Newsletter
20 JULY 2001- Recycled HTML Version
Volume 1 Issue 4 - Association
for Better Insulation
(Be nice to your eyes. Please open
full-screen for best viewing...Ed)
In Today's Newsletter:
1. Associate Update - New Member Roster
2. Website Update - @www.betterinsulation.com
3. Marketing Tips - Five Star Internet Marketing
4. Industry News - Applegate Insulation Teriyaki?
5. Business/Financial Tips - Fuelcells
6. Readers Questions - What's in a Guarantee?
7. Reader Submitted Articles - Competing on PRICE!
8. Useful Products - Driveway Alert, Magnets
9. The Legal Stuff Newsletters Must Have
10. Quote of the Week.
Welcome to the fourth issue of the ABI
Newsletter.
A Special Welcome to the new members in the past week,
since the last issue:
WELCOME TO THE ABI CELLULOSE FAMILY! - New Listings:
Five Star Insulators -
Chillicothe, MO. USA - www.fivestarinsulators.com
Fillcrete, Ltd. - Hull, UK - www.fillcrete.com
Wisnieski Insulation - Norfolk, NE. USA - www.wisnieski.com
Warmcel - Excel Industries, Ltd. - Vale, UK - www.warmcel.com
(note: Warmcel is
launching a new site soon at www.excelfibre.com ...Ed.
)
Website Updates @www.betterinsulation.com
We've added a new feature to
your listings... If you would like to have it added to your listing,
just email us up to 3 letters from your customers (or tell us where
they are on your site) and we'll put them on your listing. It's a link
to a pop up and you can see examples in the following listings:
- Five Star Insulators, Missouri - Polar Insulation, Florida - Payless
Insulation, Texas ------ It's also a click through to your Web site if you
have one... Take a look, it's a nice value added feature to your listing.
But it won't do much good if you don't link your site back to the
Better Insulation site and advertise the web address on your vehicles,
stationary, and print ads. Get Linked! The Internet can bring you A LOT
of business, but you have to USE IT. (If
you don't have a website, or would like yours revamped, let us know... we
offer tremendous discounts to Cellulose Contractors for professional design
services, hosting, and search engine submission...Ed.)
We've added a great SEARCH ENGINE. Building Industry
specific results algorithms. Returns different results than any other search
engine using the same keywords. There are links to it on the site, or here
is a direct link to it. ABIseaRCH
In case you missed it, there is a page of FREE ebooks
on the Web site. Most of them deal with Marketing. How to use FREE
YAHOO Ads to get local traffic to your site... and more.
Marketing Tips: Ways to Spread the Word
In this section, we would like to share with everyone
ways to increase business through creative marketing and public
education. We would appreciate any member or reader suggestions for this
section to be included in the next issue. If you are doing something that
works, SHARE IT! The more market share nationally and internationally that
Cellulose Insulation gets, the more the word will spread and YOU will
benefit directly from that, as will the global environment. Just drop us an
email or give us a call...
The Internet and How it Figures into our
Marketing.
---- by Paul & Spencer Ficken,
Five Star Insulators www.fivestarinsulators.com
FIVE STAR INSULATORS GOES
THROUGH APPROXIMATELY A TRAILER LOAD OF INSULATION EVERY WEEK TO WEEK
AND A HALF. WE CURRENTLY RUN TWO CREWS ON AN AVERAGE OF FIFTY
FIVE HOURS A WEEK.
IT WASN'T ALWAYS THAT WAY.
WE STRUGGLED FOR THE FIRST THREE YEARS BEFORE WE DEVELOPED THE CORRECT
MARKETING, CLIENTS, AND REFERRALS THAT INSURES SUCCESS IN THE FIELD.
WE HAVE TWO FULL TIME
SALESMEN THAT ARE ON THE ROAD EVERY DAY SELLING . UNTIL SIX MONTHS AGO
WHEN WE CONSTRUCTED OUR WEB SITE THAT WAS OUR ONLY MEANS OF MARKETING.
