Want More Business? Maybe You Should Try A Little Harder To Look Good.
A Simple 3-Step Plan For Improving Your (Company’s) Looks & Increasing Your Chances Of Getting Picked By Prospects.
The most interesting remodeler I’ve ever met—by far—is Dan Wolt.
Wolt, who owns Columbus-based Zen Windows, seems oblivious to the way a window company “is supposed to be run.” It’s 7:15 AM on a sunny but cold winter morning, and he’s on his way to the first of his two daily sales appointments. Both leads are referrals, and he’s smiling because he knows there’s a 90% chance he’ll close both deals.
Dan should know—he’s got plenty of experience working with referrals. Since he started the company in 2005 his referral business has risen from less than 10% that first year, to 20% in 2006, to 35% in 2007… and over 50% for every year since then. Even during the recession. Read More
There Is A Ton Of Cash Sitting In Your File Cabinet Just Waiting To Be Liberated.
Dentists Are Notoriously Lousy Salespeople.
If A Patient Doesn’t Come Back For Additional Treatment,
They Don’t Do Anything. Unfortunately, You Don’t Either.
Written by Rich Harshaw
Note: This article is part of Monopolize Your Marketplace’s ongoing “Outside The Box” series, which feature ideas, strategies, and case studies from OUTSIDE the remodeling industry, with suggestions of how to implement those ideas into your business and contractor marketing.
Dentists are notoriously lousy marketers, which probably explains why we get so many of them calling us looking for help. Understandably, they’re always anxious to find as many new patients as possible. After all, the more new butts in the proverbial seat means more teeth to fix and more money to make.
But new patient generation isn’t where the real money is in dental marketing—it’s in their file cabinets. Read More
If Seniors Find It Hard To Get In The Tub, Then Just SAY SO!
Quit Trying To Sell Everything To Everybody.
Focus In On Specific Prospects’ Needs And You’ll Start Hitting Home Runs.
Note: This article is part of MYM’s ongoing “Extreme Makeover” series, where Rich Harshaw takes an existing marketing piece that’s not that great… and works his MYM magic on it.
A remodeler recently submitted the following ad to me for feedback and suggestions:
While I felt like the ad was generally speaking UGLY and looked exactly like the 31,221 other bathroom remodeling ads people see in the paper and in magazines all the time (not good!), my biggest gripe was with the TARGETING.
See, the ad is attempting to reach several different target markets at the same time. They want you to know that they can remodel any kind of bathroom—from “beautiful” baths to “tub to shower conversions” and “walk-in tubs,” they can do it all. A few platitude-filled bullet points don’t really do anything to clarify who would want to buy this stuff or why they would want to buy it from this particular company. Read More