Conventional sales wisdom suggests that you should use every effort to get past the so-called “gate keeper”, otherwise known as the receptionist/office manager, when calling on new accounts in order to reach the decision maker faster. Instead of following this short sighted advice, consider making a friend of this individual from the start of the process, and you just may find a long term who will save you time and increase your profits in the long run.

I do my best to read sales-based articles on a regular basis in order to keep myself sharp, and from time to time, I read something that gives me new insight into my profession. Recently, I read article on a “Six Easy Techniques” for getting past the gate keeper and to the decision maker faster. The article went on to suggest that the gate keeper is an individual of no value, an obstacle to be overcome as quickly as possible. Sounds good on the surface – get to the decision make sooner, so you can move on to your next potential account. So why could this actually be short sighted advice? Let’s take a closer look at who this frustrating and negative person is anyway.

The “gate keeper” is usually a receptionist or office manager, who handles a variety of functions within the company you are calling on. In some companies, they are only answering phone calls and “receiving” guests at the door, but often, they have other responsibilities as well. These people handle a lot of the “stuff” that a busy owner no longer has the time to handle on top of their increasing work load. For those of you who have someone like this working for you in your business, you know they are usually a life saver!

Instead of spending your energies trying to bypass this individual, consider making them the entire focus of your first few sales calls. By acknowledging them and communicating silently that they are important enough to be part of your sales process, you will find that eventually you will create an ally in your efforts to reach the owner. If you take the advice that the article was offering, in the hopes of a fast connection and sale, you will only offend this individual and never enlist their help.

The sales professional communicates to the “gate keeper” that he or she understands their worth within the organization they are calling on, and respects them as a person. In turn, the gate keeper usually will help out the salesperson, which ultimately results in getting to see the decision maker faster. For example, when you’ve made a friend behind the desk, he or she will often offer information that can make your job simpler, “Good to see you again Nelson, how was your trip?” then she whispers, ”Next time come in around 7 AM, you’ll have a better chance catching him.”, The gate keeper will save you time by directing you towards the products or services that the owner needs, “Make sure you mention your stone repair services, I know that’s something he’s been looking for in a company.”

If handled correctly, this method can not only get your products or services the in front of the decision maker faster, but you are more likely to be presenting them only those goods or services they are interested in, thanks to the advice of the gate keeper. You’ll earn the decision maker’s respect by not wasting their time and by showing them you’ve done your homework.

“Frustration” – a word frequently used to describe companies new to social media and those who have been involved in social media but have yet to enjoy a return.

The problem is two-fold. First, establishing a social media presence takes time and continued effort. You have to be consistent in your involvement with the social media medium and remember that returns will not be overnight. Second, you have to make sure that you are using social media in a way that makes sense for your business.

If you are not sure, ask yourself these simple questions:

- Are you using the right platform? First, remember that there are a variety of social media platforms for you to consider – most notably Facebook, Twitter, and YouTube. Further, within these platforms, there exist variations on the theme. For example, in Facebook, you can have a “Page,” a “Group,” or a “Community.” Each variation has its own set of tools, purposes, and capabilities. In addition, you may decide to participate in several social media platforms at the same time. For example, if you have a restoration company, you may want to use your YouTube channel to publish videos on how to perform certain maintenance tasks while using Facebook to build a sense of community through candid photos, listings of hours, available services, success stories about your business and upcoming events.

- Have you scrapped past attempts? However, you also need to remember that whatever you take on has to be maintained and updated regularly. This can take up valuable time and people resources. While it can certainly be worth it in the long run, remember that consistency is key. If you do not think you will be able to maintain various platforms (or you have already started and stopped using a platform) be sure to erase or delete those accounts. Otherwise, you stand the risk of eroding your brand value when a customer (current or potential) stumbles across your forgotten account. Instead, make sure that what you have is the best it can be and do away with anything that you are not actively using.

- Are you providing the type of information and interaction that your audience wants? Ask yourself what it is that your audience would want to read, not what you want to tell them. Providing discounts or having giveaways can be useful, but you have to have more substance than that. Consider posting facts about your company, the brand, or its products. Think of the tidbits of information you encounter everyday that make you stop and say, “Really?” Examples include fun facts about how long you have been in business, what happens “behind the scenes”, why your business operates as it does (e.g. why Yoga class was cancelled on Tuesdays, why you do not serve poppyseed bagels, why you buy local, why legal documents are presented in blue card stock), etc.

- Are you listening to your audience? Likewise, are you listening to your audience? When they make a post, do you respond? Do you stay on top of when your company is mentioned on other sites, blogs, social media, etc., and make relevant comments to that affect (on that site and yours)? Remember that social media has developed because of the continued interaction it affords. Its purpose is not to simply broadcast, but rather give people a voice in things they would otherwise not be privy to.

- Do you allow them a voice? Similarly, make sure that you give your audience a voice. Ask open-ended questions, run surveys and polls, include them in new offering decisions, etc. – the more things like this you do, the more valued your audience will feel. Remember that interaction is a large part of a successful social media campaign. If miss out on this, you may already be out of the game.

