One of the easiest ways to differentiate your painting company is to offer a maintenance program. The most basic program involves an annual inspection to identify problems with exterior painted surfaces, and then a recommendation for solutions.
The benefits to the customer can be significant. A maintenance program can help them keep their home looking good while also reducing maintenance costs. For example, some areas--such as window sills and fascia boards--tend to wear more than others. Keeping these areas properly painted can avoid wood rot, and the costs associated with repairs. Rather than wait for a complete repaint, it might only be necessary to repaint certain areas of the home.
For the contractor, a maintenance program can keep you in front of your past customers. Such a program can provide steady leads.
Of course, for a maintenance program to work, the contractor must be honest with his customers. He should not recommend work that is not needed. If something is optional, say so. Don't try to maximize today's work at the expense of future work by taking advantage of the situation.
While the specifics will vary depending on architectural styles, building materials, climate, etc. a maintenance program can include an inspection for failing paint, storm damage, rotting wood, broken caulk joints, gutter cleaning, and pressure washing. Many of these services are required on a regular basis to keep exterior surfaces protected and looking fresh.
A more elaborate program might include a long-term schedule and budget. This helps the customer anticipate future expenses, and is a service that few contractors offer. It is a great way to differentiate your company.
Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts
Friday, August 28, 2009
Tuesday, August 25, 2009
Desperate Times
It seems that a lot of painting contractors are experiencing desperate times. Leads are down and they are not sure what to do. As their bank account slowly dwindles they are hesitant to spend money on advertising, but also know that without advertising their will not be any leads.
There is no easy fix, but sitting around watching Oprah isn't the answer either. If I were in such a situation, I would take two simple steps. First, I would contact past customers. Personally, I would (and do) use newsletters. These have greater shelf life, are more informative, and from my experience, are more effective than other media. A less effective option is to use postcards.
The second step I would take is to design and print fliers or door hangers and hit the streets. If I did not have a job, it would be my job to get one.
Handing out fliers is no fun. When I started I did it several times a week. But it works and it is inexpensive. You can target the areas where you want to work (assuming that fliers are allowed). More importantly, it is pro-active. Leads are not going to magically fall into your lap. If you want something, you must work for it.
Building a business isn't always fun. Sometimes it requires that we do things that we do not enjoy, or even hate. But sitting around crying in our beer isn't going to make the situation better.
And when you get a job, put 10% aside for future marketing. Develop a marketing plan and then implement it. Otherwise, you will find yourself back in the same situation at some future time.
There is no easy fix, but sitting around watching Oprah isn't the answer either. If I were in such a situation, I would take two simple steps. First, I would contact past customers. Personally, I would (and do) use newsletters. These have greater shelf life, are more informative, and from my experience, are more effective than other media. A less effective option is to use postcards.
The second step I would take is to design and print fliers or door hangers and hit the streets. If I did not have a job, it would be my job to get one.
Handing out fliers is no fun. When I started I did it several times a week. But it works and it is inexpensive. You can target the areas where you want to work (assuming that fliers are allowed). More importantly, it is pro-active. Leads are not going to magically fall into your lap. If you want something, you must work for it.
Building a business isn't always fun. Sometimes it requires that we do things that we do not enjoy, or even hate. But sitting around crying in our beer isn't going to make the situation better.
And when you get a job, put 10% aside for future marketing. Develop a marketing plan and then implement it. Otherwise, you will find yourself back in the same situation at some future time.
Monday, January 5, 2009
Quick Roundup 2
The Power of Pausing
Good sales skills begin with good listening skills. Brian Tracy suggests pausing before you respond to your customers. Pausing has three benefits
I've seen a lot of contractors (and other people as well) who are so eager to share what is on their mind that they completely ignore what the customer is saying. The customer will realize this, and it will greatly undermine their confidence in you. Communication is a two-way street. Do your part by listening carefully and being certain you understand what you are hearing.
Price vs. Service
Many companies are lowering prices in order to retain customers. Bill Hogg points out that Ambercrombie and Fitch aren't. They plan to retain their brand--which is not based on price. Many contractors are going to be tempted to cut their prices during this tough economic times. But what will they do when the market recovers and their customers expect the lower prices? A better strategy is to improve service, which might even permit you to increase prices. Don't view the economy as an obstacle; view it as an opportunity.
Make Their Phone Ring
John Jantsch suggest a simple, yet effective way to generate leads. Rather than sitting around waiting for the phone to ring, make your customer's phone ring--give them a call and thank them for their past business. Discuss ways you can help them now. Ask what you can do better. Most importantly, remind them you want their business.
Low-Cost Marketing Ideas
Maria Garcia offers seven low-cost marketing ideas, including writing articles and networking. If your advertising budget is feeling the pinch, some of these ideas will get the word out without breaking the bank.
Good sales skills begin with good listening skills. Brian Tracy suggests pausing before you respond to your customers. Pausing has three benefits
The first is that you avoid the risk of interrupting the prospect if he or she has just stopped to gather his or her thoughts. Remember, your primary job in the sales conversation is to build and maintain a high level of trust, and listening builds trust.
