90% Trade business owners make the mistake of waiting for the “weather to warm” to begin driving for leads and estimates

Guest Post by: Jeff Consul, Institute Of Innovation

This puts you into the position of a high stress April and May where everything needs to happen at once; staff training, marketing, estimating, and production. This is the worst way to try and launch a profitable year.
Instead here are the things you should be doing & thinking right now:

1. Start Marketing Now. Reboot the online ads. Pull out the signs. Hire cold callers, start flyering — begin canvasing your neighbourhoods early. Remember the first to door advantage and that people need to see your brand 3–7 times before they purchase.

2. Remember that 33% of marketing is retaining market share, 33% is getting new clients and 33% is to intimidate your competition, and always keep ’em sweating 😉

3. The big ‘secret’ that that big business’s understand is that homeowners and clients will in fact happily book months and months in advance. This allows for them to budget for a project and put money away (that they otherwise wouldn’t be able to afford!) as well as allowing them to arrange their summer plans (To be gone on holiday while a reno is going on) Earlier is always better — it allows for follow ups.

4. Connect with all of last years previous customers. Thank them for their business and if they have a corner lot — request to put up your business sign in their front yards for 2–3 weeks while you market. This create momentum for your marketers.

5. You WILL face this objection — ’But its too early!’ — The best way to handle this is, ’Actually we do the majority of our estimates while we are slow because it allows us to price things out exactly how you want it, and then gives us a timeline to plan accordingly. It also gives you the time to select colours/finishes/styles. (And we’re very busy during the summer)’
If you start marketing now you can have 50–60% of your projects booked before May 1st. Imagine how easy hiring staff would be after that.
Hope this helps!

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Posted by VenturX

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