LeePemberton.com

As we enter the 4th quarter of 2010, it is quite obvious that the consumer is continuing to be cautious with their spending. In fact, even the Healthcare segment is feeling the pinch.

But, as I have said before, we are absolutely in one of the best businesses we could be in an economic period like this, but be aware that even spending on asset maintenance is being stretched out.

I am going to share seven practical steps that I use and that you might want to review as we face our newly “frugal customers” for what I now believe will be an extended period of months, if not years.

#1. Protect Your Cash Flow – No matter how tough times get, you have to keep your cash flow moving. You have a business and you have to keep the business alive no matter what. Think of better strategies in order for you to attain that. Don’t be bashful about asking questions!

#2. Keep Your Personal Credit In Good Shape – Keeping good credit is especially important in times when you may need to borrow money. You are much more likely to get help from creditors when you show financial responsibility. Never forget that when you have nothing else to turn to, they are the ones you will need to rely on in order to keep your business afloat.

#3. Continue To Market Your Business – This is extremely important. Be consistent! You need to keep on marketing your business despite the economic situation because consumers still need your services.

#4. Focus On Your Core Competencies – Focus only on what you do best because it’s your key to remaining strong in business. The more that people trust you, the more likely they are to contact you for help.

#5. Make The Most Of The Customers You Have – Give your customers the best service and quality you can. This will not only enable you to retain them, but they in turn will help keep your business alive and growing buy referring you to others!

#6. Develop And Implement Strategies To Get Your Competition’s Customers – Study your competition and from that information, offer services that are measurably better than those your competitor offers.

#7. Review Your Inventory & Asset Management Practices – Look for alternate options and where possible, find ways to reduce your inventory & asset costs without sacrificing the quality of your services.

Last week I expressed my thoughts regarding using technology wisely and how it has benefited me.

I promised the balance of the pictures that I took, including a peak at my hi-tech watering system.

Check these out, and I might mention that I will be harvesting potatoes this weekend.

I see if I can get a couple of pictures for you.

Click here to view the slide show

Question for you: Are you using technology effectively in your business and your life?

As I approach my 79th year, I find myself answering one question over and over, “How do you keep up with everything you do”?

Especially after posting a picture of my front porch with all my flowers on my blog, I received more comments like this; “Keeps you busy now that you have retired, good luck”!

The fact is, I am not retired and have no current plans to do so! But, what I have learned is the secret of using technology to my benefit, both in my gardening hobby and in my business activities.

When I found myself with aching knee’s and back some years ago, I researched online and learned about “raised beds” and “container gardening”  -  long story short, I embarked on developing “raised beds” and “containers” around my home.  -  Everywhere!

Result?  Aching back and knees were gone! Plus, much less weed & bug problems. However, because I built so many beds, I next found myself spending an incredible amount of time (and $$$) watering these beds!

I finally thought that I might have to sell and move into a smaller apartment.

However, technology again came to my rescue! I discovered relatively inexpensive, DIY “mini-soaker” irrigation systems that now allow me to water and feed at the same time using an affordable but  simple, manual timer and feeding system.

So, as a result, today I have the best of both worlds! My gardening hobby and my business activities without feeling exhausted or crushed!

Could I have achieved these results without technology? Not on your life!

Computer skills along with internet technology make the business more interesting and functional  -  saving an incredible amount of time compared to these same tasks in the early 1980’s! Which equals a big increase in my productivity!

I also probably save 15– 20 hours a week alone, as well as many, many $$$$  in my gardening.

And I am able to do a far better job of both!

For many of you, these are incredibly difficult times. You have never experienced anything like this.  So, here is a very simple suggestion from me to you  -

(1) Learn how technology can help you do better while using less of your physical assets by making sure you use technologically advanced tools and products to help you.

(2) Learn how to use internet and computer technology to reduce your marketing costs while increasing your effectiveness!

