electrician marketing

[esielectrical]

Hi Chris,

I worked as a rep in a previous life, some 10 years ago before training as an electrical engineer and starting my own firm. We now employ two people, and although im very hands on - on the tools and marketing and running the business we are finding that things are quieting up. We have had a full order book 4 months in advance for the past 8 years, which is unusual for us to see such a rapid decline.

When im out seeing customers i build a good rapor and get repeat business and referrals, just looking at getting back into cold calling - we moved area by 10 miles, 2 years ago and having trouble cracking the locals.

Our usp's....

- Local service
- family run
- flexible service
- established company
- licensed for all domestic, commercial and industrial works
- 6 year guarantee on all electrical works
- member of two industry bodies who assess our work and technical ability to ensure we meet strict safety and business standards.
- 24-hour emergency callout service
- complete inhouse service - from design and consultancy to install and maintain
- we run well stocked vans
- liveried vans
- crb checked uniformed staff

i've been holding back for some time on starting cold calling.... when i was a stationery rep, monday and tuesday was always a loss, weds and thurs very productive and friday has that friday feeling so a loss also!

any ideas or advice as to how to break the ice with local businesses?

just a few bits about our marketing campaign
- quarterly mailings to names business owners
- adverts in all local papers
- direct to door leaflet distributions through private contracts, and via local
newspapers
- awareness campaign to go out door to door via royal mail in a few weeks
time to 200,000 houses locally within 35min drive of our office.
- website
- we are going to do some giveaways and advertorials as we head for the
bank holiday season
- clean liveried

any ideas on further marketing/or how to approach cold calling would be appreciated.

Jamie Morgan
esi: electrical

 

[telemax]

Hi Jamie

You can build a business through cold calling but it's a matter of doing it consitently ie 100 calls per day, targetting the right companies. It's also a common mistake for people to start cold calling and then give it up after 3 days of no results. It takes time to build up momentum, and to start seeing results. Don't write it off until you have tried it for 3 months. It really takes time, persistance and dedication.

I'm assuming you would be looking to gain either mantenance contracts or would it be ad hoc types of business?

All that stuff about Monday and Friday being a dead loss is rubbish. You need to start calling 7.30am on Monday and finish 5.30 on Friday. I tend to find early morning the best time to reach business owners because the reception isn't in yet.

I favour the up front and honest type of calling I would say something like
"this is Jamie from XYZ electrical ltd, it's a bit of a speculative call, is that OK?"

99% of the time you get a yes, and youv'e probably brought yourself a minute to explain what you do. Then

eg " we are always driving past your building on the way to jobs, so I thought I'd give you a call. What are you doing for electrial maintenance contracts at the moment"?

"When could we have a quick in person discussion, to find out if we can help you, are mornings or afternoons better ?"

Sometimes you will get objections, like "we are happy with who we are using"

You could say "That's fair most people are but if we could give you better service and value for money would you still close your mind to using us?"

Anyway, don't put this off any further, if you need any more advice feel free to PM me

Regards

Jonathan

 

[TestAPlug]

Hello a fellow sparky. I am industrial electrician who runs a small PAT testing business, I also contract out to a large engineering firm and update and write their PLC and HMI programming. And sometimes it works!
The best form of advertising is word of mouth. If you do a good job and someone showcases your work, then business booooooooooooooms, trust me. I tried google adds etc nothing. But as soon as my reputation grew.............................. I am now turning away work!
Good look KEV

 

[Calibre Designs]

Hi Jamie,

Good to hear that you have done so well. When things are quiet, it time to shift the marketing up a gear - effective marketing.

Our usp's....