WHAT USED TO TAKE US A FULL DAY TO DO CAN NOW BE
ACCOMPLISHED IN THIRTY MINUTES BY THE POTENTIAL CUSTOMER SIMPLY
BY SITTING BEHIND THEIR COMPUTER.
SINCE
THE INTRODUCTION OF OUR OWN WEB SITE, WE FOUND THE ABI SITE AND AFTER
ONE DAY WE HAD FIVE INQUIRIES! NEEDLESS TO SAY OUR DUES
TO ABI WERE PAID THE FOLLOWING DAY. OUR SITE GETS THE HOMEOWNER
STARTED LEANING TOWARD USING CELLULOSE AND CONVINCED THAT IT SHOUDN'T
EVEN BE AN OPTION. EVEN THEN THERE IS STILL QUESTIONS AND
CERTAIN PEOPLE THAT ARE STILL SKEPTICAL. NOW WE HAVE A DIRECT
LINK THAT WE CAN SEND CUSTOMERS TO FIND SOME OF THEIR ANSWERS BY
THEMSELVES, FROM A THIRD PARTY RESOURCE, WHICH MOST TIME IS BETTER.
I HAVEN'T SEEN A HOMEOWNER
YET THAT WOULD RATHER LISTEN TO ME THAN FIND SOME OF THE ANSWERS ON
THEIR OWN. IN THIS DAY AND AGE ALMOST EVERYONE HAS, OR HAS
ACCESS TO A COMPUTER. THUS ALLOWING THE HOMEOWNER TO BROWSE AND
RESEARCH AT THEIR LEISURE.
SINCE OUR INTRODUCTION TO
THE INTERNET WE HAVE MORE CUSTOMERS CALL AND JUST WANT TO KNOW THE
COST AND WHEN CAN I GET IT DONE. FIBERGLASS IS NOT EVEN IN
THE PICTURE. ON AVERAGE, ONE OUT OF EVERY THREE
JOBS WE DO COMES FROM PEOPLE WHO FOUND OUR WEB SITE. THAT
WAS JUST OFF OUR WEB PAGE. NOW, WITH TEAMING UP WITH ABI, SKY IS THE
LIMIT. WE NOW HAVE ENDLESS ACCESS TO INFORMATION WITH A CLICK OF
A MOUSE. NOT ONLY FOR US BUT FOR THE CONSUMER AS WELL!!!! THE
INFORMATION ISN'T NECESSARILY NEW ON THE ABI SITE, BUT IT IS ALL IN
ONE PLACE AND PRESENTED IN A WAY THAT THE CUSTOMER JUST TAKES THE TOUR
AND GETS SOLD ON CELLULOSE.
AS
EVERYONE KNOWS IN BUSINESS, YOU HAVE TO HAVE AN EDGE OVER YOUR
COMPETITORS. OUR EDGE NOW IS WITH BETTER INSULATION.COM.
THE INTERNET WORKS AT A FRACTION OF THE COST OF A SALESMAN. THE
DUES PAID TO ABI WERE RECOVERED IN ONE JOB. WE KNOW IT
WORKS AND DECIDED IF WE PAID OUR DUES IT WOULD HELP THEM PROMOTE THEIR
SITE, WHICH IN RETURN GETS US MORE BUSINESS! WE UNDERSTAND IT'S
EXPENSIVE TO RUN A SITE THAT SIZE AND KEEP IT PROMOTED AND THE MORE
SUCCESSFUL IT IS, THE MORE SUCCESSFUL WE'LL BE.
IT IS SAFE TO SAY
THAT 80%OF YOUR POTENTIAL CUSTOMERS WILL LOOK ON THE INTERNET FOR
YOU AND THE INFORMATION ABOUT YOUR PRODUCT. YOU SHOULDN'T LEAVE IT
TO CHANCE. MAKE SURE THEY GO TO THE ONLY "ALL-IN-ONE"
RESOURCE ON THE NET FOR THE CELLULOSE INFORMATION THAT WE'VE SEEN.
