting
your best foot forward when you are competing with large
companies?
Sick & Tired
Dear Sick & Tired,
You ask a
great question! The fact is you can’t go toe to toe with the big guys. So it
requires that you first know the following:
1. Your Unique
Selling Proposition. Why should I buy from you?
2. Your Target
Audience. Not everyone is your customer … say something to someone or risk saying nothing to nobody.
3. Where does your target audience live? Pick five
towns where they live and market there.
Once you know these answers, your
marketing will be more focused. That said, with a limited marketing budget you
must learn low cost and no cost marketing techniques such as the ones in
“Guerilla Marketing” as detailed in the book by Jay Conrad Levinson.
The other thing I like is what I call “Turn it On Turn it Off
Marketing,” which are things like direct-mail postcards. You ramp up ahead of
when you know it’s going to be slow.
If
you’re also operating on a limited budget, you need to buy items like
newsletters to send to your existing customer base since they’re most likely
the ones to buy from you. This means you probably need to buy more
off-the-shelf items, because customized marketing is great but more expensive.
And
finally, get your whole team to participate in things like going into your
target area and knocking on doors or leaving door hangers or meeting at a
highly visible place like Starbucks. Call count is everyone’s job!
Al
Ellen's 2 Cents
Hey, Sick & Tired
You would be well served to put a PLAN together.
There is no silver
bullet ... no magic approach to building a business or growing calls. Your best
bet is a plan, a business plan that includes a marketing plan.
Marketing
helps you build your brand ... a memorable way to communicate why YOU are the
best choice for solving plumbing problems. It also includes sending out
reminders (marketing vehicles like direct mail post cards, doorhangers, radio
messages, newsletters, coupons, etc.) to encourage folks to call YOU when they
need help.
I also suggest the following articles to help get you started:
Ellen
This column is meant to be a resource only. Please check with your own
trusted business advisers, including your own attorney, to make certain that the
advice here complies with all relevant laws, customs and regulations in your
area.
By: John Giebel
Posted: June 4, 2008 4:29 PM
By: ISH NA
Posted: September 16, 2008 2:00 PM
People do know that spending money on new technology will help them save it in the long run.
It can mean staying in the black for a struggling business like yours..., and then, in the long run, keeping our earth, and us, all alive.
If you need some insite, I know the upcoming 5th edition of ISH North America on October 1 – 3, 2008 in Atlanta, GA at the Georgia World Congress Center will focusing on green technology this year with:
• Green Focused Seminars
• UA Green Training Trailers
• Renewable Energies Exhibits
• Georgia Institute of technology Solar House Tour
• Technology and Controls Pavilion
• New Green Products Showcase
It's great because the products will be getting into the hands of the contractors and installers, who then can pass on this knowledge to their clients while improving both business and the environment. I love seeing the green revolution sweeping all aspects of our world!
It would be a great place for you to network, get ideas, and products, etc.
And don't forget the internet for marketing! SEO services can work woders to get you found!