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Overview On Selling Your Power Sweeping ServicesNo matter how good a job you do, or plan to do, it won't matter unless you have clients. Because of the low overhead and small number of clients needed to become profitable, many contractors find they are able to get started without any real advertising costs other than developing a brochure. They simply identify and sell enough primary prospects to get themselves going, and then add an advertising budget at some later date. Others have the capital to take a faster track to growth. Whether you will be operating on a relative shoestring or have plenty of capital to work with, you need to know some basics about advertising and public relations. Getting out there night after night and doing a good job is not one of the toughest aspects of the business. The aspect that many contractors have the most trouble with is making the rounds in search of new customers. Because this function is so critical to success, we have devoted a great deal of space to helping you in your marketing effort. With few exceptions, the managers you speak to about sweeping services already have someone doing the job for them. They may or may not be happy about the job that's being done, but they're not so unhappy that they've called you in as a replacement, either. When you talk negatively about your competitor - even if the customer starts first - you're usually making a big mistake. You won't be increasing your own chances by running down the competition. Rather, tell them...
Throughout the selling process for your company, take care to stress...
If you are asking them to make a switch to your service company, then keep in mind that no one is going to make a move to a company which offers service which is just as good as their previous one. You have to show clearly why you are better. Also remember that persistence counts. Many managers won't buy anything of importance on the first or even second sales call, especially if they will be replacing an established relationship. After all, they have a big responsibility in ensuring that the services they provide on the properties they manage are top-notch. With the persistence of several contacts over some months of time, however, you will usually find a strong positive success rate. The following sections provide a wealth of information about all aspects of the sales process. Even if this is an area of strength for you, likely there will still be useful tips you can apply for the benefit of your company.
Public RelationsPublic relations is a term which has two common business meanings. The first, which we will be discussing in this section, is a way to promote your business without having to pay for advertising. The other general usage of the term is applied to the enhancement of the image of your company. When you first get going, you may want to purchase one or more newspaper ads announcing that you're open for business. These are especially effective when placed in business-type publications, and need not be large or expensive. Many publications also offer an introductory program with reduced cost advertising for new businesses. Sometimes you can obtain the same amount of exposure for free, however. Many local newspapers and business publications are willing to run a small article about a business when it first starts up. To investigate this possibility...
Investigate Networking BenefitsYou may also find it valuable to join one or more business organizations, such as the local Chamber of Commerce or Rotary. Since these are often composed of influential local business people, the referral value can be excellent. Also, your co-members can be a valuable source of insight about doing business in the area. Many will also represent potential clients.
Advertising and Promotion
Fortunately for you and your budget, this business doesn't require a large outlay of capital for radio, television and billboard advertising. Although these types of conventional advertising are not usually used in this field, an aggressive marketing approach, in whatever form you choose, will greatly boost your success. Getting the maximum return from your advertising requires careful planning. Here are some concepts which will help you gain an insight into the advertising/promotion process. There are four basic steps in the promotional process...
Developing Good Advertising MaterialThe purpose of advertising is to:
Effective advertisements have six characteristics... A good advertising program will get you favorable attention from those most important to you - those who are in a position to buy your sweeping services. Good advertising creates a desire for your services while it encourages these decision-makers to do business with your company. Most importantly, good advertising causes action, in that it persuades the prospective customer to give you a try. Also keep in mind that advertising has a cumulative effect. Response is often slow at first, but then increases with time. It rarely pays to just have sporadic 'splashes.' Much better are regular, continuous small scale ads or mailouts. |
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