- Local service
- family run
- flexible service
- established company
- licensed for all domestic, commercial and industrial works
- 6 year guarantee on all electrical works
- member of two industry bodies who assess our work and technical ability to ensure we meet strict safety and business standards.
- 24-hour emergency callout service
- complete inhouse service - from design and consultancy to install and maintain
- we run well stocked vans
- liveried vans
- crb checked uniformed staff

These are not USP's.
What sets you apart from your competitors? Your competitors would say the same thing no doubt so what is so special? Have you work harder I am afraid. Ask - What is on offer that is so irresistible? Why choose you rather than the bigger company next door? What would you do that would make my life a lot easier? etc...

just a few bits about our marketing campaign
- quarterly mailings to names business owners
- adverts in all local papers
- direct to door leaflet distributions through private contracts, and via local
newspapers
- awareness campaign to go out door to door via royal mail in a few weeks
time to 200,000 houses locally within 35min drive of our office.
- website
- we are going to do some giveaways and advertorials as we head for the
bank holiday season
- clean liveried

So you have spent your budget on the above. May I ask with what results? Have you monitored the reply route? Which method was most successful.

Many people advertise and market through these routes but put no system in place to split test the results.

Whats your website address?

Thanks

Kay

 

[maxine]

Hiya Jamie

I was just going to say the same as Kay about USP's but won't now But will say that if you are going to use these on the phone then have a good think about which ones give real benefit to your customers different to your competitors and use that in your call.

One option at this stage would be to do a market-research style call and use this as a basis of gathering information on what your local business clients want from an electrical supplier, what would persuade them to change from their current supplier if they have one, and collect email addresses to send info to if they are interested. You can then follow up with a more tailored call once you have an understanding of what would persuade them to change.

I like Jonathan's suggestion at opening script eg " we are always driving past your building on the way to jobs, so I thought I'd give you a call. What are you doing for electrial maintenance contracts at the moment"? as this is a nice question likely to get a conversation going.

Also, try and translate your list offerings to what this means in benefits to the customer in their language ie;

local service = get there within the hour
well stocked vans = can usually complete the job 99% of the time

etc

Good luck

 

[Calibre Designs]

Good ideas from Maxine. Here are several more :

- family run = servicing you would be the same as working on our own homes.
- established company = celebrating our xxx years in business with thousands of satisfied customers shown here <testimonials>

Have you tried getting into the press?

Kay

 

[directmarketingadvice]

I'm doing work for an Electrical company in the N West.

Most of their existing commercial clients were gained in a single day. The owner put on a suit and went round visiting potential prospects.

Result: he gained £250,000 of new business.

(that's a good day's work!)

The other partner (they now have joint owners) asked me for some ideas to help them increase their sales.

What was my "genius, out-of-the box, creative breakthrough"?

"Hmmm, does the guy still have that suit?"

Hope this helps,

Steve

 

[Tej]

I'm doing work for an Electrical company in the N West.

Most of their existing commercial clients were gained in a single day. The owner put on a suit and went round visiting potential prospects.

Result: he gained £250,000 of new business.

(that's a good day's work!)

The other partner (they now have joint owners) asked me for some ideas to help them increase their sales.

What was my "genius, out-of-the box, creative breakthrough"?

"Hmmm, does the guy still have that suit?"

Hope this helps,

Steve

Brilliant!!..

 

[G. Lasagne]

I'm doing work for an Electrical company in the N West.

Most of their existing commercial clients were gained in a single day. The owner put on a suit and went round visiting potential prospects.

Result: he gained £250,000 of new business.

(that's a good day's work!)

The other partner (they now have joint owners) asked me for some ideas to help them increase their sales.

What was my "genius, out-of-the box, creative breakthrough"?

"Hmmm, does the guy still have that suit?"

Hope this helps,

Steve

Can i ask what work you have done for him, was it PPC and if so how is it going.
Its something im considering in the near future, any tips? You have been reccomended BTW so may give you a call?

 

[G. Lasagne]

- adverts in all local papers
- direct to door leaflet distributions through private contracts, and via local
newspapers
- awareness campaign to go out door to door via royal mail in a few weeks
time to 200,000 houses locally within 35min drive of our office.
l

How did these go any decent ROI?

 

[directmarketingadvice]

Can i ask what work you have done for him, was it PPC and if so how is it going.

Some marketing strategy advice, some copywriting and we'll be starting
some PPC in the coming week. We expect to do really well with it as the competition is weak.

Its something im considering in the near future, any tips? You have been reccomended BTW so may give you a call?

Ok.

Cheers,

Steve