At the end of 2018, this headline caught my attention: “2.1 Million Dollar Home Sells on the Internet.” Apparently, some super rich guy dropped a couple million on a house, sight unseen, from across the country… and it made waves.
No realtor, no fuss, “Just throw it all on my debit card and I’ll see you next week.”
Sure, the internet is convenient, and I like shopping from my couch as much as the next guy, but I’m still one who prefers doing business face-to-face with product in hand, especially for large purchases. And forget that $2.1 million craziness… a “large purchase” in my mind is anything over the $100 mark. I want to hold it with a salesperson assuring me that my decision is a wise one.
In the internet age, that form of retail sales is slowly vanishing. Why? Because it’s easier to skip the salesperson, put a few quick lines of description under a photo and shoot it out to the masses hoping someone will bite. If you show it to enough people, surely one of them will be a millionaire that won’t ask any questions, right?
Far be it from me to say that Amazon’s “We don’t need no stinking salespeople” model isn’t working. I think Wall Street would disagree wholeheartedly. But offering everything to everyone and letting them sell themselves simply can’t be the model for all business types. No, contractors are in the people business and because of that you don’t have the luxury of not being personal. Through reviews, referrals and community involvement, you better believe your customers are buying YOU long before they decide to buy a product. Especially when it comes to large purchases like system replacements or agreeing to let someone into their homes—the old adage of people buy from people they like is true. And I’ll even take it a step further—people buy from people they like AND trust. Any website can sell me a sweater or a phone charger, but I’m only letting someone I trust come into my home for an hour. See the difference?
But no one is expecting the guy with his name on the sign to personally go on every service call, right? You can’t shake the hand of every homeowner and potential customer in the DFW Metroplex, or even if you’re in rural Kansas. Don’t get overwhelmed with the thought of needing a prior one-on-one relationship with all of them before they give you their business. Start small and touch who you can.
The number one way you establish connection is through your brand, and marketing is the most important tool to make that happen. When your brand is a consistent presence in a local market you become part of the culture, and soon that builds a trust connection. Consistency and repetition are strongly linked to trust in the brain. Examples: When you advertise on a radio station, you are then associated with that listener’s favorite music. When you have a sign on the outfield fence of the local youth baseball field, your company becomes a part of childhood memories. These things don’t happen if your business is just a metal building with a manufacturer’s sign out front.
Contractors must find ways to put a face on their company. Your customers need to be reminded that you are a person, homeowner, citizen just like them, and investing in that connection is never a bad idea. Home shows are a great way to get out and meet people who could be shopping for your services. Newsletters can show your customer base that you are in this business to offer them true value and comfort—you care about them, not just their money.
I’ve been a salesman/consultant for close to 10 years now calling accounts all over the country, and I’ve noticed something. I can’t jet-set around from Florida to Washington and meet all of you, but during the occasions that I have been able to meet partners face-to-face, the relationship and, in turn, the business we’re doing together almost always increases. I’m talking 90+% of the time. If you’ve never seen me in person, I promise there’s nothing special there. I’m just 5’6” of pure ordinary guy, but what’s special is we as humans crave connection, and we feel safer when we get to know who we’re dealing with.
Again, you can’t personally shake all their hands and give them each a big warm smile, but with good marketing, your customers and prospects can feel like they know you none-the-less.
Speaking of one of those rare opportunities—we have been asked to teach a seminar at the ACCA National Optimize Conference in San Antonio, TX on March 4th at 1:30 PM, and I would love to meet as many of you as possible. We will show you a real, step-by-step plan on how to achieve more effective marketing while doing less work!
If you haven’t already registered for Optimize, click this link and use the promo code HUDSON to get $100 off your registration fee.
If you plan to attend, shoot an email to [email protected] and we will make sure to arrange some one-on-one time.
Hope to see you all there!