The Crestcast Podcast: Recent Episodes
Dick Wagner
So here are some Great tips for route marketers
Route marketing is like walking a tightrope: lean too far one way and you sound desperate; lean the other and you disappear into the wallpaper. The sweet spot is confidence without pushiness—showing up with value, not pressure.
Here’s why Pushiness Fails
What Marketing Materials Actually Get Read
OK Let’s be honest: most marketing materials suffer the same fate as that stale donut someone left in the breakroom last Tuesday. They get ignored, pushed aside, or tossed in the trash faster than you can say “quarterly sales quota.”
But here’s the thing—when you’re out on your route, pounding pavement, shaking hands, and flashing that million-dollar smile, the stuff you leave behind is your silent salesperson. The problem is most of those silent salespeople have laryngitis. Nobody is reading your trifold brochure about “24/7 Service Excellence Since 2003.” Why you ask…? Because everyone else has the exact same trifold brochure, and the only thing that changes is the logo and maybe the font.
So how do you leave behind something that actually gets read instead of something that becomes a coaster for someone’s coffee mug? Let’s dig in.
Rule #1: Stop Thinking You’re a Catalog
Your ROI: What Metrics Actually Matter?
Let’s be honest—most route marketers don’t really measure ROI. They measure donuts delivered and how many people smiled when they walked through the door. That might feel good, but it won’t keep the lights on. In disaster restoration, competition is fierce, and if you don’t know exactly what’s working, you’ll stay busy but broke.
The good news? ROI doesn’t require spreadsheets worthy of Wall Street. It just means tracking the right things, consistently, and using those numbers to make smarter moves.
Start with Consistency
Real-World Missteps with Solutions for New and Veteran Reps
The road to becoming a million-dollar route marketer in disaster restoration is paved with good intentions, bad coffee, and more than a few face-palms. Whether you’re fresh out of training or a seasoned rep with a “war stories” collection longer than your prospect list, bloopers happen. The trick isn’t avoiding them completely; it’s learning to laugh, adjust, and pivot toward better outcomes. Here are some of those mistakes and some are real classics.
Misstep #1: The “Walking Brochure” Syndrome
If you’re the Go-To Choice for Referrals and disaster leads from agents or plumbers, how do you keep them interested?
In our disaster restoration industry, earning the position of “go-to” referral source is both a privilege and a risk. On one hand, it shows that your route marketing has worked—referral partners like plumbers, insurance agents, and property managers trust you above competitors. On the other hand, familiarity can sometimes lead to complacency, both from the referrer and from your own team. You don’t want to get to a point where you are “taken for granted.” There must be an ongoing cultivation of that relationship. To prevent complacency and being taken for granted, marketers must approach each referral as if it were their first, while at the same time reinforcing their unique value.
You need to show Consistent Gratitude...
Reading the Room: Adjusting to Insurance Agents’ Changing Tempos
Insurance agents are often key referral partners for restoration route marketers. When business is slow, many agents are relaxed, open to conversation, and genuinely appreciative of a friendly face stopping by. In those times, relationship-building can feel effortlessly, you’re swapping stories and enjoying an easy rhythm of trust.
But restoration marketers make a costly mistake when they assume that same style works year-round. During peak claim periods—storm seasons, catastrophic events, or waves of sudden losses—agents’ offices shift into crisis mode. Phones ring off the hook. Paperwork piles up. Every minute is scrutinized. In these high-pressure times, the agent who was once chatty and casual may suddenly seem short, stressed, or even dismissive.
The lesson is simple but crucial: you must read the room and adjust your interaction style to match their reality.
In the Disaster Restoration industry, Balancing Relationships and Ethics is tricky!
In the disaster restoration industry, establishing strong relationships with insurance adjusters is a key factor in growing a sustainable and reputable business. These relationships, however, exist within a complex ethical and legal framework, where the line between professional collaboration and inappropriate steering must be carefully maintained.
Adjusters are obligated to remain impartial in their vendor recommendations, ensuring policyholders have the freedom to choose their service providers. At the same time, adjusters often prefer to work with contractors who are proven, reliable, and efficient — professionals they can trust to deliver quality work and clear communication during high-stress claims processes. The challenge for restoration companies lies in helping trust-based relationships without exerting undue influence or compromising adjuster neutrality. And I might add, adjuster neutrality is probably rare.
I’m talking about coming across like every marketing before you, and every one that comes in after you were there!
The Challenge
You walk into Miller Insurance Agency, and the receptionist says, "Oh, are you another restoration company? We already have relationships with four others. "The market can be, and often is, saturated. Yes, your competitors got there first, and everyone seems to have established relationships already. “WHAT TO DO…”
The Me Too Trap
The biggest mistake in saturated markets is trying to compete on the same attributes everyone else is promoting. Speed, quality, customer service, 24/7 availability - these become meaningless when everyone claims the same things. Be different.
Here are some Differentiation Strategies That Actually Work
In our disaster restoration industry, drop-in visits (or cold visits) by route marketers are
an essential component of generating referrals. However, done poorly, they can feel
intrusive, rushed, or even salesy—turning off potential referral sources.
The art of the drop-in lies in understanding human psychology and aligning your visit
with the RIGHT timing, tact, and tone. The most successful route marketers don’t just
show up—they show up with purpose, presence, and personality.
Here’s how to execute this strategy effectively, while standing out in a crowded
field.
- Timing: Respect the Flow of Their Day
You can’t use "Trust Me, I’m a Route Marketer – not a salesman” … it won’t work.
Let’s face it — being a route marketer in the disaster restoration industry isn’t exactly glamorous. You’re not showing up with puppies, pastries, or prize money. You’re walking in with talk about water damage, mold spores, smoke residue, and the occasional dead raccoon in the ductwork. It’s a tough sell. But here’s the truth: referrals don’t come from a company brochure. They come from relationships. And relationships come from trust. And trust? That’s where the fun (and the fumbling) begins.
Here are 5 steps to building those relationships.
“It can cost you a lot of lost leads and jeopardize your career”
Here’s your Challenge - think about this!!!
You've spent months or years cultivating a relationship with Sarah, the office manager at ABC Plumbing. She knows your company, trusts your work, and has sent you dozens of referrals. Then suddenly, Sarah takes a job elsewhere, and you're back to square one with a new person who has never heard of you and may already have relationships with your competitors.
So, Why Does This Happen? And it happens a lot!
This is when you were referred to the job, but not all the players are in agreement.
Your first Challenge
You get a call from Tony, a plumber you've worked with for years. There's a significant water damage job at a commercial property, and he wants to refer you. You arrive on-site only to discover that the property manager, Janet, has a preferred vendor list, and you're not on it. She's contractually obligated to use someone else, but Tony expects you to get this job because of your relationship with him.
Then there’s the Political Minefield
Customer Relationship Management (CRM) software has become a crucial tool for businesses across various industries, particularly in restoration route marketing. A CRM system serves as a centralized platform that helps manage prospect and client interactions, track leads, monitor sales pipelines, and streamline communication. For route marketers, those that build relationships and get real project referrals, CRM software is not just beneficial; it is a no-brainer. It enhances productivity, increases efficiency, and drives strategic decision-making for the marketer and the restoration company.
Sometimes you can turn a “No” into a “Not Yet”
If you’re in route marketing, you’ve met the gatekeeper. You know the one — eyes narrowed, voice clipped, arms crossed in defiance of anything that even smells like a sales pitch. They’re the front desk sentinel, the scheduling czar, the one who “protects” the decision-maker like a Secret Service agent. And if you're doing your job right, you’ll meet them a lot.
It can be discouraging.
Are you going to have a Quick Hit or a Slow Burn:
I’ll be honest: when I first started in route marketing, I thought every visit needed to result in a win. I was like a squirrel on espresso—darting from office to office, hoping each stop would be the one. I was a slow learner, but I finally saw the light.
You want the big referral, the emergency call, the magical moment where someone says, “Thank goodness you stopped by—we have a job for you right now!”
Reality Check: that almost never ever happens.
The Gold Standard of Outreach in Route Marketing: Face-to-Face and…….. Something Else
Relationships are absolutely critical, and charm is just extra currency. How you approach your prospects with the right strategies can make or break your month or year or YOUR JOB.. It’s no secret that we are in a new business climate in this decade. While face-to-face interaction is often considered the gold standard (and for good reason), there are a couple of other contenders in the outreach Olympics. Let's unpack two of the most common strategies: good old-fashioned in-person visits, and their more modern cousin—digital follow-up (emails, texts, and the occasional GIF-laden newsletter). Spoiler alert: neither is perfect, but one might just get you a free donut and a lifelong client.
And want you to do it without the headache of multiple versions to different groups or segments of your client and prospect list.
Yes, In today’s digital world, personalization is important to keeping your audience engaged. You may already send out a monthly newsletter, but making it feel more personal will increase open rates, boost client trust, and drive more business. However, creating separate newsletters for different client groups can be time-consuming and overwhelming. The good news is that you don’t need to start from scratch each time—smart segmentation strategies and dynamic content can help you tailor your emails without multiplying your workload.
Let’s talk about Why Personalization Matters in Disaster Recovery Marketing
Route marketing, when there is a disciplined and consistent approach to building relationships with referral sources, is not just beneficial but an absolute necessity in the brutally competitive disaster restoration industry. Overcoming strong competition, particularly when marketers are up against established players already calling on plumbers, property managers, insurance agents, and carpet cleaners, requires a strategic and persistent approach. The key lies in differentiation, bringing real value, and a firm commitment to service excellence, even before a disaster strikes.
This podcast is about How Route Marketers Can Charm Even the Frostiest Prospects
Let’s face it—being a route marketer is a bit like being a door-to-door friendship salesman. You show up uninvited, in a branded polo, holding a folder full of optimism, and your grand prize is… someone pretending they’re not in.
Still, 75% of the time, that’s the job. Cold visits. No appointment. No warm welcome. Just you, your wits, and a front desk person with the gatekeeping skills of a medieval castle guard. But fear not, there are ways to make these chilly encounters feel warm, valuable, and maybe even a little fun.
How to Build Brand Awareness (Without Losing Your Mind in the Process)
In today’s rapidly changing business environment, the success of most ventures hinges largely on their ability to establish a recognizable and respected brand. Without visibility, even the most original services can go unnoticed. To rise above the noise, businesses must use a multi-faceted strategy that combines traditional marketing wisdom with cutting-edge digital tactics.
Responding Professionally to Negative Reviews In Critical.
In today's digital age, we know that online reviews hold significant power. A single negative review can influence potential customers and impact a business’s reputation. Even the most diligent businesses that consistently deliver excellent service are not immune to the occasional unfavorable comment. Whether the critique is valid or exaggerated, how a company responds can either restore confidence or cause further damage. Responding professionally to negative reviews isn't just about damage control, it's an opportunity to demonstrate integrity, transparency, and a genuine commitment to customer satisfaction.
I’ll share with you some smart strategies for the Disaster Restoration Marketer
In the fast-paced world of disaster restoration marketing, first impressions aren't just important, they're everything. With the average attention span dwindling to just a few seconds, in-person visits must be executed with precision, purpose, and personality. When you walk into a property management office, plumbing supply house, or insurance agency, you have about ten seconds to spark curiosity and less than five minutes to make an impact. So, how can you make that time count, without being pushy, awkward, or forgettable?
#1 Start With a Confident and Warm Opening
We’ve all been there—mindlessly scrolling through our inboxes, dodging work emails, newsletters we forgot we subscribed to, and that one chain email from Aunt Linda promising seven years of good luck if you forward it. But there, amid the madness, lies a unique kind of horror: bad subject lines. These digital misfires are the email equivalent of showing up to a first date wearing Crocs and a fedora—confusing, off-putting, and memorable for all the wrong reasons.
Let’s look at some of the worst offenders.
While honesty is the baseline for ethical and trustworthy behavior, building trust extends far beyond simply telling the truth.
In business, trust is the currency that fuels relationships, opens doors, and drives long-term success. Trust must be earned through consistent actions, clear communication, and a genuine commitment to adding value. Professionals aiming to grow their networks, client base, or influence, learning the deeper layers of trust-building is vital.
Words are sneaky little things.
You think you’re in charge of your own thoughts, strolling around confidently inside your brain like the boss of you. But then — BAM — someone casually drops a word like apple, and suddenly you’re picturing Granny Smiths, Honeycrisps, or maybe that one shriveled thing in the back of your fridge you’ve been avoiding since last October.
