Potential Customers

[David Andersen]

>David A.,
>
>Legitimate for the perusing, potential customer who hasn't been given a 
>referral.
No question. My point is that it's still basically a cold call, and 
usually slight fear and suspicion are present.
Plus, realistically, what kind of person doesn't know to get a personal 
referral for high-skill service providers---lawyers, dentists, 
contractors, piano technicians? Maybe that sounds judgemental, but I 
prefer to deal with people who know the power of a network.  Shoppers and 
"bangers---" people who HAVE to get what they consider a "steal' or a 
"deal---" are not, in my experience, capable of long-term, respect-based 
relationships----which is my ideal working situation. As I get older and 
better at what I do, it's in fact the only working situation I will 
tolerate.....and I'm grateful to be in the situation to pick and choose.
>They are out there, you know and they sometimes have great pianos...
No question.
>
>I bet your a surfer dude and that's why you moved to Malibu..that and the 
>chicks...am I right?
Ah, speculative fantasy: it makes fools of us all. (<g>)
Actually, I've never surfed on a board; body surfed 2 times in my life.  
I like to go to an uncrowded pocket beach (there are several of these in 
Malibu---so beautiful), unfold my chair, pitch my umbrella, watch my kid 
dig a hole, read a book, and look at the ocean, the rocks, the sand, and 
the sky. And the pulchritudinous young women.
  
>You picked a town that has a large percentage of the rich, but I bet you 
>didn't do that on purpose, it was the sun & beach?
No---it was because my girlfriend owned a condo there, and I was 
sub-leasing an apartment in North Hollywood, in the heart of the San 
Fernando Valley, and we wanted to live together before we pulled the 
trigger on marriage---her place or mine?  You do the math. 
>But being rich doesn't necessarily mean a more discerning customer than 
>anyone else. 
Not necessarily.  But the creative/bohemian rich are sometimes nice and 
discerning both, and sometimes a**holes.  It's wierd, but the vast 
bulk---70%---of my practice is outside Malibu. 
> They just happen to buy the
>most expensive pianos.  Which is very nice!  Definitely sounds like a 
>"can't lose" situation...over time.
The only "can't lose" situation, to me, is to get so good at pianos while 
practicing the Golden Rule that money becomes literally not a factor for 
people; their instrument sounds and feels a WHOLE lot better than it did 
before you got there, and they enjoy your company and your obvious love 
for and interest in your work and their instrument; you bring tremendous 
value into their lives. At that point, you can start becoming 
ultra-selective, and charge as much as the most expensive guy in town. At 
least---LEAST---charge what a plumber or car mechanic charges you----but 
really more like what your CPA or your tax person charges. I'm underpaid 
for my skill level and my dedication, my concern----are you?  
>In this and just about any business honesty and hard work equal success, 
>that's basic business sense.
Plus:
-talent
-self-confidence
-commitment to your craft
-clear ethical lines
-a genuine enjoyment of people
-an attitude of service
>You do have to work on pianos for other referrals to come your way.  Where 
>did those first pianos come from?
In my case? From working on pianos at a store, and gradually pulling 
together a client base from initial warranty or "free" tuning visits, 
plus phone calls to the store requesting a technician. If you do good 
work, the word of mouth starts to happen pretty quickly.  Or it did for 
me.
>Although I haven't ever sent out fliers (seems tacky...like a lawn 
>service)
Well....it totally depends on the content and visual presentation of the 
flier.  Mine was elegant, kind of "old-looking," with funny and 
intelligent copy.  It was what I'd like to get if somebody sent me a 
flier.
And I bought addresses of homeowners in Malibu and one adjacent town down 
the coast who had some connection with music---symphony subscribers, 
members of media or entertainment unions or guilds, college 
professors----very expensive names & addresses because of the specificity 
of the list.

> those 25 new
>clients probably gave your name out to friends who did the same and thats 
>how a business is built.
Yes.
>I've always advertised in the Yellow Pages and get plenty of calls and 
>customers to more than pay for it.
That's fantastic.  And it does feel legitimate, I bet.
>Anyway, you live in a piano tech's fantasy world...you lucky guy!
I am incredibly lucky.  And grateful.
>
>David I.

Where in California are you?

My best to you----David Andersen