How to market my service?

[jptesting]

Hi,

For about the third week I am sat in my office trying to find ways to get the appointments to come in....its not happening!

I offer Portable Appliance Testing also known as PAT testing (electical safety checks) to all types of business situations in the midlands, south wales, swindon, bristol.

I started trading two months ago & initially the response was good. Now it seems to have dried up completely. The testing is compulsory for most businesses so I thought the custom should be there.

I have concentrated on direct mail marketing, but now think its time to get on the phone. Not having done this before I am unsure of how to go about it, is it the done thing to cold call a company and ask to be put through to the relevent person?

Also how do I market myself to facilities managers and how do I get in touch with them. I am a sole trader, working on my own at the moment but with aspirations of running a busy PAT testing contractors firm in the future. How do I compete against already established national firms.

Any advice will be gratefully recieved

Thanks Julian

[directmarketingadvice]

How do I compete against already established national firms.

That starts with your offer. You've got to offer your market something that is superior to the established firms.

Unless you're doing that, why should they switch to you?

I was re-reading Scientific Advertising (again) recently and the following stood out to me:

"He is making a good product, but much like others. He deserves a share of the trade, but he has nothing exclusive to offer ... We must have a seeming advantage. People don't quit habits without reason."

Steve

[top-click]

Hi Julian, I'm not breaking any new ground in saying you need to get your message 'out there' but which way is best?!

When I first started out I wasted loads of cash on newpaper ads, and trialling direct mail. If you were to continue on the DM route I would strongly suggest having these letters followed up by someone like Micheal at EbonyBailey - you'll find the response rate a great deal higher.

Additionally, i would be doing my industry a misservice i I didnt suggest pay per click advertising - the benefit here is you will get in front of them while they are looking for your service - rather than the scattergun aproach! An additional benefit is that you can compete on a much more level playing ground with the Nationals!

Ned some help or advice, gimme a shout,

Rob
top-click

[Enigma121]

That starts with your offer. You've got to offer your market something that is superior to the established firms.

Unless you're doing that, why should they switch to you?
Steve

Hi Julian,

I agree with Steve's comment here, but there is an avenue where this doesn't apply - new business startups.

As you quite rightly say, this is mandatory legislation for ALL businesses, but some new businesses won't have identified a contractor yet so that's your door into the market.

Bear in mind that this market sector is typically cash strapped so you'll need to offer a cost effective deal. In any case it's a good way to get your name out there. Offer a discount if they refer you to other businesses and get into their supply chains.

You could try to attend business startup seminars, workshops etc and start a bit of networking to get your business noticed. Success in business 2 business marketing typically comes from referral or face to face discussions.

The pay per click route also has merits, but is very much flash in the pan - once your budget is spent the ads stop. For longer term sustainable search engine referrals you need an "organic" SEO solution, PM me if you'd like to discuss options.

[evej13]

Hi,
What was your direct mail response?
Eve

[Rusty]

The above is good advice if you have a website, if not then a couple of thoughts spring to mind. We have two kids that recently went to Uni, they were required to PAT test all electrical goods they wanted to take with them, in my sons case this involved several computer bits, stereo system, TV and DVD etc etc. Why not approach the local Universities and Colleges with a flyer/leaflet offering your service. I would certainly have welcomed someone on hand to help as I was scratching my head as to how to tackle this one. Had there been some info in the bumph that the Uni sent out, I would definitely have jumped on it.

Also have you thought whether your local electrical goods suppliers would be interested in putting flyers/leaflets out with goods they sell.

Other than that networking works wonders, hang about on business forums, as many as you can handle, offering advice and help, and just generally chatting, especially with new startup businesses. Its amazing how much you have to think about when you start up a business, PAT is probably not at the forefront of peoples minds, so put it there!!

Also what about other compulsory testing companies in markets such as Fire fighting supplies, perhaps a joint venture with local companies may get your name about.

Hope this helps, it is really difficult starting up, good luck :)

[gingerdad]

it is also worth getting on the phone and following up any direct marketing or contacts you may have.

also worth asking any happy customers to recommend you to others

GD

[profitxchange]

your biggest obstacle is client apathy. Whilst the service is mandatory, so are lots of other things businesses should be doing, but they don't. Its weighing up the risk of being caught and penalties. For your service, from my experience the risk is zero, so it won't get done! This is what you have to overcome with your message.
My recollection is that this needs to be done every so many years, so your key is locking into a long term relationtionship. Offer the first 10 devices free. This gets you infront of the client to build a relationship and demonstrate the benefit of your service. They may be able to give you referrals to their suppliers and even customers. If you have no business then doing this may help.

Good luck.

[Mark Nagurski]

Get out of the office and start knocking on some doors as there's a good chance that there are quite a few customers out there that either don't know or don't care about PAT testing.

The best way is to put yourslef in front of those businesses - DM, on-the-phone, face-to-face - just get out there. You could easily spend months trying to come up with the perfect marketing plan but sometimes it really is as simple and knocking doors and making phone calls.

Once you're over the first hurdle of having a locally sustainable business then you can worry about more ambitious advertising/marketing - but for now it has to be about sales.

