Polishing contractors work for a diverse group of customers. One day, you may meet with a plant manager to discuss his 60,000 square-foot warehouse floor, and the next evening you are meeting with a homeowner that is interested in polishing her basement slab.
This wide range of prospects and clients makes it difficult and expensive to effectively reach each group with your marketing message. To maximize your marketing efforts and see a return on your investment, you need marketing tools that are effective and that can be tailored for each prospect type. Here are two budget-friendly marketing tools that will do just that.
Testimonials are referrals in print and are very effective at selling your company. When you begin using testimonials in all areas of your marketing and sales efforts, you will increase your sales.
Testimonials allow your current customers to promote your company for you. They are much more credible because they come from a neutral third party who has had experience with your company. They can overcome the typical objections of your prospects. And, testimonials provide social proof that others find your company beneficial.
Here are some areas where you should be exhibiting your testimonials:
- Direct mail
- Social media
- Company YouTube channel
- Face-to-face selling
When using testimonials in print, try to include a picture of the person that gave the testimonial, along with one or more photos of the completed project. For online locations, use video of the person giving the testimonial, as well as footage of their project. Your polishing work is such a visual service that it needs to be shown in pictures and on video.
Group your testimonials to be similar to the person receiving and reading them. If you are selling or marketing to commercial general contractors, then send testimonials you’ve collected from your general contractor customers. The closer you can match your testimonials with your prospect, the more they will respond to your company.
Make it a point to get a testimonial from every customer right after you complete their project. Video testimonials are preferred, but a written testimonial is still very effective. If you do a walk-thru with your client after the job is finished, ask them if they would say a few words about your company while you record them with a smartphone or digital camera. At that same time, you can get pictures and video of the completed project, which can be used for your website, social media, print advertising, or training of your crews. When you do this for every project, then over time you will have a large selection of persuasive testimonials for any occasion or project type.
Ask your current or past customers for testimonials. The best way to actually get them is to make it easy for them. Most people will gladly give you a testimonial if they don’t have to take the time to do it. Write one for them and ask them to either agree to it, modify it, or create their own. You’ll be amazed at how many people will simply agree to put their name to the one you’ve created for them.
Use testimonials in your marketing and face-to-face sales. You will be more effective at convincing prospects to utilize your company. Testimonials help you sell your services better and faster than you can do it without them.
Bonus Bid Documents
One of the best ways to increase your chances of winning the project is the use of what I call Bonus Bid Documents. These are marketing pieces that you include when you submit your bid or present your price to your prospect.
These documents promote and differentiate your company from others that may be submitting their price at the same time as you. They give your prospect useful, visual information and show them why you are the best choice for their project.