LeePemberton.com

When I read this, I realized how far we allow ourselves to stray from the “simple stuff” that makes us “real” in our service businesses! Please read this and see how you feel about it.

   – Lee
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Simple Business Truths From Mom
author – Paul Spiegelman

Here are some of my favorites and why they’ll be important to your success.

1. “Always Be Nice”
It seems so simple, but I’ll never forget my dad telling me that. When I was a child and my dad would run into an old business colleague, that person would pull me aside and tell me that my dad was one of the nicest people he had ever met. I always hoped people would say that about me one day. (And I’m still working on it.) Being nice and having kindness in your heart will get you through almost any situation.

2. “Listen”
Stop telling people what you can do for them and listen to what they’re saying they need from you. You can’t learn what your customer needs (and what they will buy from you) if you’re too busy talking about what you can give them.

3. “Eat Your Vegetables”
The same way it’s good for you to plow through your vegetables as a kid, you’ll find enormous benefits in reading to improve your business. Even the artichokes of business books. You can never read too much.

4. “Stop Picking Your Nose”
Be aware how you conduct yourself out in the world. People are watching you and your business. And not only should you avoid them catching you doing something questionable, don’t do that questionable thing in the first place.

5. “Smile”
I was the middle kid and the serious one growing up. My mom always had to remind me to smile. Now I’ve written two books about smiling in business.

6. “Never Burn Bridges”
This was another one from my dad. We all face situations in which we want to tell someone off or win a fight. It isn’t worth it. Life is too short and the world is too small. People come, people go, and then people come back. We are all in the people business and it is sometimes better to bite your tongue and know that the right thing will happen if you take the right path.

Don’t just apply these parental sayings to your business. Take it a step further and ask yourself, “If I explained to my parents how I run my business, would they be proud? Would they be happy with how I treat others and why I take certain actions? How many times would I have to tell them, ‘That’s just how business is done.’” If that isn’t a happy conversation, maybe it’s time to review how you’re running the company.

For more about Paul Spiegelman, please visit…
http://www.inc.com/author/paul-spiegelman

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

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

Consistent profit growth in a service business such as in the cleaning services industry absolutely depends on the development of  strong relationships with their customer base.

So, why don’t more professional cleaning services make it a priority to build strong relationships with their customers?

For complete article, please visit…
http://www.ecleanadvisor.com/public/866.cfm

Probably the most common question I hear on a day to day basis is this:

“What can I do to advertise my business that is both affordable and works?”

I discussed this with a very knowledgeable marketing guy recently and he said exactly the same thing! But he went further and put a very helpful video together that I think is really helpful.

If you have had these same thoughts, and are interested in some fresh ideas, I strongly recommend that you take about 11 minutes to listen and watch this video that was developed by John Braun of Hitman Advertising.

John is a really unique guy who is a “hands on” carpet cleaner – and also runs an Advertising Agency that really understands what professional cleaners want!

Follow this link . . .http://tinyurl.com/clntipadv

Here is a marketing idea that capitalizes on the “Groupon” concept and success. It might even be called a referral program on steroids

A number of cleaners have used Groupon with varied success. New opportunities are quickly becoming available and deserve your careful consideration. One that is I find very interesting is a simple but potentially very effective way of promoting your business. It is called Daily Referral, and I recommend that you look it over.

Here’s why I think Daily Referral might work for your business:

The best part is: It costs you nothing, even for the website and location on their site.

For complete article, please visit…
http://www.ecleanadvisor.com/public/863.cfm

Here’s a dose of harsh reality. . .

Nobody really cares about your services (except you)!
People (customers, friends, even relatives) only care about themselves, solving their own problems, being liked, and so on. But that isn’t necessarily a bad thing. This reality simply requires a shift in your thinking from “service pusher” to “trusted resource” – and that shift creates your big opportunities.

This doesn’t mean your services are NEVER mentioned or promoted by you, it just means, in a manner of speaking, that when you shake someone’s hand online or in person, you don’t lead with your service! Your services must come later as a part of the recommended solution to their problem.

By far, the number one mistake that business persons like us make and then repeat over and over when marketing and promoting in person or online is to talk on and on about ourselves … and how amazing our services are.

This is why most business-related blogs or web sites don’t do a very good job. Businesses aren’t sharing information that is focused on the consumer, whether business or residential. Instead, they just dump information that is all about themselves and what they do.

Before you get caught up in this seductive trap of self praise, ask yourself why people consume online content such as the articles, videos, audio, photos, etc as well offline content such as brochures, mailers, seminars, speeches, and workshops? Usually they do it to:

• Solve a problem.
• Be entertained.
• Learn about something they are interested in.
• Get a little inspiration.
• Pass the time. (Hey, we all get bored. You know it’s true.)

It’s time to embrace this reality! This simply requires a shift in your thinking from “service pusher” to “trusted resource” -

Your success in today’s marketplace truly lies in your ability to become a resource for customers, prospects and your very local community on the particular subject about which enables you function as a “Cleaning Professional”.

I recommend that you check out the following article regarding getting your business house in order, and the 10 area’s where we get into trouble. http://leepemberton.com/blog/mistakes/

It’s the new reality!
That means, despite making yourself visible and acting as the face of your business – your message should not indicate that anything is really about you. Your message slant must be all about your customers and your prospects (potential customers).

It’s The Truth! People honestly don’t really care about your services.
People care about themselves, solving their own problems. But that is okay. This isn’t a bad thing. It simply requires a shift in your thinking from “service pusher” to “trusted resource”-which then creates your real opportunities.

I am not saying your service is NEVER mentioned or offered, I just mean, that when you shake someone’s hand online or off, you don’t lead with your service. Your service comes later.

By far, the number one repeated mistake that most cleaning professionals make when marketing and promoting online (and offline) today is to talk excessively about themselves … and how amazing their service or special equipment is.

If these thoughts concern you, make sure that you do not miss this July 20th “Cash Creation Event” at the City Center Marriot in Pittsburgh PA, where you will discover the top strategies that are working today by top cleaners & restorers.

Click here for more information http://www.pembertons.com/promo.html