Local Internet Marketing is a key part of growing your business and brand, to attract local consumers. It isn’t just about having a website, it includes being findable in multiple places when local consumers are looking for your product or service. Go Pro Local can help you determine the best route for your online marketing plan. Call today for a free consultation.

As professional contractors in the tile and grout industry we have many goals that we are trying to achieve; Customer satisfaction, beautiful results, and efficient procedures just to name a few. But our main goal remains the same; profitability. In order to be most profitable we must understand how to bid our projects. And most importantly, we must understand that not all projects should be bid the same way.

Hopefully at this point, most of us have all experienced the benefits of color sealing grout. The proficiency to make grout look completely uniform, the capability to completely change the grout color all together and the ability to make sure our customer’s grout has been sealed with a quality sealer that will keep their investment protected for many years to come. But for new contractors doing this work on a regular basis, you’re likely to find that the color sealing job you did on Monday is nothing like the color sealing job you completed on Wednesday. We’ve all heard the good advice of not quoting a price over the phone without seeing the job. This especially holds true when charging for estimates in the color sealing industry.

There are many things to consider when determining the price of your next color sealing job. How many cleaning steps will be required? What size of tiles will you be dealing with? What is the finish of the said tiles? Everything from the most obvious obstacles all the way to the smallest details should be considered when walking into the house for the initial inspection. By having the ability to recognize any challenges before you start the project, you will not only make the job more profitable, but it will also give you an opportunity to educate your clients on their floor leaving a very knowledgeable and professional impression after you have left.

Here is a list of things to look for during your next color sealing estimate: • The size of the tiles- Smaller tiles have more grout lines. More grout lines mean more products used and more labor required. • The finish of the tiles- Dull tiles typically are more textured than shiny ones. Heavily textured tiles requires more clean-up and a lengthier buffing process • The amount of furniture- If your policy is to move furniture, this must be taken into consideration. Moving furniture properly can take up to 2 hours or more. This is time that you need to be getting paid for. • The conditions of the floor- Tile and grout that have heavy build-up can require a two step cleaning process adding significant time to your project. • The lay out of the home- Smaller areas such as bathrooms or hallways take much longer than wide open areas (especially if protecting the walls.) In other words, five 100 square foot areas will take at least twice as long as one 500 square foot area. Also, moving equipment upstairs can add challenges and time to your scope of work. • The type of customer you’re dealing with- We’ve all experienced the “trouble customer” and know how they can affect the job. Get a feel for your client during the bidding process. If you feel there could be a challenge, charge according.

Often times, I will have a contractor or homeowner ask me which is the best penetrating sealer to use outdoors. My first response is always, “what are you trying to protect against”? Both types of sealers serve a purpose and should be used when applicable. But when we’re talking about outdoor surfaces, topical intrusion is the least of our concerns.

Sure, a good penetrating sealer is going to protect against topical staining; spill a glass of red wine and you’ll be able to wipe it right up without it discoloring the stone’s surface at all. Even neglected grout lines and tumbled surfaces are going to clean-up almost perfectly during restoration when a high quality penetrating sealer is applied properly. To better understand the need for two types of sealers you must understand what each of the sealers is protecting against and what type of protection that each sealer is providing. As we all know, a penetrating sealer does not completely seal off the surface of the stone or grout. In essence, what we’re doing by applying a penetrating sealer is giving us an opportunity to wipe of a spill before it becomes a stain. Providing stain resistance to our stone surfaces certainly has its benefits. And for the most part, sealing the stone or grout will keep the interior floors looking clean and vibrant as long as they are being maintained properly. However, when we’re sealing outdoors there are a whole new set of challenges that must be dealt with. High alkaline soils, UV damage, Efflorescence, and high acid rain are just a few of the issues that we run into while dealing with exterior surfaces. So what, if anything, can be done about sealing your stone surfaces outside? Penetrating sealers like, Clear Guard, Rapid Seal, or Select Seal are going to have limited benefits as the chances of dropping a plate of food or spilling a beverage are very unlikely.

In order to protect stone surfaces against the outdoor elements the right type of chemistry is going to be required. Modern Stone’s Preserve is the only sealer currently on the market that protects against the damage caused by Mother Nature. This is the same technology used to protect the stone monuments across the country and the marble Pillars built on the white house. Not only does sealing your exterior surfaces with the proper chemistry keep the stones looking vibrant and new, but it will also slow down the effects of efflorescence and other mineral damages. Having the ability to offer your clients this type of service and talk knowledgeably about the different types of protection and challenges when dealing outdoor installations will certainly make a good impression and might just land you the job.

You bet they do. Not only do they matter from a customer conversion standpoint, but now Google has come out and said that they are factoring customer reviews into their ranking algorithm. Nothing’s worse than Googling your company name and having some scathing review about your business right there on page 1 for the whole world to see. Prospects will often times Google your company name before deciding to do business with your company…do you know what they’re finding?

