Simple, cost-efficient ways to make your business soar.
By Traci Purdum
Matt Michel, president and CEO of The Service Roundtable, recently spoke to a group of contractors about the grim reality that 20% of contractors will close their doors in the next 12 months. His four reasons for failure:
Contractors can turn a wrench, but have a hard time turning a profit.
Contractors have too much month at the end of the money.
Contractors own a job, not a business. He stated that if you can’t take a two-week vacation you own a job.
Contractors do not charge enough.
The roomful of contractors nervously shifted in their chairs. Some contractors nodded their heads in agreement. Others wanted to know what to do to avoid being a statistic.
As promised, Michel wowed the audience with 173 low-cost ways to get and keep customers. All 173 tips are available to Service Roundtable members (www.serviceroundtable.com). For the sake of this column, here are the highlights:
Accept trade-ins – car dealers do it, why not you?
Advertise in church bulletins and homeowners’ association newsletters – readers will see you as an insider.
Buy remnant advertising – at the end of the sales cycle, publications want to fill space. They often do so at discounted prices.
Create ego brochures for employees and encourage them to hand them to customers.
Make sure all employees have business cards.
Leave business cards on retail counters.
Conduct brownbag seminars for area employers.
Create a community information/resource guide for new residents and list your company as the only hvacr contractor in the guide. Give to Realtors.
Enter every contest. Michel told a story of how he won a writing contest in grade school. Ever since, he has touted himself as an award-winning writer.
Make sure service techs park their vehicles at the end of customers’ driveways.
Promote yourself in your e-mail signature.
Teach home improvement seminars.
Donate company t-shirts to schools. Kids will advertise your business to their parents.
Give away camp chairs. Parents will use them at kids’ athletic functions – free advertising.
Near an airport? Put your logo on the roof of your building – air travelers will be reminded of your business.
Give churches and other groups paper cups with your logo. They will use them at events – more free advertising.
The list obviously goes on and on. The key is to start thinking outside the box in terms of marketing your business. The economy may be rough right now, but customers will still need hvacr services. Make sure your company is top of mind and you will beat the odds and survive another year.