WWW.BETTERINSULATION.COM
IF
YOU DON'T ADVERTISE YOUR WEB SITE LOCALLY- OR HAVE ONE- AND YOU DON'T
LINK IT BACK TO THE BETTER INSULATION SITE SO YOUR POTENTIAL CUSTOMERS
CAN BE FULLY EDUCATED, THEN YOU ARE MISSING A LOT OF BUSINESS.
THIS IS A MARKETING TOOL THAT YOU SHOULD REALLY USE TO THE
FULLEST AND GET MAXIMUM RETURN.
WE DO AND IT PAYS OFF HANDSOMELY
FOR US AND WILL CONTINUE TO DO SO, WE HAVE NO DOUBTS.
IF YOU HAVE ANY
QUESTIONS, GIVE US A CALL AT FIVE STAR INSULATORS. 660-646-7700
ASK FOR PAUL OR SPENCER FICKEN, Owners
SPECIAL THANK YOU... Five
Star Insulators at www.fivestarinsulators.com
for linking back to this site. You are the FIRST CONTRACTOR to
understand the value of reciprocal linking and how it is a win/win for both
of the sites. We especially like the way you bill yourselves as "A
Better Insulation Contractor". Very astute
marketing! The rest of you should check out the Five Star Insulators'
site and see how they linked (home & contact pages). There is also
banners available at www.betterinsulation.com/Link2us.htm
and there are some different ones on the listings... If you didn't make
your own site, I know it's an effort to place a link, but it is an
effort that will increase your business... Think about the Nike
saying... and be rewarded with more customers. It's a small thing with
BIG results. (even
BETTER than a refrigerator magnet! ...Ed.)
~~~~~~~~~~~~~
Selling Cellulose. A One Step Guide to becoming
a major competitor in the Insulation Market.
1. Educate the consumers. The end users. The people
who will be or are paying high utility bills.
Now, don't go to sleep here.
Time to get serious and consider. That's the one step. There are four (4)
direct actions to take that will result in that education and successful
climb up that step:
-
Get listed on the Website at www.betterinsulation.com
-
Purchase a sufficient block of time from the top 3 radio stations in your area and make them say,
"Energy Bills too high? Sick of paying high
utility bills? www.betterinsulation.com"
20 times a day on each
station for 90 days. (Don't worry, pay a month at a time and the
first month will more than pay for the second month, after awhile, you
may want to get really cheap rates from the TV and Radio stations by signing
a year contract. At the end of the year, you will be the top insulation
company in your area and your advertising budget will be a smaller
percentage of your gross. (Way smaller.)
3. Purchase "trailer" 8 second spots on the local TV station to run 6-10 times per day at the end of a commercial segment. It will look something like this:
(no graphics. 8 sec. spots, the TV production
people will optimize speed and message and supply some sort of proven sound
track that makes them LOOK at the screen. Don't let them talk you into
graphics and pictures. Text only. Proven colors. One purpose. Go to the
site.)
Substitute your phone number, of course, but let the
site educate them. The repetition of the name and benefits locally will
get them to the site. The site will educate them and direct them to you for
pricing and scheduling. They'll call you because you are a Better Insulation
Contractor. A Certified Customer Service Professional. Everyone
says that 9 out of 10 people who study the insulation options and
UNDERSTAND why Cellulose is better insulation, will choose Cellulose.
4. Run a small, but noticeable ad in the daily and weekly newspaper. Simply:
|
"Utility Bills too High? Tired of paying high utility bills? WE CAN HELP! Sign up for FREE Public Service! |
Who has TIME to educate
everyone that may need the information and the insulation? Who has TIME
to be educated? People work all day and don't want to disrupt their evening
listening to a salesman. They want to listen to the
salesman AFTER
they know what they want to buy.
Site visitors who call YOU
aren't needing a salesman. They are looking for pricing and financing
options and reassurance that you can do the job competently. Maybe they'll
want some references. People who live in their town that they can call if
they want to, or even go listen to their house.
