Sun Brite Supply is staging a round table meeting for our new Georgia store on March 19th and 20th.

On Friday (the 19th) we will start with outdoor demonstrations of tools and products.

*Just added: Sun Belt Rentals will be giving a Aerial Lift Safety Training Friday morning!

On Friday afternoon, we have speakers lined up to talk to you about selling, landing contracts, and closing the sale. We will also offer a session on KEC work and we will have an informal pricing survey that everyone can participate in.

We are planning to offer two mechanical clinics at this event - one is on rebuilding a pressure wash pump and the other is a Deckster clinic. We urge all of you to bring your Decksters. We will have parts on hand and Tracy will help you learn how to fix any problems you might experience. Even if you don’t need to fix anything, it will be a great chance to take yours apart and put it back together with someone looking over your shoulder.

On Saturday the 20th we will start out with dynamite sales specials every hour. Sometime after lunch we will draw to give away prizes.

If you find yourself with nothing to do at any time during the day, we have a special treat for you. We will have a brand new 50″ plasma flat-screen HDTV and a brand new Wii console for you to play with. Challenge a few other players at different sports and have a blast!

Please call Nichole at 877-5-SUPPLY or 770-277-9924 or Click Here to make reservations to attend.

All attendees are entered to win a Wii Console with extra games and Wiimotes!

Grand Prize Drawing: 50″ Panasonic Plasma HDTV!

Hotel Info:

Country Inn and Suites
989 Duluth Highway
Lawrenceville, GA 30043
770-339-1991
Rooms $69.00 per night (excellent rate!)
BE SURE TO ASK FOR SUNBRITE RATE!

Winter is ending; are you tired of looking at your old equipment? Well, bring it to the ACR Swap Meet and Yard Sale to sell it, trade it, or buy something you want. If it has something to do with pressure washing, then bring it along. Some of the stuff for sale will be WADU Soda Blasters, water tanks, hot water skids, hose reels, and even whole pressure wash rigs! E-mail us your pictures so we can list them on our site. Then, check it out and see if you need something that’s listed.

We’ll have a blasting seminar lead by ESCA Industries, who will be educating us on blasting basics; Soda, glass and corn cob do’s and don’ts and how to add it into your business.

We’re also going to have a seminar on marketing your business, and we’ll be getting together in round table fashion to talk about the different types of power washing opportunities.

It’ll be two days of food and education!

We’ll have a safety seminar as pertains to the pressure wash business. We are working to get other good things added to the group, so stay tuned…

The Agenda

Saturday, March 6th from 8:30 AM to ???-Catered Breakfast and Lunch with Pig Roast Dinner

Sunday, March 7th from 8:30 AM to ???-Catered Breakfast and Outdoor Picnic to go with Yard Sale

RSVP by March 3rd, 2010: (610)253-8005

$35.00 per person, to be paid in advance

Catered Breakfast, Lunch &
PIGROAST (SATURDAY NIGHT)
DELCO PRESSURE WASHERS – INFORMATION
ARMSTRONG CLARK – PRODUCTS, INFORMATION &
EDUCATION
SEAL- N- LOCK – INFORMATION & DEMONSTRATION
E.S.C.A. INDUSTRIES – SODA BLASTING & EDUCATION
& PRODUCT INFORMATION
RESTORATION DIRECT – BUILDING RESTORATION 101
BOB PORT A TRUE EXPERT
SEE DIRT RUN – MARKETING INFORMATION

Now for the fun stuff…!
AFTER THE BUSINESS STUFF & THE PIG ROAST
WE WILL HAVE A Texas Hold’em Poker Game
SOME OF THE PROCEEDS WILL GO TO A CHARITABLE ORGANIZATION
SUNDAY MARCH 7TH, 2010
SWAP MEET / YARD SALE
8:30 am - ?
CATERED BREAKFAST & PICNIC LUNCH
CONTRACTORS CAN BRING ANY USED PRESSURE WASH
EQUIPMENT FOR SALE OR SWAP
(BRING CASH IN CASE YOU SEE SOMETHING YOU WANT TO BUY FROM
ANOTHER CONTRACTOR)
CONTRACTORS CAN E-MAIL US PICTURES OF THEIR
USED EQUIPMENT THEY WANT TO BRING & WE CAN
POST THEM ON OUR SITE.
TAKE TIME TO TALK TO MANUFACTURERS, CONTRACT CLEANERS & OTHER INDUSTRY EXPERTS.