The second benefit of pausing is that your silence tells the prospect that you are giving careful consideration to what he or she has just said. By carefully considering the other person's words, you are paying him or her a compliment.
The third benefit of pausing before replying is that you will actually hear and understand the prospect better if you give his or her words a few seconds to soak into your mind.
I've seen a lot of contractors (and other people as well) who are so eager to share what is on their mind that they completely ignore what the customer is saying. The customer will realize this, and it will greatly undermine their confidence in you. Communication is a two-way street. Do your part by listening carefully and being certain you understand what you are hearing.
Price vs. Service
Many companies are lowering prices in order to retain customers. Bill Hogg points out that Ambercrombie and Fitch aren't. They plan to retain their brand--which is not based on price. Many contractors are going to be tempted to cut their prices during this tough economic times. But what will they do when the market recovers and their customers expect the lower prices? A better strategy is to improve service, which might even permit you to increase prices. Don't view the economy as an obstacle; view it as an opportunity.
Make Their Phone Ring
John Jantsch suggest a simple, yet effective way to generate leads. Rather than sitting around waiting for the phone to ring, make your customer's phone ring--give them a call and thank them for their past business. Discuss ways you can help them now. Ask what you can do better. Most importantly, remind them you want their business.
Low-Cost Marketing Ideas
Maria Garcia offers seven low-cost marketing ideas, including writing articles and networking. If your advertising budget is feeling the pinch, some of these ideas will get the word out without breaking the bank.
Wednesday, October 29, 2008
Marketing Painting Services
Every new painting contractor (and even a lot of seasoned professionals) wants to know the best way to market his business. While there is no "best" way, there are certain principles that one must follow.
Joe Garcia of givetogetmarketing.com offers some insight on this issue.
In the context of a painting contractor, we don't sell painting services. We sell beautification and protection services. We add color to walls and protect surfaces from the elements. We enhance lives and protect asset values.
This has significant implications for our marketing. If we focus on painting, we look just like every other painting contractor. But if we focus on the benefits to the customer-- enhancing their environment, transforming a drab interior into a den of luxury, reducing maintenance costs, etc.-- we present an entirely different image.
A face to face presentation allows you communicate the benefits to the customer. If you simply submit a price, the benefits of the products you use may not be understood. The benefits of using your company might be overlooked.
Marketing and sales are all about communications. What we communicate is just as important as how we communicate it.
Joe Garcia of givetogetmarketing.com offers some insight on this issue.
People don't really buy products and services. They buy what the products or services can do for them. People don't buy quarter inch drills, they buy quarter inch holes.
People buy solutions to their problems. Therefore, all products and services must be the solution to a problem. The problem can be a relatively easy one to solve, like the problem of being hungry and going to a restaurant for the solution. Or it can be a major problem, like the problem of having a serious illness and going to a specialist for the solution.
In the context of a painting contractor, we don't sell painting services. We sell beautification and protection services. We add color to walls and protect surfaces from the elements. We enhance lives and protect asset values.
This has significant implications for our marketing. If we focus on painting, we look just like every other painting contractor. But if we focus on the benefits to the customer-- enhancing their environment, transforming a drab interior into a den of luxury, reducing maintenance costs, etc.-- we present an entirely different image.
About the only difference you may find between marketing products and services, is that services may require more personal contact between you and your potential buyers. This personal contact may be in the form of a face to face presentation, or a telephone presentation.
A face to face presentation allows you communicate the benefits to the customer. If you simply submit a price, the benefits of the products you use may not be understood. The benefits of using your company might be overlooked.
Marketing and sales are all about communications. What we communicate is just as important as how we communicate it.
Monday, October 20, 2008
Sitting in the Dark
Winter is soon approaching, and perhaps the first signs have even begun to appear in your corner of the world. With winter, leads begin to slow. The exterior season comes to a halt. Winter is the time of year when painting contractors often struggle to keep afloat. But it doesn't have to be that way.
Too many contractors view marketing like a light switch. They turn it on and off. The problem is, they wait until it is dark to turn it on. But unlike a light switch, the results are not immediate. So they sit in the dark, waiting for the phone to ring. They don't realize that if they had left the light on all day long, the darkness would never descend upon them.
Now more than ever, marketing will make the difference between success and failure. Consumers are holding on to their money more tightly and leads will grow more precious. You need to keep your lights on or you could find yourself sitting in the dark.
I've written many times that marketing does not need to be expensive. There are many relatively inexpensive, yet effective, methods for marketing. But they need to be implemented consistently, in good times and in bad.
Next week I am offering the first of several marketing workshops. The first-- Guerilla Marketing for Painting Contractors-- covers some of these inexpensive marketing methods that are often overlooked or neglected.
Due to the response, we are now offering a second seating for our first series of marketing workshops. Sign up today before this series fills up.
Too many contractors view marketing like a light switch. They turn it on and off. The problem is, they wait until it is dark to turn it on. But unlike a light switch, the results are not immediate. So they sit in the dark, waiting for the phone to ring. They don't realize that if they had left the light on all day long, the darkness would never descend upon them.
Now more than ever, marketing will make the difference between success and failure. Consumers are holding on to their money more tightly and leads will grow more precious. You need to keep your lights on or you could find yourself sitting in the dark.