Words tie directly into our emotions, whether we like it or not. They’re like emotional remote controls. Some people know how to use words to comfort or inspire. Others use words to sell you a mattress you didn’t know you needed at 2AM while watching late-night television. And some people — the really dangerous ones — use words like moist just to watch the world squirm.
But let’s go back to apple.
Say I tell you: “I brought you an apple.”
It’s being able to overcome cost issues with real value.
In nearly every industry, there exists a company that charges more for its services than its competitors, yet it remains highly successful and profitable. This reality contradicts the common complaint from salespeople that they cannot compete with lower-priced businesses. The truth is that most people make purchasing decisions based on factors beyond price, such as quality, service, and their overall perception of the business. Salespeople and route marketers who understand this and adjust their approach accordingly can overcome the price objection and get more business.
Understanding the Prospect's Emotional Situation is important...
It’s about standing out in a crowded marketplace for your restoration company.
In the highly competitive disaster restoration industry, being top-of-mind for potential customers and referral partners is essential. When disaster strikes, property owners and insurance professionals must immediately think of your company as the go-to solution. Achieving this level of visibility requires a multifaceted approach that incorporates marketing, community engagement, and industry networking.
Here are 14 strategies to ensure your disaster restoration company stands out and remains top-of-mind in your market.
Marketing is the lifeblood of the restoration business. Competition is fierce, and client trust is vital.
It’s crucial to confirm that every dollar spent on marketing translates into meaningful returns. When measuring whether marketing efforts have been constructively used to generate revenue, business owners and marketers should ask themselves key questions that help determine the success or failure of their strategies. Here are the questions you should be asking…
1. Did My Marketing Efforts Generate Qualified Leads?
Establishing and maintaining credibility with potential referrers—such as plumbers, insurance agents, and carpet cleaners—is crucial in disaster restoration. One of the most effective ways to build this credibility is through meticulous tracking and documentation of interactions with these contacts.
With the fast-paced nature of field or route marketing, where reps make frequent stops and engage in numerous conversations, maintaining organized records of these interactions is crucial. A well-implemented Customer Relationship Management (CRM) system serves as a valuable tool to streamline this process, ensuring that relationships are cultivated effectively and every interaction is meaningful.
As a route marketer, it’s crucial to be aware of what’s happening in your marketplace.
One of the primary challenges is keeping up with competitors’ pricing, their offers, and even their strategies. Ignoring these dynamics can lead to missed opportunities or, worse, being left behind by more agile competitors. This podcast explores how route marketers (and their managers and owners) can stay aware of their competition, monitor competitor strategies, and effectively deal with these challenges.
You certainly have to understand the Competitive Landscape.
A strategic approach is usually required to minimize the wasted time and effort.
Good communication is often the key to successful relationships, particularly in route marketing. One major challenge that has become common is the increasing prevalence of “ghosting,” where prospects, clients, or colleagues fail to respond to emails, calls, or scheduled appointments without explanation. Ghosting has infiltrated not only personal relationships but also professional environments, particularly in sales and marketing, where follow-up is crucial for success.
Finding the right decision-makers within companies - whether they are insurance agencies, plumbing companies, property management firms, or other potential referral sources - can be a challenging endeavor.
In the restoration and disaster services industry, building strong relationships with key decision-makers is essential for securing consistent referrals and business opportunities.
It’s about Separating Genuine Interest from Unresponsive Prospects
In our disaster restoration industry, route marketers often encounter unresponsive or uninterested prospects. Identifying true interest early in the prospecting process is crucial. Time spent on unqualified leads is time lost pursuing high-value clients who genuinely want your assistance.
By implementing structured qualification methods, marketers can enhance efficiency and improve conversion rates. In this podcast I explore effective strategies to gauge interest, qualify leads, and eliminate unresponsive prospects from the pipeline.
Do and say the things to help them move to yes or no.
One of the biggest challenges route marketers face in the disaster restoration industry is getting a firm "yes" or "no" from potential referral sources. When dealing with prospects like plumbers, insurance agents, and carpet cleaners, marketers often encounter hesitancy, vague interest, or indefinite delays. Since a "maybe" has no tangible value, route marketers must employ strategic approaches to guide prospects toward a definitive decision.
Here are some key tactics to achieve this objective.
In disaster restoration route marketing, (sometimes called FIELD marketing), success isn’t just about getting referrals, it’s about building long-term relationships with key referral partners. Plumbers, insurance agents, property managers, and carpet cleaners receive countless solicitations from restoration companies, all promising excellent service. So, how do you stand out?
In the disaster recovery industry, success usually hinges on the strength of your relationships with referral partners, clients, and prospects.Maintaining consistent contact with a large network of business partners — dozens or even hundreds—requires a strategic and very organized approach. Consistent, meaningful interactions are essential for keeping you and your business top-of-mind and nurturing long-term partnerships.
In this podcast. I outline several practical and effective ways to facilitate consistent contact and strengthen these vital connections.
I’m talking about Motivating clients to refer you as a route marketer.
In the world of route marketing, (sometimes called field marketing) the role of a route marketer goes far beyond simply influencing and persuading potential clients. While persuasion is a crucial aspect of any marketing strategy, a route marketer's job transcends that.
It's about tapping into the core of human psychology, understanding emotions, and using them as a powerful tool to motivate clients to act.
Especially because every other marketer with the competitors is probably doing it wrong! In this article, I want to explore why a route marketer's job is not just to
influence and persuade but to motivate clients to proceed and actually refer you, by you using emotion.
First, we have to Understand the Emotional Connection:
I’m talking about Spectacular Customer Service for Small Businesses and especially disaster recovery businesses.There’s an old saying that customer service is like a good joke — if you have to explain it, it’s probably not working. But for small businesses, spectacular customer service isn’t just a punchline; it’s the lifeblood of your operation. And guess what? You don’t need a corporate-sized budget or a 200-page handbook to make your customers feel like royalty.
Here are some great but simple ways to wow your customers, with just a dash of humor to keep it light in this Marketing Genius podcast.
For Small Companies – it’s about the Art of Doing the Little Things Spectacularly
Ah, customer service—that mystical art of making people feel valued, appreciated, and maybe just a little bit more human after interacting with your business. Big companies often promise the moon but somehow only manage to deliver a handful of moon dust (or, let’s face it, a customer service bot named “Luna” that sends you in circles). This leaves a golden opportunity for small businesses to shine like the superstars they are by providing simple, spectacular customer service that doesn’t break the bank.
In this podcast, I’m going to give you 12 very effective (and cheap) ways to make your customers love you:
1. Answer the Phone....
With new business contacts, building trust is a critical aspect of marketing and sales.Especially in fields like disaster restoration where relationships with plumbers, insurance agents, property managers, and even carpet cleaners can lead to valuable referrals.
When approaching potential partners without an existing relationship, the challenge lies in overcoming skepticism and resistance while respecting their time and priorities. Establishing credibility and trust requires a thoughtful strategy that combines professionalism, value-driven communication, and genuine relationship-building efforts.
First impressions are crucial, particularly during a cold visit. The way a marketer presents themselves — both in demeanor and appearance — sets the tone for the interaction. A professional, approachable, and confident demeanor, coupled with a clean and well-organized appearance, immediately conveys competence and respect. Preparation is equally important. Taking
It usually involves demonstrating differentiation since much of the technical service provided is very similar.
In our highly competitive disaster restoration industry, businesses face a common challenge - - limited service differentiation. Water damage remediation, fire restoration, and mold removal services often appear nearly identical to customers, making it difficult for a company (or the marketer) to stand out in a crowded marketplace.
However,differentiation does not always require a revolutionary change in service offerings
Specifically -- Adapting to different business cultures is a challenge. It’s like trying to fit in at a party where you don’t know anybody.
You’ve got your quiet book club types in the corner, sipping tea and quoting Edgar Allen Poe, while in the other room the karaoke crowd is belting out “Don’t Stop Believin” by Journey. As a marketer… Your challenge? You’ve got to be able to hang with both groups without looking like you wandered in by mistake.
Now, imagine this party is the business world, and you’re a guest. Each business has its own quirks and traditions, even if they’re technically doing the same thing. Take plumbers, for instance. One company might treat its operations like a military drill, barking orders and expecting you to show up with blueprints and precision timing. Another plumber? They might be running things like a family barbecue—shoes optional, laughter mandatory, and business talk happening somewhere between bites of ribs.
So, how do you navigate this maze of personalities?
This is a crucial skill for route marketers seeking to connect with decision-makers.
Gatekeepers, often receptionists or assistants, are tasked with protecting the time and attention of their bosses. To successfully navigate this wall, marketers must use a combination of tact, strategy, and authenticity to establish trust and gain access to the right people.
One of the most effective ways to approach a gatekeeper is to treat them as an ally or partner, not an obstacle.
Closing a contract in the disaster restoration industry requires a combination of urgency, trust-building, empathy, and assurance of quality service.
I usually focus on helping the marketer become a million-dollar producer for their company – but in the past year or so many owners have asked me to help them with their closing ratios. So, …
Here are 12 effective and simple strategies to help close the contract:
In disaster restoration, building a strong referral network is key, but qualifying lead sources is just as important to make sure your time and resources are invested wisely.
In this podcast, I’ll give you numerous ideas to help you qualify and get good leads and to market effectively:
When you’re evaluating and trying to qualify good lead sources, you’ll want to consider ...
In the disaster restoration industry, visiting insurance agents and assessing their potential as long-term clients can indeed be a time-intensive process. To streamline this, focusing on strategic questioning can help you qualify prospects quickly, allowing you to invest time in those who show strong potential. In the typical territory or market area, there can easily be over 500 insurance agents and over 500 plumbers to visit.
In this podcast I'm going to give you a half dozen things route marketers can do to evaluate the potential value and worthiness of the prospect for referral and leads.
This can be a common Route Marketer Complaint
To address the issue of marketers or salespeople feeling their targets are unrealistic or too high, both management and marketers can take proactive steps. In this podcast I’ll give you 5 ideas for management and five suggestions for the route-marketers.
Here are some strategies that management. As well as sales and marketing teams can adopt to solve this issue:
But… change is not just expected but necessary in today’s rapidly evolving business environment.
To maintain a competitive edge, businesses must constantly adopt new technologies, new processes, and new strategies. Even how we market in the disaster mitigation industry will matter if we intend to prosper in our business. A frequent challenge for business owners is employee resistance to change. This resistance often stems from fear of the unknown, lack of understanding, or simply discomfort with moving away from established routines.
To successfully implement changes ...
Too many marketers stop following up – after the first visit. Remember: route marketing is a strategic tool that helps businesses optimize their sales efforts, reach their target audience, and achieve long-term success.
In the disaster restoration and recovery industry, cultivating relationships with insurance agents and other clients is crucial for generating referral business. Despite the recognized importance of follow-up, many route marketers—those who make field visits to potential clients—fall short of maintaining effective and consistent engagement.
Statistics reveal that 44% of marketers give up after just one visit, showing a significant gap in the effort required to build meaningful relationships. To succeed, marketers must adopt best practices that ensure prospects are engaged, nurtured, and motivated to respond positively. In this podcast, I will give you some key strategies to enhance follow-up efforts and maximize the chances of a successful outcome.
It can be a comedy of Errors if you’re not paying attention.
By now you know that we are in the greatest sales and marketing performance on Earth! In one corner, we have the Baby Boomers—nostalgia-fueled warriors of the past. In another, the Gen Xers—slackers turned savvy, armed with sarcasm and a healthy dose of skepticism. Next up, the Millennials—digital nomads who crave experiences over stuff. And finally, the Gen Zers—TikTok addicts with the attention span of a goldfish. Marketing to these diverse groups is like herding cats while blindfolded. In this podcast, I’ll explore this humorous challenge!
Before I upset you for stereotyping … don’t be offended. This is simply a parody and not intended to disparage any generational group.
Many of them have 100 examples of why the prospect isn’t interested.
In our route marketing world, the challenge of demonstrating value versus competing solely on price is paramount. Route marketers often cry or gripe about the lack of referrals or disaster job opportunities as indicators of uncompetitive pricing, but this viewpoint often misses a crucial point: successful marketing is more about proving value than simply undercutting competitors. To shift focus from pricing battles to showcasing genuine value, marketers need to adopt strategies that emphasize the benefits and quality of their services.
Here are 5 key points in this podcast for you to consider!
It’s a critical skill in both sales and route marketing.
Effective objection handling can transform "no" into "yes," raising trust and building long-term client relationships. Here are some strategies for handling objections effectively and without offending.
