LeePemberton.com

What they really mean is “Hey Lee, give me something easy & affordable to do that will get me more customers”.

Are you aware that this very attitude has created a flourishing business in our industry of selling Marketing and Advertising Systems for carpet cleaners?

A number of shrewd businessmen have found that they can make more money, easier – by selling marketing materials and consulting services to cleaners than they ever could by cleaning carpet (and the work is so much easier)!

I have to tell you, that as a capable and knowledgeable marketer with decades of experience, – who cares very deeply about this industry that we are all in together, and especially the great, hard working people who are its heartbeat; -

That there are some important truths that are frequently (and conveniently) glossed over that I feel really must be shared with you.

The biggest truth is simply that there is much more to developing a profitable carpet cleaning service than just marketing and advertising – The basic truth is that it takes a lot of work – very hard work!

With that sobering fact in your mind, I am going to follow through with some very fundamental guidance that I started to share with you back on July 9th when I spoke to you about “TRUST & YOU” – and the things that build TRUST.

We started then with the disclosure that the physical appearance of your business builds TRUST in your prospects mind! As a matter of fact, your prospects first opinion may well be created from what they see, before they know anything else about you!

Take a few minutes and go to the right sidebar of this page and choose the category “TRUST” along with the month of July and review the discussion I just mentioned – and while you are at it, check out the video.

In the meantime there are some things you need to consider before you attempt to seriously work at growing your business. It starts with what I refer to as your customer bucket.

Here is a graphic design of my concept of a customer bucket:

Notice there are a couple of pretty good leaks with customer dollars running out of the bucket.

Actually that is pretty normal, since most small businesses lose at least 10% of their customers each year for any number of reasons that they have little to no control over.

The problem is that most carpet cleaning businesses look more like this next bucket.
Check out the leaks!

This graphic makes it pretty clear that just trying to dump more new customer business in a business bucket in this condition would be an exercise in futility. Actually more customers would eventually be alienated in these circumstances

Yet, that is exactly what most carpet cleaners are directed to do by the consultants they are paying big bucks to help them! Is it any wonder they get frustrated and give up?

Good logical business sense says: “Get Your Business House In Order” before you spend money that will ultimately be wasted.

Before you can really accomplish anything, you must “FIRST REDUCE THE LEAKS!”

And, you do this by “Getting Your House in Order”. This graphic gives you a few serious problems to consider. – Check your business against these problems.

In a few days, I will add some additional slides with more “in-depth” information
Regarding these type of problems and how you can move forward in “getting Your House In Order”

For more immediate information, feel free to check out our resource box with additional links as well as phone numbers you can feel welcome to call.

• For information about “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 FREE Educational Fridays, visit
  http://www.ecleanadvisor.com/public/department44.cfm
• Call us at: 800-342-2297 or 412-751-3700

Tip from the “Educational Marketing Guy” Lee Pemberton

Six Powerful Benefits You Receive From Narrowing Your Marketing Focus:

1. You will find it easier to become an authority in your chosen “niche”
2. You will also begin to develop a larger share of your “niche” market.
3. The customer will perceive you as delivering a higher quality service in this “niche”.
4. You will learn that perception is the true reality of quality.
5. You will now understand that the driving force in business isn’t quality, but the perception of quality.
6. Your profits will improve, and your business will grow!

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.