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Delta Business Solutions » Organic Growth

Organic Growth

Posted July 21st, 2011 by Spence Bowthorpe with 5 Comments

Sprout

As I speak with restoration contractors across North America, I hear a chorus of voices wanting fresh ways to find new leads, prospects, and new clients.  We talk about numerous market channels that can be pursued including direct marketing to the homeowner (usually the most expensive and least productive marketing channel), agents, adjusters, plumbers, residential property managers, HOA Associations, commercial building managers, and so forth.  We also frequently talk about the value of past customers and ‘mining’ our existing database, very important.  And this is likely to yield more and better leads than most other channels.

Here’s another twist for you to think about.  How about ‘organic marketing’?  Here’s what I mean.  Whenever you get a claim or job referred to you, have a system for identifying and contacting the major stakeholders involved in that job.  Who are the stakeholders?  — Anyone who has an interest in the outcome of the job, and anyone who has the potential to refer work to you in the future.  For example, on a typical residential claim there is the home owner, the agent, the adjuster.  If a condominium, there is the HOA President, the Property Manager.  If a commercial project, the building manager, the tenants, the building owner, the janitorial and maintenance company serving the building.

Let me give you an example of how this might work.  We receive a residential claim for water damage.  Our technicians respond and learn that the customer has had a water heater break and has damage extending into two rooms.  As we visit with Mrs. Jones, the homeowner, we learn that she is particularly agitated about damage to her scrapbook collection that was in boxes on the floor (we call this ‘the emotional tug’).  As part of our service system, one of our staff has responsibility to immediately identify the agent on any incoming job, they learn that the agent is someone we’ve not dealt with recently.  A call is placed to the agent by one of our marketing staff.  They let the agent know that we were called on the claim for Mrs. Jones.  We share what we have learned about the cause and extent of damage and assure the agent that the mitigation is in process.  We also mention Mrs. Jones’ emotional concern about her scrapbooks and suggest that the agent might want to give her a call to reassure her, empathize with her loss, and let her know that he cares.  The agent is impressed and appreciative for the phone call and the opportunity to connect with the insured.  We let them know that this communication is ‘standard operating procedure’ at our company.

You will notice that this style of organic marketing has two main components:  1] A system of identifying and contacting stakeholders on every job, 2] a process of serving each stakeholder in a way that clearly communicates the message of our core values and also solves core problems for the stakeholder.

In our previous example, our process conveys these messages:   “We are quick and efficient and we always keep our agents informed.”  “We connect insureds to the agent and reinforce the agent’s value to their clients.”   We didn’t tell them our brand messages… we showed them.  Our standard processes of doing business communicate our brand messages to our clients.  Let me say that again, “Our standard processes are the way we communicate our brand!”

And you thought branding was all about your logo and brochures!

Remember this important fact:  your brand is your reputation.  And you don’t get a reputation by what you say, you get a reputation by what you do and how you do it.

Here is the formula for branding success:  Find out what they want…, go and get it…, give it to them.

Posted in Marketing Restoration Sales
Tags Marketing MyVideoToolbox Value
Written by Spence Bowthorpe

Comments

December 21, 2011 at 5:03 am

It?s really a cool and helpful piece of information. I?m glad that you simply shared this useful information with us. Please keep us informed like this. Thanks for sharing.

January 14, 2012 at 10:42 am

Spence,
Great training on how to build our brand by performance. Thanks

Spence Bowthorpe says:

January 15, 2012 at 9:26 am

Thanks Bob!

Earl says:

May 12, 2013 at 6:31 pm

Great stuff your brother used this analagey during PLanning To Win last week, can’t wait to see more.

Spence Bowthorpe says:

June 11, 2013 at 11:35 am

Thanks for the comment! I’m ramping up to get more content coming.

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