Build Sales with the Marketing Process
Many home inspectors make an attempt at marketing and, when it doesn’t produce immediate results, mistakenly conclude that marketing doesn’t work. Perhaps they assume all they need is one big, mind-blowing marketing idea, and – bam! – it will send them over the top.
To truly succeed, you must get past such two-dimensional thinking and grasp that marketing is everything your business does, every day. When you realize the simple truth that marketing is a process rather than an event—and act on that knowledge—you’ll find your bank account flooded with cash faster than you can say, “Show me the money.”
Providing “the experience”
The process of marketing should create what I call “the experience.” The experience is what clients get when they pick up the phone and call your company.
What exactly are they getting when they hire you? Do they get a message machine, a price quote, a home inspection and a bill?
Or do they get a friendly, informed voice; a free termite warranty; a money-back guarantee; a certified, friendly inspector; a thorough inspection; an on-site report with summary page and color pictures; a thank-you letter; a follow-up call; and an informative, even entertaining monthly newsletter?
The first company did everything right and did a great job inspecting the home.
The second company did everything right, did a great job inspecting the home, and “wowed” the client. They made sure the client was happy, and established a lasting relationship that practically guarantees repeat business and referrals. The second company also charges twice as much as the first to do the same work, and clients are happy to pay the difference. However, note that the experience wasn’t created from one event. It was a process.
Decide what kind of experience you want to give your clients, and work to create it. Start by writing your ideas down on paper. This makes your goals tangible.
Decide what kind of company you want to be, and then start playing the part.
Apply the process of marketing to everything you do in your business. Soon you will find that reality has caught up to your vision, offering your clients an experience to remember.
Over and over and over again
In the process of marketing, remember that none of your goals can be realized without this vital tool: consistent implementation.
Home inspectors across the country do marketing. Consistent implementation means the difference between struggling to make a buck and having the money flow to you.
Consistent implementation establishes systems in your business that generate revenue, maintain client relationships, and foster efficient and profitable work for you and your employees. Consistent implementation is not going to happen overnight. Start applying it today and tomorrow and the day after that, and you will find yourself in the process of marketing every single day.
Put the process to work
In this process, you will find that consistent implementation will systemize your business. It will establish the experience that gratifies your clients, and create the kind of company you always wanted.
The process is everything: the way you answer your phone, the way the inspector treats the client, how the inspection is performed and how the client is maintained in your database. The process is really a matter of plugging into your business a few simple, proven marketing strategies that set you apart from your competitors.
Remember, marketing is a process, not an event. It’s so much bigger than putting out one ad, letter or flier. Comprised of “little big” ideas, consistent marketing will build momentum to create the kind of business and income you only dreamed of. The process of marketing will turn a humdrum business into an exciting and profitable company.
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