SALES AND MARKETING Hi- and Low-Tech Marketing

There are three pieces of technology you should be using in your marketing efforts – contact management software, cell phones and automobiles. 

1. Contact Management Software. A contact management system is an integral part of any company’s marketing efforts, enabling the collection of names in a database. These pieces of technology allow you to have the name, the address, the phone number, e-mail and other preferences of every prospect and client you come in contact with. By having all of  this information in one central location, you can find names and numbers with ease, e-mail all of your clients a warning about an upcoming pest problem, market to the people you know might buy, and save important data about your clients.
 
2. Cell Phones. Cell phones started to become popular in the late 1980s. Today it is nearly impossible to function without them. The problem is I don’t see people using them the way they could be used.
 
A landscape operation becomes successful because it has happy clients. With annual sales approaching $40 million, it’s hard to believe that Mariani Landscape in Lake Bluff, Ill., does very little marketing. In fact, two years ago, they spent only $30,000 on marketing, which is not a lot for a company of their size. The brains behind this operation is Frank Mariani.
 
Now, you might be wondering what all this has to do with cell phones. Cell phones should be used to keep in contact with clients. Each week I get a report from my staff that shows the name and number of each client, along with a description of what we did and how much we invoiced to them. I take this report with me on the road when I’m driving to an appointment or jobsite and call these clients from my cell phone to make sure they are happy. Many of our clients aren’t even home, so I leave them a message saying, “Hello, this is Marty Grunder calling from Grunder Landscaping. I wanted to make certain that you are delighted with our services and the quality of what we did. If you have any questions, complaints, comments or suggestions, I’m all ears. Call me; I want you happy. Thanks for the business!” To put this in its proper perspective, how many times in the last 10 years has the dealership that you bought a truck from called to ask if you were happy? I’m willing to bet few of you can say a dealer called you. People are impressed by companies who are obsessed with client satisfaction. They want to work with companies who are easy to reach on the phone. So, tell your friends to call the office and give your cell phone number to your best clients and not the other way around. 
 
3. Automobiles. Because we have so many technological items that enable us to communicate with clients quickly and easily, many of us have gotten lazy. We e-mail, “FedEx” or fax proposals. Stop doing that and get in your car or truck and drive over to your client’s or prospect’s property and present the deal in person. Proposals don’t sell, people do. Do this and I’m sure you’ll not only improve your closing ratio, but you’ll also learn a lot more information about your prospects and clients.
 
While we’re at it, use that automobile to get out and see your top clients in person. Find their numbers and addresses on your contact management software, call them from your cell phone to see if you can stop by, and then get in your car and drive there to see your clients and show them how much you care. Chances are you’ll sell them something else just by stopping by. As Frank Mariani says, “Do a good job and people will find you and do a ton of business with you.” And, there’s nothing hi-tech about that.

The author is a speaker, consultant and author, as well as owner of Grunder Landscaping Co., Miamisburg, Ohio. Reach him at 866/478-6337, landscapesales@gie.net or via www.martygrunder.com.