Persistence and Creativity DOES Pay Off

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p class=”MsoNormal”>The majority of the time, most marketers make the mistake of giving up on a big account after being rebuked only once or twice. To illustrate the importance of being persistent in marketing to these big accounts I’m including a recount of an experience by 1-800-JUNK as relayed in Profit Magazine in May 2005.

In a nutshell, the company approached the Dr. Phil show about doing a story about a pack rat that had a ton of junk that they needed to throw out. The Dr. Phil show told them ‘no’ on more than one occassion. Rather than give up however, they continued to contact them every month of six weeks. They didn’t just send them letters or cards either. They sent them dozens of squishy foam balls shaped like dump trucks with their company name on the side, cards signed by everyone, and a blue wig just to name a few. Basically, things that would get them noticed.

One day out of the blue, a man emailed the show saying, “You’ve got to help my wife. She lives like a slob and there’s stuff everywhere and she’s starting to lose it.” One of the shows producers happened to have one of the squishy foam dump trucks with the 1-800-JUNK name on it as he read the story. Who do you think they called?

It took 8 months from the time they originally contacted the show about their idea until they finally received the call. When the show ran, their phones didn’t stop ringing.

Now, Dan Kennedy recently shared some very important points about this story and how it relates to use as marketers. He pointed out 4 key lessons:

1. Decide who you want something from.
2. Do not accept ‘No’ as an answer.
3. Stay in touch frequently.
4. Send things that get you noticed AND that hang around.

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p class=”MsoNormal”>So how does this relate to your lawn care business? First of all, don’t take a non-response or a ‘No’ for an answer. If you’re sure you’ve spoken with the right people about a commercial account and they’ve told you ‘No’, don’t just disappear. While they may not be ready or need you right now, stay in touch with them and at some point I guarantee you’ll get a call.

With residential customers, staying in touch can be way to set yourself apart from the herd. How many of your competitors stay in touch with their potential customers by sending period cards, fridge magnets, or other goodies that keep their name front and center?

Send things that will get you noticed and that will hang around. Don’t just send a boring ol’ letter either. Here’s an idea, get some golf balls imprinted with your logo and send them along with a note that says, ” Do you want your grass to look ‘country club’ quality?” if it’s a commercial client or, “Wouldn’t you rather be playing golf instead of fighting with your lawn?”

Don’t be the same as every other lawn care business out there using the same ol’ boring, uninspiring, uncreative ways of marketing their business. There are lots of ways and things you could use to stay in touch and remain front and center when their need arises. Again, don’t give up after one ‘No.’ Stay in contact and be creative with the ways you stay in contact.

Here’s a place you can get cheap products in bulk that you can use to stay in touch:

http://www.impactproducts.net

Thanks to Dan Kennedy’s ‘No B.S. Marketing Letter‘ for bringing the case of 1-800-JUNK to my attention.

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