A short YouTube video by Kenny Chapman (the Blue Collar Coach) advising home-service contractors how to compete with major retailers for consumers' holiday spending. Key recommendations: start holiday marketing early (get in front of customers now), focus messaging on customers' wants/benefits rather than needs/features, and train technicians to use benefit-focused conversations. The clip includes a personal intro from Santa Fe and a brief call-to-action to prepare marketing plans now.
Chapters
Hey, my friend Kenny Chapman here, the blue collar coach, coming to you live today from Canyon Road here in Santa Fe. It's the lovely Christy and I's last day here in town. We're gonna stay at our, one of our favorite spas tonight and then head back home tomorrow. But I was just thinking, you know, I wrote a piece for you this morning that I wanted to just shoot a quick video with. When, you know, this is like the mecca of art and shopping stuff right here in Santa Fe. And it makes me think about, I mean, it's already almost Halloween and then before you know it, it's gonna be Thanksgiving. And obviously walk into any store, you're already seeing Christmas stuff. How do we compete with that as contractors in the service home service businesses that we run? See, what we need to realize is we compete with Apple, we compete with Nordstrom, we compete with Target, we compete with Walmart. I mean, all of these places are competing for a fixed amount of money that certain people have. Now a couple things I want you to think about. Number one, get there earlier. Right now is when you should be working on your holiday marketing plan. Get there early, be first and only when it's in your space. Speaking about it to get there sooner. Look at the stats I wrote about from constant contact in the blog today. It's unbelievable. I mean, I didn't check my email from Friday night until this morning. I had 150 junk emails myself. So think about, you know, if you're trying to get people's attention, really got to focus on that. The second thing I talk about a lot, I train your technicians about it. We talk about it in our titanium workshops and our acceleration calls and things like that. And that is, it's about wants, not needs. See, as you look down the street here you go from shop to shop and go, wow, I want that. I want that. I don't need this, I don't need that. But I want it right now. That's that benefit focused conversation that you've got to be having with your clients. It's not about what it is, it's all about what it does. Get your text focused on wants. Get in front of them early. You're competing for holiday money now. Be first and only until we talk again. Have a better than fantastic day from here in sunny Santa Fe and I'll talk to you soon.
