recession proof your restoration business phillip rosebrook, jr certified restorer...

Recession Proof Your Restoration BusinessRecession Proof Your Restoration Business

Phillip Rosebrook, JRCertified Restorer

Phillip@businessmentors.net

Phillip Rosebrook, JRCertified Restorer

Phillip@businessmentors.net

IntroductionIntroduction

History and esteemSuccess stories - 10&5 and no clue

Prospecting and relationships

History and esteemSuccess stories - 10&5 and no clue

Prospecting and relationships

AgendaAgenda

Marketing MythsMarketing truthsPlanning Activities, roles and responsibilities

Tips for successTrends and realities

Marketing MythsMarketing truthsPlanning Activities, roles and responsibilities

Tips for successTrends and realities

ExpectationsExpectations

Provide take away ideas that you can implement tomorrow and dramatically impact your bottom line

New understanding of company culture

A changed paradigm for your company

Foundation for profitable growth

Provide take away ideas that you can implement tomorrow and dramatically impact your bottom line

New understanding of company culture

A changed paradigm for your company

Foundation for profitable growth

Profile in SuccessProfile in Success

2 county population 100,000 - 4 hour drive

3 employees $324,000 revenueSeveral minor competitors12+% unemploymentFew skilled workers

2 county population 100,000 - 4 hour drive

3 employees $324,000 revenueSeveral minor competitors12+% unemploymentFew skilled workers

Opportunity KnocksOpportunity Knocks

12 employees $1,200,000 revenue for 5+ years

Competitors out of business

12 employees $1,200,000 revenue for 5+ years

Competitors out of business

HowHow

RelationshipsDelivered every estimate Solved problemsDependable & consistentLegendary customer servicePerformed on every job or made it right

Provided reasons to call not just work with us

RelationshipsDelivered every estimate Solved problemsDependable & consistentLegendary customer servicePerformed on every job or made it right

Provided reasons to call not just work with us

Start upStart up

200,000 populationBranch office established company

Flood cleanup but no new revenue

200,000 populationBranch office established company

Flood cleanup but no new revenue

ProgressProgress

2nd month - $300,000 revenue4+ months consistent $300,000 revenue - unknown after that

2nd month - $300,000 revenue4+ months consistent $300,000 revenue - unknown after that

HowHow

Education AgentsAdjusters

Problem solversDependable and consistentExceptional customer servicePerformed on every jobProvided reasons to call

Education AgentsAdjusters

Problem solversDependable and consistentExceptional customer servicePerformed on every jobProvided reasons to call

Top Marketing MisconceptionsTop Marketing Misconceptions

If everyone else is doing itIt worked in the past“If I just recover the cost”All work is the sameI cannot get on vendor programs because I am not a franchise

If everyone else is doing itIt worked in the past“If I just recover the cost”All work is the sameI cannot get on vendor programs because I am not a franchise

10 Marketing Truths10 Marketing Truths

1. It is easy to get on a program the first time

2. You need to have production and marketing balance

3. Marketing is not the sole responsibility of the marketing department

4. Market all the time to prevent peaks and valleys in work

5. Marketing should be proactive and planned

1. It is easy to get on a program the first time

2. You need to have production and marketing balance

3. Marketing is not the sole responsibility of the marketing department

4. Market all the time to prevent peaks and valleys in work

5. Marketing should be proactive and planned

10 Marketing Truths10 Marketing Truths

6. Marketing results need to be measured

7. Closing ratios are as important as a good idea

8. The industry is changing and today’s marketing ideas are different

9. The marketing budget is finite10.Easiest strategy is to increase work

from existing clients

6. Marketing results need to be measured

7. Closing ratios are as important as a good idea

8. The industry is changing and today’s marketing ideas are different

9. The marketing budget is finite10.Easiest strategy is to increase work

from existing clients

Proactive MarketingProactive Marketing

What are your company strengths

Start with company goalsWhy?Define marketing goals

What are your company strengths

Start with company goalsWhy?Define marketing goals

Marketing Goal ExMarketing Goal Ex

Total Revenue of $2 millionWater damage sales $500KGet on 2 new vendor accounts by December

Average 30 calls per month in the first quarter

Total Revenue of $2 millionWater damage sales $500KGet on 2 new vendor accounts by December

Average 30 calls per month in the first quarter

StrategiesStrategies

ProspectingDiversifies contacts and goal driven

Relationship building Builds volume

ProspectingDiversifies contacts and goal driven

Relationship building Builds volume

Budgeting Budgeting

IncludesWages, vehicle, burden, expensesAdvertising and promotionEvents and activities

2.5-7% of revenue2.5% maintain sales and volume4.5% aggressive growth 5+% blow the doors off

IncludesWages, vehicle, burden, expensesAdvertising and promotionEvents and activities

2.5-7% of revenue2.5% maintain sales and volume4.5% aggressive growth 5+% blow the doors off

ProspectingProspecting

Route marketing Agents, property managers, plumbers, risk managers facilities

Most every 30 days - some 60 or 90Ask for one jobFrequency and repetition

AssociationsEvents

Route marketing Agents, property managers, plumbers, risk managers facilities

Most every 30 days - some 60 or 90Ask for one jobFrequency and repetition

AssociationsEvents

Digital Advertising Ideas

Digital Advertising Ideas

Website Web optimizationPay per clickYodle.comUse site to drive traffic and accept work

