Summer 2019

More documents

Recommendations

Info

YOUR RELIABLE SUPPLIER FOR THE PRESSURE WASH INDUSTRY SHOP OUR HUGE SELECTION OF PRESSURE WASH PARTS, SUPPLIES, CHEMICALS & MORE! $14.93 SUT51N SUTTNER ADJUSTABLE NOZZLE • INLET: 1/4" • OUTLET: 1/4” • MAX PSI: 3600 • MAX TEMP: 300°F • MAX FLOW: 8 GPM FEATURES: • Twist to adjust • High & low pressure options • Impact & corrosion resistant construction SUTTNER QUICK CONNECT SPRAY TIP KIT INCLUDES 1 EACH OF THESE 4.5 ORIFICE NOZZLES: $14.41 KRK3000 QC25045 QC00045 QC65CT QC40045 TOP-SELLING PRESSURE WASH PUMPS GENERAL PUMP EZ 44 SERIES GAS FLANGE HOLLOW SHAFT GENERAL PUMP 66 SERIES TSF ELECTRIC FLANGE SOLID SHAFT PRICE KR # GPM PSI RPM SHAFT $339.62 GPEZ3040G 4.0 3000 3400 1" Right $339.62 GPEZ3040GL 4.0 3000 3400 1" Left SEAL KIT - GPK130 • VALVE KIT - GPK123 PRICE KR # GPM PSI RPM SHAFT $663.06 GPTSF2021 8.5 3600 1750 .945” Left SEAL KIT - GPK171 • VALVE KIT - GPK169 TITAN WANDS NEW 1/2” TITAN HOSE REEL SWIVELS PVC STAINLESS STEEL BRASS ALUMINUM WANDS WITH 1/4” MNPT ENDS • COLD WATER ONLY • 1/2” FNPT • 100 PSI • UP TO 250°F • 1/2” FNPT • 4000 PSI • UP TO 250°F • 1/2” FNPT • 3000 PSI $9.15 WTA80-24 24” LENGTH $11.00 WTA80-36 36” LENGTH $38.99 SW8700 Swivel $9.99 SWK5650 Repair Kit $61.99 SW5700 Swivel $9.99 SWK5650 Repair Kit $39.99 SW8600 Swivel $9.99 SWK5650 Repair Kit PRESSUREWASHERSUPPLIER.COM • 800.233.3873 GET YOUR ORDER FAST! SHIPPING FROM NEVADA, TEXAS, MISSOURI & PENNSYLVANIA 1 DAY 2 DAY 3 DAY
WORD OF MOUTH entiator, has to be remarkable in the true definition of that word, which is worthy of remark. Take CVS Pharmacy. Baer said many people have experienced the CVS talk trigger without even noticing it. Think about it. What is remarkable about the CVS experience? Well, CVS has massively long receipts on purpose. And customers notice it and talk about it. One customer, after visiting a CVS, went on social media to express that he had run out of wrapping paper for presents so he used a CVS receipt to wrap presents. A sort of inside joke, it got a lot of attention on social media. Another customer had a window blind break in his bedroom, so he used the CVS receipt to replace the missing link. The social media post received 57,000 retweets and 256,000 likes. CVS couldn’t buy that kind of publicity. It’s an operational choice that the company made on purpose to create conversations, or a story worth telling. The second thing Baer said that your talk trigger must be is repeatable. Baer explains that the best way to create a talk trigger is not for special occasions or people on their birthdays or a certain day of the week but for everyone all the time. “All customers must have access to your bonus because you are trying to maximize the number of people who will tell your talk trigger,” Baer said. “Business, a lot of times, they think…we’ll just do it on their anniversary or their birthday or for our best customers. I understand why we think that way, but you are then reducing the number of talkers.” Baer tells the story of a restaurant in Sacramento, California called Skip’s Kitchen. The restaurant is by no means remarkable from a curb appeal standpoint, it’s just a simple family-owned business that makes good hamburgers. According to Baer, Skip, the owner, has spent a grand total of zero dollars and zero cents on advertising in nearly a decade in business. And yet there is a line to get in to the restaurant almost every day. Every person gets a crack at it. It’s not just on Wednesdays when business is slower. It’s not just on a person’s birthday. It’s not ladies night. It’s everybody. How did they accomplish that in a saturated restaurant market? How do they create that kind of traffic without telling anybody about the business? “It’s because their customers do that for them,” Baer explained. “Their customers are volunteers marketers. And it’s because they have a story to tell. They have a talk trigger.” Here’s how it works. Skip’s is a counter-service restaurant, meaning that you order from a menu board placed behind the cash register then wait for your food to be brought to your table. Except at Skip’s, after you order but before you pay, the counter person whips out a deck of playing cards, fans them out face down, and says ‘pick a card.’ If when you select a card you turn over a joker, your entire meal is free. “Approximately four people a day win this game,” Baer related. “Everybody gets a chance, but about four people win. And when they win, they go crazy. It’s like winning the lottery. The Patty Melt lottery. They are taking patty melt selfies. They’re calling their mother. They’re putting reviews on Yelp and TripAdvisor -- it’s a whole thing. And it’s so successful that in Sacramento, despite the fact that there’s a big sign outside that says ‘Skip’s Kitchen,’ most of the people in Sacramento call it ‘that joker restaurant.’” Now that’s an effective talk trigger. But, as Baer stresses, one of the reasons it’s so powerful is that every person gets a crack at it. It’s not just on Wednesdays when business is slower. It’s not just on a person’s birthday. It’s not ladies night. It’s everybody. “Consistency is the key, especially when you’re trying to create word of mouth because you want them to tell the same story to more and more people,” Baer concluded. The third thing your talk trigger must be is reasonable. Baer said a lot of times business owners think that in order to get attention, or get new customers, they have to do something over the top, like hold a contest where the winner gets a new car or something crazy like that. “We think that we have to blow people away or we have to shock them,” he said. “You don’t need something big. In fact, it shouldn’t be big and here’s why. Because when you do something for customers that’s too grand, it doesn’t create the kind of conversation we think it does; rather, it creates suspicion. What they say is ‘wait a second, what’s the catch? When is the other shoe going to drop? This can’t be true, they are not really going to give somebody a car.’ Also, it’s like the Publisher’s Clearinghouse effect. People think ‘I’m not going to win that, so I’m going to throw it away because it’s too big, it’s not reasonable.’” According to Baer, you don’t have to make it big; it just has to be different and consistent. Consider, he says, Double- Tree Hotels by Hilton. The hotel chain has given every guest a warm chocolate chip cookie at check-in every day for 30 years. (Now that’s a talk trigger with some staying power!) “They hand out an incredible 75,000 chocolate chip cookies a day,” Baer said. “How effective is that? I conducted a survey of thousands of DoubleTree guests while consulting Hilton and found out that 34% of them -- more than a third -- have told a story to somebody else about that cookie. What that means is that 22,500 stories today will be told about that chocolate chip cookie.” Baer follows up with a simple question. When is the last time you saw a Double Tree advertisement or TV commercial? It’s not very often because the cookie is the ad and the guests are the sales and marketing department, he said. “It’s not a car, it’s not a trip to Hawaii, it’s just a chocolate chip cookie, but people talk about it all the time online and offline,” Baer said. “People are making hotel decisions based on a chocolate chip cookie!” Baer cited another example pulled from the story of a tire shop owner he met in Kansas. In this businessman’s hometown is located an artisanal root beer company. The man loves this root beer. So, when you take your car into his shop for maintenance, or to purchase tires, or for tire rotation, and you pick up your car after he services it, every customer finds in their passenger seat a two-liter bottle of this locally-made root beer with a little note that says thanks so much for your business. “In that town, he is known as the Root Beer Tire Man,” Baer said. “You don’t get free tires. It’s not something big. It’s just root beer. But it’s consistent and it becomes the story people tell.” The fourth and final thing your talk trigger must be is relevant. “It has to add up,” Baer said. “It has to make sense. The Root Beer Tire Man makes sense because he likes root beer and the root beer is made in that town. It must speak to who you are and what you are because then the story is easier to tell. There’s not a lot of follow-up questions that have to occur.” As another example, Baer points out a locksmith in New York City who is the highest rated locksmith in New York City, and also one of the highest-rated businesses of any kind and all of New continued ... VOL. 1, NO. 3 | SUMMER <strong>2019</strong> | PRESSURE WASH NEWS | 25
Page 1 and 2: WASHING Babe-raham Lincoln ... Exce
Page 3 and 4: contents FEATURES 6 Going Great Gun
Page 5 and 6: YOUR RELIABLE SUPPLIER FOR THE PRES
Page 7 and 8: years. I decided I was going to cha
Page 9 and 10: REGISTER NOW! ceta.org 2019 CETA an
Page 11 and 12: It’s based on what’s called pro
Page 13 and 14: HOA Niche operator half story type
Page 15 and 16: S A L E S TM Shop online or call to
Page 17 and 18: Delivered Price - Quantity Discount
Page 20 and 21: CONTENTS UNDER PRESSURE their neigh
Page 22 and 23: THE PUMP WITH 9 LIVES 10 TH JUST GO
Page 26 and 27: WORD OF MOUTH York City. How? “On
Page 28 and 29: THE PROBLEM SOLVING PUMPS ITALIAN E
Page 30 and 31: WASHING BABE-RAHAM LINCOLN For inst
Page 32: 3 1 9 8 9 . 2 0 1 9 THE POWER OF EX

Summer 2019

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?