I've written many times that marketing does not need to be expensive. There are many relatively inexpensive, yet effective, methods for marketing. But they need to be implemented consistently, in good times and in bad.
Next week I am offering the first of several marketing workshops. The first-- Guerilla Marketing for Painting Contractors-- covers some of these inexpensive marketing methods that are often overlooked or neglected.
Guerilla marketing, according to its founder Jay Levinson, is an attitude. The Guerilla Marketing Handbook describes a guerilla marketer as one who thinks outside of the bucket (okay, that is my phrase for it), who challenges conventional thinking regarding marketing, who takes chances. This workshop will address creative methods for generating leads. Among the topics covered are the Sign Promotion, the Winter Coat Sale, Partnership Programs, and more.
Due to the response, we are now offering a second seating for our first series of marketing workshops. Sign up today before this series fills up.
Wednesday, September 24, 2008
Tough Times
Tough times demand tough talk
Demand tough hearts demand tough songs
Demand...Rush, "Force Ten"
It is no secret that we are in tough economic times. The stock market goes up and down faster than a roller coaster. Financial institutions are struggling with bad debt. Consumers are understandably uneasy, and that can translate to tough times for painting contractors.
So what is a small business owner to do? I don't think tough songs is the answer, but a tough heart might do the trick.
Weathering tough economic times can test the mettle of anyone. Selling skills can become more crucial. Leads can become more precious. Duct Tape Marketing offers seven suggestions for dealing with tough economic times. While all of these tips don't necessarily apply to the typical painting contractor, they do provide a good starting point.
More importantly, the advice offered applies to all economic conditions. The best time to deal with tough times is before they occur.
Thursday, August 28, 2008
Branding
I see a lot of painting contractors try to be all things to all people. They try to do high-quality work with low prices, do roof repair, landscaping, and more. They present a very confusing message to the consuming public. The problem is that they have no brand-- no image of their company that is consistent. It's a mish-mash of contradictory claims.
For most small painting contractors, developing a brand can seem like too much work for too little benefit. But no matter how large or small a company, developing a brand is a key part of effective marketing.
Michael Phelps will likely be facing some important branding decisions in the near future. His stunning and heroic achievements at the Olympics are sure to provide an overwhelming number of promotional opportunities. While he will undoubtedly make a lot of money no matter what he decides, his choices could have a huge impact on his long-term marketability.
Brand expert Laura Reis hopes that Phelps exercises extreme caution:
In other words, if he tries to promote too many products his credibility will be undermined. He might make a mint in the short-term, but his long-term endorsements will likely be less than if he takes a careful approach. If he tries to be all things to all products, he will send a very confusing message. His brand-- Michael Phelps-- will be a mish-mash of contradictions.
A painting contractor should clearly identify his target market. His image and his message should be directed at that market, and no other. A consistent message will result.
For most small painting contractors, developing a brand can seem like too much work for too little benefit. But no matter how large or small a company, developing a brand is a key part of effective marketing.
Michael Phelps will likely be facing some important branding decisions in the near future. His stunning and heroic achievements at the Olympics are sure to provide an overwhelming number of promotional opportunities. While he will undoubtedly make a lot of money no matter what he decides, his choices could have a huge impact on his long-term marketability.
Brand expert Laura Reis hopes that Phelps exercises extreme caution:
Phelps and his agent need to resist the temptation to cash in quick on his fame.
Too many endorsements for too many products will undermine his most valuable
asset his honesty. Phelps promoting Rayovac batteries, for example, would be
just as horrible for him as it was for Michael Jordan.
In other words, if he tries to promote too many products his credibility will be undermined. He might make a mint in the short-term, but his long-term endorsements will likely be less than if he takes a careful approach. If he tries to be all things to all products, he will send a very confusing message. His brand-- Michael Phelps-- will be a mish-mash of contradictions.
A painting contractor should clearly identify his target market. His image and his message should be directed at that market, and no other. A consistent message will result.
Wednesday, August 6, 2008
Cooking and Marketing
John Jantsch at Duct Tape Marketing had an interesting post last week comparing cooking and marketing. "People tell me I’m a pretty good cook," he writes, "and here’s my secret. I’m not afraid to take ingredients I like and throw them together and see what happens."
This, he says, is a lot like marketing. We know the goal we desire, and we know what ingredients to put together to reach that goal. And, while there are proven principles to follow when marketing, "I’m afraid there is no marketing cookbook just for your business, only a set of proven tools and ingredients."
Often I hear painting contractors ask about what marketing works best. They imply that there is some recipe that will start the phone ringing off the hook. But it simply doesn't happen that way. Door hangers might work great for me, but those results are based on many things-- the message on the piece, the timing of delivery, the neighborhoods I target, and much more.
All of these factors are the ingredients that go into your marketing recipe. We all of to play with these ingredients to discover how much of each will give us the taste we desire.
And sometimes ingredients that seem odd together turn out very well. I just love the combination of cinnamon and cayenne pepper on chicken. The first time I tried it I wasn't sure what to expect, but it turned out well. The same is true with marketing-- sometimes we need to experiment. The result may be something that we really like.
