I know in this tough economic time, many of you are seeking to add new customers and bolster new sales QUICKLY. However, the easiest and quickest sell is not to completely new customers; it's to existing customers for additional services.
Let's look at an example of the possible outcome:
Direct Mail to Purchased List:
$75 (List of 1000 people) + $420 in postage + $460 in printing costs = $955
3% of those 1000 turn into possible leads = 30 - 10% of those turn into sales = 3
3 sales of $2000 average = $6000
30% Profit Margin ($1800) - Cost of Direct Mail Campaign ($955) = $845 Return on Investment.
Permission Based Email (Selling additional services to existing & past clients):
$0 (list of 1000 people) + $0 in postage + $0 in printing costs = $0
6% of those 1000 turn into possible leads (offering services to what they have currently) = 60 with 10% of those turning into sales = 6.
6 sales of $1000 = $6000
30% Profit Margin ($1800) - the Cost of an Email Campaign ($0) = $1800 Return on Investment.
When you compare the two, the possibilities are endless. If you're a landscaper, possible upgrades include mulching, lighting, waterfall, products to take care of their landscape, fertilizing, etc. If your in irrigation, upgrades include new controllers, repair parts, service, and maintenance programs.
Remember, the easiest and quickest sell is to your existing client base.
Tuesday, January 27, 2009
Thursday, September 4, 2008
Leave Your Calling Card In Style
For years landscapers have used picture portfolios to help sell jobs to consumers. Pictures of their company's best work have been put together in a photo album picked up from a local Walmart. This is all well and good, but marketing is like a cold; you want it to be contagious.
That's why maybe trying something different when asking for referrals is in order. Shutterfly.com and other online picture stores allow consumers to put together professional printed, professional quality, keep-sake photo books for as little as $30. A great idea any landscaper can do is to take pictures throughout a project, take pictures of the project completed, load the pictures onto Shutterfly.com and create a professional photo book with your customers name and your logo and contact information everywhere.
Not only will this be a classy touch that will get you talked about, but when that customer shows their friends and family pictures of the job, your name and logo will pass on quicker than a cold!
That's why maybe trying something different when asking for referrals is in order. Shutterfly.com and other online picture stores allow consumers to put together professional printed, professional quality, keep-sake photo books for as little as $30. A great idea any landscaper can do is to take pictures throughout a project, take pictures of the project completed, load the pictures onto Shutterfly.com and create a professional photo book with your customers name and your logo and contact information everywhere.
Not only will this be a classy touch that will get you talked about, but when that customer shows their friends and family pictures of the job, your name and logo will pass on quicker than a cold!
Friday, August 15, 2008
Blogger Website
For those of you who do not have a website there is a website that will give you a quick and easy way to get one at absolutely no cost to you, even giving you your own distinctive website address. Well actually, you're already there.
That's right, Blogger can have you up and running in nearly minutes. Posting pictures writing content and other website tasks have never been easier. To get started, simply click on the "Blogger" icon located on the top left.
There are two reasons why I recommend at least pursuing a website this way. First, it's quick and inexpensive. The main reason you have a website in Landscaping is to be found on searches, show pictures of your work, and to give out your contact information. With Blogger, all three can be accomplished very easily. The second reason is communication with your customers. Postings that allow customers to post their comments are a great way to answer questions. Starting discussion threads can help eliminate phone calls from future customers too. For example, let's say you start a thread labeled "How to properly water your lawn after installation." Sounds goofy right? Well, as you may know already, the same questions pop up. How long, when, how much, and others are all obvious questions. Not only can you address each question posted, you have a saved record of that question.
What's the point? Well, as you know most questions that customers ask you are the same ones you hear over and over again. Wouldn't it be great to be able to walk away from a jobsite once your done and say, "If you have any questions, feel free to call the office. But you can also check my Landscape Blog and many of the questions people have are already answered there." If you think about it, the discussion topics are endless. How to change a sprinkler head, identifying weeds, how do you prune, troubleshooting, etc.
Maybe just maybe your cell phone will ring a bit less.
That's right, Blogger can have you up and running in nearly minutes. Posting pictures writing content and other website tasks have never been easier. To get started, simply click on the "Blogger" icon located on the top left.
There are two reasons why I recommend at least pursuing a website this way. First, it's quick and inexpensive. The main reason you have a website in Landscaping is to be found on searches, show pictures of your work, and to give out your contact information. With Blogger, all three can be accomplished very easily. The second reason is communication with your customers. Postings that allow customers to post their comments are a great way to answer questions. Starting discussion threads can help eliminate phone calls from future customers too. For example, let's say you start a thread labeled "How to properly water your lawn after installation." Sounds goofy right? Well, as you may know already, the same questions pop up. How long, when, how much, and others are all obvious questions. Not only can you address each question posted, you have a saved record of that question.
What's the point? Well, as you know most questions that customers ask you are the same ones you hear over and over again. Wouldn't it be great to be able to walk away from a jobsite once your done and say, "If you have any questions, feel free to call the office. But you can also check my Landscape Blog and many of the questions people have are already answered there." If you think about it, the discussion topics are endless. How to change a sprinkler head, identifying weeds, how do you prune, troubleshooting, etc.
Maybe just maybe your cell phone will ring a bit less.
Thursday, August 14, 2008
Craig's List - Check it out!
Craig's List is the new marketplace for generation "Next."
Postings are free and they do get responses. The downside is that your advertisement is only valid for seven days. But for the cost, well worth it.
So get busy and add an ad on Craig's List to gauge it's performance. To track it, you may want to put on a special "Craig's List" offer, allowing you to track your leads.
Postings are free and they do get responses. The downside is that your advertisement is only valid for seven days. But for the cost, well worth it.
So get busy and add an ad on Craig's List to gauge it's performance. To track it, you may want to put on a special "Craig's List" offer, allowing you to track your leads.
Friday, July 25, 2008
Customer Relationship Management (CRM) Software
You've all heard the acronym thrown around, CRM. But what are they talking about, and do you need it? Well, the answers to those questions are Customer Relationship Management Software and yes.
CRM Software is a marketer's best friend. Tracking, emailing, scheduling and overall performance can be monitored using this software. In the landscaping industry, it is perhaps one of the most underused tools out there. It could bring in thousands and thousands of extra revenue if used correctly.
If you have a website, it's almost a must to have CRM Software. Information gathered on signup sheets and product request forms can be funnelled automatically into your CRM software for easy analysis.
One of the best CRM software, ACT! has free demos and list the benefits and tools their software has to offer.
Having a CRM program in place can also help you easily contact your customers for followup offers and additional specials through email or traditional mail.
CRM Software is a marketer's best friend. Tracking, emailing, scheduling and overall performance can be monitored using this software. In the landscaping industry, it is perhaps one of the most underused tools out there. It could bring in thousands and thousands of extra revenue if used correctly.
If you have a website, it's almost a must to have CRM Software. Information gathered on signup sheets and product request forms can be funnelled automatically into your CRM software for easy analysis.
One of the best CRM software, ACT! has free demos and list the benefits and tools their software has to offer.
Having a CRM program in place can also help you easily contact your customers for followup offers and additional specials through email or traditional mail.
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