Survival Is Not The Only Option. Growing a Business In A Down Economy
by PoolGuy on 04/03/09 at 3:32 am
I’ve spent many years working with and for general contractors in some form or another. My latest gig, was being a pool builder in Northern California. That was before the economy went in the tank. When times were good and the margins were fair! The biggest difference now, versus then, is the margins have gone to hell and the competition is dropping their pants daily.
Count me out! I am a firm believer that one should be rewarded a decent living for a good day of work. The current business climate is SURVIVAL. I started this blog with the intention of providing insight to small business owners about growing their business. Let’s be real, it’s tough and on the internet, there are a multitude of people who know business better than I.
The one thing these “experts” lack, is real world, in the trenches knowledge of what it takes to be a small contractor. Being a pool builder has many similarities to that of a general contractor. The building of a pool requires 10 or more phases of construction and 5 or more subs. Very early on, a decision is made to either complete every phase in-house or work with subs. Taking all work in house means you’ll be very limited in the amount of work your company takes, or that you have grown very large and have the capital to employ 50 or more.
Small general contractors share many of the same obstacles. And one vary LARGE tactical advantage!
When the economy gets tough, small gc’s are nimble. The large companies are laying off employees to save money, but in most cases, still have to cover large overhead expenses. It’s hard to downsize a large office and yard, especially when your name is on the mortgage.
What mom & pop GC’s and other small GC’s need to learn, is how to gain new business from advertising and marketing without the costly expenses of the media(television, print, or radio). What does that leave, direct mail? Door hangers? Yellow pages? The problem I see with these options is conversion. The ability to have a potential client call as a result of your advertising.
Direct mail - Yes, this can work, but not very well. The last time I sent out a mailing of 500 post cards I received 3 calls. Sound familiar?
Yellow pages - When was the last time your client told you they found you in the yellow pages? I counted, last year I had 2 out of 180 new leads.
Door hangers - Yes, these can work and at the same time be very effective. If and only when you personally deliver them to potential clients when canvassing a neighborhood on a Saturday morning.
Bottom Line: The only way to get your name in front of people these days is the internet! If done right, where else can you expose you and your company to thousands of potential clients for less than the cost of a dinner out with your significant other?
Domain name - www.domain.com cost you +/- $15.00 a year
Internet hosting - the company that provides you email accounts and a place to put your website +/- 100
The bare minimum cost of having a website is $120/year. I am very familiar with all of the options available. I’ve heard of companies charging in excess of $5,000 to build and host a website. For most, that is definitely out of the budget for this year!
The best news of all. I will help you to understand:
- How to get your company on the internet.
- How to build yourself and effective web presence or if you choose, other affordable alternative to the DIY.
- How to build credibility online.
- How to network with others who share your same passion for business.
- How to advertise your goods and services cost effectively.
- How to generate FREE publicity.
Admittedly, this all sounds too good to be true!
Well, it’s not. And I’m going to PROVE to you, I can and so can you. Business grows when you give more value than your competitors! The value I will give to you are all the resources and tools to help you grow your business in your community and online. I’ve spent years researching and using these same techniques that I will give to you ABSOLUTELY FREE. You certainly can go elsewhere for this information, but it will cost you.
So stick around, subscribe to my newsletter for updates to this site. And better yet, for the annoucement coming early next month, for a one of a kind, invitation only, contractor website. The admission won’t cost you a dime, but you will have to …
Details to come! Be sure to enter your name and email address for exciting announcements!
