LeePemberton.com

In 2012, we appear to be undergoing a shift from a business-to-consumer marketplace to a consumer-to-business and consumer-to-consumer marketplace—where buying and selling of products and services is increasingly driven by consumers themselves. To me it is like an out of control – unstructured “Word of Mouth” marketplace on steroids! The so called “Arab Spring” and “Occupy Wall Street” are examples that I see of this type of conduct.

Good or not so good, this is happening because of the incredible ability today of consumers to communicate immediately with each other in massive volume.

All of this is having an effect on your business and your marketplace.

We, as service deliverers, are facing serious, but as of yet, unknown changes! read more

Jim Pemberton’s CleanChat Blog article today reveals his observations regarding the sale of carpet & fabric protection services.

Here is what I see superficially as other major contributors:

* Add-ons are no longer a “slam dunk” aftersale profit builder!
– Consumers now demand good reasons to make these additional investments.

* “Poor” or “Perceived Poor” results in the past are coming home to roost!
– Caused by combinations of inadequate cleaning, preparation, overpromising & underdelivery.

Check out Jims blog:
http://www.jimscleanchat.com/protector-sales-declining/

We all hate cold calls, especially me! On the other hand, I have developed many strong business relationships by overcoming my fear of such a simple (but devastating) action as cold calls. Every restoration contractor will need this ability if he intends to grow the business!

Last week I read a delightfully simple article in the INC newsletter that is really worth passing on . . .

It is titled:
How to Make a Successful Cold Call
by Geoffrey James

There’s a quick and easy way to get a potential customer interested.

Here’s a step-by-step guide to the conversation…

Read more here…
http://tinyurl.com/tip1-20a

The big business story right after Xmas was retail giant SEARS / KMART & their announcement that they will be closing up to 120 stores in the upcoming year. Despite the 2% increase in holiday shopping this year, this 100+ year old company struggled.

This years retail results show Macy’s store sales rise while Sears, Kohls and Penneys stagnate or fall.

Why? Perhaps it is the result of what some refer to as a “Secret Weapon” used by Macy’s:

Macy’s same-store sales have been growing each month since early 2010, following the nationwide launch of the “My Macy’s” local customization program.

Analysts say “My Macy’s” is the No. 1 reason for the company’s impressive turnaround, stemming a long string of quarterly sales and profit declines. “My Macy’s” launched nationwide in May 2009, in the troubled aftermath of Macy’s merger with the May department store chain

Looking at Macy’s (M) crowds this holiday season, you wouldn’t know that major department stores have been creeping toward death’s door for 30 years.

Department stores’ share of the retail market fell from over 7% thirty years ago to a low of 2.4% in 2009, says Craig Johnson, president of consulting firm Customer Growth Partners. But last year department stores’ share rose for the first time in 30 years, Johnson says.

CGP estimates its share will rise again this year, to 2.6%. The reason? In a word, says Johnson: Macy’s.
“Macy’s has been increasing its share of the department store sector primarily at Sears (SHLD) and J.C. Penney’s (JCP) expense,” he said.

So what can we learn from all of this? I would like to share some well stated thoughts from a bright young blogger who posted the following article, headlined . . .

Fears for Sears: Lessons from a Dying Brand,
and his first point is really noteworthy to those of us self-employed small business persons . . .

Lesson #1 Don’t Forget to Take Care of the Goose
(check out all three lessons)
Read the whole story at this link:
http://tinyurl.com/tip1230sears

Every once in a while I run across a memorable quote that I share with you, and this week I came across one written by John Braun (Hitman Advertising) that is so down to earth and sensible that I want to share it with you.

John says: “The bitter truth that no one ever tells you about marketing is that everything doesn’t always work every time. So if you want to stay busy, you MUST take action with several items.“

Go to his blog for more than 20 tactics that can boost you winter volume, (the last five are restorer specific! Print out his list and do something!

Here is the link -
http://tinyurl.com/tiphitman

And, while you are at it, plan to join us February 1st here at the spacious Boston Spectrum at the “Restoration BootCamp”.