Although you’ve heard this one before - Active Listening is one of the most important factors.
It’s called the Art of Prospecting and critical to your success.
Prospecting is the foundation of any successful sales or route marketer’s strategy. It's not just a simple activity but it’s the necessity that sustains and drives a sales operation forward. Without a steady influx of prospects, even the most skilled marketer will struggle to meet their targets and achieve the growth they want (and your boss expects). The challenge lies not just in the act of prospecting but in doing it effectively. This podcast is about how to find and get good prospects to fuel your sales and marketing pipeline.
The Art of Asking Good Questions To engage the potential client.
In the fast-paced and high-pressure world of route marketing, (especially in the disaster recovery industry), professionals encounter rejection on a daily basis. However, rather than viewing rejection as a setback, seasoned marketers understand it as an opportunity to learn and improve. One of the most powerful tools in a route marketers arsenal is the ability to ask good questions.
Thoughtful, well-structured questions can unlock valuable insights, build rapport, and guide the conversation toward a favorable outcome. This podcast is intended to explore the significance of asking good questions and provides practical strategies for mastering this essential skill.
Without Trust You Have No Client.
Trust is the foundation of any successful relationship, whether personal or professional. In the realms of route marketing, this principle holds especially true. The adage "no trust, no sale" neatly captures the essence of why trust is indispensable. Building trust with clients and customers is not merely an advantageous strategy; it is a fundamental necessity for achieving sustained success and nurturing long-term relationships.
Trust in the context of sales and marketing is rooted in psychological principles. Clients are far more likely to purchase from a brand or a salesperson they perceive as reliable and honest. This perception reduces the perceived risk of the transaction, making clients feel secure in their decision. When trust is established, clients are less skeptical about the promises made by the route marketer or salesperson and more willing to engage with the service offered.
Here are some strategies and ideas of good ways to minimize your frustration.
Dealing with difficult prospects can certainly be one of the most challenging aspects of a route marketer’s job. Despite the difficulties, managing these interactions with skill and composure is crucial for maintaining professionalism, achieving your targets, and building long-term client relationships. We know that active listening and showing real empathy are fundamental techniques. I’m going to give you a few more strategies that can significantly ease the frustration and enhance the overall interaction.
Route marketers will be so much more effective and successful if they learn how to ask really good questions of the prospects.
Building credibility and furthering meaningful relationships with potential clients is crucial for success. And, one of the most effective ways to achieve this is through the strategic use of open-ended questions. These questions not only provide valuable insights into the prospects needs and challenges but also create an interactive and engaging dialogue that can significantly advance the relationship-building process.
My podcast intends to explore the types of open-ended questions that are particularly beneficial in the marketing and sales world, and how to use them to dig deeper into client interactions.
One of the primary goals in route marketing is to understand the client's needs, pain points, and objectives....
This is a simple guide for owners when they get excuses.
Our marketing and sales world is fast-paced, ever-evolving, and competition is constant. Salespeople and route marketers often exclamation that there are too many competitors in the market, using this as a justification for lackluster performance or dwindling interest from potential clients. While it's true that competition can be fierce, viewing it as an insurmountable barrier is a defeatist attitude that will stifle growth and innovation.
As business owners, it is crucial to address this mindset and equip your team with strategies to thrive in competitive environments. Here’s how you can combat the "too many competitors" excuse and turn it into an opportunity for success.
Many times, they’ll just keep leading you on. It’s time to get direct.
In the realm of restoration marketing, salespeople frequently encounter the challenge of unresponsive prospects. This situation can be frustrating, time-consuming, and potentially a waste of valuable resources. A strategic approach is necessary to manage such prospects effectively.
One useful tactic involves being direct and polite, asking the prospect if they would prefer to be taken off the contact list. This approach, when executed correctly, can yield several benefits and pave the way for more efficient and productive sales interactions.
Is it time to replace your marketer with someone that can produce? These excuses are usually the barriers to success.
Route marketers, those hopefully bold people tasked with calling on prospects and clients, are on the frontline of business development. Their role is crucial, since they bridge the gap between a company's offerings and its potential customers. However, it is not uncommon for these marketers, especially the less skilled or motivated, to fall short of their targets. When faced with underperformance, many resort to a variety of excuses to explain their lack of referrals or work. Understanding these excuses is vital for addressing and overcoming the underlying issues that hinder success in sales and marketing.
One of the most prevalent excuses is "The market is too saturated."
Let’s explore this issue in more detail.
Everyone knows that we have a rapidly evolving landscape. When it comes to marketing in the 2020 decade, understanding and monitoring competition has become crucial for businesses striving for success. The old adage of "keep your head down and don't be concerned about the competition" might have had its merits in a less connected and slower-paced world In today's dynamic environment, it is no longer a viable strategy. Instead, actively engaging in competitive analysis is essential to staying relevant and innovative.
By engaging in a SWOT analysis – (SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threat)
Let’s talk about some ways to make this happen.
In our very competitive world of business, client loyalty is paramount for continued success. Retaining clients not only ensures a steady revenue stream but also promotes invaluable positive word-of-mouth marketing. Creating loyalty and solidifying a continued relationship with clients involves an intricate approach that includes exceptional customer service, personalized experiences, consistent communication, and building a community around the brand.
In this podcast I plan to give you several ideas to improve client loyalty.
Here are some simple - practical Strategies for Success
We’ve moved rapidly into a challenging business environment, where competition is fierce and consumer preferences constantly evolve. This means an inefficient marketing process can spell disaster. It's not just about wasting resources; it's about risking the very survival of your business. Achieving average success in today’s business climate is similar to standing still while the world moves forward. To stay ahead and ensure sustainable growth, it's imperative to continuously improve your marketing strategies. In this podcast, we'll explore practical ways to boost your win rate and develop a more effective marketing process.
This will help with maximizing your time management efforts.
Efficiency is best in the world of sales and marketing. With extensive prospect lists containing hundreds of potential clients, time management becomes a critical factor in determining your success. In this situation, the process of qualifying prospects plays a key role in streamlining efforts, ensuring that resources are allocated wisely towards the most promising leads. By adopting effective qualification strategies, businesses can not only optimize their time management but also enhance their overall success rates.
Nurturing Collaboration Between Sales and Marketing Teams
The new background of the business world, where there must be a symbiotic relationship between sales and marketing, is necessary for achieving organizational success. However, it's not uncommon for these two vital divisions to operate within separate silos, hindering effective communication and cooperation. While sales and marketing do have distinct roles and objectives, cultivating interaction and collaboration between them is crucial for driving revenue and achieving common goals.
What are the key measures and KPI’s for understanding your target audience?
Yes, even though we still do business with real people with real opinions and preferences, it is a data-driven world. Successful marketing strategies are increasingly reliant on the insights developed from marketing analytics. These insights provide important information about the target audience, assisting businesses in shaping their marketing efforts effectively.
From measuring brand awareness to understanding customer behavior, marketing analytics involve various metrics and Key Performance Indicators (KPIs) essential for achieving your marketing objectives. This podcast explores several crucial measures and KPIs and explains their importance in making sense of the complexities of the target audience. You’ve heard the saying “what gets measured – gets done.”
I‘m going to share with you some examples and strategies for achieving ethical success.
Ethical marketing stands as a beacon of trust and integrity amidst the noise of consumerism in our high-pressure world. It's not merely a trend but an important shift in how businesses engage with their audience. Ethical marketing involves aligning marketing strategies with moral values, social responsibility, and transparency. This podcast digs into several examples of ethical marketing and outlines some key strategies to implement it effectively.
Marketers and Salespeople Setting Goals. They can’t effectively operate by the seat of their pants!
Marketers and salespeople need power. Not power OVER someone, but the power to be effective. In the land of business, setting goals is not just a helpful practice; it's a foundation of success. This is especially true for marketers and salespeople, whose roles often involve crossing complex landscapes of competition, consumer behavior, and ever-evolving market trends. Yet, merely imagining goals in the mind isn't enough to drive the necessary action and accountability. Goals need to be formalized, written down, and displayed prominently to ensure visibility and accountability. By doing so, salespeople and marketing teams can unlock their full potential and achieve remarkable results.
Can you afford to be obscure, or operate under the radar? If you are incognito, it will likely ultimately kill your business.
Building and managing a brand's identity and reputation is certainly crucial for any business, regardless of its size or industry. While it may seem like an expensive undertaking, there are several cost-effective strategies that can significantly enhance brand identity without draining your budget.
The incredible potential of a Customer Relations Management program.
In our techie and digital age, customer relationship management software has become an indispensable tool for businesses across industries. Beyond serving as a source for customer information, often called “CRM” platforms have evolved into dynamic systems capable of generating vital insights when populated with accurate data.
From sales and marketing to customer service and beyond, CRM data offers a treasure trove of metrics and key data that can drive informed decision-making and enhance overall business performance. Marketers should be putting good data in, and extracting important trends and details that help in a very clear marketing effort.
Unleashing the Power of Guerrilla Marketing to get noticed and become top of mind.
In our world flooded with advertisements and marketing messages, standing out from the crowd has become an increasingly overwhelming task for marketers and restoration companies. Traditional marketing techniques often struggle to capture attention in today's incredibly fast-paced society.
Enter guerrilla marketing :
Here are some ideas for best practices for greater success.
In the digital age, content marketing has emerged as the foundation of successful marketing strategies. It's not just about bombarding potential clients with promotional messages; rather, it's about providing them with valuable, relevant, and engaging content that meets their needs and interests. With the explosion of social media platforms and the importance of website blogs, mastering content marketing has become more crucial than ever. In this podcast, I’ll touch on the best practices for creating and publishing content effectively across several social media channels.
Cultivating Credibility and Influence is needed for success in route marketing.
The business landscape today is incredibly fast – paced, and establishing credibility for yourself and your company is critical. There is just too much “noise” and a lot of competition. When you are not a thought-leader you will get runover by the marketers that ARE thought leaders. One powerful strategy for achieving this is by positioning oneself as a thought leader within YOUR industry
These are just some of the strategies for getting it right.
We’re in a significant digital era, where consumers are swamped with information from numerous channels, coming at us from all angles. Email marketing is a powerful tool for businesses to connect with their target audience – if it’s done right. By leveraging email campaigns effectively, businesses can promote their services, nurture leads, and promote valuable client relationships. In this CrestCast, we'll explore various email marketing strategies and consider the best practices for implementation.
Learn how to maximize your marketing potential.
In the current digital landscape, social media has emerged as a required tool for marketers to connect with their target audience, build brand awareness, and drive sales.
Unconventional, unusual, and even odd strategies for Route Marketers
In today's crazy business landscape, route marketers face the challenge of standing out amidst the noise and capturing the attention of potential clients. To thrive in this environment, we must embrace unconventional strategies that set us apart from the crowd. While conventional tactics have their place, it's the unusual, different, and even odd approaches that can truly make a mark. In this podcast, I will explore some out-of-the-box ideas that route marketers can adopt to differentiate themselves and drive success.
It’s Why We Buy with Heart and Justify with Head
In the world of buying and selling, the art of persuasion is a basis of success. Many, many strategies, and techniques have been employed to sway consumers towards making purchases or doing business with you. Among these, the age-old debate between appealing to emotions versus logic continues to captivate marketers and psychologists alike.
There’s a real importance to having a legitimate business reason to visit a prospect or client.
In our world of restoration route marketing, where interactions and relationships form the backbone of success, the idea of simply going through the motions will be detrimental and wasted effort. Yet, unfortunately, many (actually MOST) route marketers often fall into the trap of mechanically visiting prospects and clients without bringing any substantial value to the table. A box of donuts or a refrigerator magnet won’t cut it. This practice not only squanders valuable time but also undermines the potential for meaningful connections and successful outcomes. It is necessary for route marketers to go beyond the routine and introduce their interactions with genuine value, grounded in a valid business reason to visit or call, to promote productive relationships and drive tangible results.
The Art of Strategic Retreat and even pivoting to new prospects or industries.
In the relentless pursuit of our goals, we are often reminded of the adage "fall seven times, get up eight." It's a mantra that stresses resilience and determination, encouraging us to persevere despite setbacks. However, there comes a point when blindly persisting in a fruitless effort becomes counterproductive. In such instances, the wisdom lies not in getting up again and again but in knowing when to fold, when to pivot, and when to redirect our efforts towards more promising prospects.
They all want to do business their own way!
