Best approach for acquiring new business.

[A440A at aol.com]

Shawn asks:

<< 1: Sending out postcards to most or all of the churches in my area.  2: 
Good old fashion cold calls.  I have not tried the cold calls method for a few 
years, but I recall that it didn't work vary well for me previously.  On the 
other hand I don't want to waste money on sending out maybe 1000 postcards to 
get one tuning on a old Baldwin 243.  Why we all know nothing is a sure bet when 
trying to get new business we know some things work better than others.  So 
what do you think the best and most profitable approach has been for you?  >>

Greetings, 
     With the price of postage, and the flood of junk mail that seems to clog 
mailboxes these days, I would question the return on investment of sending 
cold post cards. The cold call is difficult, but if I was a music director at a 
church, and a service person contacted me about giving me more bang for the 
buck, I would listen, at least.  You can warm up these calls a little by having 
a name they know as a reference.  
    You may need to offer a tuning for his/her consideration.  Make it on the 
basis of "If this piano doesn't sound great, you don't need to pay me."  Be 
aware that often the choir director has their own personal tuner doing the 
church pianos, too, and there is little chance you will break that arrangement. 
   The most profitable approach for me was to not only do high quality work, 
but make sure the customer understood the difference between that and mediocre 
work. Bill Garlick always told us that educating the customer was a big part 
of the job.   I was sorta prideful and stupid in the beginning, thinking that 
advertising was just for those whose work wasn't up to snuff.  That is a dumb 
approach for someone early in their career, but what did I know?!  A chance 
encounter with Harold Bradley,(a big name in Nashville), broke me into the 
recording studios and a month later, I was swamped.  I have been as busy as I 
wanted to be since.  
   For the long term, putting the customers interest first is the best way to 
guarantee a successful career.  If you do this, customers will talk about you 
to their musical friends. This is the best way to get new business.   There 
will be a few cases where it costs us money, but the investment is a sound one. 
 
    If you are sure of yourself, willing to look out for the customer's 
interest, and have the skills to do quality work for a fair price, the eye contact 
will transmit most of the important information.  Remember also that music 
teachers have far too much authority,(in the eyes of the parents of the kids 
taking lessons), and often have a musical ego to match.  They might be proud of 
that Acrosonic that they have taught lessons on for the last 20 years, so be 
careful about telling them it is a worn out piece of junk.   
    Ultimately, we need to remember that 90% of meaningful communication with 
most customers is non-verbal.  They make their decision primarily on how the 
feel about you, personally.  Honesty transmits itself, and sincerity is hard 
to fake.  It helps to not carry the stench of your last cigarette into the 
home,  and to not track mud across their rug....    
 
Ed Foote RPT 
http://www.uk-piano.org/edfoote/index.html
www.uk-piano.org/edfoote/well_tempered_piano.html
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