LeePemberton.com

In last weeks blog I shared some issues that I see as quite challenging right now, and offered some simple and low cost marketing solutions.

A key thought for our industry from my perspective continues to be:

“Marketing is not about how much you spend, it’s about how you spend it!”

Today I want to call your attention to a powerful shift that I see making an impact right now on both the way we go after jobs and the way the jobs come to us. This trend is overwhelmingly powerful and needs attention!

This trend is being referred to as “ROBO” – taken from “Research Online” and  “Buy Offline”

Few things will have a more powerful impact on local businesses like ours than this consumer behavior of researching online and then buying offline (ROBO)! This behavior is now practiced by almost 90% of all computer savvy adults as a way to find local products and services without wasting time driving from one place to another, or wasting time with irritating phone conversations!

What this means is that we have to expand the way we think about our websites far beyond the means to provide information. Our website also must become a tool to invite online searchers and visitors to contact us offline.

Perhaps our websites need local call to action tools such as downloadable coupons, samples and trials.

One of our industry leaders in sharing great guidance regarding using the internet wisely is John Braun, of Hitman Advertising. He currently has a 25 minute FREE webcast with great guidance on using the internet to build your business with very little cost. I strongly recommend you check it out.

Here is the link  http://www.hitmanadvertising.com/workshopwebcast/

“Marketing is not about how much you spend, it’s about how you spend it!”

How are you and your business doing, as we move full bore into spring, 2012?
Can’t see your way clear to spend on marketing during this current economic slog?

A frugal, budget conscious behavior is totally understandable, but you have more options than just spending a lot of your marketing budget on printing, postage and other costly mainline promotions!

KEY MANTRA FOR TODAY:
Marketing is not about how much you spend, it’s about how you spend it!

Here is a chart that gives you some options. The left column focuses on marketing tactics that you can use which require more of your time, but far less money.

Click Image to Enlarge

If this is your busy season, start your day early and schedule a business breakfast before your regular production day starts with a commercial or institutional contact. If your business (and cash flow) is slower, you might want to do a simple coffee & danish. One or two breakfasts and / or several coffee & danish contacts a month will probably run no more than $100.00 per month, and look what you’ll accomplish! Four or five one-on-one sit-downs, away from their work environments will do a lot to create and maintain relationships. Where can you purchase advertising for that amount?

There really are dozens of categories of people you touch as you move through your personal and business life every week. How many of these people know who you are or what you do? How much business are you missing by ignoring the opportunity to just share your message?

Marketing really isn’t about expensive advertising or glitzy direct mail campaigns. It’s about belly-to-belly, face-to-face and voice-to-voice communication, while you build confidence, comfort levels and trust with people who are either prospects or centers of influence.

Don’t know what to talk about? I guarantee you that reading the CleanTip each week will give you more new subjects of interest for discussion over a breakfast or coffee & danish than you will ever need!

And this is a great time of year to do just that. Pick up the phone and invite somebody now!

Have you tried the S.A.F.E. – - ” Simple, Affordable, Fast & Effective” Urine Odor Control Services concept yet?

One of my readers just told me: “No, I just dabbled with it a bit, but nothing really seemed to quite work for me.”

Dabbled? Hey, Guys!, nothing will ever work if all you do is “dabble” in it. In fact, dabbling is just another word for “fear.” You are saying, “I am afraid to commit myself to something, so I will just dabble. This way, if it doesn’t work, I didn’t really fail!”

Here is the problem with Dabbling

When you dabble, you don’t give 100%. In fact, you most likely only just do a poor or “half a_ _ ed job” Guess what that gets you? — Poor Results (at best)!

In fact in todays service environment, when you do a “good job,” it’s still not enough! Even being committed to “excellent quality” only yields “average” results today as far as customers are concerned.

HERE IS THE KEY!
Because so much of the results today depend on attitude and communication, you have to push your standards higher to a level of “OUTSTANDING,” or “REMARKABLE”.

Here is a rough drawing that describes what I’m saying:

****NOTE: in the drawing, there is a giant leap from Good to Excellence, but “outstanding”or “remarkable” takes just a fraction more effort and caring!

Again I ask, “Have you tried the S.A.F.E. – - Simple, Affordable, Fast & Effective Urine Odor Control Services concept yet? — Give a good trial – don’t “DABBLE!”

Click here for the complete article and download

 
In 1986 Jim & I compiled a manual for use as a guide in selling & producing professional deodorizing services. It was titled “Making Dollars From Scents”

At that time I had already been working in the cleaning industry for over 20 years, and had been busy building a distribution business designed to provide training and information in addition to supplying equipment and cleaning agents to cleaning contractors.

Most of today’s owners and technicians have no idea how very different things are today!

In the decades preceding 1986 carpet manufacturers had been producing “disposable” carpeting with no concerns about cleaning or maintaining them. It was the mid 1980′s when the leading carpet manufacturers finally recognized the consumer resistance to the poor quality carpet being sold.

Stain resistant carpets, extended warranties, light colors, synthetic backings – all started in the mid eighties as a response to dis-satisfied consumers.

However, professional cleaners were still faced with incredible challenges in the market place. Getting carpets satisfactorily cleaned was difficult enough, but problems like urine stains and odors were overwhelming to most.

Yet here was an incredible market just begging for help and thousands of cleaning professionals with no clue as to what to do or how to do it.

