VIEWS: 18 PAGES: 2 CATEGORY: Engineering & Energy POSTED ON: 6/18/2010
In a time when many contractors are hurting for more leads, shoe leather marketing gives you a first-hand look at prospects and may help you qualify the prospect sooner. True, you can't hit as many people in person as you could with one marketing drop of post cards, but those cards can't determine your best prospects.
Business 101 Brad Humphrey, Contributing Writer Nothing beats ‘shoe leather’ marketing N othing replaces face- the third week industrial friend of mine in the southwest my friend has increased his to-face, hand-shakin’, properties; and the fourth week hired a local college student scheduled jobs by 23. eyeball-to-eyeball government projects. Look at to spend 15 to 20 hours a week In a time when many contrac- selling. Nothing! Yet so many your past two to three years blitzing areas in the contrac- tors are hurting for more leads, contractors have fallen for the of business and identify these tor’s market — basically going shoe leather marketing gives old tricks of advertisers and “honey holes” — lucrative and door-to-door — to introduce you a ﬁrst-hand look at pros- marketing schemes that prom- plentiful project types. Focus himself, the contractor’s pects and may help you qualify ise to do everything for you but on these themes and work the prospect sooner. True, you have the customer sign the extra hard on seeking out those can’t hit as many people in contract. Enough is enough. types of projects during that In a time when person as you could with one Do you need to do marketing? particular week. many contractors marketing drop of post cards, Yes! Do you need to advertise? Don’t think the “themes” but those cards can’t determine Absolutely! But do not let these idea should prevent you from are hurting for more your best prospects. efforts, as needed as they are, pursuing any projects, calls leads, shoe leather And in getting out to meet replace getting out of the ofﬁce or web leads that come in marketing gives you those prospects, they may and making as many courtesy off-theme. The theme is there a first-hand look at open up to you in person and calls as you can possibly make. to remind you that in addition introduce you to opportunities prospects and may Let me give you some ideas to to everything else you are you would have never known make your “shoe leather” mar- doing, you should ﬁll any crack help you qualify the about. While you do not want keting more effective during of time by searching for those prospect sooner. to spin your wheels with dead these very difﬁcult times. theme projects. ends, don’t be so quick to write Never leave your ofﬁce Prepare ahead. A week or off prospects that may have without your business cards, two out from a theme week, company and leave behind a special situations. Work with brochures, samples, etc. prepare a list of names, brochure. In the process he them to develop creative
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