“I’m excited about taking over the company and continuing to move us forward in a way that’s beneficial to the contractor,” said Michael. “We also want to celebrate all that Robert has done over the past 37 years.”

Robert founded what is now RAHSCO Cleaning Systems of Fort Worth in April, 1973. That was when he started his mobile power washing company, Mobile Enterprises, which continued to serve the greater Ft. Worth area for 10 years. At its height, Mobile Enterprises employed 26 staff members, had five mobile power wash units, and earned over $1 million in sales.

In 1983, Robert turned his attention to equipment distributing, and has since grown RAHSCO Cleaning Systems of Ft. Worth into a national mobile power wash supplier of equipment, parts, chemicals, schools, seminars and training videos. Since that time, Robert has been on the cutting edge of the pressure washing leadership. His endeavors include:

· Founding two industry trade associations for power wash contract cleaners, the Power Washers of North America (PWNA) in 1992, and the United Association of Mobile Contract Cleaners in (UAMCC) in 2006.

· Speaking at several trade associations, including the international Window Cleaning Association (IWCA), the International Kitchen Exhaust Cleaning Association (IKECA), the Cleaning Equipment Trade Association (CETA), PWNA and UAMCC.

· Developing the industry’s first online bulletin board in the mid 1990s1996.

· Leading the country in environmental education, and helping create the ordinance environmental code for the city of Ft. Worth, area (wording?)which is now on the EPA’a website as an mModel oOrdinance for other municipalities.

Robert is excited about the new business, and will continue tojoin the company serve part-time in sales, and technical support and to share his environmental expertise. Michael will take serveover as the company’s president.

As Robert’s son, Michael grew up in the pressure washing industry, working nights and weekends for his dad before starting his own business, Steamaway, in 1985 in order to pay for his school and housinghis first home. “I focused on truck washing because it worked well with my school schedule,” he explained.

Michael graduated from the University of Texas at Arlington with a degree in accounting, but quickly discovered he could actually earn a better living washing trucks. Along with Steamaway, Michael also now owns Facilitec Southwest, a kitchen-exhaust cleaning company. Now, he is adding Delux to his list of companies, and will focus on providing education to the contract cleaner and selling power washing supplies.

“I believe that all of my experience in the industry will be a great asset in my new role as a distributor selling back to the contractor. With the education programs that we have, the business information we present, the quality products we offer, Delux will be available to support the contractors so they can be successful,” Michael concluded. “In my opinion, making sure the contractor is successful is what makes us successful. I’m excited to be able to do just that.”

One of the keynote speakers at the event will be George Hedley. From the website www.hardhatpresentations.com:

George Hedley, CSP is one of the top professional business speakers in the USA. He is an entrepreneur, best selling author, business owner, and popular speaker. George is the author of “Get Your Business To Work!” “On-Purpose…On-Target!” and “The Business Success Blueprint” series.

Today, along with managing his development and construction company, he owns HARDHAT Presentations and speaks to national organizations, associations, conventions, company meetings, leadership conferences and customer retreats.

He provides inspiring motivational keynote speeches, offers ‘nuts and bolts’ business seminars and ‘how-to’ management and leadership workshops for business owners, executives, decision makers and managers.

He specializes in helping business owners, small business entrepreneurs, franchisees, manufacturing companies, contractors and service industry businesses.

As a general contractor and business owner for over 30 years, George Hedley is one of the top construction business speakers and industry experts. He is often called ‘The Construction Business Builder’ and specializes in presentations to help construction company business owners, managers, contractors, subcontractors and suppliers build organized and systemized companies that make a profit.

George will be making a 2 hour presentation as well as 2 “breakout” sessions during the event.

Convention planners have secured a special room rate at the hotel of $119 per night. On the proposed agenda:

• Awards ceremony
• Social hours
• Entertainment
• Free website build giveaways
• Power Training Sessions
• Networking
• Manufacturer and Vendor Exhibits

This is shaping up to be the premiere event of the pressure washers season. Don’t miss out. Register right now by visiting UAMCC Convention Registration

How it should be cleaned and by whom are two very important questions that need to be answered when it is time to clean.

BENEFITS OF PRESSURE WASHING
Preventative Maintenance

First and foremost, pressure washing is smart preventative maintenance for all exterior
surfaces. Exterior washing, when done by a professional, helps extend the life of our properties. It eliminates the contaminates that contribute to rot, decay, and the premature failing of the coatings and building materials. Cleaning of buildings, concrete, roofs and wood structures can add years to the life of these surfaces as well as save on costly repairs.

