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In this issue:
**Fear...and the effects on your business**
**'Tis the season to set goals**
**A Window Washer receives a record tip**
The year has flown by. It's hard to believe that the New Year is right around
the corner. Not too long ago, it seems we were all talking about that
Y2K (remember that?) problem, and here it is 7 years later. Wow!
Anyway...we've got a lot to talk about today, so what do you say we
get right to it?
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Fear...and the effects on your business
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One of the most powerful and uncomfortable emotions anyone can
experience is fear. It's only natural to have a certain amount of
trepidation or fear in business, especially if you're just starting
out, but if it's not harnessed and channelled properly, I have seen it
literally cripple window washing businesses.
Fear disguises itself in the form of folks procrastinating, or being
"busy". This kind of "busy"
results in pushing papers around, sitting in front of their computer
redesigning "stuff", researching every little thing about the business
or their potential customers, too much time spent practicing on
windows, buying too many window washing supplies, etc.
Obviously some of the above certainly needs to be done to set the
stage for a successful business, but I've seen these activities
stretch into months for some window washers. At some point, it's time
to pull away from the computer, stop the researching, stop the buying
of supplies, lay down the practice squeegee, and "get out there" to
stir the pot.
A good example of this comes from a guy I use to speak with all the
time on the phone. Every time I spoke to him, it seemed he had a new
piece of equipment added to his collection, a new marketing piece
designed, or something else he needed to buy, instead of any news
about his actual marketing efforts.
He even sent me a bunch of photographs in the mail showing me his
great "stuff". I saw the beautiful business signage on his van. I saw
the many different ladders. I saw enough window washing supplies to
supply 3 window washing companies. And I saw photos that he took of
houses in his target market that were ideal for his services.
Without a doubt, this guy had a top caliber image for his company. He
was the best equipped window washer I've seen-I mean he had more
supplies then I ever even thought about having. And he spent hours
laying the groundwork and researching his target market. Everything
was in place for a successful business.
But...to make a long story a little longer, we haven't spoken in
months and based on our last
conversations, I believe he's back doing what he was doing before.
The bottom line is that through all of the above work and money
spent, no marketing was done. Sure...there may have been some driving
around the various neighborhoods with his signs on the van, but I'm
talking about a real, proactive marketing approach that would take his
business directly to the target prospect. When you cut to the chase,
isn't that really the only thing that matters in order to have a
successful business?
This guy may disagree with me on this, but there was a certain amount
of fear in taking his show to the prospects so he prolonged the agony
by doing and buying "stuff".
Yes...there's no question that you need to create a solid image for
your company, and know how to wash a window, but none of that means a
thing if you have no customers.
Early on in my insurance career, I remember having to go knocking on
doors. Whew...needless to say it's very easy to find other things to
do to stay "busy" when you have to go knock on doors to make a living.
But since I was on straight commission, my sales manager liked to
remind me "If you don't knock, you don't eat."
But eating wasn't the only motivation. Every time I was "out there",
the fact of the matter is that good things happened. More appointments
were booked. The phone rang more. The daily routine of being seen by
the public translated into activity, which of course lead to sales.
So for the window washers who don't venture outside actively looking
for business, not much happens, but for the window washers who are
"out and about" being seen in neighborhoods (flyer/door hanger
distribution), talking to "like" businesses (maids, carpet cleaners,
pressure washers, blind cleaners), participating in a local
organization or two, etc., then hang on to your hat. Because the phone
will ring more, more prospects will want estimates, more appointments
will be set with customers, and so on.
This is not really earth shattering news here, but I've spoken to a
few people recently who might be experiencing a little fear, and
again...it's only natural, but don't let it direct you down the path
of procrastination. And that is why I thought a little emphasis on
"action" might be a good way to close out the year. Follow the Nike
commercial and "Just do it".
After all, we're in a tremendous business with an endless need. Take a
walk outside. Look at all that glass out there. And your target
prospects who own all that glass, simply need a gentle "thump" on the
head from you pointing them to your business.
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'Tis the season to set Goals
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Now is the perfect time to write down what your goals are for 2007.
I've always found that it's
a whole lot easier to reach the big goals if I set a bunch of little
goals that were easier to chew. Things like "In 2007, I'm going to":
-
distribute 500 flyers every Saturday morning.
-
mail 500 postcards every month.
-
talk to 2 carpet cleaners a week (until you run
out of carpet cleaners-then switch to pressure washing companies).
-
establish relationships with 2 property managers.
-
advertise
in one community newsletter every month.
Ink the goals right onto your
calendar. If you don't have the time to spend every Saturday morning
distributing flyers, then have a couple of school kids do it. Pay 'em
each 15 bucks. It'll be the best 30 bucks a week you ever spent.
Just imagine how many customers you'll have at the end of next year if
you consistently did the above. Some window washers will certainly do
more and some may do less, but the point is that these smaller goals
will surely accomplish your bigger goals.
I had a good conversation with a new window washer the other day who
is up in a colder climate with the snow kicking in. To get through the
winter, he has decided to talk to some commercial accounts. He's
already got 2 commercial accounts who want him to come by every 2
weeks. His goal on his next day off (from his other job) is to go out
and double his commercial accounts to 4.
Now that doesn't sound like much, and it may not seem too exciting to
some people, but after speaking with him, I believe he'll be
accomplishing much more than that. But think about it...If that was
his only goal, 2 new customers every week for 52 weeks would be a
great way to head into 2007, don't you think?
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A Window Washer receives a record tip
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A quick congratulations goes out to Roy Mcdowell in Indiana for
receiving a tip amount that must be a record. He did a job which was
priced at $325. And the homeowner gave him a whopping one hundred
dollar tip PLUS a gift certificate for two free dinners at a
restaurant called The Cheesecake Factory.
That has to be some kind of a record. I never received a tip that
large and I haven't heard of anyone else who has either. This
homeowner must have been just ecstatic with joy because of her clean
glass. I bet Roy will also receive some high quality referrals from
this home-
owner. He can bank on that. Congratulations once again Roy.
Enjoy the holidays with friends and family. 'Til next month. Happy
Cleaning.
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