Let’s start with metrics. If you're not measuring it, you can't improve it. If you're not measuring it, you can't predict it. Without analysis, you’re just going by the seat of your pants. We've all been there, right? We all started out that way. It's how all businesses start out. If that’s where you are right now, don't worry. Just keep doing what you're doing. You're going to get there.
Now, if you think about it, how many people attend big trade show conventions like the IRE versus how few people actually attend the breakout sessions? It is a very small percentage. There are a lot of people not making the most of their time, which is why I'm really excited to share with you these actionable insights and ways that you can leverage data, technology, processes, and people to streamline your business and to get more predictable, scalable results.
I had a vision years ago. It went like this. What if I could see all of the people who are most interested in doing business with me? What if I knew their specific demographic? And then, if I could produce marketing content that would attract that type of person? It was a moment, a vision of all of the people that wanted to do business with me and finding a way to get my sales reps into their homes. That's it.
I figured out how to do it. Imagine cutting out all of the people who are not interested in your services so that you are not spending any money marketing to all of these people who are not interested in doing business with you and are likely to never do business with you. What if you could spend money on marketing for only the ones who want to do business with you? Anybody want that? Yes? Great. That's what this series is about. I’m going to break it down and obviously, some of it is going to be geared more towards larger companies, but I will make sure to deliver actionable information for every sized company so that you can take it into your business and make more money.
Here is my goal. I want to see contractors grow. I want to see contractors make more money. Because, these days, I see a lot of changes happening fast in this industry. Have you noticed some of these changes? It's crazy! Some of the most noticeable changes involve price increases, material availability, and insurance regulations. For the most part, these factors are beyond your control. What you have to focus on are the factors that are within your control. Don’t stress out about material shortages, price increases, and labor shortages. Rather, focus on the things you can control, like your sales reps, your marketing, and your production.
You can control your business. You can go and get the right customers who will be much more patient and understanding when there are shortages and price increases. Have you experienced it when customers signal they want to cancel because shortages have your production schedule 6 weeks out? Then, of course, your competitor says he can do it in 2 weeks, which isn’t true but he wants the business that you’ve already closed. Have you had any interactions like this? Well let me say, you can leverage information about your previous customers and the data that you probably already have in your CRM in order to help your business defeat these challenges and ultimately, be very successful.
This article is an excerpt, Part 4 from the live presentation with Josey Parks at the IRE 2021. Watch the full presentation by clicking on the button below.
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