Adds Value
"Curb appeal" is a primary reason why we live where we do. A clean, safe, health hazard free property is the key ingredient to adding value to our communities. Value to residents who want to live in a clean and attractive community and value of curb appeal to those who want to sell or lease their homes.

Safety & Health

Dirt, mold, mildew, oil and the many other contaminates we find around our properties all pose risks and may pose costly safety and health issues. Proper washing can protect against such things as slip and fall accidents as well as protect against mold intrusion, allergies and other health and safety related issues.

HOW CAN WE MAKE OUR COMMUNITY BETTER?

This is a question we all should be asking, especially in a recessed economy. Following is an email excerpt from a community manager that expresses a philosophy that other communities should consider adopting:
“We’re hoping that 2009 will be a good year for our associations, even with the market as it is. Our focus with the Boards is that the good associations will continue to invest in maintaining their property, so that when the market turns around, they will stand out in the new environment … Your power washing program is just one way that associations/Boards can accomplish this goal.”
Through smart preventative maintenance programs, we can extend the life of our properties and maintain the integrity of the community.

PROPER CLEANING METHODS vs. HIGH PRESSURE EQUIPMENT & CLEANERS

There is more to pressure washing than meets the eye. Proper equipment and use of that equipment in combination with the correct cleaning compounds is the key to a property being washed properly. Pressure washing equipment has PSI ratings (pounds per square inch) of up to and over 4000 PSI. PSI is basically the pressure or force that water comes out of a pressure washing gun and tip. On many surfaces such as concrete sidewalks, parking garage decks and patios, higher PSI is needed and safe when used properly. Unfortunately many consumers and some contractors are not aware that HIGH PRESSURE should NEVER be used when cleaning a home or a complex of buildings. 4000 pounds of pressure will damage most exterior building surfaces. Pressure washing equipment also has volume ratings expressed in GPM (gallons per minute). This volume helps in the cleaning and generally the more gallons per minute the quicker and more effective the cleaning process becomes. The GPM also helps in the rinsing process of washing. Usual GPM for building washing is in the range of 5-8 GPM. The higher GPM helps rinse more than the pressure. Lower GPM ratings take longer and quite often more pressure is needed to rinse. But once again HIGH PRESSURE and misuse of equipment can cause damage.
All equipment is not created equal. Obviously, equipment is an important component of any cleaning task. Machines differ, soap dispensers and applicators differ plus there are hundreds of different cleaning tips to use for application. Tip size helps control pressure, with the change of a tip you can go from 4000 PSI pressure down to a much lower and safer pressure. The average consumer would not easily recognize or appreciate the
difference in the equipment options and application. The professional contract cleaner understands the component of what is termed in the industry as a “cleaning unit” and what their specific equipment is capable of delivering. Professional pressure washing companies have an assortment of choices available to properly accomplish the different
projects in the course of their daily routines.

A low pressure wash with environmentally safe cleaning chemicals should be used on our
exteriors. Control of water pressure on the property project is a must. Professionals know one of the most important factors in cleaning is using correct detergent mixes. The chemicals clean, not pressure. The proper cleaning compounds are a key to excellent results. The professional uses the right detergent for the specific cleaning
task. Stucco isn’t washed the same as vinyl siding. Painted wood isn’t washed the same as brick. In addition to correct detergent selection, using them at effective but safe concentrations to provide excellent results is a must. The professional also has the knowledge and training to know heat and cold effects, how well detergents work and will adjust concentrations based on ambient temperature. Appropriately adjusting detergent concentrations will provide excellent results in any climate. Water alone cleans very little. The proper selection and use of detergents make all the difference when cleaning all surfaces. No one cleaning chemical can clean all surfaces. Generally it’s a mix of chemicals that do the job properly, depending on the surfaces to be cleaned and what needs to be cleaned off of the surfaces. From a mild soap or detergent to more aggressive butyl based cleaners, there are a wide variety of good cleaners for the professional to use.