In the fussy world of marketing and sales, understanding the various preferences and behaviors of prospects and customers is vital to success. Every person, whether a potential buyer or an existing customer, has unique preferences, expectations, and ways of conducting business. Recognizing and adapting to these preferences is key for building rapport, advancing trust, and ultimately securing sales or referrals. This standard underscores the importance of altering marketing and sales strategies to accommodate the different preferences of customers — a model often summarized in the phrase, "do business the way they want to do business."
It’s going to take a concentrated and thought-out strategy to own your market!
We are in a very competitive environment of disaster restoration, property recovery and emergency mitigation. There are up to 55 (or more) companies that compete for market share in a single territory, so standing out and securing a well-known position is paramount for success. Within this huge saturation, companies must employ strategic approaches to differentiate themselves and remain top-of-mind for potential clients. This podcast explores key strategies to achieve visibility and uniqueness in the disaster restoration industry in your market.
Short videos sent in text or emails have become quite popular.
In today's extremely fast digital world, the attention span of consumers is diminishing rapidly. People are swamped, with information from various sources.
Using the right approach, you can strike the right balance.
In the very challenging world of route marketing, the approach a marketer takes will often determine the outcome of their interactions with potential clients. Traditional teachings of respect and politeness are undoubtedly valuable virtues, yet in today's competitive market, they won’t cut it. The delicate balance between assertiveness and respectfulness is crucial for marketing success. This podcast explores the nuances of this balance and hopefully offers insights into the best approach for route marketers to achieve ideal results.
Strategies for Route Marketers to help the prospect maintain interest and relevance long term, while you’re encouraging them work with you.
Marketers must generate referrals. So, marketing to and then keeping prospect engagement is vital for ensuring continued interest and building lasting relationships. With attention spans dwindling and competition intensifying, route marketers must employ effective strategies to keep prospects fully engaged. This podcast explores several ways that marketers can use to maintain interest and relevance among their target audience.
It’s usually a challenge trying to navigate organizational hierarchies in Route Marketing:
Here are some strategies for Effective connections.
In the often complex web of business hierarchies, route marketers often find themselves faced with the challenge of reaching key decision-makers. While securing direct access to top-level executives may seem like the most desirable route, practical constraints often require connecting with people at lower levels of the ladder, such as department heads or gatekeepers. Yes, even the head of maintenance or a janitor. You may have to “work your way” up the ladder by interacting with a lot of connections. Successfully navigating these hierarchies requires a unique approach that combines strategic planning, multi-level relationship-building, and flexibility.
Understanding the Shift in Buyer and Client Preferences. These changes have happened in the last couple of years!
In recent years, (about the last 5 years), there has been a noticeable shift in buyer and client attitudes towards personalization. Today, consumers expect more than just products or services; they crave personalized experiences tailored to their unique preferences and needs. This evolution in consumer behavior has significant implications for businesses across all industries. In this podcast, I’ll explore why personalization is imperative in our business today and talk about various strategies to implement personalized experiences effectively.
Everyone else is doing the same ole same ole thing. Be different.
In the emergency disaster restoration industry, where trust and reliability are vital, effective route marketing requires a personalized approach to engage prospects and clients. Personalization cultivates meaningful connections, builds trust, and enhances client loyalty. Here are several strategies to implement personalized route marketing effectively in the emergency disaster restoration industry:
Marketers are often wasting time on unqualified leads and that costs money. It’s important to focus on the right leads that come through the funnel and at the right time.
Using a solid criteria for sales and marketing leads and prospects is essential to an effective sales strategy. If your company has the right people and expectations in place, you can easily reference them when qualifying your prospects.
You also must have differentiation to separate yourself from all the other marketers.
In today's fiercely competitive market landscape, personal branding and differentiation are absolutely crucial for marketers striving to stand out in the middle of all the noise. With an ever-expanding array of services vying for client attention, establishing a distinct identity and gaining exposure are crucial to succeed. In this podcast, I’ll talk about various strategies marketers can employ to enhance their personal branding and differentiation while maximizing exposure.
It seems that most prospects avoid the phone when you call. You can solve that!
Cold phone-calling can be a challenging task for marketers, but with the right strategies and approaches, it can also be highly effective in generating leads and driving referrals. In today's digital age, where communication channels are diverse and attention spans are limited, it's vital to employ the latest and most efficient techniques to engage prospects and successfully get them on the phone.
In the world of disaster mitigation and restoration, route marketers play a necessary role in securing referrals from insurance agents, plumbers, property managers, and others. However, it's widely acknowledged that obtaining disaster referrals can be challenging, with 61% of route marketers expressing difficulty in this aspect. This podcast explores simple strategies to ease this challenge and enhance the process of securing disaster referrals.
Running errands and doing non-marketing work will hurt the business and the marketer. You can’t be a go-fer with your company.
A common pitfall arises when owners and managers divert marketers from their primary responsibilities with non-marketing tasks, including project management duties. This podcast is about the critical importance of maintaining marketer focus on core marketing functions, highlighting the detrimental effects of such distractions and advocating for a paradigm shift among owners and managers.
The Pitfall of Distracted Marketers:
Building connections and starting to create a legitimate relationship is crucial so you don’t lose those leads and prospects.
Nurturing leads and prospects are crucial for any business, especially in industries where the ratio of leads to clients is high, such as in restoration route marketing.
You can easily have 500 p & c agents in a typical marketing territory. Effectively cultivating these leads can lead to increased conversions, improved client retention, and ultimately, greater revenue generation. In this podcast, we will explore some of the best strategies for nurturing and cultivating leads and prospects.
How many times have you left voice mails, sent emails with no response, or scheduled an appointment only to have them not be there?
Ghosting and lack of response from prospects and potential clients can be frustrating and difficult for marketers trying to establish and maintain relationships. However, there are several effective strategies to minimize this issue and increase engagement.
Here are some great ways to overcome ghosting and improve communication with prospects:
It’s usually not the quality of the work or the timeliness!
Property insurance agents certainly play a crucial role in making sure that policyholders receive adequate coverage for their assets. However, a common concern among insurance agents revolves around contractor pricing, particularly how it affects loss ratios and ultimately impacts their bonuses.
Since route marketers are tasked with facilitating the connection between agents and potential clients, they must effectively address these pricing objections to advance trust and facilitate successful partnerships. I’ll explore several strategies that route marketers can employ to combat or address pricing objections by insurance agents related to restoration contractor pricing.
Some offices only have one person that controls everything. Other prospects may have two or three or more decisionmakers to deal with.
Overcoming the challenge of reaching multiple decision-makers to secure referrals often requires a strategic and multifaceted approach. In today's complex business landscape, decision-making processes often involve various stakeholders with various perspectives and priorities. To navigate this complexity effectively, route marketers must employ a combination of relationship-building techniques, very targeted communication strategies, and a deep understanding of the decision-making dynamics within the target organizations.
The first step in overcoming this challenge is to accurately identify and understand the key decision-makers within the target organization. This involves conducting thorough research to map out the organizational structure, hierarchy, and decision-making processes. By identifying the individuals or teams responsible for making referral decisions, route marketers can customize their approach to effectively engage with each stakeholder and stakeholder group.
Sometimes, we really strive to get a lot of info on our prospects, to the point of drowning in data.
In the era of Big Data, where information is abundant and easily accessible, it's tempting to gather as much data as possible about prospects and clients. After all, more data theoretically means better insights, right? Not necessarily. The adage "less is more" holds true, especially when it comes to managing data about your prospects or customers.
While it's certainly important to have a comprehensive understanding of your prospects and clients, collecting excessive amounts of data can lead to information overload and analysis paralysis. Businesses and marketers often find themselves drowning in a sea of data, struggling to extract meaningful insights amidst the noise. This phenomenon, known as data glut, can be counterproductive and hinder rather than enhance decision-making processes.
It’s a key pillar for sustainable success and good conduct involving moral applications.
Ethics, a branch of philosophy that deals with moral principles, plays a pivotal role in the world of business. The importance of ethics in business can’t be overstated, since it forms the foundation upon which trust, reputation, and long-term success are built. Ethical conduct in business is not only a moral imperative but also a strategic necessity for creating positive relationships with stakeholders and ensuring sustainable growth.
Ethical behavior is a cornerstone for building trust among those people that you are directly or indirectly engaged with. Customers, employees, vendors, and the community at large are more likely to engage with and support businesses that operate with integrity. A company known for its ethical practices gains a positive reputation, which becomes a valuable asset in the competitive marketplace.
Ethical business practices contribute to a positive work environment, enhancing employee morale and job satisfaction. When employees perceive their organization as ethically responsible, they are more likely to be committed, leading to increased productivity and lower turnover rates. A strong ethical culture within a company creates a sense of pride and loyalty among its staff.
I’ve said it a thousand times, “without Trust – No Referrals”
Building trust with prospects is crucial because you’ll never get to the CLIENT stage without trust – and trust is crucial for long-term business success. Trust forms the foundation of strong client relationships, promoting loyalty, satisfaction, and repeat business. In a competitive business environment, establishing trust quickly is essential. Here are some fast and effective ways to create trust with your clients.
You’re going to have challenges and hiccups.
Being “on the road” as a route marketer comes with its own unique set of challenges, including transportation costs, travel time, ghosting, and frequent rejections. However, with strategic planning, effective communication, and a resilient mindset, these challenges can be overcome. I’ve got 9 specific things you can do to minimize or eliminate these headaches. Here are the top nine ways to address these issues:
A sales or marketing funnel is essentially a visual representation of the customer journey through to a sale and later a s a regular customer.
In the lively environment of marketing, particularly in the realm of route marketing, the importance of having a robust and constantly replenished pool of prospects in the sales funnel is really important.
All the marketing talk is always about building relationships. Can you do it?
Building a business relationship is a complex process that involves establishing, nurturing, and maintaining connections with businesspeople for mutual benefit. It goes beyond mere transactions and financial dealings; instead, it encompasses trust, communication, and a shared commitment to achieving common goals. Successful business relationships are built on a foundation of integrity, reliability, and understanding. And it’s not as easy as it sounds. Here's an examination of what it means to build a business relationship and how to go about it.
There’s a heightened awareness of the importance of workplace culture. Will you adjust and adopt a good culture for 2024 and beyond?
As we step into 2024, the landscape of business is rapidly evolving, driven by high-tech innovations and changing consumer preferences. The traditional tiered structures and conventional approaches to business culture are giving way to new strategies that create employee engagement, diversity, and a different sense of purpose. I’ll explore some new and transformative ways to improve business culture in the New Year.
To excel in this important field, disaster restoration route marketers must adopt strategies to enhance their productivity and use their time wisely.
In the world of disaster restoration, route marketers play a critical role in connecting with clients and promoting the company services. If you’re a professional who finds spending time efficiently to be challenging, it can be helpful to know different techniques you can use to develop time management skills. This podcast explores essential ways in which you can maximize your efficiency and contribute effectively to the restoration marketing process.
Instagram has emerged as one of the leading social media platforms, boasting over a billion active users worldwide.
In the ever- changing landscape of digital marketing, the decision to engage in Instagram marketing really requires careful consideration. That decision to invest time and resources into marketing on Instagram should be based on a thorough evaluation of your business goals, your target audience, and overall marketing strategy.
Understanding your target audience is key to your success.
Sales strategy and sales tactics are two critical components of a successful sales approach, and they overlap into route marketing.
I’m talking here about Sales – Not Marketing. We’ll discuss route marketing efforts in a separate podcast. Sales Strategy and Sales Tactics each play distinct roles in achieving organizational objectives. While they are closely related, they differ in terms of scope, focus, and time horizon.
A sales strategy is the overarching plan that defines the long-term goals and objectives of an organization's sales efforts. It involves a comprehensive and high-level approach to achieving success in the market. Sales strategy is often aligned with the overall business strategy and takes into account factors such as target market, competitive landscape, and the unique value of your service.
Understanding the prospects and client pain points is crucial for any business aiming to thrive in a competitive landscape.
We are in an active and ever-evolving business environment, and the ability to empathize with clients, predict their needs, and address their pain points directly contributes to the success of your marketing effort. This awareness forms the cornerstone of a client-centric approach, helping marketers to design their services to meet the specific requirements of their target audience. Let’s dive into the reasons why it is imperative to comprehend prospects and client pain points. This podcast will only hit on a few of the important reasons. But remember that marketers must do their research and intel to find out these headaches or concerns.
So, you’re afraid of AI? Start simple with a ChatBot on your website.
In the landscape of the digital age, businesses are constantly looking for innovative ways to enhance the customer experience and streamline their operations. One technological marvel that has gained widespread popularity is the chatbot. A chatbot is an artificial intelligence (AI) program designed to interact with users through text or voice, providing instant assistance and information. Utting a chatbot on your website offers many advantages, transforming the way businesses engage with their audience and improving overall efficiency.