For more details, follow the link below -
http://www.pembertons.com/bootcamp

 I have just reviewed a “must read” article from the “Restoration & Remediation” trade journal, written by Walter Lumpp, titled “What the Looming Consolidation Means to Restoration Contractors”

Mr Lumpps’ observations are insightful and will give you some serious issues to consider as you consider your business future! Here are a few excerpts as he speaks regarding the “Wal-Mart effect”. . .

• “Because Wal-Mart has unmatched buying power, it can dictate to suppliers what price it will pay for their products”…
• “Global competition that could drastically alter the way you and I do business is entering our industry”
• “Major insurers are reportedly joining forces with Crawford through pilot programs”…

For the full article and another to follow, use this link . . . http://tinyurl.com/tip1202a
—————————————————————————————————————-
Walter Lumpp
Walter Lumpp is executive director of the National Institute of Restoration, the nation’s premier association of building professionals dedicated to the repair, cleaning and restoration of property damaged by fire, wind, water or other disasters. For more information, call (434) 973-4200.

from ScienceDaily

This is some incredible stuff! Can you imagine technology where gentle water bubbles can produce the cleaning power of high pressure washers?

This information was sent over by Cliff Zlotnik (the “Z-man”) and his cohort Joe Hughes at IAQ Radio Friday morning. I strongly recommend that you get on their list so you are kept up to date on cutting edge technology in our industry.

Click on this link to READ MORE:
http://tinyurl.com/IAQ1111

In a tough marketplace, restoration contractors need a new angle, a different approach to increasing profits and building their business.

An every-increasing “good fit” for them is green, and this doesn’t mean the color of money. Disinfecting and deodorizing services for clients who may already have a contract cleaning or in-house cleaning staff is proving to be a popular option for restoration contractors.

For complete article, please visit…
http://www.ecleanadvisor.com/public/875.cfm

Thoughts From Lee

Educators today teach that what we hear – we forget – what we see – we forget, but what we see and hear, we remember.

And since we all certainly rely on good communication to build our businesses, the following little tidbit of information should be of great interest to you. . .

FACT:
Like it or not, print media, television, on-line, plus mobile and social media are all now vital components of any marketing program.

When it comes to making an impact, seeing certainly is better than hearing but not being seen at all is even worse.

The problem with using electronic media today is that most of it is never seen at all by the prospects we are looking for! It is relatively inexpensive and in some cases even free, but if it is not seen, it’s worthless!

Also, there is a general misconception or myth in the business world that customers are tech savvy. Unfortunately, that is just not true! In fact, only a small percentage of the population actually is tech savvy. Just because they have a cell phone doesn’t make them a “techie”.

On the other hand, almost everyone can read and understand a postcard.

Print still has power and don’t forget it!

Have you wondered what your customers are cutting back on during this prolonged economic slump?

Two recent Harris polls are very revealing – here are a few excerpts and also two links with the actual survey results if you want to read more:

Percentage of those packing a lunch ——– up 46%

Percentage of those who have stopped seeing a hair stylist ——– up 43%

Percentage who have switched to generic brands of groceries ——– up 62%

Percentage of those who switched to using refillable water bottles —– up 39%

Percentage of those who reduced or stopped eating out —————– up 28%

Percentage of those who have cut back on grocery purchases ———– up 24%

Read more:
http://tinyurl.com/tip1014
http://tinyurl.com/tip1016

Every day I hear our hard working small businesses complain that applicants either can’t make it through a drug screening or they don’t have a valid drivers license, so I agree that things are indeed kind of tough!

However, we are indeed fortunate to have chosen the cleaning industry as our livelihood! We are not a “luxury” business. Consumers might extend their cycle of cleaning, but health, asset maintenance and life style soon triggers the demands for our services.

What we choose to do as we deal with this change in our marketplace is completely under our control.

To read more, please visit…
http://www.ecleanadvisor.com/public/868.cfm