WHAT'S IT COST? >>>>> 2 jobs a
week.
WHAT'S THE RETURN?>>>>> 20 jobs a week.
Make sure you can hang with it. It builds to 20 a
week, but covers the 2 by the third week. So, you have clear sailing,
steady and cost free growth after the 3rd week. So, tighten your belt
if you need to for three weeks and get an extra 20 jobs a week. After 3
months of that, you can stop this form of advertising. Referrals will
continue the growth rate. Naturally. (This
idea available on CD ROM for $199.00. I just wanted you to try the idea for a
couple of months and if it works, buy the CD. Great drink coaster!... If it
doesn't work, I'll send you $199...Ed.)
Applegate Insulation, the worlds largest
privately owned manufacturer, is expanding yet again, and this time they've
gone the distance and have shipped the first container of premium Cellulose
Insulation to Japan! That's what we call spreading the Good Word! -
Applegate has also merged with Fiber Master and now have a total of 6
manufacturing plants across the country and distribute to 39 states from
Maine to Florida to Idaho in the United States. Applegate is a strong
believer in public education of the benefits of Cellulose and are active in
that area. They publish an excellent newspaper called The Cellulose
Insulation Journal and offer FREE subscriptions to Contractors and
Professionals. Just call 1-800-627-7536 or email cijournal@aol.com
to get your free subscription. (if you
order by email, please remember to include your mailing address! ---Ed)
-------
EVERYONE knows and uses and recycles the OLD (but good) Oak Ridge Study
concerning insulation R-Value, but we hope everyone is aware of a NEWEST
study done by Oak Ridge Laboratories' researchers that proves fiberglass
batts that are marked R-19, actually only deliver an R-11 insulation value!
Make sure your company (and website) is current and uses the latest
information. Full details are available in the CI Journal (above) and on the
Association Web site or Energy Design Update. (EDU
requires a subscription to access the information...Ed.)
--------
Does your company publish an electronic newsletter?
Want to increase circulation? Let us know and we'll add it to the script on
the Better Insulation Web site and visitors and members can sign up from
there!
(Industry News is the place for PRESS
RELEASES from Contractors, Manufacturers, and other Associations... if you
have news of interest to our readers, you can get the word out here...Ed.)
Business/Financial Tips:
This from John Pelton, an
Engineer for BOC www.boc.com and
ABI site visitor.
The grip petroleum companies have on the stock market
today may tilt in favor of those companies producing hydrogen and gas prices
will come down and stay down when Ford puts into production its new hydrogen
fuelcell powered vehicles targeting the family transportation market...
Hydrogen fuelcells are super energy efficient and will be a real boon to the
environment. Savvy investors may consider hydrogen stocks as it's a 3 year
estimated full production date for the new fuelcell vehicles...
Fuel cells are now rapidly approaching
commercialization.
Fuel cells are now progressing from research and demonstration to
the point where they are becoming economically competitive with conventional
power conversion technologies. Today, fuel cell generators are providing
power to hundreds of buildings and homes across the world, and costs are
being reduced. Most automakers have launched prototype fuel cell powered
cars and the cities of Chicago and Vancouver were the first to introduce
fleets of prototype fuel cell buses into revenue service.
Reader's or Web site visitor's Questions Since
the Last Issue
Q. Last week's new question from a site visitor:
"Can someone explain to me how fiberglass is an improvement over
asbestos?"
A. No takers on this
loaded question. Guess the assumption that there really isn't an improvement (other
than improved delivery of carcinogenic fibers) stands... Ed.
Q. What do you say to a customer that asks you,
"But you can't GUARANTEE what my energy bills will be REALLY. What are
you going to do if they aren't lower? Take the stuff out of the walls?"
