July 25, 2006
By: Adams Hudson
Spring is coming!
Market hard for tune-ups right now. For the next 60 days, your business goes off a minor cliff. You know the symptoms... you can't believe your weekly overhead... employees start wondering who's busy… and who's paying more hours… you wonder where all the business went... again. Same song, verse 582. Get fired up about tune-ups. Why?
1) More traffic = more revenue. More work, more new customers, more momentum in a slow season. You're just "seeding the ground" with tune ups. Hey, I realize you won't get rich at $59-$89 a pop. No. You're adding customers at that price. And funny thing is, customers occasionally have needs other than tune-ups. They have friends too!
2) More tune-up calls = More Maintenance Agreement sales. Don't let anyone tell you that marketing for Maintenance Agreement works as well as a face-to-face when the customer is getting the bill for the tune-up. That's when the benefits get their full attention. So market for tune-ups to the public, then the MA. You'll do much better.
3) More tune ups = More equipment sales. Yes, the real figures are: 1 in 24 tune-ups result in equipment purchase. This market moves from a $89 tune-up sale to $300 repairs to $4000 systems in a big hurry. As long as you're selling ethically and correctly for the greatest benefit to the customer, these sales are out there. Either you get them or your competition can.
Adams Hudson is president of Hudson, Ink “Creative Marketing that Works.” His company creates a full line of marketing tools for contractors including Customer Retention newsletters, Yellow Page ads, “turn-key” Marketing PowerPacks and custom copywriting. You can get a free subscription to his “Sales & Marketing Insider” by faxing your letterhead to 334-262-1115 with the request. Also check out www.hudsonink.com on the web for free marketing tips or call 1-800-489-9099 for more info.
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