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Tag Archive for 'restoration contractor'

With Great Power…Comes Great Responsibility

In the beginning of their business, the entrepreneurial restorer is involved in all aspects of their company, from the operational side to the marketing of the business and everything in between.

As the business grows, their ability to continue this intense level of owner involvement becomes more and more difficult. As the company grows from Point B to Point C, the owner becomes faced with the responsibility and challenges that come along with the onslaught of complexities found in every growing business: the need for, the decision to, and the implementation of new processes, employees, strategies and more to get them to the next stage of the company’s growth.

In the article, “With Great Power, Comes Great Responsibility” by Business Development Associates’s President, Tim Miller, this subject will be discussed in more detail, including what not to do as the company grows.

Click here to read the full article, which appeared in the June 2013 edition of Cleanfax Magazine.

Business Development Associates, Inc. is a full-service marketing and sales agency specializing in the restoration and cleaning industries. We are helping restorers and other businesses grow their companies using proven and proprietary programs, systems and services that are generating millions in new business. If you’re a restorer looking to grow your business, visit us here to learn more or call us at 847-386-6556.

LinkedIn’s “Sponsored Updates”; Tips for Restorers on Content Marketing

alt="linkedIn content marketing for restorers"
LinkedIn recently announced the addition of “Sponsored Updates” to their product suite, allowing members the opportunity to get their content in front of other LinkedIn members that are a match for the content of the update, even if those members are not following their company profile.

In the constant battle to win the content war, LinkedIn, much like Facebook, is offering another way for members to get their content put in front of the right people, and hopefully clicked on and read (while the social media giant makes a pretty penny of course, watching companies battle for market share via their platform).

Facebook, unfortunately, learned a hard lesson about going too far with using the personal information of their members for their former “Sponsored Stories” advertising product, ending up in a lawsuit that was said to be a potential revenue loss of $103 million. Facebook would then modify and re-market the same idea of paid advertising for content, slimming their 27 ad unit options to half the amount and making other modifications.

Done correctly and consistently, like any paid social media initiatives, the LinkedIn “Sponsored Updates” could be a great boost for companies as part of a larger integrated campaign for the product or services the paid update’s content is steering the B2C or B2B audience to. And, creating content that is compelling to the audience and speaks to their needs will always draw in higher click-through and conversion metrics.

As part of “expanding their content ecosystem,” LinkedIn’s new Sponsored Updates will allow for content to appear in the homepage feeds of targeted, prospective business partners or customers. Updates can be seen on both PC and mobile applications and will be marked as “sponsored” to the viewer.

For those purchasing the product from LinkedIn, you can choose either CPC or CPM pricing and track the effectiveness of the content through analytic tools provided by LinkedIn.

Tips For the Restorer:

By now, you have probably heard about content marketing and how it can help you boost your business. Creating viable content that keeps people watching your page, sharing your posts and hopefully, recommending and using your company’s services and products, is key to content marketing success. Be sure to share more than just about your restoration company–remember, it’s not all about you !

What do people really want to read about?

About themselves of course, and the things that affect them ! There is certainly a time and place to share content about your restoration company in your content marketing strategy-but be sure to engage and share things that your reader will find interesting. Instead of talking about the fact your restoration company performs mold remediation, share information about the dangers of mold in the home, for example. You’ll see your likes, retweets, shares and more start to improve!

And when your restoration company does great things, be sure to share that too. Did your company get involved in a community event? Did individual team members do something above and beyond? Share it! This is a great way to express your reputation-online!

And of course, be sure that social media is a piece of your overall integrated marketing plan, versus your only sales and marketing method! In today’s over saturated world of communications, restorers must have an effective strategy and accompanying plan utilizing several communication outlets to break through the clutter of communication in order carry out that strategy so they can predictably grow their business not only from a mass marketing perspective, but also through their 1:1 direct selling efforts.

If you’re a restorer looking to predictably grow your business, Business Development Associates might be the solution you’re looking for. Although we’re not a perfect fit for everyone, we’re helping many restorers across the country to predictably grow their business using a proprietary and proven marketing and sales system that generates millions in new business. For more information, call 847-386-6556 or email info@theBDAway.com.

