recession proof your restoration business phillip rosebrook, jr certified restorer...
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Recession Proof Your Restoration BusinessRecession Proof Your Restoration Business
Phillip Rosebrook, JRCertified Restorer
Phillip Rosebrook, JRCertified Restorer
IntroductionIntroduction
History and esteemSuccess stories - 10&5 and no clue
Prospecting and relationships
History and esteemSuccess stories - 10&5 and no clue
Prospecting and relationships
AgendaAgenda
Marketing MythsMarketing truthsPlanning Activities, roles and responsibilities
Tips for successTrends and realities
Marketing MythsMarketing truthsPlanning Activities, roles and responsibilities
Tips for successTrends and realities
ExpectationsExpectations
Provide take away ideas that you can implement tomorrow and dramatically impact your bottom line
New understanding of company culture
A changed paradigm for your company
Foundation for profitable growth
Provide take away ideas that you can implement tomorrow and dramatically impact your bottom line
New understanding of company culture
A changed paradigm for your company
Foundation for profitable growth
Profile in SuccessProfile in Success
2 county population 100,000 - 4 hour drive
3 employees $324,000 revenueSeveral minor competitors12+% unemploymentFew skilled workers
2 county population 100,000 - 4 hour drive
3 employees $324,000 revenueSeveral minor competitors12+% unemploymentFew skilled workers
Opportunity KnocksOpportunity Knocks
12 employees $1,200,000 revenue for 5+ years
Competitors out of business
12 employees $1,200,000 revenue for 5+ years
Competitors out of business
HowHow
RelationshipsDelivered every estimate Solved problemsDependable & consistentLegendary customer servicePerformed on every job or made it right
Provided reasons to call not just work with us
RelationshipsDelivered every estimate Solved problemsDependable & consistentLegendary customer servicePerformed on every job or made it right
Provided reasons to call not just work with us
Start upStart up
200,000 populationBranch office established company
Flood cleanup but no new revenue
200,000 populationBranch office established company
Flood cleanup but no new revenue
ProgressProgress
2nd month - $300,000 revenue4+ months consistent $300,000 revenue - unknown after that
2nd month - $300,000 revenue4+ months consistent $300,000 revenue - unknown after that
HowHow
Education AgentsAdjusters
Problem solversDependable and consistentExceptional customer servicePerformed on every jobProvided reasons to call
Education AgentsAdjusters
Problem solversDependable and consistentExceptional customer servicePerformed on every jobProvided reasons to call
Top Marketing MisconceptionsTop Marketing Misconceptions
If everyone else is doing itIt worked in the past“If I just recover the cost”All work is the sameI cannot get on vendor programs because I am not a franchise
If everyone else is doing itIt worked in the past“If I just recover the cost”All work is the sameI cannot get on vendor programs because I am not a franchise
10 Marketing Truths10 Marketing Truths
1. It is easy to get on a program the first time
2. You need to have production and marketing balance
3. Marketing is not the sole responsibility of the marketing department
4. Market all the time to prevent peaks and valleys in work
5. Marketing should be proactive and planned
1. It is easy to get on a program the first time
2. You need to have production and marketing balance
3. Marketing is not the sole responsibility of the marketing department
4. Market all the time to prevent peaks and valleys in work
5. Marketing should be proactive and planned
10 Marketing Truths10 Marketing Truths
6. Marketing results need to be measured
7. Closing ratios are as important as a good idea
8. The industry is changing and today’s marketing ideas are different
9. The marketing budget is finite10.Easiest strategy is to increase work
from existing clients
6. Marketing results need to be measured
7. Closing ratios are as important as a good idea
8. The industry is changing and today’s marketing ideas are different
9. The marketing budget is finite10.Easiest strategy is to increase work
from existing clients
Proactive MarketingProactive Marketing
What are your company strengths
Start with company goalsWhy?Define marketing goals
What are your company strengths
Start with company goalsWhy?Define marketing goals
Marketing Goal ExMarketing Goal Ex
Total Revenue of $2 millionWater damage sales $500KGet on 2 new vendor accounts by December
Average 30 calls per month in the first quarter
Total Revenue of $2 millionWater damage sales $500KGet on 2 new vendor accounts by December
Average 30 calls per month in the first quarter
StrategiesStrategies
ProspectingDiversifies contacts and goal driven
Relationship building Builds volume
ProspectingDiversifies contacts and goal driven
Relationship building Builds volume
Budgeting Budgeting
IncludesWages, vehicle, burden, expensesAdvertising and promotionEvents and activities
2.5-7% of revenue2.5% maintain sales and volume4.5% aggressive growth 5+% blow the doors off
IncludesWages, vehicle, burden, expensesAdvertising and promotionEvents and activities
2.5-7% of revenue2.5% maintain sales and volume4.5% aggressive growth 5+% blow the doors off
ProspectingProspecting
Route marketing Agents, property managers, plumbers, risk managers facilities
Most every 30 days - some 60 or 90Ask for one jobFrequency and repetition
AssociationsEvents
Route marketing Agents, property managers, plumbers, risk managers facilities
Most every 30 days - some 60 or 90Ask for one jobFrequency and repetition
AssociationsEvents
Digital Advertising Ideas
Digital Advertising Ideas
Website Web optimizationPay per clickYodle.comUse site to drive traffic and accept work
Social MediaLinkedin.comFacebook.comTwitter.com