Many of you have asked what I do other than work in our family business, so I decided to show you around. I had Melissa take some candid shots of my gardens which are my hobby and passion – after our wonderful industry filled with incredibly hard working persons whom I love and have served for for the last 50 + years!

This is the entry to my home, but early next week I will have the other 30 or so pictures posted for you to take a glimpse.

Click here to view the slide show

Click here for Lee’s Video Message

Hi – This is Lee Pemberton back to share some additional thoughts with you about “TRUST”.

I call today’s thoughts . . .
TRUST AND YOU!

If you hope to prosper . . .

You Must Focus on Building Consumer Trust in Your Carpet Cleaning Business! (and it won’t happen on its own

Customer confidence (trust) is extremely important to the success of every 1-10 employee small business. But none more so than in your Carpet Cleaning Service business.

In your Carpet Cleaning business, your customer rules and his or her satisfaction with your service will determine whether you receive repeat business and a referral or complaints and bad word-of-mouth comments.

TRUST — A Brief Definition

Trust is a combination of the value that others see in you, and their willingness to communicate and accept you and your services to help them get what they want. It’s people asking and taking your guidance as a trusted expert.

(The Collins English Dictionary defines trust as the worth or reliability of a person or thing)

I strongly recommend that you follow the link shown here and watch the video.

Link to short video by Jeffry Gitomer:
http://www.amazon.com/gp/mpd/permalink/m2WTDY715TFDS8

So, How Do You Win, Develop or Build Trust?

First, let me assure you that “trust” isn’t the product of any secret formula. It’s not something you can just sit and wait for it to happen to you.

Winning, building, and maintaining a high level of trust involves some serious thinking on your part!

It also requires reading, developing a clear focus on becoming an expert in your business specialty, it requires studying, it requires developing the right attitude, and then hanging in there when times are tough.

But you can and you must do it and when you do, it will lead you to more than money. It’s not just success, it’s fulfillment – for you and the people who trust you.

So, again, how do you win trust?
You win it by behaving in a trustworthy and reliable way in everything you do.

To win trust you have to be trustworthy. Trustworthiness is based on both your character and your competence. Building trust is all about being real and also being human.

One of the most important character traits required to create trustworthiness is integrity (i.e. your behavior has to be consistent with your values).

Building Trust in Your Carpet Cleaning Business

First of all, you should be aware that small businesses like ours have a competitive advantage over big businesses in at least this very important major area: the area of “trust”.

According to a recent 2010 Gallup Poll, 95 percent of consumers interviewed have “a positive or (trusting) image of small businesses like yours.

No other group received this large a vote of confidence. Big business on the other hand only received a 49 percent rating.

But,

it is critical to your Carpet Cleaning Business that you:

GET YOUR BUSINESS HOUSE IN ORDER

Like it or not . . .

THE PHYSICAL APPEARANCE OF YOUR BUSINESS Builds “Trust”!

Four Key Focus Areas Regarding Business Appearance

#1 – Must conform to or exceed the norms of a good quality cleaning service

#2 – Everything should be (and look) clean.

#3 – All smells (odors) should be at minimum acceptable, and preferably pleasant.

#4 – Everything should at all times appear uncluttered and professionally organized.

I must tell you that I believe this element of trust is the most difficult to master because it combines so many other vital elements. Give trust. You become trustworthy by giving trust.

I plan to address some more of these elements in next weeks blog entry.

For additional information on “Educational Marketing”, visit
http://www.ecleanadvisor.com/public/department15.cfm
For information on specialty cleaning challenges, visit
http://www.pembertons.com/jimscleanchat/
For information regarding our FREE Educational Fridays, visit
http://www.ecleanadvisor.com/public/department44.cfm

Call us at: 800-342-2297 or 412-751-3700

In the midst of the 2008 – 2009 financial madness, the American pillar of capitalism crumbled: Trust totally disappeared from our economic system.