© BEP Enterprises Incorporated 2008
This, he says, is a lot like marketing. We know the goal we desire, and we know what ingredients to put together to reach that goal. And, while there are proven principles to follow when marketing, "I’m afraid there is no marketing cookbook just for your business, only a set of proven tools and ingredients."
Often I hear painting contractors ask about what marketing works best. They imply that there is some recipe that will start the phone ringing off the hook. But it simply doesn't happen that way. Door hangers might work great for me, but those results are based on many things-- the message on the piece, the timing of delivery, the neighborhoods I target, and much more.
All of these factors are the ingredients that go into your marketing recipe. We all of to play with these ingredients to discover how much of each will give us the taste we desire.
And sometimes ingredients that seem odd together turn out very well. I just love the combination of cinnamon and cayenne pepper on chicken. The first time I tried it I wasn't sure what to expect, but it turned out well. The same is true with marketing-- sometimes we need to experiment. The result may be something that we really like.
© BEP Enterprises Incorporated 2008
Tuesday, July 22, 2008
Magic Bullets
Having been active on various forums for painting contractors for more than 8 years, I continue to be amazed at the number of people who ask for some magic bullet. It doesn’t matter whether the topic is estimating, pricing, marketing, or something else. They show up, introduce themselves, and then proceed to ask: What works best for…?
There is often no serious answer to these questions. What works best depends entirely on what one is trying to accomplish. Are you trying to grow your business, or simply maintain a steady work flow? Are you looking to enter a new market, or increase market share in an area where you have lots of customers?
Further, what works best for residential repaints will not work best for new construction. What works best for a company with 20 painters will not necessarily work best for a one-man operation.
But these questioners imply that every contractor, no matter his goals, his business, his market, etc. should do exactly the same things. While it is true that the same principles apply, the actual implementation of those principles will vary widely.
The applicable principles have been widely shared on the various forums, as well in many other places. It takes very little effort to find those principles. What does take effort is identifying how to apply those principles to a particular business. And this is where these questioners seek the magic bullet.
Rather than exert the effort to understand the principles, they want to be told exactly what action to take. Rather than exert the effort of identifying their goals and the means for achieving them, they want others to provide “the answer”. And sadly, they don’t realize that by looking for a magic bullet, they are really shooting themselves in the foot.
© BEP Enterprises Incorporated 2008
There is often no serious answer to these questions. What works best depends entirely on what one is trying to accomplish. Are you trying to grow your business, or simply maintain a steady work flow? Are you looking to enter a new market, or increase market share in an area where you have lots of customers?
Further, what works best for residential repaints will not work best for new construction. What works best for a company with 20 painters will not necessarily work best for a one-man operation.
But these questioners imply that every contractor, no matter his goals, his business, his market, etc. should do exactly the same things. While it is true that the same principles apply, the actual implementation of those principles will vary widely.
The applicable principles have been widely shared on the various forums, as well in many other places. It takes very little effort to find those principles. What does take effort is identifying how to apply those principles to a particular business. And this is where these questioners seek the magic bullet.
Rather than exert the effort to understand the principles, they want to be told exactly what action to take. Rather than exert the effort of identifying their goals and the means for achieving them, they want others to provide “the answer”. And sadly, they don’t realize that by looking for a magic bullet, they are really shooting themselves in the foot.
© BEP Enterprises Incorporated 2008
Monday, July 21, 2008
Why the Yellow Pages Doesn’t Work
In virtually any discussion of marketing on any of the forums for painting contractors, someone will pipe in with a comment that yellow pages doesn’t work, that door hangers don’t work, that newspaper ads don’t work, etc. If you read enough of these comments you’d come to the conclusion that nothing works.
Yet, somehow painting contractors are able to generate leads. So something must be working.
There is a lot of truth in the claims that this or that doesn’t work. In and of itself, many types of advertising don’t work, particularly if it is the only type of advertising done by the contractor.
Marketing is a numbers game. It requires multiple avenues. It requires exposing your company to consumers over and over. It requires tracking and modification. It requires patience and perseverance.
Too many contractors look to hit a home run. They want to find that one type of advertising that works every time without fail. If there were such a thing, don’t you think everyone would be doing it? If there were such a thing, do you really think that those who have found it would readily share that information?
The truth is, no method of advertising is going to work every time. No method of advertising will create an endless stream of leads without fail (or at least not in the numbers most contractors need).
More than focusing on an individual form of advertising, contractors should focus on a plan—a mix of advertising that creates exposure through a variety of means. I’ve long lost count of the people who tell us that they saw our signs, saw us in the phone book, and then found our web site when they did a search. It is the constant exposure that works, not any one particular piece of advertising.
© BEP Enterprises Incorporated 2008
Yet, somehow painting contractors are able to generate leads. So something must be working.
There is a lot of truth in the claims that this or that doesn’t work. In and of itself, many types of advertising don’t work, particularly if it is the only type of advertising done by the contractor.
Marketing is a numbers game. It requires multiple avenues. It requires exposing your company to consumers over and over. It requires tracking and modification. It requires patience and perseverance.