Insight Into The Customer Lifetime Value of Your Digital Customers

A recent study from marketing company Custora, who analyzes customer retention and acquisition, provided insight into the lifetime value of customers, based on the digital medium from which the customer came.

The study shows shows the varying Customer Lifetime Value of digital customers, with PPC (Pay Per Click), referral and even e-mail topping the list, beating out Facebook and Twitter in regards to obtaining a higher quality customer.

alt="Customer Lifetime Value Chart"

For customers seeking a product or service via the search engines directly (IE: Google) or click on ad specifically of what they are looking for, these results are easy to account for because those channels utilize the intent graph (the consumer is looking for something specific). Social media platforms like Facebook and Twitter will have to use their graph searches to redirect the customer to the product or service they seek.

Another result that came out of this study is that rural area customers tend to be more valuable and loyal over time, as their choices of vendors are more limited due to their living area. The Wyoming customer, for example, is 28% more valuable than the average American.

Tips for the Restoration Contractor:

While this study proves to have compelling information to help you see where valuable customers through digital efforts can come from, it’s important to incorporate a variety of digital and non-digital tactics to not only prospect for new business, but also, to make sure that they will be the kind of customer you want. The study makes a strong point for digital marketers to not put all their eggs in one or two baskets, in particular, Facebook and Twitter, who have made great strides to provide advertising, targeting tools and other strides in order to build a stronger (and more profitable) user community.

While SEO and PPC can bring in several to handfuls of leads a week, are you finding that those customers are jobs you are wanting to take on? Recently, we spoke with a prospective client who was receiving numerous leads a week through their PPC efforts, but 90% were the types of jobs they did not want, and thus, their return on investment was not what they had hoped for either.

On the flip side, we also have restoration contractor clients who see decent work come through their digital marketing efforts. But, it’s part of their overall marketing mix, and contributes as another source of business. As we mentioned before at the beginning of this blog…don’t put all your eggs in one (or two) baskets!

The most effective way to ensure a steady and predictable stream of work is to make sure that you not only have the right tactics in place (SEO, PPC, Direct Marketing Tactics, etc.), but also, the right sales reps in place and a dynamic way to hire, train, coach and manage them. Check out this article on “How Managing Your Salespeople is Different From Your Techs” to give you a flavor of what we are talking about.

And most of all, you’ve got to have a strategy as the foundation of your marketing plan, that supports the tactics and the sales force.

If you’re a restoration contractor looking to predictably grow your business, you should take a few minutes to visit us at www.gobda.com. While we’re not the perfect fit for everyone, we are a sales and marketing consulting agency helping restorers all over the country through proven and proprietary programs that help them to generate millions in new business. Now doesn’t that sound like an egg you want to have in your basket?

Maryland Joins Other States In Banning Contractor Rebate Offers

Earlier this month, Maryland joined other states that are putting the kibosh on contractors who offer rebates to homeowners as a way to secure the repair contract. These contractors typically come with a shady motive behind the rebate, as they will perform substandard and inflated work, leaving the homeowner with a property not restored to pre-loss condition and affecting the overall value of the home.

These contractors use rebates of the homeowner’s insurance deductibles as a way to dangle the “carrot” so to speak in efforts to secure the contract. The homeowner, who sees savings of hundreds of dollars, believes they are getting the deal of a lifetime. In the end, they are disappointed to find that subpar materials and questionable or downright improper repair was performed.

In the cases of area-wide catastrophic weather damage, storm chasing contractors of the predatory nature will knock on the doors of homeowners who are under a great amount of stress and need even more urgent repairs. Once the shady contractor is able to get in and secure the contract by offering the rebate, they again perform substandard repairs, or in some cases, ask for a large amount of money up front and disappear completely with no work done, and never to be seen again.

It’s also important to note that a homeowner’s policy may not cover the repair of the fraudulent work done by the shady contractor. (To read more about Maryland joining the fight to stop scrupulous contractors in their tracks, click here.)

This type of fraudulent actions tarnishes our industry and makes it harder for honest contractors to assure their customers that they will follow the Standard of Care and follow the guidelines, ethics and practices set forth by our major industry associations and institutes. In order to help protect their reputation in the community, restoration contractors can use a variety of methods to get out their “good news stories” and spread customer testimonials, both online through their website and social media platforms. There’s also more direct marketing tactics you can use as well to spread the good word about your company.

