What it comes down to is I need some pointers or some fresh ideas on what is out there. So I decided to do something different. I found Jack Black (no not the actor) a 75 year old small business owner. Mr. Black has owned a local cleaners for 40 years. He has regulars, people that would feel they were cheating on him if they went to another cleaners. But more importantly he has new people coming in his door. So Mr. Black gave me an interview. I want to know what this guy is doing to get local business in the door.
Turns out he had a lawn service business he had just started with his on and he talked more about how he is advertising for his lawn care service than his experience with his cleaners.
sdnelms: First, tell me about how it is your customers are so loyal?
Mr. Black: Well I think it helps that I've been in business for so long and during the rough times have managed to keep my business, it's name, and I keep a presence here. I obviously have other things I'm doing when it comes to daily operations, but I make an effort to show my face when customers are around. This give people stability and I ask about births and deaths and new jobs with customers.
sdnelms: So the personal touch sounds like it makes a big difference.
Mr.Black: It does but it's not easy. Fortunately most of my regulars put the word out to friends. I actually ask them to talk to new neighbors and friends to recommend me and if they do I offer them a discount on their next cleaning.
sdnelms: Sounds like you really value your customers. Tell me about your new business and how your starting to lay ground with advertising locally.
Mr. Black: My youngest son will be running a lawn care service we both will be starting up. But I'm getting along in age and still have the cleaners so he will be doing most of the foot work. We will use the same model used for the cleaners.
sdnelms: Focusing on the personal touch?
Mr.Black: Definitely. But for a new business it takes a lot more foot work. Having a presence and not making a lot of changes. When you change your look, your name, your service it confuses people sometimes. Consistency in my cleaning business I feel has been the cornerstone for keeping my client base. Obviously over the years we've had to raise prices just like other business but we've kept our name and my daughter has managed the place and has been a presence since she was born.
sdnelms: So for your lawn care advertising are you using local advertising techniques?
Mr. Black: We are mostly using direct mail to advertise. We've sent out mailers/flyers, we are using word of mouth with our cleaner customers. We are also even hitting up new housing developments in the area.
sdnelms: Well I wish you and your new business the best of luck and thank you for your time.
Sunday, May 17, 2009
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