Mildicides such as bleach products to kill mold & mildew. In proper concentrations bleach products are completely safe and are needed in the south where we find more than
our fair share of mold & mildew. There are also specialty cleaners that are often needed. Iron rust stains on buildings, concrete and other surfaces can easily be removed with the proper acidic cleaners. Cleaners to remove black streaks from gutters can be brushed on to make gutters look new. Aggressive commercial grade degreasers are available for
removing oil & grease from parking garage decks. Paint and stain strippers and wood brighteners are available for decks, fences and docks. The professional pressure washing contractor researches and uses these cleaning compounds regularly. All of these cleaners come with MSDS sheets (Material Safety Data Sheets) and should always be available so the contractor and the customer may reference them as needed. MSDS sheets list the active ingredients, health & safety precautions and contact numbers in case of emergency or questions about the products.

THE DAMAGE IS DONE
The expectations when having cleaning performed is that it not just looks cleaner, but actually is. We do not expect property to be compromised or damaged as a result of having the work done. Improper chemicals and methods can result in hundreds or thousands of dollars in payment for the initial services as well as future expenditures in remedial efforts. Damage that can occur includes aesthetic, structural and hazardous in nature, all which can lead to overages in budgeted expenses, risk management breaches and potential liability for the association. See chart on following page for damage risks.

The Damage
Most of us have seen the damage that can be done by a pressure washer or improper chemical use in the hands of someone who is inexperienced or someone who just does not care and wants to make the quick buck.

• High pressure marks and scarring on buildings;
• Vinyl siding, stucco, Dryvit, composite siding & paint damage;
• Siding that is dislodged;
• Broken window seals;
• Cut window, door and patio screens;
• High pressure damage (furring, cut marks) to wood decks, fences &

docks;

• Roof shingle damage, granular loss, broken shingles due to high pressure washing (only low/no chemical wash should be used on roofs);
• High pressure water intrusion causing mold issues months & years later;
• Premature reappearance of mold and mildew;
• Plant, shrub & vegetation damage;
• Concrete damage—scarring is common with improper tip use

WHO TO HIRE
As decision makers for our communities, we have the responsibility of who should be hired to clean one of our largest investments -our homes and common area assets. Sometimes property decision makers and homeowners look at exterior property cleaning as a task that their “handyman” can do. As with any maintenance issue, there are many factors to take into consideration beyond the actual cost of services.
What does a professional pressure washing contractor offer the customer? Let me take this opportunity to provide some insight and contrast the differences between a professional company and “handyman” service.
The handyman can appear in many disguises; they may be a part timer with a pressure washer in the back of a pickup, maintenance man for the property, a painter or landscaper who does pressure washing as an add-on or a handyman company that “does it all”. Often the handyman will just hook up a machine and begin to blast away. This is wrong. Many
intend to do a good job but unfortunately the handyman cleaner just does not have the knowledge, the years of hands-on experience or proper equipment to do the job properly.
Most handyman cleaners do not have insurance that covers them or you for pressure washing. They may have General Liability and Workers Compensation insurance, but if they do not specialize in exterior washing or their employees are “off the books” their insurance may not cover your property for damages or injuries that may occur. If they aren’t listed in the proper category and have the proper code, their insurance may not and probably does not cover them or you for the work they are performing. In addition to the appropriate licensing, and insurance, the professional contract cleaner possesses the attributes of experts. Professional pressure washing companies use equipment and
cleaning compounds designed for the task at hand. Most importantly, they make a concerted effort to receive continuing education on new techniques, detergents and equipment to provide you with the results you deserve.
Would you want a first year Med student or a Podiatrist performing brain surgery? OK pressure washing may not be brain surgery but I suggest that entrusting your home
& property, worth hundreds of thousands or millions of dollars, shouldn’t be done by just anyone with a pressure washer.

PUTTING OUT THE BID
First, save your management staff, Board or committee time by ensuring that a contractor is even qualified to bid on your project before accepting them as a bidder. The initial
screeners of your bidding process should make sure all the legal and risk management minimums are met, including the contractor carrying Worker’s Compensation. Without it, the association could be liable for any industrial accident that may occur.
Next, ask for and check the company references for similar projects. Photographs are great, but personally viewing a reference property is more safe proof.
When the decision is made that the property should be cleaned the bid and proposal process is important for the property & contractor to understand exactly what is required
and how the project will be executed. The project bid should start with a detailed RFP (Request for Proposal) from the property showing the scope of work requested. The RFP is important to help the contractors bid on a level playing field and ensures that the
contractor understands what is requested. Some managers, properties and contractors actually will work together in putting RFP’s together. The professional should always be there to help a manager or property if their help is requested.
The professional contract cleaner receives the RFP and starts with an onsite survey. The contractor takes the time to survey the project site and identifies exactly what needs to
be cleaned and how it should be cleaned. They will observe any potential problem areas or safety hazards to the residents. With this data, they formulate an action plan to address the issues to do the job properly. The professional then will submit a detailed proposal to the property. After receiving the bid the property and the community manager can call and ask questions and ask for a free cleaning demonstration. The professional contractor invites questions, is willing to show or explain the processes that will be used and
wants the property to feel comfortable in the choices they are making. Once again ask the contractor for their references!
As I said, there is more to washing than meets the eye. Working together as managers, properties and contractors we can ensure safe completion of a project and quality results. Preventative maintenance and comfortable living is what it’s all about. Find the right contractor; protect yourself, protect your property, and receive the results you deserve.

