Posted by Rich Harshaw on June 25, 2015.
Dig Into Your Numbers And You Just Might Find Some Gold Nuggets
Don’t Be Afraid To Question Your Assumptions
& Double Check Your Numbers.
Have you ever walked into your closet to find something, searched high and low, and couldn’t find it… only to have your spouse walk in, grab it off the shelf right in front of your face, and hand it to you?
Of course you have.
It must be a human frailty. Sometimes it’s nearly impossible to see stuff that’s right in front of your face.
Funny thing—this happens all the time to remodeling contractors in their marketing.
I recently began working with two new clients on their marketing; one is a huge HVAC company and the other is a large kitchen & bath remodeling company. Both of them are outstanding companies that are run by extremely talented people. Both have robust marketing plans that are funded by sizable marketing & advertising budgets.
And in both cases, I was able to uncover some pretty major inefficiencies just by asking the right questions… and knowing how to dig into the numbers.
Let me tell you a couple of stories:
Posted by Rich Harshaw on June 18, 2015.
Post Category: Personal Edge
My dad got me the most embarrassing vehicle possible for my 16th birthday.
Want To Know What A Real Dad Looks Like?
Read Every Single Word & Learn.
Note: About once a month, MYM takes a break from marketing advice and focuses on personal development topics. We call this ongoing series “Personal Edge”. Enjoy!
“If you ever lie to me again, I’m not going to say a word. I’m just going to punch you in the jaw as hard as I can.”
Message received. Loud and clear.
For my 16th birthday, my dad got me a pickup truck. Which sounds like a cool story until you realize that it was an old yellow, beat up stick-shift Toyota pickup that he salvaged somehow from one of the many properties he managed. No air conditioner. An old-style push button AM radio. A couple of random dents. In other words, a total piece of junk.
But it was my piece of junk, and I was the only one of my friends that was both old enough to drive and actually had a vehicle to drive.
Less than a week after I got my driver’s license, my buddy and I hatched a brilliant plan. After a church swim party at my house, we decided that we wanted to give two young ladies a ride home. Small problem: the cab of the truck was impossibly tiny—only two people could fit comfortably. If a 3rd person dared to wedge into the middle of the bench seat, their knees would be constantly be playing pinball with the gear shift knob. Four people would never fit in a million years. So I knew there wasn’t a snowball’s chance in Hades that my parents would allow me to take the girls home.
So I didn’t ask.
Posted by Rich Harshaw on June 11, 2015.
The meeting was completely NOT what I expected… it was far, far better
Would You Believe That It’s Love, Kindness, And Affection?
“I’m going to have to start working Saturdays to pay for this.”
That’s what the 40-year old, blonde-haired air conditioning technician said to over 150 people as he pointed to a picture of a beautiful blue Corvette—used, but in great shape—that was projected onto the giant video screen at the front of the room.
Whenever I start working with a new client on a one-on-one consulting project, the first thing I do is fly to their office to meet with the owners, marketing managers, and anyone else who might have some useful information about the company as I begin the Identity discovery process.
This particular company, the biggest heating and air conditioning company in Southern California, suggested that we arrange that initial visit on the same day as their monthly “All Company” meeting so I could get a feel for their company culture.
I’ll be honest: I expected to see a bunch of people stuffed in a big conference room while they listened to various department managers drone on about goals to be met, policies to be complied with, and announcements to be noted. The meeting was scheduled to last 90 minutes; I wasn’t quite sure how an hour and a half of company politics was going to help me help them create powerful HVAC marketing.
Man, I couldn’t have been more wrong.
Posted by Rich Harshaw on June 2, 2015.
You Think They’re Not Interested, But They’re Actually Just Busy.
About 6 or 7 years ago, I was driving home from work one day and trying to figure out what to do with my kids.
It was nearing the end of October, and it was getting to be that time of year where it would be dark by 5 or 5:30… and it was starting to get cold outside. For the sanity of both my wife and myself, we needed to find something to keep them occupied in the evenings.
It just popped into my mind. I pulled a U-turn at the next stoplight and drove straight to the exercise mega-complex known for as much for its family-friendly facilities as its gargantuan size.