three: Your communication plan. Spend your time, effort and money on communicating your UVP to your target market. Again, let me emphasize that your overall target market is quite small. The best way to reach that target market is through relational marketing. You need to be in and around places that your target market frequents. If what a building manager really wants is a partnership with a reliable cleaning professional, and you are such a profes-sional, then the most likely reason they won’t do business with you is because they don’t know who you are or they don’t know enough about you to ensure trust. sional just like you. If you would like a complimentary executive summary of the The Ultimate Sales Machine by Chet Holmes, e-mail me at RMayes@ TheSuccessCoachNetwork.com CM Randy Mayes is a Professional Certified Coach through the International Coach Federation (ICF) and is a management and organizational develop-ment expert. He may be reached at RMayes@ TheSuccessCoachNetwork.com. Mayes has more than 20 years of management experience in the JanSan industry and now works full time as an executive coach, consultant and trainer. He is also is an adjunct professor for William Woods University’s MBA program teaching classes in entrepreneurship, management and marketing. His latest project is called Leadership Book of the Month, which is a quick and easy way for business owners and busy professionals to keep up with the latest trends and developments in business and leadership. Learn more about the project at www. LeadershipBookOfTheMonth.com. Trust Is Not Trivial So, how do humans establish trust? We spend time around each other. That is why it is so important to get involved with your community in general and with industry-specific groups in particular. I really encourage the clients I work with to join their local Chamber of Commerce and/or other networking groups. Get involved in a local charity and/or civic group like Rotary International. People need to know who you are and, when they get to know you, they will natu-rally want to do business with you. If there is an International Executive Housekeepers Association (IEHA) in your area, become an active member. One of the best ways to promote your business is through what Chet Holmes, in his book The Ultimate Sales Machine , calls educational marketing. Find a way to showcase your expertise through educational seminars and classes. Once you establish yourself as an expert, people will seek you out to do business. Good marketing encompasses every-thing you do with your business. From the way you answer the phone to the uniforms your employees wear, your image, how you carry yourself and your reputation is so much more powerful than an advertisement in print or on the radio. My advice to most BSCs is to get out there and spread the good news about who you are and what you do. There are tons of building managers who would like to partner with a cleaning profes-The Voice of the IAQ Industry This year the IAQ Training Institute welcomes the Tri-State Restorers and Specialty Cleaners Association (TRSCA) members to our 4th annual event for instructors, clients, and friends. There is something scheduled for everyone and/or an opportunity to just get away and enjoy the Laurel Highlands of the PA Appalachian Mountains. Brought to you by Certiied A Training com IAQ Training Institute LLC Call Now! 866-427-4727 or visit www.iaqtraining.com Circle Product Information no. 202 on page 32 www.cmmonline.com Training Provider 39
CMM – Archives Aug 2011: 39