The “credit crisis” turned into an “econolypse” because at the very heart of the crumbling of capitalism was the fact that “a credit crisis is a problem with basic trust”. And trust, not just credit, is what powers everything from business loans to elections to everyday consumer decisions.

The bottom line is: Trust is Marketing 101.

Since the 2008 – 2009 financial collapse, we now have a well founded, deep-seated distrust of our “economic system that will not soon diminish!”  -  and  -  that goes from the White House to local car dealerships. Only local businesses are still trusted because of reliable, pre-existing relationships! That means you won’t find a better time to strengthen your trust base!

Our society has now shifted from a period when trust was naively taken for granted to one in which trust rightfully must be earned.

What does this new era of trust look like? It is definitely relationship-based, person-to-person and mostly unrelated to big-brand institutions that sail by on a name that can be bought and sold. Only trusted product brands remain unscathed!

1-10 employee businesses, those who work hard, make payroll and don’t expect a bailout, will lead the way in establishing and strengthening this new era of “earned trust”.

Local business people, who are in touch with their customers, and who can be reached by phone easily; and who will do anything they can to properly service their customers, are the ones who will come out of this crisis not just intact but successful.

This era of personalized service, local brands and hands-on results will grow, and companies who are developing one-on-one relationships will thrive.

Service businesses that today establish good old-fashioned local trust by way of responsibility, hard work and commitment can look forward to a great future!

The most powerful marketing tactics available are those which are used in your “Educational Marketing”

Are You . . . (1st) Trustworthy, (2nd) Knowledgeable, & (3rd) Capable?

Most service businesses today believe that the function of marketing is to promote their services.

That was mostly true in past decades, but now it’s actually a business threatening misconception.

MARK THIS DOWN & DON’T FORGET IT . . .

• In today’s market place, the most important function of your marketing must be to establish that you are (1st) trustworthy, (2nd) knowledgeable, and (3rd) capable.

Most consumers today absolutely don’t want to do business with people they don’t trust, especially when it comes to buying services for their home or business. When they buy your services they are, in fact, buying the values, knowledgebase, technical & management skills, as well as the personalities of YOU and your employees.

Even if you happen to have the lowest prices, if your prospect doesn’t trust you, it will be difficult if not impossible to sell them your services.

This is the basis for my strong focus on the Education-Based Marketing System.

When dealing with today’s consumer, without question, delivering a satisfactory service is no longer enough! There are plenty of places that can deliver a “satisfactory service” – but they can’t meet the three step requirements I mentioned previously!

The fact is, even an IICRC certification no longer can be depended on to meet the three step requirement! Capable? Perhaps. Knowledgeable? Too many are not! Trustworthy? Answer that yourself.

Look at this chart & you will quickly get the idea why a “satisfied” customer won’t keep you in business anymore!

The First level is pretty obvious, & I wonder about the 17% — perhaps price means more to some consumers them than satisfaction?

Check the Second level, – that should get your attention. Notice that even though satisfied, The customer can be easily switched by a competitor!

The Third level is where we are now! Satisfaction doesn’t cut it! The customer has to feel good about you and your company! – And still 17% won’t stay with you!

Things seemed to go along pretty well until the early to mid 90’s, then the now better educated consumer began to rebel because of all the scams, poor quality and lousy service that accompanied the final insult – higher prices!

This had become prevalent not only in our industry, but also across the board in our society.

Result? An angry consumer who demanded better! Service companies like ours found us face to face with “Increased customer expectations”, from a better educated consumer who wanted what was promised and more – much more!

Our industry responded with better equipment & cleaning systems as well as better trained service technicians. Those who recognized the situation created “Positive Customer Feelings” and were well able to compete and grow.

The Great Recession of 2008 devastated the consumer! The consumer found that all the institutions that they had grown up trusting with life shaping decisions regarding money, savings, credit, investments, their home – car – retirement were either incompetent or thieves or both! Trust was and continues to be devastated! All businesses are suspect!

Employees, value systems & localized business now come into play. Your brand – “YOU”, is now most important.