Too many contractors look to hit a home run. They want to find that one type of advertising that works every time without fail. If there were such a thing, don’t you think everyone would be doing it? If there were such a thing, do you really think that those who have found it would readily share that information?
The truth is, no method of advertising is going to work every time. No method of advertising will create an endless stream of leads without fail (or at least not in the numbers most contractors need).
More than focusing on an individual form of advertising, contractors should focus on a plan—a mix of advertising that creates exposure through a variety of means. I’ve long lost count of the people who tell us that they saw our signs, saw us in the phone book, and then found our web site when they did a search. It is the constant exposure that works, not any one particular piece of advertising.
© BEP Enterprises Incorporated 2008
Sunday, July 13, 2008
A Tip on Using Ad Words
I see a lot of contractors are now using Google Ad Words to advertise their services. I think this is a good idea, as Ad Words allows you to target your market. However, I see one mistake made over and over that confounds me.
When I am visiting a contractors forum, such as PaintTalk.com, most of the Google ads I see are for painting contractors. Is it really wise or beneficial for a painting contractor to advertise his services to other painting contractors? I don’t think so.
In and of itself, this isn’t a big issue. Many Google ads are pay per click, so an advertiser doesn’t pay anything unless someone actually clicks on an ad. While I don’t click on a competitor’s ad simply to cost him money, I have seen numerous ads that I thought might be for a competitor of mine. Out of curiosity, I did click on the ad.
You can place specific web sites on a “do not display” list. I think that that is a wise thing to do. Not only will it save a little money, it will also make your marketing more targeted.
© BEP Enterprises Incorporated 2008
When I am visiting a contractors forum, such as PaintTalk.com, most of the Google ads I see are for painting contractors. Is it really wise or beneficial for a painting contractor to advertise his services to other painting contractors? I don’t think so.
In and of itself, this isn’t a big issue. Many Google ads are pay per click, so an advertiser doesn’t pay anything unless someone actually clicks on an ad. While I don’t click on a competitor’s ad simply to cost him money, I have seen numerous ads that I thought might be for a competitor of mine. Out of curiosity, I did click on the ad.
You can place specific web sites on a “do not display” list. I think that that is a wise thing to do. Not only will it save a little money, it will also make your marketing more targeted.
© BEP Enterprises Incorporated 2008
Monday, July 7, 2008
Internet Lead Services
There seems to be no shortage of Internet lead services. They all work essentially the same—a potential customer contacts the company on line and requests an estimate. The lead service then contacts contractors.
In general, the idea is good. The leads can be relatively inexpensive ($30 to $40 is typical). The contractor gains exposure to a significant number of new potential customers.
In practice, there are some serious flaws. I’ve used 3 of these companies over the years, and the problems we experienced were similar with each company.
The most significant problem was simply being unable to ever make contact with the customer. This was a regular issue, and we often experienced it with 40% or more of the leads.
Another common problem was that the customer had already hired a contractor to do the work. We were always responsive, replying to the customer within 30 minutes of receiving the lead. We often wondered how the customer could have hired someone so quickly.
Many of these companies buy their leads from other sources. The time between the original request and delivery of the information to the contractor can be significant. If you are on the back end of the line, many other contractors had a huge head start on you.
We also received a fair number of leads from people wanting a price over the phone. These too ended up in our dead lead pile.
Having said all of that, using internet lead services can be beneficial. They can be a part of your overall marketing strategy. But if you use them you should understand the pit falls.
© BEP Enterprises Incorporated 2008
In general, the idea is good. The leads can be relatively inexpensive ($30 to $40 is typical). The contractor gains exposure to a significant number of new potential customers.
In practice, there are some serious flaws. I’ve used 3 of these companies over the years, and the problems we experienced were similar with each company.
The most significant problem was simply being unable to ever make contact with the customer. This was a regular issue, and we often experienced it with 40% or more of the leads.
Another common problem was that the customer had already hired a contractor to do the work. We were always responsive, replying to the customer within 30 minutes of receiving the lead. We often wondered how the customer could have hired someone so quickly.
Many of these companies buy their leads from other sources. The time between the original request and delivery of the information to the contractor can be significant. If you are on the back end of the line, many other contractors had a huge head start on you.
We also received a fair number of leads from people wanting a price over the phone. These too ended up in our dead lead pile.
Having said all of that, using internet lead services can be beneficial. They can be a part of your overall marketing strategy. But if you use them you should understand the pit falls.
© BEP Enterprises Incorporated 2008
Monday, June 30, 2008
Captain Otto’s Painting
I don’t have a real problem with contractors who advertise low prices. That, in and of itself, isn’t a big concern. What bothers me is that such contractors often imply that they do high quality work for a low price, and anyone charging more than them is ripping off customers.
Such implications are dubious at best, and blatantly dishonest at worst. It would be refreshing if a company advertised low prices and acknowledged that the quality of their work and service is lacking. Their web site might look something like this parody site.
© BEP Enterprises Incorporated 2008
Such implications are dubious at best, and blatantly dishonest at worst. It would be refreshing if a company advertised low prices and acknowledged that the quality of their work and service is lacking. Their web site might look something like this parody site.
