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.
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.
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.
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
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