We have just finished a stretch of months of weather-mandated downtime, we have been running down the saved money from last season that we salted away, we haven’t seen our equipment since we put it away (winterized) in storage, and we aren’t ready.  Even when we are ready, we don’t think we are.

The last season stretched out longer than we thought, so we booked extra work and put off storing the machinery.  We were making hay while the sun shone, right up to the day before the first winter storm.  On that day, we remembered suddenly how urgently we needed to get the equipment put safely away.  We rushed to get the job done, and then spent the next months fretting over what we might have overlooked.

We hoped for a January thaw like we “always” get, but this year, no dice.  No January specials or chances to drag the machines out to be sure they are wintering well.  The cold dragged on, and we spent our planned marketing bucks, took the early calls, followed up with the last Fall customers, tentatively scheduled the work, and the thaw just stayed away.  The tentative dates passed, the fall-back dates passed, now the Spring finally springs and we find ourselves overscheduled and understaffed.

The phone is ringing better than expected, but we are so booked we can’t see daylight.  We work every available second, getting the equipment back in running order, buying supplies, and actually (finally) washing something.  Just as we have the schedule functioning right…late-winter storm.  An unexpected return to sustained temps hovering five degrees either side of freezing.  We could cope with that, if it weren’t for the sudden addition of 6 new inches of heavy snow and slush, that just starts to thaw each day, and then freezes each night as soon as the sun has set.

Back into winterized limbo goes the machinery, and the chems that mustn’t freeze.  We run heaters as well, just to be safe, and that isn’t free but it is cheaper than a frozen line would be now.  Daylight Savings ends, and still we freeze each night.  The jobs we can do have to be inside, or chemical-free, as the frozen substrates slow the processes unacceptably.  Work is piling up, which is good in a way, but the latent fist of sleepless nights and endless days is looming larger as the temps inexorably rise, waiting to smash my sensibilities, to make a zombie of me and my help…if I can ever hire any.

And then we are busting loose.  The fist falls, and just as I expect I get crabby, tired, and hard to deal with.  I’m working so much that I don’t know when I ate last, or what it was.  My son begins to be visible only in the wee-est morning hours; to him I am missing, or at least invisible.  My wife knows I’m around because the coffee is disappearing faster than she can buy it, and the business account balances are constantly in flux.  We become desk-blotter pen pals, and share an occasional phone call at odd hours.  We can’t find any hirable help, we are going it alone.

Pressure washing contractors, I know your pains.  My earnest prayer for you all, is that you stay safe and profitable, and that you can see the points in the story above that can be changed by systematizing and being better at business.  I pray you all can work smart enough this season, that you needn’t work so hard at the job.

Every crisis is also an opportunity, so I wish you so much business this year that you have to make changes to accommodate it.  Here is to all of us having too much to do, and to finding ways to do it.

Scott Millen

www.stainlessdeal.com

Hopefully your leads provided you with the correct phone number and address and email. (This is why its important during the show to make sure they give correct information while entering your free house washing drawing, free estimate form, etc).

When you get home, divide your leads up. Weed out the “fake” or bad ones. After you have done this, create a spreadsheet document. Make columns for name, address, telephone numbers, email, and several other blank columns. You can use these blank columns to document the times you attempt to make contact with the leads.

Call your leads anywhere from 1-3 days after the show. At this time, the home show is still fresh in their minds. If you wait any longer, the excitement of the show and the willingness to improve the curb appeal of their home will have most likely worn off your potential lead. They are back to dealing with the pressures of everyday life….work, school, family, etc. If you reach the contact (or get an answering machine/voicemail), identify yourself and give the name of your business. Speak moderately slow and clearly, so the contact can understand you. Thank them for visiting your booth and mention that you are following up with them. If you are not comfortable with making calls, make yourself a script or recruit someone who is to make calls for you. After you call each lead, be sure to record the day and time on your spreadsheet.

