Marketing a demolition business and creating a loyal customer base is more than just advertising the lowest price, according to George Hedley, founder of Hedley Construction & Management Inc.,
Hedley said that while advertising a low cost is a good strategy to start out, building a business requires broader long-term thinking and planning. Marketing is something that often gets lost in the daily shuffle of doing business, and is something all entrepreneurs should give more attention to, according to Hedley.
Hedley advised business owners to have written marketing and sales goals. In marketing, he advised companies to pay close attention to their message. “Focus on your specialty,” Hedley said, adding that simply advertising more general concepts like low price or quality service might not be as effective as a more focused message. “Low price and good service are expected,” Hedley said. “Go beyond the obvious…and make customers aware of what you do.”
Hedley also said that there’s a difference between satisfied customers and loyal customers. “Loyal customers only use you,” he said, adding that a demolition company owner should seek to convert as many customers to the loyal category as possible.
Like media marketing with branding and slogans, Hedley said this takes extra effort. According to Hedley, the best way to build the kind of business relationships that lead to loyal customers is to make the time for face-to-face meetings with customers. In addition, Hedley advised adding personal touches, like sending holiday cards, to help foster the best customer relations. “Show you care to set yourself apart,” Hedley said.
The National Demolition Association Annual Convention was April 1-4 at the Mirage in