If you are running an in-house warehouse in addition to your contracting business I have some news for you – you’re actually running two businesses […]
Al Levi
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Improving Sales By Optimizing the Communications Triangle | Pipeline to Profitability Podcast
Is Service Tech a sales position? On episode 21 of the Pipeline to Profitability podcast, host Allan Ferguson and I discuss Sales Power and how much times have changed.
Today’s service techs need great communication skills, not just with customers but also with other two spokes of a communications “triangle” of composed of Customer Service Representatives, Dispatchers and Service Techs. Each spoke needs to be able to communicate effectively because communications is the forerunner to good sales. We also talk about the positive and progressive impact on sales of constructive ride-alongs. You’ll also learn the five steps of sales training.
7 Rules for Direct Mail Done Right
A popular myth today is that “direct mail marketing doesn’t work.” If we’re talking about direct mail marketing done wrong – we can confirm the myth often proves true.
In reality, direct mail marketing done right can be very effective but only if you respect the rules. Here they are:
Rule #1: Use oversized direct mail postcards to send to people who are not yet your customers. It’s got to stand out from the pile of mail you’re working your way through when you’re in your kitchen and the garbage can is right by your feet.
Rule #2: The oversized postcard has got to have a great headline to catch people’s attention or they won’t see a reason to read on. The power of a great headline was true when newspapers were dominant and it’s still true in the digital world today. Headlines are best if they are short (5 words or less).
- Put the headline in the form of a question because a good question creates the need to know.
Ex: Want to make twice as much money at work with half the effort? - Put the headline in the form of a profound statement.
Ex: Lose 25 pounds in two months and never feel hungry!
Webcast: Power Up Your Plumbing & HVAC Marketing
Marketing Power for the Plumbing and HVAC business owners was the topic at hand for my conversation with Josh Nelson, host of the Plumbing & HVAC Marketing Profits Webcast.
In this episode, Josh and I discuss burning questions – and answers about marketing your contracting business. For example, “How much should you budget for marketing?” and “What percent of your revenue should you invest back into marketing my Plumbing and HVAC business?”
I also divulge a proven formula for using direct mail to get the phone to ring at your contracting business with the right customers at the right time. You’ll also learn how to leverage social proof such as reviews and testimonials in your marketing materials to drive even better results.
Growing a Contracting Business With Marketing Power | Pipeline to Profitability Podcast
On episode 18 of the Pipeline to Profitability podcast, host Allan Ferguson and I discuss in depth the interconnection between Selling Power and Marketing Power. We also cover the three elements of marketing for a contracting business – marketing budget based on a percentage of sales; a marketing allocation plan for three main marketing drivers, and a marketing calendar, which prescribes when it’s all going to happen, so that you can make sure the phone rings at the right time with the right customers. Be sure to listen because we drill down more deeply into each one of these and explain how everything works together to enable you to run your contracting business with less stress and more success.
Why Most Family Businesses Don’t Work and How The 7-Power Contractor Approach Can Help
I love all contracting businesses but I’m particularly fond of family businesses. After all, I was the 3rd generation at my family’s plumbing, heating and cooling business. And I’ve been coaching many family-owned contracting businesses for the past 15 years.
Here are just a few of the troubling challenges I see in many family businesses:
- The owners can never stop working because there’s no real business that can run without them. This is particularly problematic when the owners want to sell the business to the kids because all that does is put a ball and chain on the next generation.
- The owners give the business to the kids too cheap or with no objective benchmarks so they end up having to come back and (hopefully) rescue things.
What can you do about this and other challenges?
The very first place to start is with an organizational chart that spells out all the boxes it takes to run your company – even if your name is in every box. This org chart is helpful to any company but it’s even more important to a business filled with family members.
Next is to create a Master Project list of projects and habits that need to be put in place to make the company better.
The Master Project list then gets whittled down to a Top 30 list of projects and habits using these two filters: 1.) The project will either fix the biggest problem or challenge or 2.) give the company the greatest chance to grow and be profitable in the coming year.
Finally, the Top 30 project list gets whittled down again using the same two filters to until you have a Top Five project list that is agreed upon by the whole family. Going through this process helps to focus the family on accomplishing the same things to mutual benefit.
Where else do family businesses struggle?
Marketing Information, Not Scare Tactics
Among the many things I do with clients I work with over time is marketing.
One part of that work entails making them better at creating marketing that hits home with their target audience. The trick to great marketing is to know what makes that audience tick.
I must admit. I was once oblivious to what made my customers tick so both my sales and my marketing efforts fell flat on their face.
But once I sought to get better, like any skill you learn, I got so much better at this that miraculously my sales and marketing took off.
Here’s a question: which comes first, sales or marketing?
Why Most Family Businesses Don’t Work Podcast Series | The Site Shed Podcast
In Episode 3 – Steering the Ship, Matt and I talk about the importance of making sure everybody understands what direction the ship is heading in and taking the time communicate to employees and family the significance of what they do to the bigger picture and include them in the decision making process so they’ll buy into your goals and help drive you toward them. If you’re making those decisions without any input they won’t share your passion. If you do this well, you’ll build a culture rich with accountability and drive.
Why Most Family Businesses Don’t Work Podcast Series | The Site Shed Podcast
Family businesses often lack objective benchmarks like manuals that spell out whether a family member is or isn’t doing their job. Without that, all the […]
Why Most Family Businesses Don’t Work | The Site Shed Podcast
Family businesses can be a great thing – not just something you have to put up with. Implementing an organization chart is the first step.