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How to Compete Withouta Big Advertising Budget
We work with over 1,500 home service contractorsacross North America and, time after time, we hear themworry about finding more customers. Without customers,businesses fail.
As we heard one contractor say, “I’m successful becauseI never stopped knocking on doors.” However, wehave found there are really two sides of the search formore customers.
• First, you have to keep the ones you have.
• Then, you have to make yourself known to more peopleand help them to understand how you can help them.
A number of websites offer ideas like advertising in theYellow Pages and other costly methods. The purpose ofthis e-Book is to provide suggestions that may help youfind ways to spread the word about your business whilespending hardly anything at all.
We hope you find it helpful, thought-provokingand enjoyable.
We also hope you will send us any other free or low-costadvertising ideas you might have since we are alreadylooking forward to another edition of this book.
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Plumbers’ Success International®…the emphasis is on Success!
PSI is part of the most successful contractors’ affiliationgroup in North America. It is built around a provensystem to help contractors find more customers, operatemore efficiently and earn more profit. PSI also providesan outstanding opportunity to network with businessowners facing the same daily challenges as you, and tofind the solutions proven to work best. Members are alsopart of BuyMax®, a $4.5 billion per year buying group thathelps members save big on everything from replacementproducts to gas for their trucks.
To learn more about membership in Plumbers’ SuccessInternational:
Call: (877) 312-9830
Online: psi101.successfulcontractor.net
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1. Drop flyers to neighbors of existing clients
2. Visit your neighbors and introduce yourself and your company
to them
3. Put an ad on Craig’s List®
4. E-mail your clients with a special offer
5. Review past jobs and follow up on recommendations
6. Tell your team to ethically find work
7. Slow down your techs so that they will talk more with customers
and find more opportunities
8. Send a press release to your local paper
9. Volunteer in your community
10. Contact another service provider in your local market
such as a local car dealer, dentist, lawyer or local store
and share databases
11. Put your card or flyer in a local variety or grocery store,
community center, doctor’s or dentist’s office
12. Post yard signs
13. Take the dog for a walk, talk to people along the way
14. Pay it Forward. Pay for the person behind you in the fast food
drive-through and ask the window attendant to give your card
to them as well
15. Hold a giveaway contest. You’ll attract customers and
acquire names for your mailing list
16. Give free talks, consultations and demonstrations.
You’ll establish yourself as an expert and publicize your
business at the same time
17. Post on websites, bulletin boards and other online
communities. They offer countless opportunities for
spreading your business message
18. Feed your clients. Sending cookies or offering free
refreshments at your place of business will set you
apart from the competition
19. Setup a YouTube
®
account and post videos of your workand team. Show potential clients how professional you are!
20. Hold an open house for your clients and prospects
21. Mail Forget-Me-Not Flower seeds to clients
22. Implement a Club Membership Program offering discounted
inspections and other benefits
23. Contact Club Members for their inspections
24. Perform home inspections on every call
25. Answer your phone one half hour earlier and later each day
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26. Slow down your calls and build client value
27. Implement call debriefing after every call
28. Use 10-digit marketing to find potential acquisitions
29. Use quick inventory turns to improve your bottom line
30. Reward existing customers31. Print business cards that advertise a specific product or
service and drop those cards everywhere
32. Send your best customers handwritten letters
33. Send your customers holiday and birthday cards
34. Send your customers a newsletter (mail and e-mail)
35. Send informational brochures when a new product or service
comes out that customers may be interested in
36. Help further your customers’ knowledge by sending them
tips or advice bulletins37. Send industry updates such as electrical, building or gas
code changes
38. Generate referrals using business tip programs
39. Help your customers look good by offering your services
to help them in a meeting, seminar or other event
40. Ask your customers how you can better serve them, listen
and make the changes necessary. Celebrate the changes.
41. Get written testimonials and put them everywhere,
including online42. Set up a suggestion box (offline, online or both)
43. Place stickers/fridge magnets/valve tags on your products
so your customers always keep you top of mind
44. Ask a group of customers to be part of your advisory panel
and run new products, services and ideas by them
45. Send branded calendars to customers
46. Include a promotion with invoices you send to
commercial clients
47. Offer an employee discount to commercial clients you service48. Offer your product as a prize for a local store, charity,
or radio show contest
49. Offer something free: a consultation, gift or
product demonstrat ion
50. Put something on sale
51. Distribute cards offering customers something free after
a certain number of purchases
52. Offer discounts to a target group, a special club or
event attendees
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53. Give coupons for the completion of a survey
54. Hold a contest such as oldest electrical panel, toilet or furnace
55. Place balloons outside your business
56. Hand out coloring books and crayons to clients’ children
57. Offer dog or cat treats58. Have a special promotion just for your best customers such
as an “Elite Club Membership”
59. Invite a non-profit group to hold an event or meeting after
hours in your office
60. Have ready-to-launch direct mail for when it gets slow or to
target an area that may have a specific concern such as a neigh-
borhood campaign for drain problems or old dangerous wiring
61. Inform your clients of energy saving rebates
62. Target your market and watch for news trends and events
that affect that market
63. Look for advertising interns to help you create and execute
a marketing plan
64. Create package deal pricing to differentiate yourself
from competitors
65. Volunteer to be on the board of an event
66. Have each employee volunteer for a charity or non-profit group
67. Volunteer your product to non-profit organizations
and businesses
68. Sponsor local teams
69. Offer to buy logoed winter coats and t-shirts for your team
70. Donate to a charity
71. Wear shirts, hats or other items with your logo or
business slogan
72. Get a listing of all local fairs/carnivals…canvas them with flyers
73. Get a listing of local church/school public gatherings and
canvas those…maybe donate a raffle gift
74. Give pencils with company info to schools and boy/girl scoutclubs, etc.
75. Donate your services to Habitat for Humanity® and ask local
media to participate as sponsors.
76. Create a company Facebook™ page and invite customers to
friend you there. (Offer coupons to friends of the company. You
can post your event participation and giveaways here as well.)
77. Post helpful and informative videos on your company website
78. Send mobile greeting cards to say thank you to current
customers and contact prospects
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79. Offer a coupon to friends and family of your current customers
80. Offer FREE system inspections
81. Have your technicians place door hangers in neighborhoods
where you make service calls
82. Place ads in the classified section of your local newspaper
83. Put a “Finders Keepers” coupon on the back of your business
cards and leave them wherever you go
84. Offer coupons to staff at local restaurants you frequent
85. Park your truck in highly visible locations when not in use
so it can work as a mobile billboard
86. Offer seasonal specials build around holidays…even
Groundhog Day!
87. Add a special offer signature to every e-mail you and your
employees send
88. Create reciprocal links between your website and those of
other local businesses
89. Ask customers who have had a good experience to post reviews
on Google® Reviews and your Facebook™ page
90. Collect e-mail addresses from everyone you service and meet
91. Offer Groupons® and LivingSocial® coupons
92. Claim your free listing on Google® Places and set up online
accounts in local business directories like Yelp® and Yahoo!®Loca
93. Use downtime to follow up with recently serviced customers
94. Personally respond to customer satisfaction surveys
95. Offer coupons and rewards for customer referrals
96. Address concerns and answer customer questions through
your Facebook™ account
97. Start a company blog giving customers advice and information
98. Offer yourself to the local media as an expert in your field
They will contact you first to quote on local issues
99. Sponsor or get a company group to volunteer for charitable
events such as breast cancer walks or Toys for Tots®.
100. Make sure your contact information is complete and
clearly visible on your website home page
101. Talk to realtors about advertising in their “new home” packets
© Copyright 2011 Clockwork, Inc.