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August 20, 2015

Big Game Trophy Hunting: Destroys Local Cosmetic Dentistry Practice

You remember that story about the dentist who went to Africa and killed Cecil the Lion?  Unless you live in the jungle, of course you have.  It’s because the story was played out by the media for weeks.  CNN portrayed the lion as Mustafa from the Lion King and the dentist as an evil serial killer. The media has most Americans sold that this dentist wiped out a Disney character.  So who wants to do business with the guy who ... Read More
August 20, 2015

Drain Clearing vs. Drain Cleaning:  Opening Up Marketing Risk

A true loss leader is designed to either generate a new long term customer or is designed to capture something small for the hopes of something big.  For example a 50G natural gas water heater replaced  priced on par with your local Home Depot for let’s say $1250 is a loss leader. You would sell a tank at this rate to develop a long term relationship with a new customer with the mindset of capturing revenue over a 7-10 year period.  ... Read More
August 20, 2015

Rethinking The Dispatch Fee

When I first started working for Plumbing, HVAC and Electrical contractors, flat rate pricing was not a mainstream thing and the dispatch fee has always been a core component to flat rate pricing. Today, everybody and his brother has a flat rate book along with booties, red carpets, wrapped trucks, etc. How do you differentiate yourself in a pool of competitors who do the same thing? Sometimes things that once worked really well don’t work at all anymore and I’m seeing ... Read More