Want to Double Your Client Base Quickly?

April 29, 2014
Here's how it works: Trade customer lists. Sounds easy, doesn't it? In theory, it is, in practice, it ain't. Approach a fellow owner in a different trade with the idea of swapping customer lists. Have the company referring you send an e-mail, or snail mail — whichever you choose, and which you've composed — introducing your business as a “Preferred Referral.” The difference between my company and others — the only difference that separated “us” from “them” — was I took ACTION.  

Do you own a smaller plumbing, HVAC, electrical, whatever company and would like to grow ... maybe quickly? Do you find your clients trust you so much that they ask you about referring other trades? Well, why not give those referrals in a way that you might possibly double your own client base?

When I worked construction I made a lot of friends with other trades' folks. We trusted each other’s skills and ethics, so we began to recommend one another. One day I thought of a way to take these recommendations a step further. I call it my “Preferred Referral Program.”

Here's how it works: Trade customer lists.

Sounds easy, doesn't it? In theory, it is, in practice, it ain't, which prompted me to develop a method that became an easy, cost effective marketing venture. My program is based on either e-mail or snail mail — your choice — and it yielded exceptional results!

Like most ideas it seems simple in retrospect. I'll give you the idea for free; if you can use it, fine. I ain't got no copyright on idears . If you'd like my help as a coach, that can be arranged inexpensively also.

Following is the idea in a form I hope is simple to grasp.

1.) Approach a fellow owner in a different trade with the idea of swapping customer lists.

2.) Take him out to lunch and discuss the idea. (They'll be impressed you're even takin' 'em out to lunch, which will help you sell the idea.)

3.) Agree to trade lists.

Now for the sequence of contacts, and the sequence is essential:

A.) Have the company referring you send an e-mail, or snail mail — whichever you choose, and which you've composed — introducing your business as a “Preferred Referral.” You can do the same for them with your list, but it's up to them to write the intro they want. (Don't be doing work for them unless you both would like to share the cost of having me do the work for you.). Warning: Make sure you send their introduction to your customers so you can review the content! E-mails usually work best for the intro, but a postcard campaign can work well also ... maybe even better because of the personal touch.

B.) Wait a day, then contact their clients with your e-mail, letter, packet, or postcard intro. (My method is so flexible it's difficult to get every detail included in this article, but I hope you get the core idea because it DOES work.)

C.) Make sure your introduction contains an “offer they can't refuse;” or at least one they won't forget. The number of ideas here can be astronomical, such as a free home inspection; a discount coupon; an intro envelope containing “pixie-dust” that'll astound 'em, such as a restaurant voucher; a bouquet of flowers?

(My advice is to go to CONTRACTOR’s Plumbing Talk Forum and start a discussion about different offers ... in fact, I'll start something.)

Of course, the company you refer can do the same with your customer list ... but will they? The difference between my company and others — the only difference that separated “us” from “them” — was I took ACTION. How did I take action while they sat on their behinds? I had a business coach, someone that guided me, held me accountable, and explained the small steps necessary to move forward without being overwhelmed.

That's what I'm all about now, and if you're interested in just talking to me, please call. I get a kick outta' talkin' to folks from all over the country, and, as I've said before, enjoy helping others. I'll also be glad to send you my intro package and my pleasantly surprising different pricing schedules if you e-mail me.

See you on CONTRACTOR’s Plumbing Talk Forum?

Best,

'Ol Ed

Retired master plumber Ed O’Connell is a pro-active consultant to the subcontracting industry from Fairfax, Calif. He’s the business coach for the little guy because it’s too much fun being in the mix. He can be reached at 415/453-2291, or via email at [email protected]

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