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A simple idea increases sales by The strategies for continual The future is electrifying for these
328% business success electricians
After analysing the current marketing of Now the advertising side to the business Now seven months into the business
the business, Dmitri knew the first step was in place the next step was to create a relationship (between Dmitri and Paul) we
would be to change the current marketing structure, which would provide a continuously see great results being
advertising. Paul was already spending consistent increase of leads being achieved”. The biggest result is measured
$3,000-$5,000 per week on advertising in generated and sales being made.“We sat in the hard dollars. Paul’s sales have now
all local papers in the greater Auckland down and thought who has our clients right increased from a projected $300,000 to
area. The ad was very standard - “Call now? Instantly we realised that we could do just over $1 million in 2003-2004 financial
Stewart and Rogers Electrical” as the a joint venture with plumbing companies, year! In a strategic move Stewart and
headline, with the phone number in small property valuers and real estate agents” Rogers Electrical is now branding their
print, and the slogan… “no job too small” – states Dmitri. A joint venture is where two company, by publishing advertorials on
with a black background. companies work together for a mutual the success of their clients using their
benefit. The joint ventures proved to be a services. “This has proved a powerful
As you would imagine with an advertising valuable source of qualified leads for strategy, as clients that call from these
budget like this, making a change would Stewart and Rogers Electrical! advertisements have belief about our
have an immediate impact on the business. business and the service we provide! The
The strategy for changing the The next step was to introduce a qualify- other benefit is building a long-term
advertisement was simple “what Dmitri ing questionnaire, which would eliminate relationship with the clients we feature”
helped us do is increase the number of potential clients ringing up and saying says Paul. Discovering the keys to
benefits (reasons to do business with the “what is your hourly rate,” getting the marketing has proved a profitable
company), began showing clients testimoni- answer… and then hanging up! By doing experience for this electrician turned
als (demonstrates other happy clients) and this, the business was losing out on the Entrepreneur!
outlined the companies guarantee” says Paul. massive ‘long-term’ value that these
clients represented. After Dmitri made
An Electrician Uses Smart Marketing To Once these areas were strongly defined,
the next step was to have a strong call to
action (a reason to call the business now).
some minor changes to the script, the
sales again increased, as people who were
hanging up before, were now purchasing.
As a result of changing the advertisement, “Sometimes I have helped my clients
Generate a 328% Increase In Business the monthly sales went from 70 per
month to 230 sales per month, which
increase their business with this one strat-
egy alone, as it turns lookers into buyers”
“Turning everday people into entrepreneurs”
represents a 328% increase. says Dmitri.
Every year tens of thousands of would be entrepreneurs go into business chasing one of the
Australian dreams… succeeding in their own business.
hat most don’t realise is, when thought he was guaranteed success, and Stern (a licensee of the Better Business
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this assumption left the business
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moved business from Wellington to Paul was about to give up his search and turnover, Dmitri went away to formulate
Auckland (a city 4 times the size) Paul then he received a phone call from Dmitri the best strategy for the business.
