2021_PWN_V3_No1_WEB

CONQUER CORNER
DESIGN YOUR
CUSTOMER JOURNEY
What does it feel like to be a client
using your company for the first time?
Is it white-glove and concierge-like,
guiding the client through every step
of the process with precise communication?
Or does it feel like a cruel
game of telephone tag?
Use the winter time to map out
every touch point a client has with
your company.
There are four categories of the
customer journey you can work on:
Lead-to-Estimate, Estimate-to-Sale,
Sale-to-Service, and Post-Service.
Lead to Estimate: How easy is
it for a prospect to reach you?
Do you have a system for never
missing a phone call? Does your
prospect quickly get a quote,
and does your quote have a
beautiful presentation quality
that builds perceived value?
Estimate to Sale: What kind
of automated emails are you
sending out that follow-up and
add value to your prospect,
making sure they don’t get
away? What kind of nurture
sequence do you have that keeps
you top of mind even months
after an estimate is given?
Sale to Service: Are you
diligently providing your client
with over the top communication
of when you will arrive,
even providing automated
reminders and on my way
texts? Are you making sure to
ask for referrals even before you
provide service?
Post-Service: Do you have
an automated way to ask for
reviews and referrals? Are
you thanking your client and
following up after service to
make sure they are happy?
For this project, I suggest getting
out a whiteboard and post-it notes
and thinking through every step of the
experience as a client. This exercise
will pay you back for years to come
with increased revenue, higher tickets
and more referrals than ever before.
CREATE A
MARKETING CALENDAR
AND BUDGET
Anyone who has built a marketing
calendar understands the simple
saying “Math is the Path.”
Let’s say you want to grow an
extra $500,000 this coming year. You
can easily calculate how much you
need to spend in marketing using
some quick math.
• $500,000 / Average Ticket =
# of new jobs
• # of new jobs / Your Closing
Ratio = # of new leads needed
• All that remains is to figure out
your target Cost Per Lead.
To find that out, take some time to
look over how much you’ve spent in
marketing over the last year and break
it down into total spend per marketing
channel. (For instance, social media
ads, google adwords, SEO, print ads,
postcards, direct mail, etc.)
Take that total spend for each
marketing channel and divide that
into how many leads each of those
channels have brought in. There’s
your Cost Per Lead. Growth literally
becomes a math problem.
When creating a calendar, ask
yourself: ‘What new channels do I
want to test out for this year? What
marketing campaigns can I run for
each month of the year?’
For instance, October is Breast
Cancer Awareness Month. Maybe your
technicians can wear pink shirts and
you can offer matching discounts in
exchange for contributions to charitable
organizations. Think through your
messaging and potential offers for each
of the seasons - Spring Cleaning Offers,
Summer BBQ Cleanup, Fall Cleanup,
Winter Washing, etc.
There is literally an unlimited
amount of clever marketing campaigns
you can run. But remember - the best
marketing campaigns are ones that
are planned out in advance. Take a
couple days, and map out what type
of marketing campaigns you believe
in and can get behind.
ORGANIZE YOUR
COMPANY FILES
Have you ever been frustrated
trying to hunt down that key account
file, re-ordering supplies, or retrieving
those before/after photos?
Get everything moved up to the cloud
this winter season so every company file
you have can easily be accessed by all of
your key team members.
I recommend Google’s G-Suite
over any other cloud based platforms,
for several reasons:
• team members can easily be
added/removed to certain
folders
• everything is saved automatically
and backed up and easily
restored
• you can have multiple team
members viewing and editing
company files at the same time
Make sure you use the Shared
Drives functionality, rather than My
Drive, so that you can take advantage
of all of the sharing features.
I recommend creating four Shared
Drives: Marketing, Admin, Production,
and Sales, then adding in a private and
confidential Executive folder that
contains sensitive HR files and other
confidential company files that you as
an owner will need to have access to
separately. This project definitely takes
some time to sit down and map out
how you want to store files, but it’s
so worth the investment of time. And
here’s a tip: come up with consistent
naming conventions, so that files are
easy to identify before opening them
up. Be careful not to name files something
vague like “Important Client
Info.doc” - but rather, get specific and
consistent like “Princeton Properties -
Property Manager List.doc”
REAPING
THE BENEFITS
As CEO of your company,
remember that working ON your business,
not IN your business is what will
bring you the greatest return on your
time. These types of system building
projects can literally add six figures to
your company over the next year. I’ve
seen it done. I’ve done it myself!
Delegate menial tasks like cleaning
out the trucks, working on equipment,
and fixing engines to someone
else. This winter - turn the wrench on
your company systems.
And then next year, when your
company is running more automated
and more profitable than ever - come
join me on the slopes!
6 | PRESSURE WASH NEWS | VOL. 3, NO. 1 | WINTER 2021