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Marketing and Selling Through a Slow Season

⏱️ 44:03 🎤 Michael Pletz
AUDIO EPISODE
Marketing and Selling Through a Slow Season
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Chapters

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  • 0:00
    Introduction & Sponsor Shoutouts
    Michael Pletz introduces the episode on marketing and sales during a slow season and thanks sponsors Cycle CPA and Patio SEO.
  • 4:17
    Website Issues & Paid Ads
    Michael explains how a website form issue led to lost leads and how he leveraged paid advertising, particularly Facebook Ads, to generate new leads.
  • 7:07
    Mouse Flow & Website Optimization
    He details using Mouse Flow to understand user behavior on his website, leading to contact form placement adjustments to improve engagement.
  • 9:20
    Focusing on Lift and Relay Projects
    Michael elaborates on the success of Facebook Ads for lift and relay projects, highlighting their high profitability, lower lead cost, and ability to address urgent client needs.
  • 13:07
    Upselling & Project Options
    He discusses how lift and relay projects provide opportunities to upsell clients to full base repairs or entirely new projects by offering clear options and explanations.
  • 17:38
    The Welcome Package & Authority
    Michael explains the effectiveness of his welcome package and video content in the sales process to build trust, establish authority, and differentiate his business.
  • 23:11
    Owner Operator Value Proposition
    He highlights the unique value proposition of being an owner-operator, offering a single point of contact for clients, which attracts specific customer segments.
  • 30:27
    Long-Term Marketing Investment
    Michael stresses the importance of continuous investment in marketing, website optimization, and content creation, even during busy periods, for future stability and lead generation.

Speakers

M
Michael Pletz
Host

Key Takeaways

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Utilize paid advertising, especially Facebook Ads, for quick lead generation during slow seasons, focusing on high-profit, essential services like lift and relay projects.

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Optimize your website's user experience by analyzing user behavior with tools like Mouse Flow to ensure contact forms and critical information are easily accessible.

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Develop a 'welcome package' with detailed process explanations and video content to educate clients, establish authority, and differentiate your services from competitors.

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Offer clients multiple project options (e.g., lift and relay, full base repair, new installation) with clear pricing and benefits to meet various budgets and upsell effectively.

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Leverage the owner-operator model (if applicable) as a unique selling proposition, emphasizing a single point of contact and on-site presence to build trust and client satisfaction.

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Proactively invest in long-term marketing strategies like SEO, website content, and video creation during busy times to build a strong foundation for future lead generation, rather than waiting for slow periods.

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Target specific client segments attracted to your service model, such as those seeking quality over initial low cost or those dissatisfied with previous larger company installations.

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