© BEP Enterprises Incorporated 2008
Saturday, June 21, 2008
Mike’s Seafood and Painting
I frequently see contractors advertise that they “do it all”. When I see such ads, all kinds of things go through my head. And most of them aren’t fit to write in a contractor oriented blog such as this.
I think it is great to be multi-talented. I think I’m a good writer, a decent chef, and I can add up some fairly large numbers. I can do basic electrical work, some plumbing, and I can tear down fences. I can do a lot of other things as well, but I’m starting to get tired of boasting and really need to get on to my point.
Despite the widespread and impressive array of talents I possess, I would hardly claim that I “do it all”. The primary reason is that it isn’t true. Another reason is that just because I do something doesn’t mean I do it well. And I really doubt that anyone who claims he can “do it all” does it all well.
The guys who advertise such nonsense usually have an assortment of services plastered on the cardboard sign taped to the side of their station wagon. Often, the heat from the sun makes the crayon lettering melt and run down the side of their car. I find this somewhat amusing, as it clearly shows that there is one thing they can’t do—make a decent sign.
The conglomeration of services these business tycoons offer is sometimes absurd. Most offer the gamut of home services—painting, trash hauling, landscaping, roofing, tile work, etc. But my favorite is Mike, who runs a combination seafood delivery service and interior painting company. (He tried exteriors, but the fish kept getting a little stinky by the end of the day.)
It is much better to do one thing well, than a dozen things decently. Sometimes, even when you do multiple things well, you can send the wrong message to customers. For example, Mike’s customers are curious about that cooler he keeps in the corner everyday. They suspect it’s his beer.
© BEP Enterprises Incorporated 2008
I think it is great to be multi-talented. I think I’m a good writer, a decent chef, and I can add up some fairly large numbers. I can do basic electrical work, some plumbing, and I can tear down fences. I can do a lot of other things as well, but I’m starting to get tired of boasting and really need to get on to my point.
Despite the widespread and impressive array of talents I possess, I would hardly claim that I “do it all”. The primary reason is that it isn’t true. Another reason is that just because I do something doesn’t mean I do it well. And I really doubt that anyone who claims he can “do it all” does it all well.
The guys who advertise such nonsense usually have an assortment of services plastered on the cardboard sign taped to the side of their station wagon. Often, the heat from the sun makes the crayon lettering melt and run down the side of their car. I find this somewhat amusing, as it clearly shows that there is one thing they can’t do—make a decent sign.
The conglomeration of services these business tycoons offer is sometimes absurd. Most offer the gamut of home services—painting, trash hauling, landscaping, roofing, tile work, etc. But my favorite is Mike, who runs a combination seafood delivery service and interior painting company. (He tried exteriors, but the fish kept getting a little stinky by the end of the day.)
It is much better to do one thing well, than a dozen things decently. Sometimes, even when you do multiple things well, you can send the wrong message to customers. For example, Mike’s customers are curious about that cooler he keeps in the corner everyday. They suspect it’s his beer.
© BEP Enterprises Incorporated 2008
Friday, June 20, 2008
The Hand is Quicker than the Eye
I’ve long found magic tricks fascinating. I enjoy the challenge of trying to understand how the magician manages to pull off his trick. I realize that most tricks rely on misdirection, for example, getting us to focus out attention one hand while he is doing something with the other.
Such misdirection creates the perception of magic. Yet, this perception is not real. We simply did not observe all of the facts because our attention was focused elsewhere.
We can perform similar “magic” with our paint contracting company. We can create an illusion with effective marketing.
For example, we conduct an annual sign promotion. During the month of November we place signs in the yards of past customers. We select customers in a small area. For the entire month our signs appear to be everywhere.
The power of this “illusion” is incredibly powerful. Within the areas we put up the signs, our presence is hard to miss.
There are other ways to create similar “illusions”. For example, a proximity marketing program—consisting of door hangers and direct mail postcards—can create a similar impression. Within a short period of time, you can expose potential customers to your name many times. The result is the appearance that you are everywhere.
There is nothing magical about effective marketing. All it requires is a solid plan and careful implementation.
© BEP Enterprises Incorporated 2008
Such misdirection creates the perception of magic. Yet, this perception is not real. We simply did not observe all of the facts because our attention was focused elsewhere.
We can perform similar “magic” with our paint contracting company. We can create an illusion with effective marketing.
For example, we conduct an annual sign promotion. During the month of November we place signs in the yards of past customers. We select customers in a small area. For the entire month our signs appear to be everywhere.
The power of this “illusion” is incredibly powerful. Within the areas we put up the signs, our presence is hard to miss.
There are other ways to create similar “illusions”. For example, a proximity marketing program—consisting of door hangers and direct mail postcards—can create a similar impression. Within a short period of time, you can expose potential customers to your name many times. The result is the appearance that you are everywhere.
There is nothing magical about effective marketing. All it requires is a solid plan and careful implementation.
© BEP Enterprises Incorporated 2008
Saturday, June 14, 2008
Which Comes First?
I often hear painting contractors tell me that they can’t afford to market their business. I’ll do that when I start making money, they usually say. And how do they expect to make money if they aren’t advertising? They don’t have an answer to that question.
