December 3, 2007

Don't Forget Your Old Clients

You’re driving along and you pass the house where your company did an awesome job installing new siding, decking and a new roof two years ago. You give the house a glance to admire the quality of your work and see how the job’s holding up.

It looks great. But wait, parked in the drive way is a competitor’s truck with two guys unloading windows. And you suddenly notice the competitor’s lawn signs.

Has this happened to you lately?

If so, like many contractors, you probably feel some resentment at the client who forgot what a great job you and your crew did. Then you just kind of slough if off to human nature.

You tell yourself that there are always new leads. New leads are critical, but for some contractors they’re kind of like a drug addiction. A drug that makes them think short term rather than in months, quarters, and years. So they pour money into media and additional event marketing, or they drive themselves nuts trying to create a canvassing program for scratch. A perfect stress recipe.

Here’s the thing: If you knew that that customer liked your company’s work, and if you’d documented that by, obtaining a testimonial letter or a survey, and had a monthly newsletter, you’d be in an excellent position to ask for more business.

You’d be even in a better position if you had a menu of products instead of just one or two, and at the time of installation your installer or sales person had made a note of possible future needs. But even if you only had one new product, you’d be well situated to get some business from a satisfied previous client who liked you and your company.

By simply sending a monthly newsletter, either by mail or email, you would see your previous customer business grow year on year, saving marketing dollars that go right to the bottom line.

Yes, new leads are the lifeblood of a home improvement business. But they cost more than ever. And in a tepid economy, consumers are wary of committing to major cash outlays. Wouldn’t it be nice to know that your previous customers – and those that for whatever reason didn’t choose you – were regularly reminded that you can meet their needs?

If you are interested in obtaining a monthly done-for-you newsletter as well as some solid marketing techniques that are proven to work head on over to http://www.aorccp.org and sign up for a free 30 day trial.

Filed under Blog by Brian Deacon