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Love the Suits!
I was grabbing a beer with an old friend from high school - we'll call him Tom. Tom's a general contractor now, so I started explaining MYIC. Hey, it's hard for me not to. It's what I do. He looked around the bar, casually nodded to a well-dressed customer, and asked me one question: "Can you reach that guy?"
He had pointed out a "suit": A well-dressed guy, more than likely with a thing or two he's "meaning to get to" around the house: replacing the cabinets, putting in new flooring, building a deck. Projects.
I told him that lots of guys look like executives from Monday through Friday, then turn into weekend warriors, knocking those projects off like clockwork. Tom just laughed a little bit and said "I know. Then they come looking for me. I love those guys."
Tom's got a point. Most guys are doing their projects for the first time, and aren't experts. You guys out there know who you are. Tom wouldn't ace that big Powerpoint presentation first time out either. Tom does contracting day in and day out. He's good at it. And eventually, even the most committed weekend warrior ends up punting on a project - that is, calling a contractor. Tom wants to be that guy.
My answer? Yeah, we can reach the suits. We know where they read, why they buy, how they surf the web, and what they're looking for. We know how to get Tom's information to anybody who needs an independent contractor, suits included.
But then I turned around and told Tom that if he gave us a spin, I wanted him to think of every job he got through MYIC as reflecting directly back on me.
Tom got really serious and said, "I'll do you one better. I consider it to reflect back on me."
Then things got really quiet, and I figured it was time to order another round. We stopped talking business, and started talking about what became of old friends. Then before we walked out he sparked up a conversation with the suit, and lo and behold, he had been meaning to put in some granite countertops.
Tom gave him his card, then scribbled "Myindependentcontractor.com" on the back. He said he'd load up some pictures of his work to the site in the next day or two.
I smiled. Mission accomplished: Another satisfied customer.
Two, counting the "suit."
Comments (1)
What most people do not appreciate is how important it is for your target market to see what you have to offer. We had a Web site done before and nobody hardly ever visits that. We would be happy to get one inquiry a month. I agree with you that you know where the suits are :) What they do online and how to get people to our MYIC site. Happy with the results here, so that makes three satisfied customers!
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