The “old way” of advertising continues to produce diminishing results that are gradually drying up!

Only your “Trustworthiness” & Your “Knowledge Base” can lead your marketing activities as you develop brand “YOU” using Educational Marketing – because – it’s all that works today!

Next week we will evaluate how we build “Trust” in your brand

Hi there. . .

I’m Lee Pemberton,

This is a special message to all of Pembertons valuable customers and friends.

I want to share some news I believe that you might be interested in:

As many of you may be aware, I have spent over 50 years in this great industry, & I love it and all the great people that we have the privilege of supplying equipment, products and training for!

I have watched consumer attitudes change over the years, but I am afraid many of you are so busy delivering the services you provide, that you haven’t had time to notice some of the changes.

A quick trip going back a few years to the past of our young industry might be very revealing to you. . .

In the late 70’s, a new carpet cleaner could run an ad in any paper or pennysaver & the phone would ring and ring! The carpet cleaner then went out to look at the carpet & give them a price before providing the service.

Then along came “price merchandising”, and our industry started down the road of “commoditizing” carpet cleaning.

Costs increased, carpet values increased, but carpet cleaning prices did not! In fact prices actually dropped with the advent of truck-mounted equipment!

But probably the change that has impacted the profession carpet cleaner most is the change in consumer attitudes!

Profit margins also dropped. The yellow pages seemed to be gold mines in the 1980’s, then in the 90’s they seemed to explode into dozens of money sucking books that you had to be in to stay alive, with 12 month contracts!

And most of all, I watched the costs and effectiveness of marketing continue to change with diminishing results! The consumer not paying attention!

Again I am afraid many of you have been so busy delivering your services, that you also haven’t noticed some of these additional changes.

But, you I know you are noticing the results! You are working harder than ever, just to tread water & pay your bills! Profits are tougher to come by!

Over & over I keep hearing some of you saying that you plan to start working on improving your marketing as soon as more money comes in.

And all the while the competition is already spending time & money, working hard to grab new customers.

(Remember, the competition is far more than just the other carpet cleaners in the area!)

Today I am seeing too many of our customers running a very strange race! It’s a race where you keep hoping you can outlast the competitors, but without doing anything to either keep existing customers or get new ones!

That just doesn’t work!

The bottom line is this. You have to take control of your business and go out there and get more customers. Like it or not, it is all about doing something!

The lazier you are on your marketing, the worse the results.

You must do something. Do it now! Your future depends on it. But you have to do what you feel comfortable doing and that you can afford, or it won’t work!

To lend a hand with some ideas that are doable & not overly costly, I have set up this blog with the goal of sharing ways to market that you can afford.

Look these last two charts over and I will be back in my next entry with some details for you.

Your comments and questions are welcome

Lee

I’m Lee Pemberton, your Educational Marketing Guy
With some news you might be interested in:

After spending over 50 years in this great industry, I am focusing all my creative energy on helping 1-10 employee carpet cleaning businesses with marketing their services affordably by using “Educational Marketing Tactics” that fit each individual company & budget!

Over & over I keep hearing 1-10 employee business owners say that they plan to start working on improving their marketing as soon as more money comes in. All the while the competition is already spending time & money trying hard to get new customers.

(Remember, the competition is far more than just the other carpet cleaners in the area!)

In my experience I see too many of our 1-10 employee carpet cleaning professionals running a very strange race! It’s a race where they keep hoping they will outlast their competitors, without doing anything to either get or keep customers! That just doesn’t work!

The bottom line is this. You have to take control of your business and go out there and get more customers. Like it or not, it is all about doing something!

The lazier you are on your marketing, the worse the results.

Do something. Your future depends on it.

I have just set up my new blog where I am focused on helping “1-10 Employee Carpet Cleaning Businesses” to market without wasting money!

You can find it here – check it out &
Be sure to stop by Tuesday, June 15th for my 1st official video entry!