Such contractors reverse cause and effect. They seek the effect—leads and the money they generate—without enacting the cause—advertising.
When I point this out, they usually respond that it takes money to advertise. Duh!?! Apparently they think that I am oblivious to that fact. Or maybe they think I’ve always had tons of money just sitting around.
The fact that advertising requires money does not mean that advertising must be expensive. My first advertising “campaign” cost me $20. It consisted of me going to a local print shop and having about 1,000 fliers printed. I then delivered the fliers personally. I delivered them almost daily. Trust me, it wasn’t fun, particularly in July when the temperature approached 150, the humidity level was even higher, and giant flies hovered over my head like vultures awaiting the final breath from a dying gazelle.
Over the years I’ve delivered thousands and thousands of fliers and door hangers. (I tried to get this listed in the Guinness Book of World Records, but I didn’t have the right documentation.) Marketing creates leads, and leads generate sales. Sales—if properly priced—produce profits, which fuel additional marketing.
If you don’t have money to market, find it. Because marketing comes first.
© BEP Enterprises Incorporated 2008
Such contractors reverse cause and effect. They seek the effect—leads and the money they generate—without enacting the cause—advertising.
When I point this out, they usually respond that it takes money to advertise. Duh!?! Apparently they think that I am oblivious to that fact. Or maybe they think I’ve always had tons of money just sitting around.
The fact that advertising requires money does not mean that advertising must be expensive. My first advertising “campaign” cost me $20. It consisted of me going to a local print shop and having about 1,000 fliers printed. I then delivered the fliers personally. I delivered them almost daily. Trust me, it wasn’t fun, particularly in July when the temperature approached 150, the humidity level was even higher, and giant flies hovered over my head like vultures awaiting the final breath from a dying gazelle.
Over the years I’ve delivered thousands and thousands of fliers and door hangers. (I tried to get this listed in the Guinness Book of World Records, but I didn’t have the right documentation.) Marketing creates leads, and leads generate sales. Sales—if properly priced—produce profits, which fuel additional marketing.
If you don’t have money to market, find it. Because marketing comes first.
© BEP Enterprises Incorporated 2008
Monday, May 19, 2008
Whence Your Leads Flow
One of the most powerful pieces of data a painting contractor should collect and track is the source of his leads. Without this information he is flying blind. He is spending money without the knowledge of its effectiveness or return.
You do not need an elaborate process to track leads. A simple form or spreadsheet will suffice. The important thing is to capture the data. Several pieces of information are important—the source of the lead, whether the job was sold or not, and the sale price.
Marketing is an investment, and like all investments it is prudent to calculate the return on that investment. Tracking our leads is a crucial part of making that calculation.
It takes time to accumulate meaningful data. Small samples can lead to erroneous conclusions. At least six months of data is needed for a reasonable analysis, and preferably a year of data would be used.
The most meaningful analysis is the return on investment. This is calculated by dividing the sales generated by an advertisement by the cost of that ad. For example, an ad costs $100 and generates $1,000 in sales—the return on investment is 10.
For most contracting businesses, a return on investment of 10 to 20 is desirable. Ads that fall below our target should be re-evaluated.
By tracking and analyzing our marketing, we can make wiser decisions. We can make decisions based on the facts rather than hunches.
© BEP Enterprises Incorporated 2008
You do not need an elaborate process to track leads. A simple form or spreadsheet will suffice. The important thing is to capture the data. Several pieces of information are important—the source of the lead, whether the job was sold or not, and the sale price.
Marketing is an investment, and like all investments it is prudent to calculate the return on that investment. Tracking our leads is a crucial part of making that calculation.
It takes time to accumulate meaningful data. Small samples can lead to erroneous conclusions. At least six months of data is needed for a reasonable analysis, and preferably a year of data would be used.
The most meaningful analysis is the return on investment. This is calculated by dividing the sales generated by an advertisement by the cost of that ad. For example, an ad costs $100 and generates $1,000 in sales—the return on investment is 10.
For most contracting businesses, a return on investment of 10 to 20 is desirable. Ads that fall below our target should be re-evaluated.
By tracking and analyzing our marketing, we can make wiser decisions. We can make decisions based on the facts rather than hunches.
© BEP Enterprises Incorporated 2008
Saturday, May 17, 2008
The N Word
Painting contractors frequently complain about niggardly customers. Actually, they don’t use that word. They usually call such customers cheap, but the meaning is the same.
There are certainly cheap customers. There are also cheap contractors. Customers who want high quality at a low price are cheap. Contractors who are not willing to invest in the marketing, image building, training, and systems are cheap.
If you were offered a brand new Ford F-150 for $10,000 you’d likely jump at the deal. You know that such a vehicle is worth a lot more, even if you hate Fords. Our customers however, do not always know the value of a professional paint job. And this is particularly true if the value we offer isn’t made clear.
Cheap contractors tend to attract cheap customers. Cheap contractors emit a certain aura—in their image, their demeanor, their marketing.
It may be cliché, but you have to spend money to make money. You have to invest in yourself and your business if you wish to grow and prosper. If you don’t, you are being just as niggardly as those customers you complain about. If you think customers are cheap, a good place to look for a solution is the mirror.