[mcjoyes]

Consider approaching some local health and safety consultants - we are often pointing out legal essentials to our clients such as PAT testing and maybe if you build a relationship they may recommend you.

Also - try targeting regulated industries such as care homes, etc. These types of businessess are inspected at least annually by government inspectors so cannot "escape" PAT testing requirments. You may be encountering the fact that some businessess simply ignore some regulations, especially if it involves a cost implication.

Hope this helps,

MJ
--------
Matthew Joyes
Health and Safety Consultant

[Claire B]

Does this PAT testing have to be done annually? if so, is there anyway you could find out when each businesses testing is due. You could then offer to send them a reminder a few months before.

In fact go one step further and book them in for a visit, my GP surgery does this. I get sent a card saying that my asthma check is due, we have made you an appointment on such and such a date, please ring us if you CAN'T make it etc

I think that apathy will probably play a large part in it, its likely to be the last things on most managers minds (wheher its a legal requirement or not!), by making an appointment for them you probably stand a better chance of getting in through the door.

[Peter Jolley]

Julian,

PM or email me at pjolley@firesafetyadvisor.co.uk I might be able to send you some (excuse the pun) "Hot Leads".

I conduct fire risk assessments and am always flaging this up to my clients as a signifcant finding (fire risk).

Can't guarantee anything, but I can pass your details (name. address, rates etc) on.

Also, network, network, network. That is what you are doing on here and your generating contacts.

Hope this helps.

Pete.

[10 Yetis]

Not sure if this has already been said but an idea could be to talk to UCAS about putting a mailshot into the packs that go out to Students and parents of those about to attend a Uni course?

You could make it hard hitting about the need for PAT testing and maybe the fines associated for failing to get them done? Even stronger, say if there was a fire and it came back to a none PAT tested item, how it could invalidate their kids insurance etc, their child would then be sued, career over and they would be forced to spend the rest of their lives writing copy for press releases for a living...... WOOOOOOOAH, where did I go there? :-)

Seriously though, you can also specify a low amount of inserts concentrated in your local area to keep costs down.

I have used UCAS mailing lists before (not for PAT testing)... they have worked well for me as the parents read every bit of paper that comes through when it comes to their kids uni experience.

[robertm]

Blimey, some really good ideas there - are you snowed under already?

One other avenue (sic) possibly worth doing is, contact business parks (im on one), they tend to have a central manager and can get the word around that PAT testing is happening next wednesday (or whatever), sign up now and get 10% discount on the day!! Also try those central business office centres (Regus are the biggest but there are lots where i live) who have lots of seperate business under one roof - again make an explicit offer and you can get a few customers in one go. Hope that helps.

[TracyMacey]

[quote=jptesting]Hi,

For about the third week I am sat in my office trying to find ways to get the appointments to come in....its not happening!

I offer Portable Appliance Testing also known as PAT testing (electical safety checks) to all types of business situations in the midlands, south wales, swindon, bristol.

I started trading two months ago & initially the response was good. Now it seems to have dried up completely. The testing is compulsory for most businesses so I thought the custom should be there.

I have concentrated on direct mail marketing, but now think its time to get on the phone. Not having done this before I am unsure of how to go about it, is it the done thing to cold call a company and ask to be put through to the relevent person?

Also how do I market myself to facilities managers and how do I get in touch with them. I am a sole trader, working on my own at the moment but with aspirations of running a busy PAT testing contractors firm in the future. How do I compete against already established national firms.

Any advice will be gratefully recieved

Hi Julian - telemarketing is scary if you've never dne it before, especially cold calling!
Nowadays you need to make sure that your prospect list is chacked against the TPS (telephone preference service) or you could get into trouble. There are still a few telemarketing firms out there who offer a ''pay per lead'' service. I run a sales development agency and we offer advice on designing your mailshot letters to grab attention and follow ups plus we still offer some pay per lead services too. (from 17.50 per lead)

(let me know if you need more information on this) The main points to remember if youre doing it yourself though is:

Get your pitch right - ramble on for too long and they lose interest - make sure you let them know why they should switch to your services by showing the benefits to them.

Speak slowly - you need to speak slowly and confidently on the telephone or they will miss what you have to say.

Be happy! sounds cheesey but if you arent enthusiastic about your service then they wont be either.

These are basics but if you need any more help just email me!

Good luck!

Tracy tracy at macey and macey dot co dot uk

[abiz]

Hi,

This may be a no-brainer, but are you advertising in Yellow pages and Yell.com?

It's worth a look and not too expensive - you could run an ad for 3 months to see if this method works with very little spend.

I wish you the very best of luck,
aBiz.

[Peter Jolley]

Justin,

I take it you are not sitting in your office waiting for the phone to ring anymore.

Why do I say this?

Well I offered to pass on your details (business card / rates etc) to my clients to assist them in reducing the risk of fire and also so they comply with current legislation.

You have not contacted me. So I take it you are either not interested or you are now very busy....

One thing I have learned in business is, when oppotunities arise grab them with both hands.......

Pete.