DIRECT MARKETING: THERE IS NO SUCH THING AS OBVIOUS 

(Advice for Direct Marketing to Businesses)

My mother-in-inlaw introduced me to that saying, and it’s surprising how often it applies. 

I do coaching and mentoring for small businesses, and one of my clients came to me with a question. “Jenny” owns a commercial janitorial service, and I’ve always been impressed with her professionalism, attention to detail, and the continual self-improvement she undertakes. 

She asked “I’ve been in business for seven years, and I can’t seem to get the office cleaning contracts I want to have. All I get is construction cleanout jobs. Bob, how can I get janitorial contracts?”

I started in real estate working as a commercial property manager. I managed office buildings, apartment complexes, a motel, hotel, self storage facilities, shopping centers, and a bunch of single family homes. Property managers and real estate companies are an excellent source of revenue for a variety of businesses. They own or manage a huge amount of our country’s real estate, both large and small. 

Real estate companies regularly use cleaning companies, lawn services, painters, carpenters, roofers, pool companies, landscapers, cement contractors, HVAC and plumbing contractors, even window and blind companies.  They can be an excellent source of business for movers too! Even pet sitters or dog walkers, and many more types of businesses can make money or referrals from property managers and real estate companies. 

Who Are You Marketing To? 

Like any good consultant, I asked Jenny to give me a copy of the marketing piece she used, along with whom she gave it to.  I was shocked when I saw the main thing on her flyer was “construction cleanouts” and it had nothing on the regular janitorial service she wanted to get. She was only marketing to construction companies, not property managers or real estate companies. OMG!! 

I was sad for her. Isn’t it obvious that if you want regular cleaning contracts you make a marketing flyer that not only targets that, but is tailored for and sent to the decision makers you want to do business with? My mother-in-law struck again: there is no such thing as obvious! 

It took a few tries, but I worked with Jenny to make a proper flyer that not only targeted property managers, but was focused on the type of business she wanted from them. I was able to refer her to some friends I have in the industry, but I gave her advice that changed the course of her business, and her life. 

Businesses, like property managers and real estate companies,  are a tremendous source of work and revenues, depending on the business you are in. I loved selling to businesses. To me they were easier to work with than consumers, were usually more professional, and usually paid great. I couldn’t charge them as much as I could charge consumers, but the volume was greater and the process to get business was easier, in my opinion. 

What’s Direct Marketing? 

It’s selling directly to your potential customer. This is my favorite way to market. It gives me the most control and the most return on my investment of time, talent, and treasure. But before you do that, you have to find out who your potential customers are. If it’s property managers, find out which local companies are owning or managing properties you want to do business with. 

Start by Googling “top property management companies” and watch for “managed by” signs in your travels. Apartment complexes often have onsite management offices. Stay away from national companies, as they are tougher to do business with when you’re starting. Check out their websites and see if they have a link to their staff, or team.  Find the names, email addresses, and phone numbers of property managers, and make a list of the ones you want to contact. 

Next, make a marketing flyer that targets them and the type or kind of business you want to do with them.  This is called “target marketing” because your efforts should specifically target the type of business you want. It always has the best results. The right target marketing is not only way cheaper, but can get you 30-50% or more response rate! It should look as professional as possible, as your flyer can help you build your brand. 

Computer people will tell you that you need to buy online ads and try to reach thousands of people.  That’s called “shotgun” marketing because you’re just spraying the public, not knowing if you’re hitting your target or not.  Shotgun marketing is lucky to generate a 1 or 2% response rate from your investment of time, talent, and treasure. It’s OK if you can afford it, but I always wanted more bang from my buck than a 1 – 2% return. 

Direct Marketing To Local Businesses 

There’s a gazillion ways to market, and my advice isn’t fancy. It’s actually quite simple, easy to implement, and cost effective. It doesn’t require a website, fancy cards, or any money to spend on advertising. It does require some time to do online research, and follow through.  

You can do this without money, as long as you have an email address and cell phone.

Websites are nice, but don’t let the lack of one keep you from starting your business. Create a free Facebook Business Page to act as your website until you can afford to get one.  

Email your flyer to the people on the list you made, and call them within the week to ask if they got it, and if they had anything you could bid on for them. It will take a few attempts before you perfect your approach, but I promise you if you do this consistently soon you will have more work than you can handle. Repeat this 3-4 times a year so they remember you. They might not need you now, but they will in the future! 

When you reach out to follow up with the emails and flyers you sent, don’t try to “sell” them. Most people hate that. You probably do too. Instead try to position your pitch to make it about them, and how you can help them or solve their problem that your goods or services address. Wouldn’t you rather have help than a slick sales person?

Most importantly, remember: there’s no such thing as obvious. 

Good luck!

Bob

© 2022 Pelshaw Group, Inc. Used with permission.

Ask Bob is an advice column by Bob Pelshaw, successful entrepreneur, speaker, formerly incarcerated citizen, and author of the award winning Illegal to Legal: Business Success for the (Formerly) Incarcerated. (Book and workbook available on Amazon). Bob also provides content to Edovo, GTL, PayTel, and jails and prisons nationally.

Ask Bob answers questions about life, successful re-entry, starting a business and entrepreneurship, and most anything that adds value, except the column does not cover legal issues, sentencing matters, or case issues. To ask Bob a question, write to him at 

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Pelshaw Group Inc

PO Box 460671

Papillion NE 68046