© BEP Enterprises Incorporated 2008
There are certainly cheap customers. There are also cheap contractors. Customers who want high quality at a low price are cheap. Contractors who are not willing to invest in the marketing, image building, training, and systems are cheap.
If you were offered a brand new Ford F-150 for $10,000 you’d likely jump at the deal. You know that such a vehicle is worth a lot more, even if you hate Fords. Our customers however, do not always know the value of a professional paint job. And this is particularly true if the value we offer isn’t made clear.
Cheap contractors tend to attract cheap customers. Cheap contractors emit a certain aura—in their image, their demeanor, their marketing.
It may be cliché, but you have to spend money to make money. You have to invest in yourself and your business if you wish to grow and prosper. If you don’t, you are being just as niggardly as those customers you complain about. If you think customers are cheap, a good place to look for a solution is the mirror.
© BEP Enterprises Incorporated 2008
Friday, May 9, 2008
Can You Spel Dissasster?
Some painting contractors don’t write so good. This may not seam like a big deel. After all, they ain’t been hired to wryte and spel. They been hired to pante. So wat if they wryte badly?
It is true that painting a house is not a spelling bee. Nor is it a math contest, but I doubt few contractors would argue that they do not need to possess and use some basic math skills. How else will they calculate a price or count their money? (On second thought, maybe they are just guessing at a price and have no money to count.)
Verbal and writing skills are not luxuries that we can do without. They are crucial business skills. They are the means by which we communicate with customers, employees, and vendors. They are the means by which we express our goals and desires.
There are a multitude of ways we can differentiate our company. Speaking and writing well is one way to do so. These skills allow us to communicate clearly and accurately. If you think this is mere rhetoric, I once was awarded a job because I was the only contractor who correctly spelled fascia. The customer told me that he figured if I can spell correctly, I can do the work correctly.
In a competitive environment, we must utilize every advantage at our disposal. Speaking and writing well will provide an advantage. If you don’t believe me, try writing your next contract in Latin. That would be just as unintelligible as writing poorly in English. And it would give an entirely new meaning to caveat emptor.
© BEP Enterprises Incorporated 2008
It is true that painting a house is not a spelling bee. Nor is it a math contest, but I doubt few contractors would argue that they do not need to possess and use some basic math skills. How else will they calculate a price or count their money? (On second thought, maybe they are just guessing at a price and have no money to count.)
Verbal and writing skills are not luxuries that we can do without. They are crucial business skills. They are the means by which we communicate with customers, employees, and vendors. They are the means by which we express our goals and desires.
There are a multitude of ways we can differentiate our company. Speaking and writing well is one way to do so. These skills allow us to communicate clearly and accurately. If you think this is mere rhetoric, I once was awarded a job because I was the only contractor who correctly spelled fascia. The customer told me that he figured if I can spell correctly, I can do the work correctly.
In a competitive environment, we must utilize every advantage at our disposal. Speaking and writing well will provide an advantage. If you don’t believe me, try writing your next contract in Latin. That would be just as unintelligible as writing poorly in English. And it would give an entirely new meaning to caveat emptor.
© BEP Enterprises Incorporated 2008
Friday, May 2, 2008
It Doesn’t Have to be That Way
It’s never too early to start thinking about winter work. And if you aren’t happy with how this past winter went, start planning now while the pain is still fresh.
There are 2 approaches to take to the seasonality of our industry. You can accept it and go with the flow. Or, you say “it doesn’t have to be that way” and act accordingly. You can be reactive, or you can be proactive.
There are many things that can be done to overcome the winter doldrums, but they all come down to marketing. Marketing makes the phone ring, and the phone must ring before we can sell jobs. The time to market isn’t in the middle of winter. The time to market is before winter. Squirrels don’t wait until the winter to hide their acorns. You shouldn’t either.
Squirrels prepare for the winter long before the winter. In this regard, squirrels seem to have a better grasp on reality than some painting contractors. This may come as a shock to some, but later this year winter will arrive. I checked my calendar. In fact, winter will come every year for the remainder of your career.
So you can begin preparing, or you can act surprised when the inevitable occurs. But if next spring you are lamenting another slow winter, just remember that it doesn’t have to be that way.
© BEP Enterprises Incorporated 2008
There are 2 approaches to take to the seasonality of our industry. You can accept it and go with the flow. Or, you say “it doesn’t have to be that way” and act accordingly. You can be reactive, or you can be proactive.
There are many things that can be done to overcome the winter doldrums, but they all come down to marketing. Marketing makes the phone ring, and the phone must ring before we can sell jobs. The time to market isn’t in the middle of winter. The time to market is before winter. Squirrels don’t wait until the winter to hide their acorns. You shouldn’t either.
Squirrels prepare for the winter long before the winter. In this regard, squirrels seem to have a better grasp on reality than some painting contractors. This may come as a shock to some, but later this year winter will arrive. I checked my calendar. In fact, winter will come every year for the remainder of your career.
So you can begin preparing, or you can act surprised when the inevitable occurs. But if next spring you are lamenting another slow winter, just remember that it doesn’t have to be that way.
© BEP Enterprises Incorporated 2008
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