One of the most powerful and uncomfortable emotions anyone can experience is fear. It's only natural to have a certain amount of trepidation or fear in business, especially if you're just starting out, but if it's not harnessed and channelled properly, I have seen it literally cripple window washing businesses. Fear disguises itself in the form of folks procrastinating, or being "busy". This kind of "busy" results in pushing papers around, sitting in front of their computer redesigning "stuff", researching every little thing about the business or their potential customers, too much time spent practicing on windows, buying too many window washing supplies, etc. Obviously some of the above certainly needs to be done to set the stage for a successful window washing business, but I've seen these activities stretch into months for some window washers. At some point, it's time to pull away from the computer, stop the researching, stop the buying of supplies, lay down the practice squeegee, and "get out there" to stir the pot. A good example of this comes from a guy I use to speak with all the time on the phone. Every time I spoke to him, it seemed he had a new piece of equipment added to his collection, a new marketing piece designed, or something else he needed to buy, instead of any news about his actual marketing efforts. He even sent me a bunch of photographs in the mail showing me his great "stuff". I saw the beautiful business signage on his van. I saw the many different ladders. I saw enough window washing supplies to supply 3 window washing companies. And I saw photos that he took of houses in his target market that were ideal for his services. Without a doubt, this guy had a top caliber image for his company. He was the best equipped window washer I've seen-I mean he had more supplies then I ever even thought about having. And he spent hours laying the groundwork and researching his target market. Everything was in place for a successful business. But...to make a long story a little longer, we haven't spoken in months and based on our last conversations, I believe he's back doing what he was doing before. The bottom line is that through all of the above work and money spent, no marketing was done. Sure...there may have been some driving around the various neighborhoods with his signs on the van, but I'm talking about a real, proactive marketing approach that would take his business directly to the target prospect. When you cut to the chase, isn't that really the only thing that matters in order to have a successful window washing business? This guy may disagree with me on this, but there was a certain amount of fear in taking his show to the prospects so he prolonged the agony by doing and buying "stuff". Yes...there's no question that you need to create a solid image for your company, and know how to wash a window, but none of that means a thing if you have no customers. Early on in my insurance career, I remember having to go knocking on doors. Whew...needless to say it's very easy to find other things to do to stay "busy" when you have to go knock on doors to make a living. But since I was on straight commission, my sales manager liked to remind me "If you don't knock, you don't eat." But eating wasn't the only motivation. Every time I was "out there", the fact of the matter is that good things happened. More appointments were booked. The phone rang more. The daily routine of being seen by the public translated into activity, which of course lead to sales. So for the window washers who don't venture outside actively looking for business, not much happens, but for the window washers who are "out and about" being seen in neighborhoods (flyer/door hanger distribution), talking to "like" businesses (maids, carpet cleaners, pressure washers, blind cleaners), participating in a local organization or two, etc., then hang on to your hat. Because the phone will ring more, more prospects will want estimates, more appointments will be set with customers, and so on. This is not really earth shattering news here, but I've spoken to a few people recently who might be experiencing a little fear, and again...it's only natural, but don't let it direct you down the path of procrastination. And that is why I thought that now would be a good time to put the emphasis on "action". Follow the Nike commercial and "Just do it". After all, we're in a tremendous business with an endless need! Take a walk outside. Look at all that glass out there. And your target prospects who own all that glass simply need a gentle "thump" on the head from you pointing them to your business. If you need a little "pick 'em up" or maybe some motivation (we can all use that occasionally) to "get out there", visit my website for some encouraging words from other window washers, or pick up the phone and give me a call. I'll light a fire under you and show you how to put a choke hold on any fear you might be experiencing in your window washing business. Regards, Steve
256-546-2446 |