Social MediaLinkedin.comFacebook.comTwitter.com

Email newslettersConstantContact.com

Website Web optimizationPay per clickYodle.comUse site to drive traffic and accept work

Social MediaLinkedin.comFacebook.comTwitter.com

Email newslettersConstantContact.com

Prospecting & RelationshipProspecting & Relationship

Association Membership and Involvement

SponsorshipsGolf, picnics open house, Lobsterfest or other seafood, boat cruises

Trade show

Association Membership and Involvement

SponsorshipsGolf, picnics open house, Lobsterfest or other seafood, boat cruises

Trade show

Proven Proven Education

Puts you in the position as the expertIf you or staff is not a speaker then bring one in

Brings people to your facility or hosted by youNo commercials Have managers attend and visit during lunch and breaks

Agents and adjustersObtain CE Through state Insurance officeBe credible and crowds will buildOutside groups to bring info and professionalism

Education Puts you in the position as the expertIf you or staff is not a speaker then bring one in

Brings people to your facility or hosted by youNo commercials Have managers attend and visit during lunch and breaks

Agents and adjustersObtain CE Through state Insurance officeBe credible and crowds will buildOutside groups to bring info and professionalism

Further discussionFurther discussion

TelevisionYellow pages

Opportunity costReturn on investmentExpectations and fit

TelevisionYellow pages

Opportunity costReturn on investmentExpectations and fit

Relationship BuildingRelationship Building

Responsibility of all managers

Ask for workPeople do business with people they like

Be a problem solver and give people a reason

Daily activity

Responsibility of all managers

Ask for workPeople do business with people they like

Be a problem solver and give people a reason

Daily activity

PM MarketingPM Marketing

5-5-5 PlanBe relevant and helpfulEasier the more work you haveAssociation involvementHire sales oriented people

Compensation plan that drives activity

Celebrate and reward

5-5-5 PlanBe relevant and helpfulEasier the more work you haveAssociation involvementHire sales oriented people

Compensation plan that drives activity

Celebrate and reward

Owner ActivityOwner Activity

Schedule and be committedWeekly activityCommunity involvement Associations attended by executives

Schedule and be committedWeekly activityCommunity involvement Associations attended by executives

More Owner ActivityMore Owner Activity

Key account activityBusiness ownersClaims managersLarge agencies

Vendor reviewKey metricsClient satisfactionVendor performance

Key account activityBusiness ownersClaims managersLarge agencies

Vendor reviewKey metricsClient satisfactionVendor performance

Marketing/Sales TipMarketing/Sales Tip

Create a sales-based cultureSet individual goals and Measure every week

Have financial rewards as well as recognition

Hold challenges At least monthly or even weekly meetings

Create a sales-based cultureSet individual goals and Measure every week

Have financial rewards as well as recognition

Hold challenges At least monthly or even weekly meetings

Marketing StaffingMarketing Staffing

Follow your budgetInvolve your existing management staff

When hiring, match fit to goalsTest for fitTraining is essentialMeasure activities and outcomes

Follow your budgetInvolve your existing management staff

When hiring, match fit to goalsTest for fitTraining is essentialMeasure activities and outcomes

Carpet Cleaner’s Advantage

Carpet Cleaner’s Advantage

Client databaseMagnets - refrigerator and water heater

Post cards and emailDevelop a relationshipProvide incentivesPartner with construction onlyMost clients not price conscious Value in numbers for databaseAn extreme case study

Client databaseMagnets - refrigerator and water heater

Post cards and emailDevelop a relationshipProvide incentivesPartner with construction onlyMost clients not price conscious Value in numbers for databaseAn extreme case study

Vendor Program Placement

Vendor Program Placement

Not every program is equalPersistenceRelationshipAgentsPush-PullEvery job is a trialCan’t beat em? Join em.

Not every program is equalPersistenceRelationshipAgentsPush-PullEvery job is a trialCan’t beat em? Join em.

Vendor Program Expectations

Vendor Program Expectations

Competency is essential and required

Dates and numbersConsistencyCommunicationProgram expectations posted and reviewed - be in the top 10%

Competency is essential and required

Dates and numbersConsistencyCommunicationProgram expectations posted and reviewed - be in the top 10%

Market to Your StaffMarket to Your Staff

Subcontractors and staff can be very effective in pospecting

Business cards for allStaff meetings

Builds moralDecreases turnover Improves performanceIncreases discretionary efforts

Subcontractors and staff can be very effective in pospecting

Business cards for allStaff meetings

Builds moralDecreases turnover Improves performanceIncreases discretionary efforts

Industry TrendsIndustry Trends

ConsolidationIncreased documentationTPA’s and vendor programsColor blind environmentProgram expectations and increased professionalism

Margin deflation

ConsolidationIncreased documentationTPA’s and vendor programsColor blind environmentProgram expectations and increased professionalism

Margin deflation

SummarySummary

Restoration still a good businessIncreasing professionalism & barriers to entry

Marketing focus required Start with goals and build activities

Be proactiveSales and service culture

Restoration still a good businessIncreasing professionalism & barriers to entry

Marketing focus required Start with goals and build activities

Be proactiveSales and service culture

ClosingClosing

Effective communicationInvolve your teamBe proactiveBalance sales with production capacity

Effective communicationInvolve your teamBe proactiveBalance sales with production capacity