Are you facing sales and marketing challenges that you need help with in order to grow your company? If so, reach out to us at info@theBDAway.com or, call us at 777-773-9956 and we can setup a brief time to talk about them and how BDA might be a good fit to help you get to the next level.

Upcoming Seminar: “5 Stages of Small Business Growth for Restoration Contractors”

Join us at Contractor Connection on Wednesday, May 21st, for this exciting seminar presented by the President of Business Development Associates, Tim Miller.

Business growth often triggers other business challenges. Business owners tend to approach growing their company as one long continuum from the day they open to the day they retire. When in fact, there are distinct stages of growth, with different challenges, stressors, and potential outcomes. Growing companies can greatly profit from advanced knowledge of the challenges they are likely to face at each step.

This course will explore the five stages of growth for a small business while applying it to our specific industry. Detailed explanation of what each stage looks like, and suggested steps to successfully navigate those transitions, will be included in this course.

Upon Completion Of This Course, Attendees Will Be Able To Gain:
• The Ability To Identify Which Stage Your Business Is At In The 5 Stages of Small Business Growth
• What Obstacles Are In Their Way Of Growing Their Business At The Current Stage The Business Is In
• Suggested Steps To Be Taken In Order To Move Their Business To The Next Stage Of Growth
• What The Future Stages Of Growth Are To Come, and The Challenges, Stressors and Potential Outcomes of Each Stage

This course will be presented twice at Contractor Connection on Wednesday, May 21st, from 1PM-2PM and again from 2:15-3:15PM.

You can learn more about the upcoming Contractor Connection conference in San Antonio, Texas, by clicking here.

Unable to make it to San Antonio? Check out another upcoming workshop held in Columbus in August: “Sales Mastery for Restorers.” You can learn more by clicking here!

Attending RIA? Don’t Miss This Course! “The Science of Building a Super-Charged Sales Team”

Most owners of restoration companies have little, if any, direct selling or sales management experience. It’s no wonder then that building a high performance team of marketing reps is such a challenge. Many restorers report that their sales people seem busy but they’re just not sure whether their activities are actually contributing to the growth of the company. Or, if they are, how much more effective they might be.

That’s not surprising! In fact, most businesses in all industries do not have the necessary skill sets to build effective sales teams that can make a real impact on their organization’s growth and profitability.

This program will demystify the process of hiring great outside salespeople/marketing reps specifically for restoration contractors. The concepts, techniques and processes that will be shared are those that are being effectively used every day to generate millions of dollars in new business for restorers outside of program work, the weather and good luck.

• Learn The Science of Hiring Great Salespeople
• Understand Why Traditional Sales Hiring Processes Don’t Work
• Understanding of Crucial Elements for Sales Success
• Identify 5 Major Weaknesses of Salespeople
• Learn the Difference Between “Can Sell” vs. “Will Sell”
• Learn the Top 5 Responsibilities of Sales Management and Why All Sales Failures Are Failures of Sales Management
• Learn The Secrets to “Success Conditioning”
• Learn About A Superstar Sales Hiring System
• Develop Effective Job Descriptions and Set Compensation
• Managing Activities, Key Performance Indicators, Accountability & Red Flags
• Understanding the Difference Between Sales Models, Sales Processes and Sales Programs
• How to Accelerate and Build a World-Class Overachieving Sales Team

This course is presented by the President of Business Development Associates, Inc., Tim Miller. The course will be held at the annual RIA Leadership Summit & Industry Expo in Las Vegas, NV. You can see Tim speak on Wednesday, April 24th from 3:30-5PM. Click here for further details!

Do You Ignore Your Social Media Reputation?

In a recent study from the Zeno Group, research shows that many corporate executives are not making efforts to consider their social media reputation when making business decisions or including management of their online reputation in their marketing mix. Surprisingly, 10% even turn a blind eye when faced with addressing a damaging article or social media post, letting it linger without proper follow-up and efforts to remedy the situation or unhappy customer.

Whether you love it or hate it, social media is an ever-growing medium for both B2B and B2C folks to use for many purposes in today’s business world. And when it comes to products and services, social media is a place where you as a company can be praised or punished. And, while praise is something every business loves, especially in a forum that exposes that praise to an extremely vast audience, that same forum can also be extremely damaging to a company’s reputation if negative comments and reviews are made (and not dealt with!).

