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Webinar Posting: Overcoming Price Resistance

Watch Closing Ratios Soar and Sales Skyrocket By Shutting Down Price Objections Before They’re Ever Even Raised

If you’re a remodeling company selling on the higher end of the pricing scale, then you’re no stranger to price objections. Sometimes prospects will just tell you that they think you’re too high; other times, they make up excuses because they don’t have the guts to just tell you they think you’re too high. Either way, in the end, your frequently walk out without a sale.

In the past, the solution was to either cut your prices… or to train your salespeople better. But nobody wants to cut prices, and consumers are wary of three-hour sales pitches designed to wear them out while you educate them why you’re actually worth the extra money.

The solution for selling to today’s consumer is to deliberately and liberally utilize contractor-specific, marketing-based price conditioning. The idea is simple: to help your prospects understand what quality looks like, how you deliver it, and why they should expect to pay for it…. and to do all this BEFORE YOU EVER SET FOOT IN THE PROSPECT’S HOME.
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Flying Blind On The Radio

Don’t Be Fooled. That Sales Rep Just Might Be Selling You A Bag Of Magic Beans.

Don’t Be Fooled. That Sales Rep Just Might Be Selling You A Bag Of Magic Beans.

Sure The Sales Reps Are Friendly… And Sure They’ll Promise The Moon.

The Truth: They’re Counting On Your Ignorance So They Can Sell You A Bag Of Magic Beans.

By Rich Harshaw

Note: About once a month I answer questions that come to me via email or via one of my call-in webinars regarding different aspects of contractor marketing. If you have a question, please email it to me at rharshaw@mymonline.com.

Rich:

We are looking to start advertising on the radio soon, and have been talking to some of the local stations. They have all agreed to “waive” the 15% agency commissions for us, so that’s going to save us some money. I’ve attached proposals from three of the stations; they look pretty good to us, but we’d appreciate it if you would look them over and give us any advice or opinions. Any feedback would be great!

Robert

Hi Robert,

Thanks for giving us an opportunity to look over this and give you some guidance. Unfortunately, the proposals sent to you by these three stations are all trying to lure you into making uninformed decisions.

The fact that they are waiving the agency commission is a smokescreen—don’t let them fool you into thinking that they’re doing you any favors. In fact, there’s a 99% chance these schedules are TERRIBLE.
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Where Contractors Should Spend Their Marketing Budgets

Sometimes Trying To Figure Out WHERE To Spend Your Money Is The Hardest Part of Marketing…

Sometimes Trying To Figure Out WHERE To Spend Your Money Is The Hardest Part of Marketing…

Sometimes Trying To Figure Out WHERE To Spend Your Money Is The Hardest Part of Home Improvement Marketing…

Marketing Quick Tips: Budgeting

By Rich Harshaw

Note: This article is part of Monopolize Your Marketplace’s ongoing “Marketing Quick Tips” series. This information is not meant to be comprehensive; it’s simply meant to give you some quick ideas on the topic.

New year, new opportunities.

From an advertising and marketing perspective, it’s a good idea to check your budget every January to make sure you’ve got a good plan going into the new year. Here are some quick pointers to help make sure you’re putting your money in the right buckets:

Tip 1: Buying Your Leads: The most fundamental and important budgeting principle is actually a mindset—the mindset that you must spend money to buy your home improvement, plumbing, or roofing leads.

I learned this the hard way several years ago when working with an $8 million home improvement company that had about a $100,000 a month marketing budget. My job was to work with the owner to allocate the money and make many of the various media buys. After a couple of months, the owner got me on a call and was mad—he was reviewing his numbers and saw that his leads were down and sales were down… and the reason was simple: I hadn’t spent all his budget. The money I thought I was “saving” him in advertising was actually COSTING him big time. He not-so-patiently explained to me that he has to BUY EVERY SINGLE HOME IMPROVEMENT LEAD HE GETS.
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The Power of Friendly

The Single Greatest Example Of Customer Service I’ve Ever Seen—From A McDonald’s Clerk.

How A Single Employee With A Great Attitude Totally Changed My Thinking About McDonald’s. And My Own Business.

By Rich Harshaw

“Am I going to enjoy your company today, or have you made prior arrangements?”

Huh?

It took me a minute to figure out what the clerk behind the McDonald’s counter meant when he asked me in an extremely sophisticated and playful way if my order would be for “here or to go.”

Except he didn’t say “for here or to go.”

It was the Tuesday before the week of Christmas at 12:35 in the afternoon and I was in a hurry. I had two things to do before meeting with a teenage boy I mentor as a part of the Big Brothers program: 1) Stop and get him a McDonald’s gift card for Christmas, and 2) grab a quick lunch. Time was short, so I decided I’d kill two birds with one stone and order my lunch from McDonald’s. Even though it’s, you know, McDonald’s.

You already know the unexpected greeting I received when I approached the counter. Turns out, that eloquent greeting was just the tip of the iceberg.
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