Second, you could also develop a “Thank You” email and distribute it to all your leads. One idea would be to attach a special coupon or home show discount for the recipient to utilize if you did not already give them one at the show. You may choose to send this email out the same day as your first telephone call, or wait a day or two after. When you send the email, record it on your spreadsheet.

When you start getting jobs or estimate requests, be sure to accurately keep track of them. Home shows can provide you with several at once so be sure to stay organized. Since the potential customer provided you with their email address, you may also choose to send them newsletters, or ask if they would like to sign up to your blog. Also, don’t forget to ask for referrals.

Home Shows are a lot of work but in the end can generate tons of leads for your business. Hopefully you have a better idea of what you have in store for you. If you decide you want to advertise in a home show, good luck and remember to stay positive! You can do it!

Jenny Flinn

Gulf Coast Power Washing

This roundtable was held in Atlanta Georgia on April 18^th and 19th. Saturday’s key speakers included Carlos Gonzales with the UAMCC, Henry Bockman, Dennis Bunker, Robert Hinderliter (Delco), and Ron Musgraves.

On Saturday

UAMCC spoke about the organization and what potential members can expect out of membership. At the end of the roundtable, UAMCC was happy to have 10 new members according to Carlos Gonzales.

Henry Bockman spoke about developing an effective website and “ad ons” for your business. 

Although he was not able to attend due to illness, Dennis Bunker, gave his direct mail presentation via speakerphone!

Robert Hinderliter gave a presentation on environmental cleaning and spoke about how contractors need to educate themselves on the Clean Water Act and EPA regulations. He stressed getting involved to avoid extremely unreasonable restrictions.

Several folks including Ron Musgraves, B. Welker, P. Marentay, Robert Hinderliter and others were available on a panel for attendees to ask questions to.

Representatives from AT&T also spoke about designing a Yellow Pages ad. First American Payment Systems was also on site to discuss their credit card services.

Saturday night, roundtable attendees enjoyed a “Fun Night” at The Pool Room where they able to network and mingle with each other.

On Sunday

Sun Brite opened up their shop for contractors to enjoy a $50 discount. Several contractors took advantage of the savings. There were a few demonstrations that were conducted on site that included Delco environmental equipment, concrete staining, Prosoco products, Ready Seal, window cleaning, and graffiti removal.

The day ended with a game of “Redneck Horseshoes” where several others won prizes.

Many who attended commented on how well the roundtable was organized.

Nicole Anglin with Sun Brite said "We are pleased at the success of this roundtable meeting. Our speakers were very informative and the attendees felt they all gained something from attending. This was the best turn out we have had for a roundtable."

Jenny Flinn

 
]]> http://pressurewashingnews.com/sun-brite-supplys-georgia-roundtable/feed/ http://pressurewashingnews.com/429/ http://pressurewashingnews.com/429/#comments Sat, 18 Apr 2009 03:42:37 +0000 Ken Fenner http://pressurewashingnews.com/429/ 1. Shotgun Marketing: Confucius say, “Do not use a canon to kill a mosquito”. You may have heard the saying that advertising is a numbers game. At the core, there is some truth to that, but like any well oiled machine, its more about efficiency than it is brute strength. It may be best for a company owner to look at return on investment (ROI). Yes, sending 10,000 postcards will yield more leads than sending 500, but the person sending 500 well designed mailers with an attention grabbing headline and a good call to action will get a far greater ROI.

2. Poor Mailing Lists: Before starting a campaign, ask yourself about your preferred customer demographic. Who is most likely to buy your service? If your business is about servicing multiple commercial locations, target the right audience. The key is to match your company’s specialty to your market. In residential work, zip codes are not always an accurate indicator. Some zip codes will include variances in property value and income level. Work with a local mailing house that knows your service area. Lists will be a bit more expensive but will produce more viable leads.

3. No Attention Grabber: In everyone’s brain are what’s called reticular activators. These are subconscious sensors that less us know when something is worthy of our attention. A child’s scream, the screeching of a car’s tires just before an accident.. these are examples of events that make a person take notice. We’re the best, licensed and insured, In business since 1908, these are not attention grabbers and are easily ignored. A well thought out and properly written headline, an eye catching graphic, an unusual shape or color.. these simple tricks get far more mileage.

