Contractor Marketing That Works

Which horse ran the fastest Derby on record?

The fastest Derby was in 1973, by Secretariat, who broke the two-minute mark and blazed the mile and a quarter in 1:59.4. Remarkably, each quarter mile split was faster than the one preceding it. No other horse has broken the two minute barrier in the Derby. Secretariat went on to become the first Triple Crown winner in 25 years, and still holds records in two of the three races: the Kentucky Derby (1:59 2/5), and the Belmont Stakes (2:24).

If you want to be a winner in your market, here’s how you make your marketing pay:

1. Spread the Word.  Everyone in your office needs a copy of the ad and run dates. Your salespeople, techs, phone staff all need to know the point of the offer and if they have any customer contact, they need copies to share. Marketing does NOT stop with the ad.
2. Know the terms.  Your receptionist and scheduler must know the ad’s offer and limitations. During marketing consultations, I’ll pick up the phone and call a large car dealer and ask, “Are you having a sale today?” The inevitable “Of course we are!” follows. “Great!” I say, “What can you tell me about it?” Either silence or a fumbling for the script marked “Total BS Response” ensues. There’s nothing worse than a “Special” that’s not. Inform your receptionist on the merits of the offer so they can excite the caller and get the appointment. That’s your ad’s mission, remember?
3. Track every call, every time.  Have your receptionist ask every caller: “And where did you see our ad?” Or “Did you see this in the Newspaper?” and mark the lead number per source. This is vital information. It is THE barometer of your marketing dollar’s success or failure.
4. Streamline the Offer.  If it’s a financing offer, sales or office staff must be able to quickly submit and process the credit application or you’re doomed. “Sales” can turn into “Never mind” if this takes too long.
5. Have a follow up plan.  Calling behind a mail offer increases results 2.8 times. Remailing a successful offer to the same list can often outpull the first effort. Sending a “related” letter plus a copy of the first letter can perform well. Remailing to non-closed sales is one of the best ways to pull money out of the trash in all of contracting. (Why every contractor doesn’t do this is beyond my limited powers of comprehension.)

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