5 minute read
It seems like almost every restoration contractor I talk to always expresses their strong desire to develop a commercial client portfolio. They 
usually ask me if I can help their sales staff develop a strategy to get consistent commercial jobs. And they often believe it’s a simple as knocking on the door of a commercial business, giving them a business card and brochure, and like magic, start calling. Sorry, it’s not quite that easy.
MUST HAVE A METHOD
Marketing to commercial customers involve a series of steps and methods, intertwined, and targeted. In a 5-minute read we can hardly cover ten percent of the strategies and processes needed to make marketing to commercial customers result in a viable portfolio for you. I’m going briefly address a couple key points and invite you to pick up your phone and call me if you want more details! The call and a few minutes of my time is absolutely free.
COMMON MISTAKES
One of the common mistakes marketers (usually guided by the owner) make is calling on every commercial building up and down the street. They are often not talking to the right people. They are dropping off a business card and a company brochure. They state, “call us if you ever have a disaster.” NONE OF THIS WORKS. It’s like wearing a blindfold and aiming your loaded gun into the air, hoping to hit a duck flying overhead. Sure, you’ll hit a duck – once in a million times.
Another common blunder is to fail to do your research on your target client, or client group. It’s far more effective to decide in advance exactly what vertical (industry type) you want to go after, and then study, research, learn everything you can about that vertical so you can speak credibly to the right person.
SPEAK THEIR LANGUAGE
Every industry (including your restoration business) has terms, lingo, acronyms, and expressions that are specific to that industry. The public at large doesn’t know what a ‘dehu’ is, nor are the familiar with ‘IICRC’ or the “S-500.” These are in our industry! The only way a salesperson can possibly be believable is to learn the lingo and facts about the vertical they plan to target.
TRUST
Without credibility, without believability, minus the right intel, nobody will trust you. And, if I’ve said it once, I’ve said it ten thousand times…”no credibility – no sale.” Additionally, part of getting them to trust you means talking about their issues, pains, headaches, and business challenges. A simple example is when to call on a hotel and you know what “shoulder season” is, you suddenly demonstrate to the GM or owner that you are an insider in the hotel world. That is credibility.
TANGIBLE
The prospect will also want something visible, tangible, and of real value to them or their business. It’s for this very reason that many years 
ago we developed and continually refine a pre-disaster plan (ours is PREP™) so the client can view, read, see, touch an actual sample plan. This combined with your knowledge of their industry and building gives them the reassurance you can bring value to them when a disaster-type event affects their facility.
There are MANY more parts of the strategy. As I said above, please call me to discuss several more important aspects of marketing to commercial customers.
Still need questions answered? Call me now: Dick Wagner 419-202-6745
Nationally recognized coach, consultant, trainer, and speaker
Creator of the renowned PREP™ pre-disaster program
Copyright© 2020 AskDickWagner, LLC All Rights Reserved
We’ve been asked a hundred times (probably more) by our clients if they should participate in a home show or a home and garden show at a local community event. The answer is “of course.” But… if you are going to do it, be sure to 
If I’ve described you, you are not alone. Very few home show or community trade show booth vendors present their booth or services properly. Most simply put a bunch of “stuff” in their booth along with a sign of their company. Then they stand there hoping and praying someone will stop and talk (and even want to buy from them)!
Clients that live by these “do’s and don’ts” usually have a positive outcome. Sometimes it’s simply to get visibility and exposure, and less about “selling something.” Don’t be afraid to give away -something to draw them in and get them to fill out an entry form. Those that 
Many marketing and sales experts, including me, have been saying for several years that “differentiation” is vital to the success of a salesperson, a brand, or a company. When you look, act, and sound like every other salesman or marketer – the prospect will see you as just another annoying seller. Unless you provide your prospect or client with a compelling difference between you and others, there is no contrast, so you get lumped into the same boring category.
The single easiest way to create and present 
I often hear contractors telling me they are not writers – they can’t do blog articles – they wouldn’t know what to write about, etc. What I hear is excuses, excuses, and lots of poor reasons why they can’t do it. The logic is as silly as saying “I don’t know how to do a moisture map” or “I can’t operate a water extraction truck” or “I know how to calculate the amount of equipment I need.” Yet we do learn how.
Let’s talk about creating short articles (400 – 600 words). That many words will usually take up one and a half pages once you add a picture or graphic to the article. (You do need a picture in the blog post). If after all of this, you still can’t imagine yourself writing an article, I will bet you’ll be pleasantly surprised that there is someone within your company capable of writing. Seek them out. Offer to pay them an additional small fee for each article. The value 
problems the client typically has, and making the client aware first – that the salesman understands the client’s issues, and second – has a good solution to make their pain go away. Third, the salesman must regularly continue to be visible to the client, while at the same time bringing value and useful information, help, and ideas to the client.
SUCCESSFUL Marketing People Often Say The Wrong Thing!
Marketing Reps Stuck in the Sand?
Shockingly, the owner is happy because the rep was busy. He thinks “someday those 25 prospects are going to send us jobs.” Most are deluded and under the false belief that this “Stop, Drop & Roll” process will bring a great ROI. Lest we forget, the marketer’s role is to bring in jobs – lots of jobs regularly!
Good marketing certainly is an investment in your short and long-term business future. You place your money where you truly get the best return. The rep you hire should be one that understands it’s completely about the customer – not about Fire, Smoke, Water, or Mold. They must understand it’s about Collaboration; it’s about becoming a Resource or Trusted Advisor to your prospects and clients.
Implementation is the execution of a plan, idea, or strategy.
It should be a reflection of the specific goals and objectives of your company, and must establish benchmarks (e.g., the number of clients to visit daily/weekly). Plus, it’s the best way to measure the success (or failure) of the target benchmarks, (and the ultimate goal).
Even the most well-thought-out implementation plan is just a bunch of notes if you don’t clarify objectives, assign tasks with deadlines, and chart your progress in reaching goals and milestones. Too many times we know where we need to go, but we fail to lay out the road map, and often end up making wrong turns, back-tracking, and even forgetting the original destination! The basic ingredients of an implementation plan should include:
Time allocation: To be fully measurable and provide a way to verify accountability, each task should be paired with an appropriate time frame for completion. If you are casual about the timeframe for completion, then those assigned to the task will also be casual. I recommend you be aggressive but sensible with your time allocation in order to guarantee not just accomplishment of the task, but competent work.
competitors seem to appear and grow stronger and we often wonder “what are they doing differently?” Not every one that seems to be growing is “doing it right,” but many companies have learned what I learned years ago… Social media, excellent websites, Blogging, and other digital platforms are here to stay, and doing it right is critical to your success.
Dick Wagner, Co-Founder: The CREST Network, LLC
once a week by a contractor “how does our company go about marketing to commercial clients?” and the answer is straightforward but quite involved. The opportunities are massive!
than 93 billion square feet. 