Google aggregates review data from many different review sites and displays them on your Google Places listing. Many clients are amazed at what past customers are saying about their business online. One of our recent clients had no idea about a scathing review of their company that stood out on the first page of Google. They remembered the customer but had no idea about the online the review. See it here: http://TinyUrl.com/ouch-thats-gonna-leave-a-mark

One of the challenges is getting your happy customers to go online and write a positive review about your company. A positive review is about the nicest thing a customer can give your company next to a referral. The challenge is that posting an online review is a multi-stepped process. Your customer has to find the review site, register, confirm their email address, figure out how to post the review, etc. In some cases, it’s a 17 step process that most people don’t complete even if they are happy. Sometimes it’s the customer that’s hell bent on ruining your reputation that will go to any length to get their review posted (or your competitor!).

How to get your customers to review your business Once you’ve created a profile for your business on these sites, you can send a link to your best customers asking them for a review.

First step – create an email template, so it is easy to send a nice follow up to your customers asking for a review. The template could look something like:

This is (your name) from (your business name.)

During our appointment I asked if you wouldn’t mind writing a review of our services.

Online reviews are becoming more and more valuable to businesses like ours. If you have nice things to say about us or your experience with our service, it would help us if you would take a few minutes and share your experiences on one of the online review sites listed below.

There are four different review sites where reviews can be posted for us. Here are direct links to our business in each of them:

Google Local: [hyperlink here]

Yahoo Local: [hyperlink here]

Citysearch: [hyperlink here]

Yelp: [hyperlink here]

Your review can be short and sweet – it should only take a few minutes. Thank you for your willingness to help us out!

Sincerely,

(your name)

The review sites you list should include direct links to your review page there. You can make the list into hyperlinks if you know how, or just include the link to your review page after the name of the review site. Sometimes these links are very long, so use a service like TinyURL to give you a shorter link like the examples above.

Ask your customers for their email address while you are at the job. A simple question at the end of the project like, “Do we have your email address? And would you be willing to write a short review for us?” is a good way to collect your customers email addresses if you don’t already have them.

Then follow up with your customers using your email template, and watch how a growing list of reviews helps your business attract new customers!

Express the importance of booking early, due to your extremely busy schedule. Like a restaurant that is always busy, this method unconsciously communicates quality and success. Use this method religiously, and you just may find your customers fighting for your slots.

Hey Everyone,

I’d like to share an interesting conversation my wife and I had recently over our morning coffee. She is a personal trainer at a nearby gym and just happens to be their number one trainer throughout their facilities here in Arizona. One of her colleagues had asked how she is able to book clients months in advance while he is only able to schedule week to week.

My wife went on to explain that first and foremost, she values her time as well as the valuable time of her busy clients. Therefore, she makes it a point to recommend they work together to lock in appointment times on a three month schedule. This would insure against any future loss of open slot times to other clients. She started this process about two years ago and now she is so busy that she can’t take on any new clients. It’s the same type of reaction we have when we walk up to a restaurant on a Tuesday, where all of the tables are full and there is a six person line – the food must be good!

As I listened, I considered how we could capitalize on this type of planning in our industry. Whether the service is tile and grout cleaning or carpet — or both, you could utilize this strategy in your business to increase your sales for the new year. Remember, the most often overlooked or unrealized new business potential is the established relationships we already have with our customer base.

I recommend calling or e-mailing your existing customer base now to stress that you want to give your previous customers the first opportunity to schedule with your company before there aren’t any slots left. You will be making a contact that has perceived value to your customers by giving them the first opportunity to schedule with you. This strategy will also convey that your company is very busy and in high demand.. If you like, you can tie this into specials, but don’t make the call about the discount, instead make it about the relationship.

Lets review the benefits of this strategy:

• Continual contact with customers
• Offering value
• Expressing gratitude for their business
• Building perceived value of your service

The other lesson I hope you will take away from this recommendation is: Listen to your significant other…..It makes your life brighter!

Nelson Keimer Success doesn’t just happen by accident.

I have used Revive a few times now when cleaning a large gym’s locker rooms and spa areas. Not only does it give me peace of mind to know it won’t affect stainless, but it does a fantastic job cleaning the grout and tile. I have used several different products in the same place and Revive, by far, gives me the best cleaning results.

All the best in 2011.

Steven DeBiase

Modern Stone debuts a new technology in the stone and tile industry with the launch of Revive – an aggressive acid replacement technology cleaner that is safe when used around metals. Revive’s unique formula attacks dirt and hard water stains, while being safe is splashed on stainless steel, chrome or brass. Just simply rinse off any cleaner residue, and continue to work. Now contractors can clean with confidence when working around their customers expensive appliances and fixtures.

Select Seal has become the newest addition to the Modern Stone line of sealers. Select Seal offers strong oil & water resistance to many types of porous surfaces at a moderate price point. It’s highly effective and economical design should make it the product of choice for contractors when compared to other offerings within this category.

January 1st, 2008 is the official launch date of Modern Stones design services for the contractor. When Modern Stone brought its own design work in-house in 2007, it was mainly due to a cost savings advantage and higher level control. One project to help out a customer eventually turned into the concept of offering low cost design services to all of Modern Stones customers. With a deep understanding of the stone and tile industry, Modern Stone Technologies offers its clients much more than the traditional design firm can.