One of the primary advantages of having a chatbot on a website is the significant boost it provides to customer engagement
Route marketing and sales are two distinct aspects of the business process in disaster restoration, each playing a crucial role in the overall success of a company. I often hear from route marketers that they are in sales – and that’s not correct. While both are important components, it's necessary to understand that they each serve different purposes and require their own unique strategies to be effective. In disaster restoration and mitigation, route marketing and sales differ in their objectives, target audiences, and the type of interactions each one requires.
We talk about Differentiation all the time, and here are a few ways to do just that!
In the disaster restoration and mitigation world capturing attention is vital for success. The demand for skilled professionals in this industry is higher than ever, and there’s a big need to stand out and attract clients. Companies must employ strategic approaches to capture attention effectively, otherwise you may not even be on their radar.
Here are several ways to get more attention:
For restoration contractors, these events could be about: water damage, mold contamination, asbestos issues, or new OSHS rules that contractors must follow.
Your audience should be those you’re trying to or want to establish a business relationship with. The effectiveness of “Ask The Expert” events can depend on various factors, including the quality of content, engagement with the audience, and the overall presentation skills. If the topic is significant and you have a good database of potential participants, it can help set you apart as a Subject Matter Expert in your field or business.
Here are some tips to ensure an effective "Talk to the Experts" session via Zoom or a similar platform:
Choose the Right Platform:
It’s really a facilitator for success in getting people to your website.
The ever-evolving landscape of the digital era has businesses constantly seeking innovative ways to connect with their audience, establish authority, and foster growth. One powerful tool that has emerged as a cornerstone of online success is blogging. In this podcast, I’ll explore the numerous reasons why blogging is crucial for businesses, and examine its impact on brand visibility, customer engagement, and overall success.
First, blogging serves as a vibrant platform for businesses to enhance their online visibility.
Not about fear or complacency of your marketers or staff, but the people they encounter. So why do your prospects have fear and complacency?
It’s not always the owner. It’s not always the manager!
You hear a lot about “getting to the decisionmaker, and the idea is very accurate. The real issue is when the route marketer doesn’t know exactly what of who the decisionmaker really is! In the world of disaster restoration route marketing, the term "decisionmaker" holds significant weight. This person plays a critical role in steering the referrals and ultimate success for your disaster restoration marketing efforts. Understanding the nature of the decisionmaker is necessary for professionals in our disaster restoration field since it really shapes the dynamics of your success.
Change is an inevitable and constant force and yet many of us find themselves struggling with its challenges and resist it.
Resistance to change is deeply rooted in the human psyche and is influenced by countless factors that involve psychological, emotional, and social factors. Knowing why we struggle with change requires a closer examination of these intricate elements. I did a podcast on this subject over a year ago, and this is a slightly different take on it.
Let’s talk about why so many of us actually hate it and do everything we can to prevent change.
Your Gateway to Cutting-Edge Knowledge Especially For The Disaster Restoration Contractor and Marketer
Unlock a treasure trove of intellectual wealth at the CREST Store, where knowledge meets innovation. As a premier hub for comprehensive documents and resources, the CREST Store is designed to empower individuals, businesses, and academics with the latest insights across diverse domains.
Whether you're a seasoned professional seeking the latest research or a student delving into a new field, the CREST Network Store is your go-to source for staying ahead of the curve.
Guerrilla marketing involves unconventional and creative strategies to promote a business, often on a low budget.
Here are 16 ideas for guerrilla marketing campaigns for your business:
Stencil Graffiti: Use stencils to create temporary sidewalk graffiti promoting your business in high-traffic areas.
Street Performers: Hire street performers or entertainers to engage with the public while subtly promoting your business.
Pop-up Events: Set up surprise pop-up events or installations in unexpected locations to generate buzz. Pop-up events are short-lived events that allow business owners and creators to connect in person with their target audiences.
Public Challenges: Develop public challenges related to your service and encourage people to take part and share their experiences on social media.
A buyer persona is a detailed and semi-fictional representation of an ideal customer for a business.
It goes beyond basic demographic information to encompass the prospects behaviors, motivations, goals, and challenges. Creating a ‘buyer persona’ (in this case a prospect or client persona) is a crucial aspect of marketing and sales strategies, since it helps marketers better understand their target audience and adapt their efforts to meet the specific needs and preferences of potential clients.
The process of developing a buyer (client) persona involves gathering and analyzing data about existing clients and prospects. This information may include demographics like age, gender, income, and location, but it also delves into psychographic factors such as interests, values, and lifestyle. By combining measurable and client key data, marketers can create an extensive and very specific picture of their ideal client.
Before visiting them, it’s crucial for a route marketer to tailor their approach and make the most out of their interactions. One of the ways you customize your approach is by doing research. You can call it intel, homework, or stalking, but you need to know about them before you visit them.
Start by exploring the prospect's official website to understand their products, services, and overall business model. Look for recent news, blog posts, or press releases that may provide insights into their current activities and priorities. Even look at a couple of their blog posts.
Check the company's social media profiles (LinkedIn, Twitter, Facebook) for updates, announcements, and engagement with their audience. Investigate the profiles of key decision-makers or influencers within the company for personal and professional insights. Most businesses that you would want to target are going to have a presence on several SM platforms. LinkedIn is especially great for understanding their business world and business life.
In today’s marketing and sales world value propositions are almost worthless.
In the active landscape of today's marketing and sales world, the traditional approach of relying on static "value propositions" is proving to be a flawed strategy. While the concept of value propositions certainly has long been a keystone in marketing, the evolving nature of consumer behavior, technological advancements, and the relentless pace of change in the business environment demand a more adaptive and nuanced approach. Nobody today wants a “pre-packaged” pitch.
One fundamental flaw in the traditional value proposition lies in its assumption of a one-size-fits-all solution. Marketing strategies that hinge on a fixed value proposition fail to recognize the diversity and individuality of today's clients. In an era characterized by personalization and hyper-segmentation, consumers expect very specific and custom experiences that resonate with their unique preferences and needs. The rigid nature of value propositions usually results in a disconnect between what businesses offer and what clients seek, leading to missed opportunities and reduced engagement.
Without goals and a clear-cut path to reach them – all is lost!
Route marketing goals play an important role in guiding businesses toward success by outlining the direction and purpose of their route marketing efforts. To set up effective route marketing goals, businesses and marketers together should consider several key elements that align with their overall goals and target audience. These goals should serve as a roadmap, providing clarity and focus to marketing strategies, such as what prospects (or verticals) to call on, what metrics are used, and what the message must be.
First, a primary route marketing goal should be to enhance brand awareness by using stories that enhance the relationship. Businesses need to strive for visibility in the market, ensuring that their target audience is not only aware of their existence but also associates positive attributes with their brand. This can be achieved through consistent messaging, being different, having a personal brand, and engagement across various social media platforms.
Listen to learn each of the ways to network. If you are doing all of these that is great.
The Perils and dangers of the concept "If It Ain't Broke, Don't Fix It" Mentality
In the world of innovation and progress, the phrase "If it ain't broke, don't fix it" has forever been a double-edged sword. While it encourages the preservation of effective systems and methods, it can also breed a dangerous mentality that stifles creativity, hinders growth, and ultimately leads to stagnation. This mindset, rooted in the fear of change, will trap individuals, organizations, and even entire societies in a terrible rut, preventing them from adapting to evolving circumstances and realizing their full potential.
What if we stayed with the pager or Blackberry and never even invented the current Apple I phone? Or worse, never tackled the challenge to build automobiles, and were still on horses? Or never inventing the printing press, or telephone, or pager, or the laptop?
Marketers not producing a million dollars a year?
In the ever-evolving landscape of business, and consumer attitudes the need for specialized guidance and support is often crucial for success. As a business owner, recognizing when you need assistance is a sign of self-awareness and a commitment to growth. When it comes to the restoration industry, facing unique challenges and staying ahead of the competition can be particularly demanding. This is where a restoration marketing coach can play a pivotal role. In this podcast, I explore the indicators that suggest a need for a restoration marketing coach and how their expertise can propel a business to new heights. Full disclosure: I am a marketing coach.
A key sign that it's time to consider a restoration marketing coach is a stagnant or declining client base.
Even when it’s not your fault?
Taking responsibility is a trademark of maturity and accountability, reflecting a person’s willingness to acknowledge their role in a situation, regardless of whose fault it might be. While it will be tempting to deflect blame or avoid accountability, embracing responsibility is an asset that promotes personal growth and strengthens relationships.
One of the main reasons why it’s necessary to always take responsibility, even when it might not be your fault, is the impact it has on personal development. Personal development refers to activities and processes that contribute to an individual's growth, self-improvement, and enhancement of their skills, knowledge, and abilities.
There is an urgent and compelling need to adapt quickly to the ever-changing business world.
In today's fast-paced and dynamic business landscape, the traditional approaches that once suited our routine in business are no longer effective in the face of evolving consumer behaviors, technological advancements, and market dynamics. To remain competitive and thrive in this new environment, you must embrace adaptability as a core value and actively adjust your marketing strategies. This adaptation is driven by several critical factors.
Just a few little steps can become one big one!
As a route marketer, the old adage "many hands make light work,", holds true in various traits of a marketer’s life, especially because lots of little improvements can add up to one big improvement. This idea highlights the importance of progress and focuses on how small, consistent changes can yield remarkable results over time.
So many times, we hear “she’s an overnight success” but fail to realize that the person may have worked for months or even years to get there!
Whether in personal growth, businesses, or society at large, the collective impact of several minor advancements should not be underestimated. In the land of personal development, the concept of continuous improvement is a cornerstone. Very often, when faced with significant goals or challenges, it is easy to become swamped with challenges. However, embracing the idea that small, little improvements will lead to significant gains can be extremely motivating.
Not about you! Ever!
In the land of effective communication and persuasive influence, one basic rule stands out: make it all about the prospect, not about you. Whether you are crafting a marketing pitch, delivering a presentation, or engaging in a simple conversation, the key to success is in understanding and addressing the needs, desires, and concerns of the other person. This rule is not only a foundation of successful salesmanship and route marketing, but also an important aspect of building strong and significant relationships.
Making it all about the prospect – or the other person - involves a shift in outlook – a change from a self-centered approach to one that prioritizes the interests and preferences of the person you are communicating with. It does require empathy, active listening, and a genuine curiosity about the other person's needs and issues. Remember, that by putting the prospect at the center of your communication strategy, you create a powerful connection that goes beyond simple exchanges, leading to more meaningful and lasting interactions.
Words hold a lot of power, but attitude – or mindset – matters!
In the complicated dance of communication, it’s often said that words hold the key to understanding, connection, and persuasion. We’re taught from an early age that what we say matters, that speech and fluency are tools that can open doors and bridge gaps. However, within the emphasis on verbal expression, there exists a great truth: sometimes, it's not what you say, but just having the right mindset that makes all the difference.
Words, while powerful, can only go so far in conveying the complexities of our thoughts and emotions. The tone, body language, and context in which words are spoken play crucial roles in the success of communication. Yet, beyond these issues lies the unspoken force of mindset—the lens through which we perceive the world and interact with others.
And then there’s follow-through, and also follow back!
We certainly live in a fast-paced and interconnected world and the art of networking and building relationships has become more critical than ever. Whether in personal or professional spheres, the ability to follow up, follow through, and also follow back can make a substantial difference in your success and satisfaction. These three actions are not just mere social niceties; they form the very foundation of meaningful connections and lasting partnerships.
To begin with, ...
This is a cautionary tale for insurance agents.
In a very complex world of insurance claims, policyholders often rely on their insurance agents for guidance and support when facing unexpected challenges. One common practice in the industry is the recommendation of "preferred vendors" by insurance companies to handle repairs and services after a claim. While the intention behind such partnerships is to streamline the claims process, there are significant risks associated with steering policyholders exclusively towards these vendors.
Surprisingly, very few marketers actually do this!
As a route marketer, one of your primary goals is to build and keep a strong client base while expanding your reach to new potential clients. While there are many strategies and tactics you can employ to achieve this, asking for referrals and recommendations should be an important and ongoing practice. Let’s explore why this makes so much sense and easily expands your opportunities. I’ve got about eight reasons.
