Page 149 - Duct Tape Marketing

Duct Tape Marketing

your definition of customer service, but you can and should take it
one step further and include them in some formal training. In some
cases, it can be as simple as outlining and communicating your expec-
tations. Over time, this simple step will help you define and attract
your ideal strategic partners and vendors.

I worked with a remodeling contractor that hosted quarterly meet-
ings for subcontractors to present actual scenarios of how to handle
situations that might occur on a job site. Expectations and processes
were presented as well. In order to be considered for projects, the sub-
contractors had to attend these sessions. Field managers also graded
each subcontractor on a set of performance expectations. This contrac-
tor was more performance sensitive than price sensitive. Needless to
say, he attracted only the best subs, and his business and profits soared.

Your New Marketing Business Kick-Off

If you’ve been in business for any amount of time and have finally
decided, by virtue of reading this book, to commit to a marketing
point of view for your business, your staff will be in for a shock. After
all, you’re changing the rules.

I have found that one of the best ways to accomplish the kick-
off of your new marketing attitude is to make a big deal out of the
announcement of your marketing training and education program.
Depending on how much change you are prepared to ask your team
to make, you should do everything you can to make sure they realize
you are serious about this initiative.

You should consider holding an all-staff meeting off-site, for a des-
ignated period of time. Create a packet of materials, hype the event,
and build an air of expectation. Make sure that you have completed
most of the steps presented previously in this book so that you can
“roll out” the new look, new message, new logo, and new attitude in

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