Email newslettersConstantContact.com
Website Web optimizationPay per clickYodle.comUse site to drive traffic and accept work
Social MediaLinkedin.comFacebook.comTwitter.com
Email newslettersConstantContact.com
Prospecting & RelationshipProspecting & Relationship
Association Membership and Involvement
SponsorshipsGolf, picnics open house, Lobsterfest or other seafood, boat cruises
Trade show
Association Membership and Involvement
SponsorshipsGolf, picnics open house, Lobsterfest or other seafood, boat cruises
Trade show
Proven Proven Education
Puts you in the position as the expertIf you or staff is not a speaker then bring one in
Brings people to your facility or hosted by youNo commercials Have managers attend and visit during lunch and breaks
Agents and adjustersObtain CE Through state Insurance officeBe credible and crowds will buildOutside groups to bring info and professionalism
Education Puts you in the position as the expertIf you or staff is not a speaker then bring one in
Brings people to your facility or hosted by youNo commercials Have managers attend and visit during lunch and breaks
Agents and adjustersObtain CE Through state Insurance officeBe credible and crowds will buildOutside groups to bring info and professionalism
Further discussionFurther discussion
TelevisionYellow pages
Opportunity costReturn on investmentExpectations and fit
TelevisionYellow pages
Opportunity costReturn on investmentExpectations and fit
Relationship BuildingRelationship Building
Responsibility of all managers
Ask for workPeople do business with people they like
Be a problem solver and give people a reason
Daily activity
Responsibility of all managers
Ask for workPeople do business with people they like
Be a problem solver and give people a reason
Daily activity
PM MarketingPM Marketing
5-5-5 PlanBe relevant and helpfulEasier the more work you haveAssociation involvementHire sales oriented people
Compensation plan that drives activity
Celebrate and reward
5-5-5 PlanBe relevant and helpfulEasier the more work you haveAssociation involvementHire sales oriented people
Compensation plan that drives activity
Celebrate and reward
Owner ActivityOwner Activity
Schedule and be committedWeekly activityCommunity involvement Associations attended by executives
Schedule and be committedWeekly activityCommunity involvement Associations attended by executives
More Owner ActivityMore Owner Activity
Key account activityBusiness ownersClaims managersLarge agencies
Vendor reviewKey metricsClient satisfactionVendor performance
Key account activityBusiness ownersClaims managersLarge agencies
Vendor reviewKey metricsClient satisfactionVendor performance
Marketing/Sales TipMarketing/Sales Tip
Create a sales-based cultureSet individual goals and Measure every week
Have financial rewards as well as recognition
Hold challenges At least monthly or even weekly meetings
Create a sales-based cultureSet individual goals and Measure every week
Have financial rewards as well as recognition
Hold challenges At least monthly or even weekly meetings
Marketing StaffingMarketing Staffing
Follow your budgetInvolve your existing management staff
When hiring, match fit to goalsTest for fitTraining is essentialMeasure activities and outcomes
Follow your budgetInvolve your existing management staff
When hiring, match fit to goalsTest for fitTraining is essentialMeasure activities and outcomes
Carpet Cleaner’s Advantage
Carpet Cleaner’s Advantage
Client databaseMagnets - refrigerator and water heater
Post cards and emailDevelop a relationshipProvide incentivesPartner with construction onlyMost clients not price conscious Value in numbers for databaseAn extreme case study
Client databaseMagnets - refrigerator and water heater
Post cards and emailDevelop a relationshipProvide incentivesPartner with construction onlyMost clients not price conscious Value in numbers for databaseAn extreme case study
Vendor Program Placement
Vendor Program Placement
Not every program is equalPersistenceRelationshipAgentsPush-PullEvery job is a trialCan’t beat em? Join em.
Not every program is equalPersistenceRelationshipAgentsPush-PullEvery job is a trialCan’t beat em? Join em.
Vendor Program Expectations
Vendor Program Expectations
Competency is essential and required
Dates and numbersConsistencyCommunicationProgram expectations posted and reviewed - be in the top 10%
Competency is essential and required
Dates and numbersConsistencyCommunicationProgram expectations posted and reviewed - be in the top 10%
Market to Your StaffMarket to Your Staff
Subcontractors and staff can be very effective in pospecting
Business cards for allStaff meetings
Builds moralDecreases turnover Improves performanceIncreases discretionary efforts
Subcontractors and staff can be very effective in pospecting
Business cards for allStaff meetings
Builds moralDecreases turnover Improves performanceIncreases discretionary efforts
Industry TrendsIndustry Trends
ConsolidationIncreased documentationTPA’s and vendor programsColor blind environmentProgram expectations and increased professionalism
Margin deflation
ConsolidationIncreased documentationTPA’s and vendor programsColor blind environmentProgram expectations and increased professionalism
Margin deflation
SummarySummary
Restoration still a good businessIncreasing professionalism & barriers to entry
Marketing focus required Start with goals and build activities
Be proactiveSales and service culture
Restoration still a good businessIncreasing professionalism & barriers to entry
Marketing focus required Start with goals and build activities
Be proactiveSales and service culture
ClosingClosing
Effective communicationInvolve your teamBe proactiveBalance sales with production capacity
Effective communicationInvolve your teamBe proactiveBalance sales with production capacity