In a world that often seems more divided than ever, the art of listening has become increasingly important. Especially in the field or route marketing environment. while it may be tempting to only engage with those who share our beliefs and opinions, it is crucial to recognize that you don't have to agree with someone to listen to them. It's also not very practical when you're visiting many different prospects and clients - and they all have different opinions.
Ways to Advance or Enhance Your Personal Brand
It’s probably not what you think.
In today's aggressive world, building and advancing your own personal brand is essential for professional success. Your personal brand is a reflection of your identity, values, and expertise, and it plays a crucial role in how others perceive you. Personal branding is how OTHERS see you – or think of you.
Here are several ways to advance and enhance your personal brand:
Why "Feel, Felt, Found" Doesn't Work with Today's Consumers
In the ever-evolving landscape of sales and marketing, techniques that once proved effective have become outdated and ineffective. One such method is the "feel, felt, found" technique, a classic sales approach that has lost its luster in today's consumer-driven world. While this technique may have worked wonders in the past, it now faces several significant challenges in resonating with modern consumers. In this podcast, I hope to explore why the "feel, felt, found" approach is no longer as effective as it once was.
Marketers can’t afford to keep doing it the way they always did.
In today's rapidly evolving business landscape, the proverb "adapt or perish" has never been more relevant. The sales and marketing industry stands at a key stage where the decision to modernize or stagnate can mean the difference between thriving and becoming irrelevant. With technology advancements, changing consumer behavior, and shifting market dynamics, businesses must recognize that now is the time to modernize their sales and marketing process, or they risk fading into obscurity.
The digital revolution has basically altered how consumers engage with products and services. With the explosion of smartphones and the internet, customers are more informed and connected than ever before. They research products, read reviews, and seek recommendations online, making the traditional marketer’s role less central in the decision-making process. If businesses and marketers fail to adapt to this new reality, they risk losing touch with their target audience.
An actor does to be believable and connect with their audience.
Learning how to deliver good questions so they sound natural is a crucial skill in so many aspects of life, especially in business and interpersonal relationships. This skill can be compared to that of a Hollywood actor who can convincingly portray a character and engage their audience. In this podcast, we’ll consider the reasons why mastering this art is needed.
What Traits Do Successful Route Marketers Have?
A critical element when it comes to the success of route marketers is being effective at promoting your company and services. A restoration route marketer must possess a unique set of skills and attributes to excel in this critical role. So, let's explore the qualities and strategies that make a good restoration route marketer.
Gross is great when it turns into net. Gross never had a positive meaning. In finance it is a good thing when talking about profit.
Looks can be deceiving on a dating site. Same in our restoration. Anyone can say anything or say they are successful. Be aware!
For your key management and marketing and sales staff has several advantages.
This can contribute to the overall growth and success of the organization!
Here are some of the key benefits:
Customization: .....
This may be confusing for some. Failure is not an option. There are situations this is true. Have you been faced with this?
It’s not personal, it’s just their preferences at that moment.
In our fast-paced world of marketing, rejection is a expected companion. Whether it's a rejected campaign offer, rejection of your services, or a negative customer review, rejection can be tough to handle. However, it’s necessary to remind ourselves that these rejections are not personal; they’re not aimed at you as a marketer.
Understanding exactly what part of the marketing process is impersonal is crucial for maintaining your confidence and professionalism in this vibrant restoration industry.
Know this: marketing is about the audience. It’s NOT about you!
It’s my opinion that insurance carriers often delay, deny, and defend against paying claims due to a combination of factors characteristic of the insurance industry and the often-difficult dynamics between policyholders and insurers. Certainly not all insurance companies engage in these practices. However, these tendencies have been observed across the industry and can have far-reaching implications for both individuals and businesses seeking compensation for covered losses.
One main reason for the delay in paying claims is the financial incentive for insurance carriers. When a claim is filed, the insurer typically incurs costs, which will impact its profitability. Delaying the payment allows the insurer to retain the funds for a longer period, enabling them to invest or earn interest on the money before eventually disbursing it to the policyholder. This practice, while financially advantageous for the insurance company, can leave policyholders in financial distress, especially if they rely on the claim payout to recover from a loss or damage. Again, not all carriers play this money game.
"No" – is a simple, two-letter word that holds immense power within our vocabulary.
It is strangely enough the most important word in our verbal arsenal, yet often the most difficult to utter effectively. In a world dominated by the desire to please, conform, and maintain harmony, the ability to say "no" well is a skill that can shape the course of our personal lives and even our business relationships.
The importance of "no" lies in its ability to set boundaries, define priorities, and protect our well-being. It serves as a shield against overcommitment, stress, and burnout. When used carefully, it ensures that our time and energy are invested in activities and relationships that truly matter to us. It allows us to protect our physical and emotional health by rejecting harmful or extreme demands.
However, saying "no" effectively is far from easy.
In our fast-paced and increasingly digital world, effective communication has never been more crucial. Whether in our personal relationships or professional and business discussions, the ability to listen intently is a skill that can make or break the quality of our connections and relationships. It is often said that if you don't know how to listen intently...
In today's quickly evolving world, the phrase "You don't know what you don't know" has never been more relevant or important. Tis saying captures the great truth that our understanding of the world is limited by our knowledge and experiences. As we navigate an era defined by rapid technological advancements, shifting societal norms, marketing skills we've been taught are no longer valid.
Every meeting should end with a commitment to do something specific.
Meetings are ever-present part of modern work culture. They bring together individuals with diverse backgrounds, experiences, and expertise to discuss important matters, make decisions, and collaborate towards achieving common goals. However...
Culture wars and Culture warriors. We aren't going to get in politics but these are people who have strong beliefs. As owners you must set the culture in your company. This is your responsibility.
Deion Sanders was an extreme athlete. First person to ever play 2 sports on the same day. He had several nicknames. One is Prime Time. Now known as Coach Prime. He is an extremely confident person. Now how does that apply to you?
In the world of route marketing, success is often associated with charisma, persuasive techniques, and self-confidence. While these attributes are definitely valuable, they can only take a marketer so far.
We make judgement decisions very quickly.
In today's fast-paced world, individuals are constantly bombarded with information and exposed to a surplus of impressions. Whether it's meeting someone new or encountering a new service or idea, our initial impressions play a crucial role in shaping our attitudes and beliefs. This podcast looks at the concept that “it is inherently easier to form an impression than to change one.” Understanding this idea can have significant implications for personal interactions, especially marketing strategies, and general change ideas.
First impressions are powerful and enduring. Within milliseconds of meeting someone or encountering a new concept, our brains begin to form impressions based on limited information. These impressions serve as mental shortcuts or cognitive biases that influence our following thoughts and behaviors. So, let’s talk about why it is more challenging to change these initial impressions than it is to form them initially.
Going from zero to one is often considered the most challenging step in any venture.
Whether it's starting a new business, embarking on a creative project, or making a
significant life change, taking that initial leap can be intimidating. This difficulty happens
from a combination of psychological, logistical, and emotional factors that create a
barrier between the status quo and real innovation.
In the fast-paced world of purchasing, making buying decision is an essential part of daily life. However, many individuals find themselves paralyzed when it comes to completing a purchase or a deal. This hesitation often comes from the fear of future negative consequences.
In the early days of the internet, websites were often seen as a digital Swiss Army knives, attempting to incorporate every possible feature and function within a single digital space. However, the landscape of web design and user expectations has shifted dramatically, really leading toa new paradigm: the recognition that your website doesn't need to do everything anymore.
It's about the incredible power of self-belief.
In life, human potential knows no bounds. Yet, often, we find ourselves restrained by the chains of self doubt and limitations we impose on our capabilities. The saying, "There are certain things in life that have limits, but you don't - unless you impose limits on yourself, highlights the insightful impact of our mindset on our trip of personal and collective growth.
Making referral decisions might seem like a straightforward task, but for both clients and prospects, it often can be a challenging effort. This obstacle can be attributed to a variety of psychological, social, and mental factors that intersect to create a difficult decision-making process.
You’ve got to know when to use it.Effective communication involves more than just speaking; it also requires the skillful use of silence. Route Marketers, in particular, can harness the power of purposeful silence to create impactful interactions and achieve their desired outcomes. While it might seem counterintuitive, including well-timed periods of silence during prospect conversations can enhance persuasion, foster understanding, and build rapport. This technique plays on human psychology and communication dynamics, using silence as a strategic tool rather than an uncomfortable void.
People are often uncomfortable with silence in conversations, feeling compelled to fill it with words. Marketers can exploit this tendency to their advantage. Purposeful silence serves as a psychological trigger, encouraging the other party to offer more information, clarify their thoughts, or address concerns they might have initially kept hidden. When used thoughtfully, silence can create a receptive environment where prospects divulge important information that can then be used to customize the prospect pitch more accurately.
Much more than they like winning.The emotional concept that "people hate losing much more than they like winning" ties into the complicated workings of social behavior and decision-making processes. This fact, often referred to as "loss aversion," casts light on why people tend to be more motivated by avoiding losses than by pursuing gains. Rooted in reasoning biases and psychology, this belief has far-reaching consequences for many aspects of life, including finances, decision-making, and even personal relationships.
Loss dislike is deeply fixed in human nature and can be traced back to the beginning of man. In the inherited environment, survival often depended on quick and accurate assessments of risks and rewards. Those who were more aware of potential threats and losses were more likely to survive. As a result, our brains seem to have developed a heightened sensitivity to losses, causing powerful emotional responses that can outweigh rational thoughts.
It's ongoing inquiry that builds a stronger relationship.In the world of sales and business development, discovery is an indispensable element that lies at the very heart of every prospective interaction. It refers to the process of uncovering crucial information about potential customers, their needs, pain points, and desires.
Seeking Help to Illuminate Blind Spots
In the intricate tapestry of human interaction, the concept of "other-centeredness" stands as a beacon of empathy and understanding. Other-centered people possess a unique quality that enables them to navigate relationships with a genuine desire to connect and grow.
It's not what you thought!
"Feeling overwhelmed, immobilized, and other wise unable to make a decision is a human phenomenon - is a perfectly normal customer behavior." It suggests that having difficulty in making decisions and feeling overwhelmed when faced with choices is something common among most people, especially in the context of being a prospect or client. This idea really reflects an understanding of human psychology and behavior, as well as how people interact with various situations and decisions.
Here are some of the reasons why this idea is correct!
They're masters of time management.In the hurried world of marketing, where creativity connects with strategy, time management appears as the key player to success. The best route marketers understand with firm clarity that their time is their scarcest resource.
It’s on a different track than status quo and will get worse with time.
Indecision, often seen as a brief pause in the face of choices, is not a permanent state. It does exist on a different track than the status quo and has the potential to evolve into a more complicated and intricate issue as time progresses. The complexities of modern life, the overwhelming range of choices, and the constant invasion of info contribute to the growing nature indecision, making it a challenge when trying to get a potential client to work with you.
In a rapidly changing world, the status quo is rarely a steady position. It's a result of various decisions, both big and small, that people make. These decisions are influenced by a collection of factors such as cultural norms, personal values, public expectations, and technological developments. Indecision, however, acts as a disruptive force on this path. It injects uncertainty, hesitation, and anxiety into the decision-making process, sidetracking it from the path it would have naturally taken.
Discovering the Human Preference for the Status Quo
Change is a natural aspect of life, an ever-present energy that shapes our world and propels us forward. Yet, despite this reality, people often show a deep-seated bias for things to remain the same. This natural preference toward the status quo is attached to a mixture of psychological, social, and evolving factors.
While change holds the possibility for growth and progress, the inclination for familiarity and stability continues to be a dominant influence in people.
From a psychological perspective, (and I don’t profess to be a psychologist) the human brain is wired to seek patterns and familiarity as a means of reducing mental load. The brain relies on mental shortcuts from what we’ve already learned, to process the vast amount of info it receives daily.
Embracing the status quo lessens the need for constant change and decision-making, allowing people to conserve mental energy and avoid the stress associated with the unknown.
Putting the "bottom line" at the beginning and crafting a compelling subject line are critical strategies when sending emails, since they instantly capture the recipient's attention and enhance message success. These practices value the time constraints of modern communication and simplify useful information exchange.
In the land of business, the adage "demonstrating we understand the prospect's problem because it pays the highest dividends" captures a basic principle that motivates successful customer relations and sustainable growth. At its core, this rule underscores the pivotal role of empathy, comprehension, and responsiveness in creating meaningful connections with potential prospects or clients. By digging into the challenges, pain points, and aspirations of prospects, marketers can establish rapport, credibility, and reap substantial rewards.
When a marketer takes the time to genuinely understand the issues faced by their prospects, a multitude of benefits ensue.
