Remodeling - February 2009 - (Page 72)

LastWordBenchMark Section Editor: Sal Alfano salfano@hanleywood.com Complete the Short Pass Individualized personal outreach may outperform more complex marketing tactics. takes a small plant as a way of saying thanks for helping the company grow. You might take a packet of wildflower seeds and a garden trowel in anticipation of spring. MARKETING FIRST ■ Write. A personal handwritten note is a Without good leads coming through the door, rarity today and will attract attention. Comnone of the other issues can be addressed, so ment on something about their project, ask if let’s use the “short pass” idea to solve the mar- there is anything that needs attention, or even keting dilemma first. The goal in this case is to mention that you’d be happy to help them increase marketing effectiveness by develop- maintain, repair, or remodel this spring. ing a wider and deeper network of potential Commit to a certain number of these every clients. To reach that goal, use a series of three week and track your progress toward that “short passes” that, taken together, comprise a commitment using a simple spreadsheet like personal, individualized outreach program. the one shown here. This isn’t a substitute for ■ Call. Make a quick phone call to each tracking your marketing success; it serves as client you’ve worked for over the past two a reminder to keep in touch with those people who are in the best position to help you and your company. Short-Pass Marketing Remember, every time you comCOMPLETED ACTIONS WEEKLY OVERplete a short pass, you’re one step DESCRIPTION GOAL MON TUE WED THU FRI SAT SUN TOTAL UNDER closer to a “touchdown” — a Personal phone calls: 15 2 3 2 4 11 (4) signed job! Handwritten notes: 5 3 1 2 3 9 4 For the next few months, I’ll 2 3 — Personal visits: 3 1 be focusing on other “short pass” strategies that can make the difUse a simple schedule like this one to set goals for personal outreach to past clients and, more ference between failure and sucimportantly, to track your progress. cess — or even survival, given the current economy. —Judith Miller ■ Less work. The phone hasn’t rung for years and with whom you have a good rela- is a Seattle–based remodeling business consulmany people since August or September. tionship. Just touch base and make small talk tant and trainer. Read her blog at remodeling ■ Smaller job size. Client focus on — about your families, about the economic mag.com under the ExpertOpinions tab or at “needs” not “wants” means smaller job size. downturn, about community issues, about http://remodelservices.wordpress.com. ■ Standard marketing isn’t working. anything that makes a connection. Download an electronic version of this Newsletters, mass mailing campaigns, and ■ Visit. Make a personal visit to some of table at www.remodelingmag.com. trade shows have become dismally ineffective. your best past customers. One client of mine WE WANT TO HEAR FROM YOU! F ootball is a foreign language to me, but I learned something interesting about it over the holidays listening to my two grown sons talk. It appears that current strategy relies more on the short pass than on the long bomb to move the ball forward. This seems an apt metaphor for our current situation in the remodeling industry. The best way to move yourself and your company closer to the “goal line” of increased leads and stable profitability may be through small, incremental steps — the remodeling equivalent of a series of short passes. Without knowing your company, I’ll bet that the biggest issues you are currently facing include at least two of the following: ■ Tight cash ﬂow. With no new job deposits flowing into your bank account, you might be in real cash-flow trouble. REMODELING (ISSN 0885-8039) is published monthly by Hanley Wood LLC, One Thomas Circle NW, Suite 600, Washington, DC 20005. Volume 25, Number 2, copyright 2009 by Hanley Wood LLC. Opinions expressed are those of the authors or persons quoted. Reproduction in whole or in part prohibited without written authorization. REMODELING is sent free of charge to qualified readers involved in the remodeling industry. Publisher reserves the right to determine recipient qualification. Out-of-field subscription rates: US and possessions: $44.95; Canada $59.95 (Canadian dollars); all other countries $65 (US funds). Single copy price: $8.00 except Buyer’s Guide, $10. For subscription information, write Circulation, REMODELING, PO Box 3079, Northbrook, IL 60065-3079. Canada Publications Mail Agreement #- 40612608. Return undeliverable Canadian addresses to: Bleuchip International, PO Box 25542, London, ON N6C 6B2. Periodicals Postage Paid at Washington, DC and at additional mailing offices. POSTMASTER: Send address changes to REMODELING, PO Box 3079, Northbrook, IL 60065-3079. Member: BPA Worldwide (BPAWW) and American Business Media (ABM). E-mail benchmark@hanleywood.com, or write to Benchmark, Remodeling, One Thomas Circle, NW, Suite 600, Washington, D.C. 20005 72 Remodeling February 2009 remodelingmag.com http://www.remodelingmag.com http://www.remodelingmag.com http://remodelservices.wordpress.com http://www.remodelingmag.com http://www.remodelingmag.com

Table of Contents Feed for the Digital Edition of Remodeling - February 2009

Remodeling - February 2009 Contents First Word Market Watch Linda Case Mark Richardson Shawn McCadden Ways + Means Bottom Line Sales + Marketing Field Notes By Design Tech@ Work Good Form Close Up Second Look Going Green Clinic Specbook Upscale Remodeling Start Right People, Process, Profits Interview: Sara Ryan Duffy, President of SRD International New + Notable Products Final Touch Green Speak Green Spec In Focus First Look Benchmark

Remodeling - February 2009

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