That set the scene for our original guide in 1986.

FAST FORWARD 25 years . . .

• Population increased by 77+ million
• Today, carpet is losing market share, but is also high quality.
• Society has become incredibly health & allergy conscious.
• Home ownership & growth has exploded.

Today’s Carpet Cleaning Industry is changing & maturing
21st Century Chemistry – High Quality Equipment – Innovative Accessories

Today Americans At All Income Levels Lavish Care On Their Pets

Crime and fear has exploded ownership of dogs, especially large ones. Pet health care, pet mega stores are everywhere; pets, pets & more pets! Pets have today become an extremely important part of our society.

However, just as in 1986, the market for pet odor de-contamination services remains poorly handled because of confusion by carpet cleaning professionals regarding the services wanted by the marketplace.

Most of the reasons contributing to the confusion regarding pet odor de-contamination among carpet cleaning professionals begin with negative attitudes coupled with poor communication.

• Insensitive attitudes by carpet cleaning technicians towards offending pets that alienate pet owners are key!
  (Many carpet cleaning technicians simply feel no need to accommodate wants & concerns of the pet owner).
• Lack of understanding of the pet, the consumer, as well as the contamination problem by a large number of carpet cleaners has left a giant opportunity for the caring cleaners!

Once again as I look at this opportunity, there arises the need for a simple, easy to follow guide book.

The type of system needed is one that is, as we see it, (1) simple, to learn and do (2) affordable, for the customer (and the cleaning service) (3) fast, (no one has time anymore) & (4) effective for all concerned. With that as a starter, we came up with this concept using the acronym S.A.F.E.:

“S.A.F.E.”
Safe, Affordable, Fast & Effective
21st Century Urine Decontamination
& Odor Control Procedure Services
for new and entry level technicians
as well as existing cleaning professionals.

By including updated, cutting edge guidance as to how 21st Century technology products work and their proper use in various situations, this guide contains highly effective, but labor & cost efficient solutions in both an easy to use as well as an easy to understand format.

We have put an ebook together using a concept that you will find both interesting and perhaps, controversial. The S.A.F.E. concept is based on Attitude, Inspection, and Communication!

Click here for the complete article and download

I just received a great response regarding my blog from last week from Mark Violand, a long time friend and a dedicated industry authority.

In case you missed it, last week I discussed “add on selling” of “treatments”, strongly suggesting that deodorizing treatments were more saleable in todays market climate. 
(read last weeks blog)

Mark goes on to say  .  .  .  .  .  .

“Yes, odor control and the “smells sell” mentality will always be with us. I wrote an article about scented candles way back when regarding the “scent” industry. [Still as popular.]

Regarding protector sales, I gave a presentation last year for the local SCRT chapter titled “Minding your P’s and T’s”, making use of the words polyester and Triexta.

When you read through all the mumbo jumbo, SmartStrand (Mohawk’s product) does not have protector on it. We all know that the fiber is nearly stain proof to “water based” spills, but not OIL, just like olefin. And in CCT class we learn that the primary purpose of a protector is “dry soil” resistance with liquid spill attributes as well. SOOOO “the cleaner should still let his clients know what he/she knows” and that dry soil resistance is still the main reason protectors should be applied. So the cleaning you perform will last longer because the carpet is resisting dry soil, just not spills.

My 2 cents.

Thanks as always,

Mark Violand
IICRC Certified Senior Carpet Inspector
IICRC Approved Instructor
CFI Inspector/Technical Certification
ITS HardSurface Inspector (wood, laminate and resilient)
CTEF Ceramic Tile Inspector

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Selling Carpet Protector:
Buying fabric protection is somewhat like buying life insurance. It is a logical decision, but an unpleasant thought. Spills? Dirty walkways? YUK! Result? Not now. (especially when carpet vendors are touting the long term stain-resistance of their products) No question, it’s a tough sell these days.

However, as an option we have very profitable (and effective) “Odor Control” services that are much, much easier to sell.

Selling an Odor Control Treatment:
To your customer, buying a service that makes something look better and also eliminates an unpleasant or embarrassing odor situation is much more desirable. The service looks even better when help and guidance to better control what will realistically be an ongoing situation is provided by you.

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The need for dependable odor control treatment is present in most homes. Still, most lingering household odors go unnoticed by most of the occupants, “When you experience the same smell every day, the brain doesn’t register it,” said Terry Molnar, executive director for the Sense of Smell Institute in New York, a division of the Fragrance Foundation, the nonprofit, educational arm of the international fragrance industry. “But take a two-week vacation and you become aware of the everyday aroma in your home.”

In the United States, our consumers spend billions of dollars on home – fragrance products each year, and while their goal is to dissipate musty or unpleasant odors, most simply mask these odors instead of eliminating them.

“Most air fresheners are carefully formulated to trick the brain,” said Craig Warren, scientific affairs director for the Sense of Smell Institute.

A recent report from Packaged Facts, a publisher of consumer goods market-research, shows that 75 percent of American households use air fresheners, with room sprays leading the category. In 2007, 328 new products were introduced to the market, and analysts expect exponential growth as a result of increased use by teenagers and college students.

If you would like more information to reinforce your decision to pursue this very profitable (and also very available) market, follow this link and read some data I collected previously.  http://leepemberton.com/blog/women-cats/

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!