In today's fast-paced and competitive world, the phrase "bias toward action" has become a popular mantra for driving results and achieving success. While there is value in being proactive and decisive, it is essential to recognize the potential dangers of blindly embracing a bias toward action.
The ability to judge trustworthiness is an inherent human trait that plays a significant role in our daily interactions and decision-making processes. Many factors contribute to how we perceive trust in others, and one of the most influential aspects is the role of emotions.
An astounding 69% of route marketing visits contained some form of customer-stated objections, shedding light on a significant aspect of the marketing landscape. This high percentage raises interesting questions about the nature of objections and the strategies marketers employ to address them.
In our world of marketing, success hinges on understanding customer needs and providing solutions. However, the traditional approach often focuses solely on the "what" - the products or services being sold. This white paper argues that marketing should shift their perspective and prioritize finding clients who care about the "why" - the purpose, values, and motivations behind their purchase decisions. By aligning with clients who share a common vision and understanding, marketing can build stronger relationships, foster loyalty, and drive long-term success.
Marketing is an ever-evolving field, and in today's highly competitive marketplace, marketing needs to differentiate themselves from the crowd. By focusing on finding clients who care about the "why" and not just the "what," marketing professionals can elevate their approach and deliver value beyond the transactional level.
Unveiling the Importance of Educating Clients for Successful Partnerships
This podcast is intended to look at the idea that often "Clients don't know what they don't know" and hopefully shed light on the crucial role of educating clients for building successful and fruitful partnerships. By understanding the limitations and knowledge gaps that clients often have, marketers can effectively bridge these gaps through education, empowering prospects, and clients to make informed decisions and maximize the value of their relationship.
I’ll discuss some of the reasons behind client knowledge gaps, talk about the benefits of client education, and offer strategies to enhance the educational process, ultimately leading to improved client satisfaction and business outcomes.
In the realm of personal and professional development, coaches and consultants play a crucial role in guiding individuals and organizations towards their goals. However, the notion of offering one-size-fits-all coaching fails to recognize the unique circumstances.
Marketing in Restoration has always been an evolving field, with new technologies, strategies, and approaches emerging over time. However, in the last five years, the pace of change has accelerated significantly, driven by a range of factors, including the rise of digital technologies, changes in consumer behavior, and shifts in the global economy.
In the land of human communication, logical reasons are often regarded as potent tools to challenge debunk false objectives or beliefs. However, ....
Marketing, as an active and evolving field, plays a crucial role in driving business success. Over time, the field of marketing has changed from a purely creative venture to a complex blend of art and science. The smooth integration of artistic flair and scientific methodologies has become the foundation of modern marketing strategies.
Conventional wisdom, the commonly accepted beliefs or opinions held by a majority, has long been regarded as a cornerstone of societal norms and decision-making. However, conventional wisdom stiles creative thinking and hampers innovation.
In today's fiercely competitive world, it is crucial for individuals and businesses to develop effective strategies to outmaneuver their rivals. Out strategizing the competition requires a combination of vision ...
In the ever-evolving world of business, one critical factor that can greatly impact a company's success is the ability of the marketer to convert prospects into loyal clients. An essential aspect of this process is understanding the role of uncertainty in a prospect's decision-making journey.
The role of a restoration route marketer is crucial in connecting restoration companies with potential clients who require services such as water damage repair, fire damage restoration, mold remediation, and more. While various marketing strategies and methods exist, personal visits to referring clients are essential for the success of a restoration route marketer.
In a world where information is abundant and easily accessible, the idea of a "disruptive truth" takes center stage. The term itself suggests a concept that challenges conventional wisdom, shatters existing paradigms, and fundamentally alters the way we perceive and understand the world around us.
Success is a goal cherished by many, fueling aspirations and driving people to achieve greatness in their respective fields. However...
This is really a paradigm shift on the marketing world.
In the world of marketing, success hinges on understanding customer needs and providing solutions. However...
Promotional giveaways have long been a popular marketing tool for businesses. From branded pens and tote bags to t-shirts and water bottles, companies typically use promotional items to increase brand awareness and generate leads. However, many argue that promotional giveaways are a waste of resources, both for businesses and for consumers. Here are a few reasons why promo type giveaways are a waste.
Social media has revolutionized the way businesses operate in today's digital age. With over 3.5 billion active social media users worldwide, it has become a powerful tool for businesses to connect with their customers, promote their brand, and increase their reach.
Marketing in Restoration has always been an evolving field, with new technologies, strategies, and approaches emerging over time. However, in the last five years, the pace of change has accelerated significantly, driven by a range of factors, including the rise of digital technologies, changes in consumer behavior, and shifts in the global.
Marketers play a vital role in driving revenue for restoration businesses, and their performance directly impacts the company's success. While a fixed salary does provide a stable income, it is often insufficient to motivate marketing professionals to perform their best. We will explore the significance of commissions as an additional incentive for highlighting the reasons why a salary alone falls short in driving their motivation, productivity, and overall performance.
In the realm of business and innovation, the role of customer feedback is often emphasized. However, an intriguing perspective challenges the conventional wisdom. High performers don't simply ask customers what they want; they tell them what they need. In my podcast, I'm going to talk about the reasoning behind this approach and argue that by leveraging their expertise, high performers can proactively shape customer preferences and deliver innovative solutions that exceed expectations.
In today's competitive world, where businesses and individuals constantly strive for success and recognition, differentiation plays a pivotal role in establishing a sense of identity and setting oneself apart from the rest of the competitors. Whether it is in the corporate arena or personal development, differentiation allows you to carve your unique niche and stand out in a crowded marketplace.
This podcast explores the concept of addiction to average and its detrimental impact on individuals' ability to transform their dreams into reality. Society often promotes mediocrity, leading individuals to settle for a life of average outcomes, abandoning their aspirations and suppressing their true potential.
In the dynamic and highly competitive world of sales and marketing, emotions play a crucial role in determining success or failure. Among the various emotions that marketers encounter, fear stands out as a disabling force that can hinder their performance. Fear has the potential to paralyze individuals, cloud their judgment, and impede their ability to connect with clients.
In the journey towards success, it is often tempting to seek a clear roadmap or a step-by-step that guarantees success. However, the realty is ...
In the services business, sales and marketing can be a tricky and competitive field. expect to be told NO a lot. However.....
Forward thinking is a mindset that propels individuals and societies towards progress and innovation. It requires the ability to envision a future that surpasses the current status quo. In this context, copying, or simply replicating existing ideas and solutions, is opposite of forward thinking.
Personal branding is the practice of marketing yourself and your career as a brand. It is the process of creating a unique identity and image that sets you apart from others. Personal branding is essential...
Relying on your reputation to drive future business is often seen as a strategic move, as a good reputation can be a valuable asset for any individual or company. However...
Think about this - When you are thinking about building and/or growing our business, do you use the spaghetti approach?
Business and Marketing coaching has become a popular service in recent years, as more and more restoration business owners seek guidance and support to help them groom and scale their businesses. However, not all business coaches are crsted equal.
Hiring a successful route-type marketer is critical for any disaster restoration business. Marketers play an instrumental role in driving revenue growth and expanding the customer base. However, finding the right candidate for teh job can be challenging, and traditional hiring methods may not yield the desired results.
In the competitive job market of today, retaining talented employees is more important than ever. Good employees are the backbone of any successful business and losing them can be costly in terms of time and money. Here are some good ways to keep good employees and ensure they stay with your company for the long run.
- Deeper than a logo: Your logo is not your brand. Your brand is the essence of who and what you are. It’s everything from your CEO to the receptionist that answers the phone. It’s your tweets, avatar, Facebook cover image and even the description on your LinkedIn business page. It is the literature your company has. It’s the business cards, graphics on your company vehicles, letterhead, even the way you answer the phone !
2.
Every year, 50,000 people begin a career in sales in the United States. Working in the disaster restoration industry has made me keenly aware of how weak and unskilled most of them are.
Where you rank in search engine matter. One of the most effective ways to increase your search engine rankings is to add unique, high quality content on a regular basis - to blog and from social media postings (Facebook, Twitter, LinkedIn, YouTube, and Pinterest.
Don't Have Time To Blog? Consider Hiring A Professional
TrackMaven analyzed over 65,000 social media posts to find the best hashtag practices for three social media platforms, Twitter, Instagram and Facebook.
It found that:
You have seen them popping up a lot lately. They have seemingly gone from small select field experts to never-ending pitch for services. Everyone, it seems today, is calling themselves a "Restoration Business Consultant." Who are these people and what are they trying to sell?
More Importantly, why should you think about hiring one?
The median company return is 700% for targeted sales and marketing coaching. showing that a company can typically expect a return of 7 times the initial investment in coaching. Amazingly. 73% managers spend less than 5% of their time coaching their sales team.
Everyone has had someone come up and say they are leaving. This is very nerve racking for us. What do we do?
Annoying checklists - some of the most valuable tools you will have in your tool chest.
TrackMaven analyzed over 65,000 social media posts to find the best hashtag practices for three social media platforms, Twitter, Instagram and Facebook.
It found that:
When you connect with someone on LinkedIn Or Facebook, please don't say: "Let me know if you ever need ___________________ help."
In my experience, along with many others much smarter that me, marketers often think they know exactly what the customer wants - "a compelling value proposition!" In fact, the entire concept of "value proposition" is based on the idea that people make buying decisions from data, logic and reason.
However, that's simply flawed!
Every marketer knows that one of the best ways to inexpensively build a client base is to get referrals from satisfied clients. Referrals are almost always the best new clients and they cost little to get, plus they generally remain very loyal. So, how do you induce existing clients to refer new ones?
It seems like every salesperson and marketer is talking about the best ways to network and gain visibility. There is no secret that marketers need exposure, opportunities, leads and prospects to fill their pipeline (funnel or wheel).
Here are a few networking strategies most often talked about:
Following these tips will make your brand interesting on Twitter, and people want to participate and connect with you.
It’s extremely important that we all take time to sit – relax – contemplate – and ponder. Now is the perfect time.
Too many times in life we just fly along at “100 mph” never slowing down enough to “smell the roses.” A recent survey of very successful people, including many millionaires and billionaires, showed us they all take time out of their day to think about those things that could dramatically or quietly make a difference.
A thought leader is someone that's considered a go-to person. It's someone that continually has innovative and useful ideas.
It's someone who creates a "celebrity" status (even in your local market.)
Obviously expanding your business could involve many different areas and it's important we know exactly what you are asking!
If you are thinking of adding more services, Be Very Careful!
One of the most significant observations when doing ride-a-longs were the words and phrases that successful marketers used quite consistently.
We live in a world of hypersensitive people. And yes, many people (especially customers) often believe they are entitled to things that we never even considered or intended to include.
At some point in your marketing career, it’s nearly guaranteed you’ll have to manage a difficult client. In addition to that frustrating situation, you are going to encounter numerous interactions with prospects and clients that may very well damage the relationship. Poor client connections are usually a result of unclear boundaries, lousy communication, or a mismatch in your marketing strategy. The simplest of those tactics is to always demonstrate Empathy.
If you didn't already know this, the sales game has changed! More than ever before. TRUST comes first in the sales process. And by first I mean....
They may not be what you think.
If you are a hiring manager, be sure to look for these traits in potential employees and don't fall for "outgoing, people friendly" types.
We tend to believe that we are unique and different in our business. We think we care more than the other company. We feel that we try harder, and always have the best interest of the client. The problem with that thinking is all the other companies you compete with - think the same thing!
Today we're faced with a slew of marketing opportunites that we just didn't use two years ago. I'm talking about Zoom or other video calls. I anticipate that video calls are going to be a lot more prominent moving forward. A rare person did use these options.
Do you want to look your best in every online conference you have?
Spring is here and it got me thinking. The way a farmer produces his crops should be the way we should grow our business.
My attempt to answer the question “how do I qualify prospects?” is intended for the Disaster Restoration marketer that has been tasked with calling on Insurance Agents and Plumbers.
Most marketers in the Disaster Recovery industry (Mitigation and Restoration) are typically asked to market to, and develop relationships with Property & Casualty Insurance Agents, as well as Plumbers and Plumbing contractors.
Here's my thoughts to the question about Quality over Quantity.
We’ve all heard some version of this old joke: put ten experts in a room and you’ll get eleven different points of view. And it’s largely true – in part because each human being has his or her own perspective.
What we have learned in the restoration "route-marketing" world is that quality always pays big dividends. (We have coached marketers in the restoration arena that are producing well over $1 million a year in disaster projects. And yes, we have some well over $2 million.
