[11-15] The Details – Twenty Low-Cost Ways To Market Your Company

This is the third sequel to the post “Twenty Low-Cost Ways To Market Your Company”. This post further explains the points 11-15 of the article: Networking, participating in your trade associations, taking on leadership roles, becoming the go-to person for your trade, and forming a relationship with your vendors and showroom owners.

11. Network at all your meetings

You have business cards.  Be generous with them.  Don’t be shy about handing them out.  There is nothing wrong with that.  And in turn, ask for theirs.  That is a good icebreaker and it shows you care about them too.  [As an aside, it is ever so important to build your contact list.  Over time you will have a resource for just about anything anyone could ask for.  Mine has grown to over 3000 contacts, by entering one business card at a time.]  If I am sitting at a table with a group of people, I place the cards I’ve received in front of me, and refer to them several times so I can remember their names and what they do.  People love the attention.

When you network remember these two points:  1. There is no one in the world more important than the person you are talking to (in their eyes).  2. You already know about everything you are going to talk about, so refrain from talking and take the time to listen and learn.  If you can hold yourself back, you’ll learn so much about other people that you have to wonder why they tell you so much.  These seem like very small points, don’t they?  But they are two of the most important things that you’ll use in your daily life.  Respect others, and listen.  These will serve you well in your life.

Now let’s get back to the party.  You do need to tell people what you do.  And tell them in a short concise and interesting manner.  I call this your elevator speech because you have a very short time to tell them what you do.  People’s attention span is, regrettably, very short.  So you need to rehearse and memorize this speech.  When someone asks what you do, don’t just say, “I’m a remodeler.  We do a lot of kitchen renovations”.  They’ll think, “OK, he or she’s a remodeler, like everyone else in this room, and works on kitchens.”  There’s not a lot to remember after you’ve met ten other remodelers or builders that do essentially the same thing.  What you need is a message that is different, that gets their attention, and something that they will remember you by.  Something like, “Hi, I’m Mary.  I am so glad to meet you.  Our company is called The Kitchen Express.  We specialize in finding out what problems you and your family may have with your present kitchen and adjacent rooms, and then we come up with  innovative and practical solutions that fit your lifestyle and budget.  We named our company The Kitchen Express because we can get you back in your kitchen in record time, and we know how important that is.  If I can ever help you or a friend, improve their home, you’ll find my phone number, email and website on this card.”

That’s an improvement over  “We do kitchens.” isn’t it?  Write out your elevator speech and practice it.  Over time you’ll refine and improve it.  Your elevator speech will serve you well over the years.

12. Become the chairperson or a member of a committee at your trade association

Leaders are in short supply.  Every association needs leaders and chairpersons for every committee.   Volunteer to be on a committee.  Being a part of one or two committees will get you recognized.  You’ll give reports on the committee’s progress, and write articles for the association’s newsletter.  Even though this is admittedly “preaching to the choir”, it is important that you are recognized and remembered.

Being involved in your local association may garner a few awards, which you can proudly display in your office and will almost surely be reported by the local media.

The year I served as chairman of our local remodeler’s council was very enjoyable.  It was a chance to make a difference in where our council was headed and to enhance the image of remodelers as seen by the public.  The benefits you receive from becoming a leader, spread into many different areas in your life and career.

Invest your time here.  In return, you will be a much more effective head of your company, and you’ll be in the loop and know what’s going on.  Being in the loop in this instance can be a big advantage as you make future plans, or react to legislation coming down the pike.  And the whole membership will know you because of this.

13. Get on the ladder at your HBA or NARI chapter

Make it a point to get on the ladder of your association and work up to the President position.  When you do this, not only will the membership know and respect you, the community at large will know about you and what you do.  Leading your association will have a lasting effect.  I got on the ladder many years ago and went on the be the president of the association.  Years later people still remembered that I was the president of the Homebuilders association.

If you think heading a committee keeps you in the loop, this really will.  You’ll meet with the local newspaper, the building officials and even the mayor.  I have seen a lot of people get on the ladder of our Homebuilder’s association, and it never fails to grow them as a person, as well as their company.

14. Let the newspaper and television stations know that you are a ready source for an article or news spot

With a little effort, a few phone calls and emails to reporters, you can become known as a source for your specialty.  When you see someone that you know being published in the newspaper or get a blurb on TV, you probably think that they are very special and important.  That may be so, but the truth is that reporters need material.  Not occasionally, but every day.  That is their lifeblood.  If you make them aware of your field of expertise, they will call on you again and again.  Send them an email if you have just finished a project, and let them know that they can take a few shots of the finished product.  Get an interview with them about an ongoing project, a finished job, or a current event that pertains to your field.  This is the best free advertising.

Being on TV takes a little more courage.  But each time you’ll get better and better at this.  Public speaking courses or speaking to your council or association, will give you some good practice.  No one’s perfect, and we all make mistakes and faux pas.  What’s important when you fail, is to fall forward, never backwards.

15. Visit your suppliers

When you have some extra time, drop in on your lumber yards and showrooms that you use.  Make a habit of doing this.  Once again, you’ll be in the minority and the owners and employees will remember and appreciate you.  Take them out to lunch and discuss what’s going on in their business and in yours.  This is a good time to learn about new products and installation methods.  Ask how you might help them, or give them suggestions that you think will improve their company.  Always leave a few business cards and brochures.

I really think this is a good use of your time.  You’ll learn something, you’ll show appreciation for the vendor, and they’ll get up to speed about what you are doing.  Now they’ll know you are still around, and when it comes time to refer someone…

Next post [16-20] The Details – Twenty Low-Cost Ways To Market Your Company

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www.RemodelerBiz.com is published by Randall S Soules, a 37 year construction veteran. The intent of this web site is to help builders, remodelers and those in the trades, create a rewarding career and lifestyle.  At Remodeler Biz you’ll find helpful articles on niches, marketing, graphic standards and the design-then-build field.