3. Too Much to Say In Too Little a Space: A postcard or a letter is not a brochure. Many contractors will water down their message by listing all of their services. Can you expect your prospective customer to sort through that list and find something that suits them? At that point, all impact is gone. Most often a laundry list has the opposite effect of parlaying, “jack of all trades, master of none”.

4. Not Getting Enough Exposure: This ties in with #1. If a contractor throws all of his money into a single mailer or advertisement, they have no budget left for future exposure. To react to advertising a person may need to be exposed to that company’s message several times in various media. If you are targeting 10,000 potential customers, you had better have a whopper budget. Using targeted lists with multiple exposure will allow you to stretch your budget.

5. Not Appealing To Emotion: Consumers buy what they want, not what they need. You will have an easier time convincing a potential customer that they want a great looking deck for their next barbecue, than you will telling them that their deck needs to be stained to protect it from the weather. Your marketing and your selling go hand in hand. It should always be about what benefits the consumer, not the contractor. Yes.. we all know our trades, but customers just want to know what’s in it for them.

6. Its Not About You: Truth be told, the customer does not care about you in the advertising stage of the game. Use words like “you” and “your” versus “we”, “our” and “us”. Always make your material all about the customer.

7. No Call To Action: If you have hand picked your list, written a killer headline, perfected a graphic design and wrote good benefit selling copy, there is one thing left to do.. make the customer act. Think of an infomercial you have watched. There are frequent calls to action.. act now.. call now and save.. order within the next ten minutes and receive.. Give the consumer a reason to react.

8. Not Sticking To A Budget: This is the biggest killer of a contractor’s marketing efforts. Set a budget percentage that you will continuously dump back into advertising. Try not to deviate from that. This is how you keep your lead generation machine rolling.

One final note that ties into your budget. Track your results and your return on investment. Marketing is a continuous cycle of fine tuning. The only way to know what works is to change things methodically and keep track of the results. Over time, doing these things will allow you to spend less and less money on advertising and grow your company faster than 99.99% of the companies out there.

Five Words To Never Use In An Ad

Words That Sell

Written By Ken Fenner

A Delaware County, PA Pressure Washing Service

 
]]> http://pressurewashingnews.com/429/feed/ http://pressurewashingnews.com/technology-making-a-difference-in-pressure-washing/ http://pressurewashingnews.com/technology-making-a-difference-in-pressure-washing/#comments Tue, 14 Apr 2009 08:44:54 +0000 John Greene http://pressurewashingnews.com/technology-making-a-difference-in-pressure-washing/ As pressure washing professionals, we often fall into the "bigger is better" trap. We are always searching for more gallons per minute, more pressure per square inch, and the largest surface cleaner our machine can handle. We do this in the interest of serving the customer better, faster, and making more money in the process. As much as we concentrate on our equipment and chemicals, many of us lose sight of the tools needed to get us to the job. Technology has afforded us the opportunity to excel at customer service and many of us are not taking advantage of it.

Blackberry’s, email, and GPS units are simple ways to improve your customer service by offering instant communication in ways that are unprecedented in our industry.  My company has sold many jobs based solely on our response rate.  In addition to doing exactly what we say we’ll do, we try and make communication  as instant as possible.  This includes late night emails, instant call backs on holidays, and making the extra effort to contact potential customers instantly and when it’s convenient for them.  Today’s consumer is not only intelligent, but technologically savvy.  It is your job, as a business owner, to keep up with your customers by meeting their demands…in this case their demands being instant communication. 

These tools can be expensive, but will often pay for themselves quickly.  Let’s use the example of GPS.  Since purchasing GPS for our trucks we have not only saved paper and gas, which is an important “green” step for our company, but we have saved time in responding to quotes and adding jobs.  In this case, we paid for our new technology within a week.  There are many contractors that are resistant to new technology.  You gain an instant advantage over them by gaining the knowledge necessary to keep up with the average consumer.

The next time you are considering an equipment upgrade, or more gallons per minute, consider making yourself more money by saving time.  Spend the extra money on the tools that will allow you to be more efficient, leaner, and meaner.  The ability to offer better quality customer service will make your business better…and in terms of your bank account, bigger is certainly better.

John Greene, Pressure washing Charlotte and all surrounding cities.

 
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