Because marketing- in-person should be carried out methodically, .....
Yes, this is a somewhat self-serving podcast, and I want you to hear it with an open mind. Aside from the fact that I’m a coach and trusted advisor with the CREST Network, and we have numerous clients we work with every week. The RIGHT training is critical to your marketers, and it’s critical to your business(in you are the owner) listening to this CRESTcast.
Many of our clients start out thinking they need to send their technicians to an IICRC water or Fire class, because they know these skills are needed. Yet so many owners and key managers don’t consider that training (proper training) for their marketers is needed.
There has been a lot of talk the past few years about how important relationships are to the sales and marketing people. At this point, it's not a secret that creating - and then maintaining client relationships is vital to establishing the trust needed for the client to want to do business with us.
Without a measurable and achievable strategic plan, you are shooting at the sky blindfolded, hoping to hit a duck. A written plan is how you measure your success.
The lineup of "experts" on whether email marketing works is a never-ending debate. I want to address the question "how can I generate valuable and powerful email marketing now?"
Almost every business owner, and marketer today, understands the importance of being active and visible on at least a handful of Social Media platforms.
Very few people realize that your Facebook posts only reach a small percentage of your connections.
The greatest successes in FB come in two ways:
Every restoration marketer I ever met tell me they hate making prospect phone calls. The fact is, what they hate is - feeling foolish by noy saying the right things, and the fear of rejection. Let's face it...we ALL hate rejection.
Too often, marketers tell me "one of the reasons I don't use the phone is because nobody answers their phone anymore." Another excuse: "Im way better in person, doing a face-to-face."
It's illogical to expect someone to answer their phone if it doesn't ring!
It's a constant challenge to get and then keep a steady stream of leads, prospects, and potential clients in your Marketing Funnel. There is also the never-ending issue of making sure you have the 'right' leads in the funnel, and continually replacing those that are either not qualified, or leave for some other reason.
So, what are the sources ....
This is Part 3 in the series of Living in the Gray - Settling A Claim. Be careful of the info you find on the internet from people who profess to be experts. A restoration contractor cannot settle a claim and it is illegal for them to do so. Listen for more info on this.
Collaboration Marketing focuses on attracting customers. Collaboration Marketing creates the environment where the target - your client or prospect - wants to seek you out and engage you - a climate where they WANT to come to you.
Emergency services - such as fire departments - defines its basic building blocks in the following manner. Marketing basics teaches the "Four Ps": product, price, place and promotion.
Hear how these relate.
Please listen to Part 1 to continue with this Part 2. Concept of not collecting deductibles or crediting them back.
Something I have experienced with many of my clients is random or erratic marketing. They just don't have a plan, a routine, or a commitment. There has to be a specific plan - in writing ....
This is a 3 Part series - Living in the Gray. Plumber referrals is the first of this series.
It's simple. Pick up the phone and call a prospect or client. Think about it for a second... Nobody Answers a Phone That Doesn't Ring!
Don't we often get really mad when a "solicitor" calls trying to sell us something? Nobody, I mean nobody, likes to make cold phone calls. And nobody likes to to get cold phone calls.
Not only is it annoying, but ....
Almost everyone that has been in sales or is now in sales and marketing environment of restoration and roofing, knows RELATIONSHIPS are vital to your success.
It's not about making friends.
In this day and age when electronic messaging and other communication is readily used, it seems peculiar that we'd still be printing and distributing company brochures. Even more peculiar is the fact that for the past 5-7 years or more our clients only care about themselves.
Every great sale (or referral) starts by asking questions - and these questions are essential for qualifying contacts throughout each step of the journey to determine if they are qualified prospects.
What are these questions?
Since the late 1990's until about 2010, relationship marketing was "all the rage" in the marketing/sales world.
Fast forward to 2023....
There are so many ways for salespeople to approach, present and sell a mitigation or restoration job to a homeowner. Too many (actually most) salespeople are focused on making the sale.
Wrong...
I rarely 'toot my own horn' - so bear with me as I talk about how and why marketers need training.
There is usually an inclination to directly blame the lack of sales or job referrals on salespeople and/or marketers. "They can't sell", "They don't close," etc.
If one of your trusted employees came to you and said "I thin k we have a problem - I think we offer too many services," what would you say to them? They might even say "Sales are suffering because we confuse prospects with so many different services, and because of that, people are les likely to but."
Some people advocate working smarter instead of harder! The truth is you can't sustain business without working harder, and yet you still need to be smart about how to do that. To grow your business, it requires working hard and smart.
Part 3 of the 3 part series: Surge Protection
Collections process of this surge of CAT work. You need to make money and you won't if you aren't invoicing soon after you do the work.
Part 2 of the 3 part series: Surge Protection.
What we can do right now? Do you have a list?
This is the first in a series of 3 - Surge Protection.
Three of the biggest mistakes your company may have made and you don't realize it.
Conversation with owners and managers over the years has provided me with some amazing concepts and I've learned about many of the misconceptions they have.
Why your receptionist should be rude begs for a slap in the face. Every one of us has called a company and the "front desk" person was short, snippy, annoyed, and often just downright rude!
I am continually amazed at the self-proclaimed restoration consultants jockeying for recognition and fame in our industry.
Where would we be today if we hadn't invented the wheel over 4000 years ago? Fast forward to today, and we have "wheels for trains, planes and automobiles, and virtually thousands of other things. You can't be a unicorn and a zebra, and you must be more than a horse.
It seems that every restoration contractor wants to get commercial work, but most don't have a clue about how to get that kind of large loss.
There are many ways for marketers to approach, present and sell a mitigation or restoration job to a homeowner. Too many (actually most) marketers are focused on making the sale.
Wrong factor to focus on...
New Year's Evolution. Time for change! What's the difference between resolution and an evolution in our business.
We live in a world of hyper-sensitive people. And yes, many people (especially customers) often believe they are entitled ....
The following is my opinion of what "they" are going to the disaster restoration and recovery industry. This will be controversial and may upset some people, others will agree with me completely, and some won't know what to think.
Successful individuals are often proactive leader who foresee problems before they occur and actively seek answers. This contrasts with reactive leaders, who might spend more time fighting issues due to their "wait and see" attitude.
Will you get the call or will your competitor for the job?
Why should they call you instead of your competition?
You've probably seen the signs proclaiming "ISO 9001" Certified or "ISO 13000" Certified and wondered why and how. There are more than one million companies worldwide that are ISO Certified, with thousands more qualifying every day.
If you are a disaster restoration contractor who is struggling with average results, or worse there's a good possibility you-re caught in "the middle," and you know you don't want to be there.
Is your company a ball or a balloon? A ball has a fixed shape and size. A balloon has a ultimate size and shape. Let's listen to Bill...
Almost every contractor wants more jobs.
Regardless of the strategy used, the process must be effective and repeatable.
Effective marketing requires a precise methodology.
Can it be the "luck of the draw? How about if your company is first on Google search?
Luck is a long shot!
As a youngster growing up, we raised chickens. Mostly so would have a steady stream of eggs to feed our family of nine. Occasionally my dad would decide it was time to stock the freezer with some chickens. So we chopped their heads off, cleaned them and put them in the freezer so we could have "a chicken in every pot".
You've probably seen the signs proclaiming "ISO 9001" Certified or "ISO13000" certified and wondered why and how.
Coupons, promos, discounts, and other specials all have their place in generating sales.
They can be successfully used to increase traffic but there can be a very fine line between promos and bait and switch.
Trust takes weeks, months, even years to build.
The only way to build trust is with consistency.
Are these jeopardizing your success? Learn about the five types of personalities that may jeopardize your business.
Bill Clinton, at a campaign rally years ago (1992) said to the crowd "I feel your pain!" The crowd loved it. Why?
As you continue to operate your business, who are you learning from? How do you know who to learn from?
In the restoration business, we rely on technicians and field staff to assist with the image and credibility of our company. When we do it wrong, it can be devastating.
Everyone knows that the major (national) restoration contractors have their own version of a pre-disaster program, which they typically offer to national accounts. Those national accounts can be bi-box stores, chain restaurants, large corporate-owned hotel groups, national nursing home chains, and many more.
Too often we think we're critical to the job or role. Many time, we allow people to burden us with overwhelming duties and expectations, failing to realize that the concept of "less but better" is far more effective and practical.
Long term survival and the success of your business is dependent upon your willingness to spend time ON your business instead of being a slave to it.
Should you have a booth at a Home Show or Home & Garden Show? Don't make mistakes most do.
Can you imagine getting discourages owning your own business? Difficulties hiring (and keeping) good people, challenges of fighting to get paid timely for your work, ever escalating paperwork requirements from the government and on and on.
Do you operate on the belief that they your customer is always right? Reality tells us they are NOT always right. We have been mislead by some very ignorant advisors.
Contractors can learn methods and strategies that we can show you attain their differentiation and open up a completely new vertical market opportunity.
Does this ring a bell? You wake up in the middle of the nigh with this brilliant sales or marketing idea? Or, you read a blog post about a great marketing idea and think WOW, I have to jump on this?
It's not a secret. Unless you have a service everyone wants and no competitors, you need to develop a great marketing team and a great sales team. Unfortunately, that's like having a pet unicorn.
As the owner or general manager do you go out, call on clients and actually build relationships of your own - so you have your own base of clients that will refer you?
I continue to be amazed almost every day at how many marketing reps, and worse, business owners are excited about their perceived marketing success just because the reps are busy! The key word here is "busy". It's really sad to equate "busy" with "productive".
There has always been a lot of talk about 'reciprocity' when it comes to handing out all those 'chachki' promos or giveaways. Reciprocity?
Almost every new client I talk to refers to their marketer as a salesperson. Salespeople get a contract signed or deliver a product and collect payment, and/or a commitment to pay later.
This is a 4 part series addressing how to use the right KPIs when assessing success in your business.
This is a 4 part series addressing how to use the right KPIs when assessing success in your business.
This is a 4 part series addressing how to use the right KPIs when assessing success in your business.
This is a 4 part series addressing how to use the right KPIs when assessing success in your business.
Do you have a grasp on your core business model and how important it is the have a core business model?
Hopefully you have never been in a situation where you hired a consultant only to find out they weren't bringing value to you and your company. Too many times consultants promise the world...
Want more referral jobs? If you are a marketer struggling to get more jobs, this will help you.
It is a changed world! We've never seen our world like this before. The world has dramatically changed and so have marketing strategies. What salespeople and marketers did and did OK 10 years ago, are no longer an acceptable or effective process.
It’s a reasonable question to consider, and often the owner doesn’t really know. You can’t possibly know whether they are performing they way they should or if they’re achieving all they can.
It's a great attitude to firmly plant your thoughts, ideas and values in a solid position without changing like the wind. Often, people with strong religious beliefs, or strict political positions are very unbending. That CAN be a good thing.
It can also be an inflexible and potentially dangerous position to take in this business world.
The world has changed. The pandemic of 2020 has and will continue to require new and different attitudes and business processes for the near future.
It's a changed world! We've never seen our world like this before! The world has dramatically changed and so have marketing strategies. What salespeople did 10 years ago is no longer acceptable and effective.
The explosion of online social media has revolutionized the way people interact in the world, and even more significantly, it is reinventing the way businesses reach their customers.
The very last thing you need in business is a frustrated. disgusted or angry customer or potential customer!
Parking on your customer's lawn won't win your tech any points with the client and could get you kicked off the job.
Owners are insisting on a "Stop-Drop and Roll" strategy. THeir motivation for this kind of demand is usually - the more you visit the better your chances. (At least that's what they believe!)
Every restoration business owner hopes their marketers will say the right things, do the right things and build strong relationships with clients. Sadly, only a few do.
The fact is: When goals, target, plans are made "public" within an office, everyone becomes aware of the key focus.
The truth is the vast majority of people who know that their marketing isn't working and buy books on how to fix it, don't bother to take the necessary steps.
Customers can be brutal. Communication can fail and misunderstandings can easily happen.
Pure Ego - When I ask one of my trademark questions,,"What makes you and your company different?" I get answers like "we have the latest and greatest...
Nobody, I mean nobody likes to make cold calls. And nobody likes to get cold calls. But as a marketer it is necessary.
Differentiation is so dramatically new and different. Your business is NOT one of a kind.
Long gone are the days of basic route marketing where the best strategy is "Stop, Drop, and Roll"
It's not as simple as just telling the plumber you'll give him a couple of hundred busks for his referrals.