Capitalizing on "Word of Mouth Marketing"

As a service provider you understand the value of “word of mouth” marketing, but are you taking full advantage of this powerful sales tool in your everyday business? Think about some of the best jobs you have received, I would bet they came through some kind of referral from a previous customer. In today’s economy people are certainly concerned about price, but the primary motivating factor in choosing a service contractor is getting the job done and done right.

If you are good at what you do, no matter whether it is plumbing, roofing, electrical work or any other trade your services are in high demand. There is always an abundant amount of work to be found as things are always breaking down, wearing out, or in need of an upgrade. You need to put yourself and your business in a position to take advantage of these opportunities by making the most of your current network of customers. If someone is satisfied with the work you provided, they are more likely to recommend you to their family, friends, and business associates. They can actually become a mini sales force; helping to open doors you never would have access to on your own. The following is a referral generating idea you can incorporate into your current marketing efforts to provide additional customers and revenue to your company.

The idea is to target specific areas where you have already completed some work or currently working. If they are residential projects, then start with the immediate neighborhood where the work was or is being done. If the work is commercial, then look at a ten mile radius from the job’s location as your target area. A fairly easy and very cost effective marketing technique is to create a printed flyer that can be easily distributed. This flyer should contain specific details of the services that you can provide as well as some details of the work you completed in the area. If you can, add a picture or two of the job as this adds tremendous credibility to your cause. Make sure you have your customer’s permission to include any details or pictures of the work before you create the piece. Finally, add as much contact information as possible including your full name, business address, cell phone number, and e-mail / website address if you have one. Do not rely on your business phone number as your only point of contact as this limits how people are able to reach you.

Once you have you created your marketing piece, spend the extra money and have it professionally printed. This will not be as expensive as you think and it will provide a first class presentation piece that sets you apart from your competition. The easiest and most effective way to distribute your flyer is the old fashioned door to door approach. This ensures it has been delivered to your target and has the best chance to get directly in their hands. One word of caution, do not put your information directly into someone’s mailbox as that is against the law. One of the best places to put it would be in the front door handle, rolled not folded. An equally effective but substantially more expensive method would be to contact a direct mail company who can work with you to reach specific neighborhoods by mailing the piece to every household or business in your target area.

No matter how you decide to distribute your marketing piece, the key takeaway is to utilize your past work to help you gain additional work. As I mentioned, if people are happy with the service you provided they will more than willing to help spread the word to those around them who may need your help as well.