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Do You Believe

Discussion in 'Business Operations' started by Newbie, Feb 27, 2002.

  1. Newbie

    Newbie LawnSite Member
    Posts: 12

    Does anyone believe you can get 40 contract customers in a new area based soley on putting out 1,500 flyers and no word of mouth?
     
  2. thelawnguy

    thelawnguy LawnSite Silver Member
    Posts: 2,412

    No.

    I believe flyers are a waste of time and energy. The best way is to offer something to your present customers ie for referrals. You will get the most bang for your buck IMO.
     
  3. MOW ED

    MOW ED LawnSite Fanatic
    Posts: 5,028

    I believe that anything is possible dependant on a number of conditions. When I started, I put out about 500 flyers written in letter form stating I am a new business and I am offering personal service.
    I got 15 accounts for weekly service from that round. It escalated the next year from word of mouth but you must be prepared for the PRICE SHOPPER. As a newbie I had lots of people bustin my hump to do work for lower than usual prices, not really knowing what I was doing, I took some of that work. It wasn't long before I came to regret the low price shoppers and had to get rid of these accounts.
    If your conditions are right, anything is possible but know your costs and stick to your guns on price. Don't take lowball jobs just to get work. Good Luck
     
  4. Newbie

    Newbie LawnSite Member
    Posts: 12

    I totally agree that word of mouth is what gets most of your business and could KILL most of your business if the quality is not there. But, if your in an area 450 miles from any grass you've ever cut for anyone you need something else. With that said, could a professional looking flyer, brochure in a population of 164,000 people bring you 40 accounts? Who do you all feel are the best target customers. I feel it's wdows, elderly, and middle class.
     
  5. LawnLad

    LawnLad LawnSite Senior Member
    Posts: 738

    Newbie... 164,000 residents translates to how many houses that are in your target market? Not all of those residents are qualified home owners (apartment dwellers, renters, etc) that would buy your services.

    Figure on flyers, you'll get a 1% response rate. It's a numbers game. If you know that you want 40 customers, work the numbers backwards.

    I did this calculation on another thread similar to this... but here goes again. The numbers are arbitrary - so don't look at them too closely.

    Assume 5,000 flyers will get you 50 phone calls
    Of the 50 phone calls, you pre qualify 35 for an onsite consultation
    You submit 30 bids after meeting with people
    You get 15 returned contracts - or 50% closing rate

    Therefore, you might need 15,000 flyers at the above numbers to get the response you want. This might cost you $1,000 in flyers, plus the time to deliver. A big task.

    Can you get more out of your calls? How you raise your success rate?

    1) Know your target audience for what you're selling
    2) Design a professional looking flyer to meet your target audience
    3) Better chances with good timing and multiple hits. The more you flyer season after season, the higher your response rate will be over time as people become familar with your name/logo and see you out working.
    4) Prequalify well on the phone so when you go out to meet in person, you have a better lead.
    5) Your sales approach, pricing, repuatation, service, etc. will help to determine your closing rate.
    6) Follow up with those that don't buy from you... keep selling to them. If they called you once interested, you might not get them today - so contact them this fall, next winter or spring. In the meantime, they might not take you up on weekly maintenance, but they'll take you up on snow plowing or aeration, etc. A foot in the door is all your asking.

    Good luck! Hope this helps.
     
  6. KirbysLawn

    KirbysLawn Millenium Member
    Posts: 3,486

    Funny, I have had many high profit, year round contracts obtained from flyers, I'm glad my customers didn't know this wouldn't work.:rolleyes:
     
  7. heygrassman

    heygrassman LawnSite Senior Member
    Posts: 509

    Since I am starting and I have no customers guess I should quit b4 i get started. Hope my potentials are like Kirby's and do not know this.

    jf
     
  8. Fantasy Lawns

    Fantasy Lawns LawnSite Bronze Member
    Posts: 1,913

    A killer Flyer (color with PHOTOS of sample yards) .... with a intro cut price (so what if it only covers hourly cost ....I only need to show the quality of work to get a contract) .... coupons to encourage call back ....given to a target area for yards you want in your schedule do Work .... at least for us they do

    "If you ain't advertising to win ..... your advertising to lose"
     
  9. PAPS

    PAPS LawnSite Senior Member
    Posts: 404

    I don't waste my time with flyers either, personally, to me its seems like a desperate way of advertising... walking around and puttin flyers in box's.

    the other day, I landscaper put a flyer in my box... he said " Free spring cleanups with new maint. contract" i had a good laugh for a minute. then realized why i dont do flyers. Don't take offense if you do do flyers... its just not practical for me
     
  10. Newbie

    Newbie LawnSite Member
    Posts: 12

    If you know what you would be charging in a paticular area, what would harm mailing a color pamplet along with a free estimate for cut yards. You could add that other services upon request?
     

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