At Contractor 20/20 - Plumbing, Marketing and Advertising, HVAC Marketing and Advertising &
Electric Marketing and Advertising is our Specialty. Contractor 20/20 serves over 100 independent
contractors in 40 states with complete direct mail. TV and radio advertising agency services and
consumer research services. We have developed, researched and tested the "most successful"
marketing techniques. We are the largest advertising agency serving independent contractors
in the nation. If you wish to maximize your sales to prior customers and new customers - if you want to learn how other contractors
hav achieved 15-20% net profit, give us a call at (607) 770-8933, ext. 80 and request a referral list.
BRANDING
by Joe Crisara CEO www.contractorselling.com
The value a contractor like you should place on yellow page advertising depends on how you
have positioned your company in the local market. Here are some examples:
1. EMERGENCY COMPANY - HIGHLY VALUES YELLOW PAGES
This type of business always needs new clients to sell to. Typically they have burned through
their client base. Ironically, they have done this by overpricing small jobs due to the
high cost of getting clients to sell to in the first place. They get turned down on a high
percentage (30% or more) of calls they go on due to the lack of value they create. This group
has only a minute loyalty base. Their cost to get the phone to ring may be as high as $300.
But their average call $ is fantastic.
2. PLANNED MAINTENANCE COMPANY - HIGHLY VALUES CLIENT RELATIONSHIPS
This business sells maintenance calls on all the repair and installation opportunities they go on.
They capture their client now and in the future. They have systematically scheduled calls for next year
during the prior year. This guarantees them opportunities before the year even starts.
Their marketing is slanted toward tuneups or maintenance sales. Cost to generate a call
is probably around $150 or less. They sell tons of equipment on planned service calls as well.
3. LOCAL ICON HVAC SUPER HERO - HAS PERSONAL RELATIONSHIP WITH ALL CLIENTS
This contractor feels comfortable picking up the phone and calling any client in his
database at random just to say hello. He is honored revered by local citizens and businesses alike.
It seems to the local people that he gives more back to the community than he receives
although he makes a tidy profit. When he needs more calls, he just puts the word out and people
respond. His YP ad is about the size of a postage stamp. Cost per client is well under $100.
He pays to get clients with his time spent developing relationships.
Of course, there are hybrids of the above as well. The point is that you should not let
your company be leveraged by any one source of marketing. The second you feel you have a
"gun to your head" with any advertising vendor is the time to reconsider the way you
are getting your next call.
What kind of company do you want to build??
I am proud to be associated with the largest and most respected contractor groups in the nation as a
PHCC/QSC
(Quality Service Contractors Industry Partner) and as a Service Roundtable Consult Partner.
A Final personal note.. The marketing industry has a long dark history
of disreputable operators. If you have been in business for a time, no doubt you have your own story to tell.
That is why I urge you to check our referrals … see for yourself how our counsel has been a blessing to
contractors from Coast to Coast. If you do, you will learn how
faithful to our clients' interests we are, so different from too many clients' past experiences.
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