Cleanfax - January 2012
COVER STORY Many marketing support companies have sprung up over the past several years to provide these services Some are local and serve diverse industries Others are industry specific and serve professional carpet cleaners nationwide Its up to you Be a David Be a Goliath But dont try to be both It wont work CF tionally been an Achilles heel because as previously noted execution is often inconsistent because when David is busy making money he doesnt take the time to do these things With the technology available today there is really no excuse And if David doesnt have time to do it himself he can hire someone oderklenz ad Layout 1 9 16 11 1 21 PM Page 11 Non Invasive Odor Restoration You can turn your portable air scrubber or dehumidifier into a high tech odor restoration system CLEANFAX COM JANUARY 2012 CM Cleanfax 27 simply be trained to wait for deals before scheduling future services thus further eroding Davids margins This can be the start of a vicious cycle in which advertised specials increasingly dictate sales and margins continue to decline Whats David to do now Davids mistake of course was to adopt Goliaths marketing strategy for his owneroperator business In essence hes forced a square peg into a round hole At this point he has two options 1 Abandon the strategy or 2 Change business models and build a Goliath business If he decides to go with the first option he should do it cold turkey all in and no looking back It was a mistake an aberration and the sooner and more completely he moves away from it the better Yes there will be damage to the business that will need to be repaired It will take some time but it can be done For some the second option may be the right way to go The way of the owner operator isnt easy and its not for everyone Of course neither is it easy to build a successful Goliath business But for many including myself at one time a high growth strategy seeking market dominance needs to be pursued An alternative course As mentioned earlier most David businesses are more or less neglectful of their marketing responsibilities when business is good It is this neglect that leads to slack periods in which the temptation to Do something now can be overwhelming and destructive The solution to this problem of course is to be proactive rather than reactive in your marketing efforts For David businesses the most important FIRE WATER TRAUMA and effective marketing activities involve communications with existing customers MORE in order to maximize repeat business and build referrals This is accomplished in a variety of ways for example Thank You notes and other expressions of appreciation newsletters reminders etc It need not be elaborate but it does need to be consistent For many David businesses this has tradi Circle 204 Innovative chemical technology and cartridge design results in rapid restoration of air quality using a process safe enough to work live around www OdorKlenz com
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