Sanrith Descartes said:
Fair enough. the area I would question is this statement. My assertion is opportunity cost goes beyond a low skill $14 an hour body and instead gets rolled in to the time I am spending not grinding for additional revenue. That is my #1 gig at this point, driving the revenue growth. As with you, I have employees doing their parts of the business. When I am shitposting on FOH I am between calls to grab more customers.
I was just curious.
I'm not in a position where I have to grind for work any more. Whenever we slow down, get busy again. But I advertise enough, between billboards, local TV, google, youtube TV, Facebook and mailer that I'm constantly getting calls.
My wife and whoever is running estimates grinds for work. Sometimes, I'll run two Estimators and she'll work the phones. Its a team effort. Cross training pays. Anyway, she worked so many shit sales jobs, like selling knives door to door and timeshares. If you can work a shit sales job and do OK at it, you can sell anything. She hated those jobs, but those pay dividends now.
I haven't made a customer call since I started trading every day since last February, and we are booked a month out.
Its more a numbers game anyway. Our close rate stays pretty steady, so its more important for me to make sure my advertising is on point. Like today, after I traded, I'm working on a targeted mailer for people with HHI of over 100K.
One change I've made is targeting higher net worth individuals through mailers, youtube TV, SEO and Facebook. Honestly, the higher net worth individuals don't care about price as much as they want it done right.
I also have a system for targeting our past customers. 50+ years in business, we have thousands of customers I target. And a lot of them are still alive. I mail them quarterly (by I, I mean I pay a mailing service to do it) and my wife calls the bigger customers when she has time. I considered targeting their homes using geofencing, but haven't done that yet. There is an outfit that says they can target my repeat customers with four ads a day, every day, for 1k a month. Haven't done that yet.
I'm not real worried about my competition, there are probably 200 companies in the area, and our google impression share is larger than my top 5 competitors. Not one of them has a brain in their head.
I don't push customers, I pull them to me. And to be honest, with inflation being the way that it is, no one is looking for a discount on anything. Sad times, but easier to hold margin (for us anyway). We are charging 14% more than we were last year and are booked a month out.