This recent info graphic shows that when it comes to products/services, 51% of people surveyed will hop onto their favorite social media outlet to give negative feedback and on the other end of the spectrum, 54% will give positive feedback. And who’s reading these comments? 66% of people that were surveyed use social media to read the feedback, good and bad. And why not? It’s much easier to hop online and with a few clicks or touches, find reviews from people who have experienced your product and services versus the old days of more traditional word-of-mouth reviews like asking your neighbor or friends who they used to clean up their flooded basement.

For any business, including restoration contractors, considering your social media reputation is an important part of your online and overall marketing and sales strategy. Being able to have a great presence online isn’t everything when it comes to increasing the bottom line, but it certainly plays into the “social proof” factor of people wanting to do business with you. Thus, being able to engage the online community, whether good or bad, can play a critical role in several areas. Positive or negative feedback, reviews and comments about your company can help you keep doing the right things and improve those that are not going so smooth. Plus, being able to monitor crisis situations online and respond accordingly can end up showing current or future clients that even though your company might have dropped the ball, that you know how to pick it back up and provide outstanding customer service even when the going gets tough.

Have you gotten a bad review online before? What have you done to proactively turn the boat on that negative moment? Or, if you’re fortunate to receive great online reviews, does your company have an engagement plan for those loyal cheerleaders of your product/services? We’d love to hear your comments!

2013 is Knocking at Your Door! Is Your Plan Ready?

For many restorers, this time of year can be one that is of reflection and looking towards next year to achieve either bigger goals or reach the goals that were not quite attained this year.

With any goals or milestones, it’s not surprising that you should have a road map of how to get there. It is surprising that while many restoration contractors might have written a business plan at one point to satisfy a financial requirement such as a loan, a marketing & sales plan in many instances has never been created! Without a marketing plan, your marketing strategies might be falling short of being effective in your marketplace.

And as your company grows, your marketing plan and strategies within that plan must differentiate you from “all those other contractors” and constantly align with the needs and goals of your company as the inevitable “dips” in business are to occur. Planning can be painstaking, but well worth the benefits of an effective, efficient and organized strategic approach to building your company. Benjamin Franklin once said, “By failing to prepare, you are preparing to fail.”

So, when 2013 comes knocking at your door, will you have your marketing and sales plan in place that will allow your to prepare for success, or will a lack of planning leave you at the end of another year saying, “Why didn’t I reach my goals again this year?”

To read more about the value and creation of a marketing plan for restoration contractors, along with other valuable tips for effective marketing planning, click here!

Are you looking to effectively market your company and stand out from every other contractor in your marketplace? Visit www.theBDAway.com or call 773-777-9956 for more information on how BDA can help you prepare for predictable growth and success of your company!

How To Assume Without Assuming In Sales

Having the ability to know your prospect’s needs in a selling situation is important to not only retaining control during the sale, but it’s also vital to helping you prospect properly.

Asking assumptive questions, versus just assuming what their needs are, will help you communicate clearly and uncover the challenges you think they are having during the sale itself.

Assumptive questions (and the information that follows) combined with a unique value proposition will help you build a relationship that goes above and beyond just the services your company offers.

To read more about assumptive questions in the selling process, click here! Also, you might want to check out how Genuine Enthusiasm is crucial to the sales process as well!

If you are a restoration contractor looking for ways to predicatably grow your business, visit us at www.theBDAway.com today!

Homeowner claim payments rose 173% since 1997

A recent study from the Insurance Research Council (IRC) found that from the time period of 1997-2011, the cost of an average claim payment per insured countrywide rose 173%.

The increase is reported to be rising so rapidly because of increases in claim frequency and heightened claim severity.

This study analyzed both CAT related and non-CAT related claims, with the results of both claims being similar in some aspects.

Non-CAT related claims averaged around $8K and for CAT related claims, the average was $7.5K.

With the rising cost and frequency of claims, restoration contractors will definitely be vying for the business, but how will they edge out the other competition?

You can email us at info@theBDAway.com for a free special report on “13 Ways Restorers Kill Sales” so you have an edge on not doing what your competition will most likely be doing in their selling! Please include your name, company and where you’re located!



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