The Sales&Marketing Insider from Hudson Ink

[Volume 11, #293] [www.hudsonink.com] [October 19, 2011]

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  Marketer's Toolbox  

 

The Kid Who Coulda Been a Contenda

 

The late 20's kid seems sharp enough, but he hangs with some losers. One of whom is himself.

 

I met him while he was an intern at the local Porsche dealership, in their very rigorous tech-training program. Given the car's country of origin, Germans and technical obsession are like politicians and money-favors: chemically bonded.

 

He was eager, clean-cut, clearly gifted for the craft of byzantine engine management systems that balance the immense power and pragmatism of the Porsche brand. This is a near-heart-surgical specialty among mere physicians. To a car guy, he "spoke" the language; to a typical customer, he could tone it down for comprehension.

 

In other words, an ideal Tech. Except for "the sickness."

 

After twenty six weeks of training, that are mind-numbing enough for a near 60% drop-out rate (some of their own volition, most due to Porsche's unwavering perfectionism) this kid got his head turned in two ways at once.

 

His inner voice repeated what had oft been said to him, "You're really good at this. You're going to make it." That was his confidence and drive talking. Yet a dysfunctional ego added a comment he'd never heard, "... and you should now be rewarded accordingly."

 

Not so fast.

 

He "forgot" the investment and sacrifice made for him. He disregarded the hierarchy of reward that follows proven work, clearly laid out from the beginning. He was blind to other players on the team funneling work his way, and handling myriad details thereafter.

 

Though his hands were adept and his head ever-increasing in technical knowledge, he began questioning management (a field about which he had zero training). "Why do you charge this?" "How much did that customer pay for this service?" "Why are these parts marked up so much?"

 

His next step sealed his fate, just as it has for countless thousands before and since...


  Coaching Club Update  

First, Bill Baltzersen provided remarkably powerful info in the Maintenance Agreement coaching call. He covered 12 pages of non-stop, 'spot on' info on

 

  • Building the agreement program
  • What 'types' of customers are out there
  • What RESISTANCE they have and...
  • How to overcome
  • Generating tens of thousands in 'bankable' reliable business in your firm

 

Bill ONLY has 25+ years of coaching contractors, and he's seen it all. He did an awesome job.

 

So, check out the replay and prepare to transform YOUR business with maintenance agreements.

 

Thanks for being a MegaMarketer member!


  Your Path To Success   

The contracting business would be easy if there were a simple formula to follow to generate more leads, increase closing ratios and improve profits. Actually, there is such a formula, and it begins with marketing.

 

The hard-to-admit fact is, you're not running a contracting business.  True, you perform contracting services. Many do. Many fail. Yet the ones who distinguish themselves have made an essential mental shift: You're running a marketing and sales business that specializes in contracting. That means you must use this formula...


  Turn Every Service Call Into
  A Continuous, Predictable Profit Stream   

As a rule, techs don't like selling. Techs like fixing equipment. To them, selling is for people who don't know how to fix equipment. So far, I'm not arguing with them. Yet the very reason that techs don't like selling is the very reason that they are a natural at converting service calls into Maintenance Agreement customers...  



  The Holidays Are Right Around The Corner   

The best way to address your holiday marketing needs may be to address Holiday Cards to your customers.  Many contractors panic by over-spending on advertised price cuts, not realizing most homeowners don't want you near them during the Holidays. Other contractors don't do anything, which is worse, especially during a time of year when "relationship building" is at an all time high. 


But two things are overlooked with these approaches which just happen to drive most of your sales: Relationship and credibility. So how can you accomplish both of these painlessly during the Holidays?

 

  1.  First of all, the "regular" sized cards blend in to the stack and may not get read. Go oversized so people will see it, usually a 5 ½" x 8 ½" is perfect. It's large enough to be seen and it's inexpensive. Good combo.

     
  2.  Next, the stock cards with pictures of an ornament, or some cartoon Santa, with over-used Holiday phrases may be very common, but that's the trouble:  they're common.  Since we were unable to find any good "contractor specific" cards, we created some you can review at www.ContractorHolidayCards.com.

     
  3.  For Postage, we recommend going First Class. Why? Well, these should go to your complete customer list, which means you'll get back the undeliverables, allowing you to "clean" your list.

 

Most of all, a great Holiday Card to your customer list gives you the opportunity to say "thanks" to the people who are keeping you in business. Customers do all the buying and all the referring; they pay for your employees... and they pay you. This is the time of year to say thanks with a nice Holiday message.

  

  Theater of the Absurd   

Theater of the Absurd-Cows-Close-Gate

 This is the part where opposable thumbs would come in handy...


HC Snowball Fight-

Holiday Cards from Hudson, Ink. What better way to thank your customers for....being your customers!

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