VIEWS: 10 PAGES: 5 CATEGORY: Engineering & Energy POSTED ON: 6/18/2010
It's a bit of a philosophical question because your kneejerk reaction might be to point out that the people who didn't buy - uhhh - didn't buy. Fair enough. And good point. But don't assume that because somebody doesn't buy right away that they're not an excellent prospect to buy in the near to mediumrange future.
E X T ER IOR CON T R AC TOR Three Ways to Spruce Up Your Marketing — Instantly The 50 percent improvement rule By Rich Harshaw Now that Swan Secure is part of the Simpson Strong-Tie® One Good Brand family, we are combining our strengths to expand Deserves Another our offering of high-quality specialized fasteners. As we begin to transition Swan Secure products to the Simpson Strong-Tie brand, new boxes are going to be showing up on dealer shelves and job sites. Rest assured that these boxes contain the same high-grade corrosion- resistant fasteners you’ve relied on for years. And when it comes to our customers, we will continue to provide the same ﬁrst-class service that both Swan Secure and Simpson Strong-Tie are known for. The new Simpson Strong-Tie® Specialized Fastener line includes a wide variety of stainless-steel screws and nails for just about any fastening project. Learn more by visiting www.strongtie.com/fasten or by calling (800) 999-5099. © 2009 Simpson Strong-Tie Company Inc. SWANBRD09 For more information circle 88 all it the “instant 50 with them? To find out exactly $5,000 in advertising — not too Here’s a breakdown. C percent improvement rule.” You can make any how often, simply run your num- bers. And I’ll bet you a wooden shabby. But they could maximize it by spending more money on a • The advertising cost per new customer is $625 ($5,000 divid- bedroom instantly look 50 percent nickel that you can afford to fol- follow-up system to convert the ed by 8 customers). cleaner just by making the bed. low up more than you think. other 17 prospects. • They still have 17 prospects, You can make your office look 50 Look at it this way. percent cleaner just by clearing all You’re going to sell a the junk off your desk. You can certain percentage of make your yard look 50 percent your leads right away Home Improvement Company better just by mowing the grass. You can make yourself look 50 percent better just by styling your — these are the “now” buyers. So everyone who doesn’t buy can theo- Attention: Owners, Executives, and Finance Managers hair. You can make yourself look retically be considered 50 percent more impressive just by carrying a briefcase, etc. a “new prospect” from a willingness-to-spend- READ THIS IF YOU NEED TO So here’s a question for you: marketing-dollars- what can you do to instantly to-get-new-customers GET MORE OF YOUR DEALS make your marketing look 50 per- standpoint. If you count cent better? What can you do to the original marketing APPROVED FOR FINANCING! instantly make your marketing per- dollars sunk on the peo- form 50 percent better at the same ple who buy, shouldn’t time? Utilize the same underlying principle. Identify an aspect of your you be willing to spend extra dollars to convert In theopportunities to get your damaged-credit customers approved fewer home improvement industry, the cold reality is there are now marketing that’s relatively simple to those who didn’t buy for financing, and that’s likely costing you thousands of dollars in improve that will make a big differ- right away? lost revenue. ence, then work on it. It’s a bit of a Here are three “instant 50 philosophical question If you need to get more of your deals funded, we can help. Unlike percent improvement rule” ideas because your knee- other lenders, we want your “sub-prime” business. that should perk up sales almost jerk reaction might be In fact, our underwriters have been instructed to ignore FICO scores immediately. to point out that the and no equity is ever required. The result: More of your deals people who didn’t buy will get approved and funded, so you’ve got more money to help Instant Improvement Idea No. 1: — uhhh — didn’t buy. you cover your expenses like payroll, supplies, commissions, and job Get a Better Follow-up System. Fair enough. And good costs. Doing more with the leads point. But don’t assume your marketing c
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