A. Manufacturers that are contractor marketing
oriented offer a guarantee that will pay ALL the difference in the
customer's heating and cooling bills above the stated guaranteed cost, some
offer to pay half. If yours offers no guarantee, then consider creating your
own Guarantee. The only REAL guarantee you can offer is to pay
the bill if it isn't what you say it will be. If you aren't
willing to put your money where your mouth is, then you don't know how good
your product really is or aren't installing it correctly! A good Guarantee
is a sure fire closer! (
9 out of 10 people you talk to and present to will choose Cellulose if they
really understand the differences between it and fiberglass. The
Guarantee is for the other one, although EVERYONE appreciates a good
guarantee that will help them budget money every month... CUSTOMERS
LIKE A GUARANTEE, it's proven in EVERY industry! Use it...Ed.)
Q. I'm trying to compare the insulative properties of frost (R-value) vs.
other types of piping insulation. My manager seems convinced that a
quarter inch of frost insulates his liquid CO2 (-109.5 degrees) piping as
well as various products on the market. I'm the plant engineer and I'm
not buying this nonsense.
A. (...there
is the igloo theory, but we don't buy it either. Anyone have some facts this
site visitor can show his boss? It's not exactly our field, but surely there's
some insulating values tables laying around somewhere with ice, frost, snow or
something in them. Sounds like not all plant managers are trained in energy
efficient practices... unless a quarter inch of frost is a good insulation. If
it is, we'll be considering the development of an inter-wall refrigeration
device as the next generation structural insulation. No need for an A/C unit.
Can anyone help? Not with the invention, but with the R-Value of frost or
ice?...Ed.)
Q. Hi! Is it possible to make this insulation myself.
If YES where may I buy material and which material I need to use.
Thank You!
Ben Vadim
If YES where may I buy material and which material I need to use.
Thank You!
Ben Vadim
A. Mr. Vadim, it would not be cost effective, or safe,
to manufacture your own Cellulose insulation to add insulation to your
existing home. Please call your local Better Insulation Contractor.
---------------------
Readers: Please feel
free to respond to these questions or pose some of your own. Your answers
will appear in the next issue of this newsletter... just email the question
and your answer to QandA@betterinsulation.com
or email a new question! ...ED
~ This Week's Reader Submitted Article ~
This from Dan at R-Value Insulation in Siloam Springs,
Arkansas www.rvalue.com :
-
Is competing with the fiberglass market on price within your Reach?
-
Or is Cellulose strictly a choice of the Elite?
R - Value Insulation (strictly
cellulose) competitively bids against fiberglass companies on
price, and completes the work in the same reasonable amount
of time, and of course out performs the insulation qualities of
fiberglass, AT CLOSE TO THE SAME PRICE!!!
HOW?????
R - Value Insulation has developed a
system that allows us to be PRICE competitive and still remain
profitable. (Maybe extremely profitable, whats your opinion
of profit?)
How do we do this?
By operating the right equipment, and using
trained and dedicated people to run it. You can't run an
efficient operation with people who are just 'putting in their time.'
Remember, we are getting paid for INSTALLATION, not hours on the
job. The faster and more efficiently we install the material,
THE MORE MONEY WE KEEP. This
takes knowledge (experience) and teamwork.
How can you do this?
There are three components to completing a
cellulose insulation package:
First, material has to get from the truck
to the wall (or ceiling). This material has a cost. It is
imperative that the team leader knows the cost of the material, so
that the cost of labor for recovery etc. can be managed effectively.
The crew can't spend 3 hours reclaiming 7 bucks worth of insulation.
(This comment is not addressing the clean worksite, but it is related).
You may have to read between the lines through some of this, but I do
have heavy competition from several Cellulose contractors locally. Some
of whom used to work for me, so if I seem somewhat vague, please
understand and just think about it.)
Second, there is a minimum amount of
labor required to complete installation. This minimum
labor is our goal. You other installers can
work harder (more), but I'm not interested. I'd rather do more jobs
per day.
Third, is the "machine" needed
for the labor to place the material on the job correctly. By this
"machine" I mean all aspects of the equipment, rig, and
accessories that are needed for the job. The
better the machine works, the less labor needed. We aren't
talking about shortcuts or loss of quality workmanship. We just work
smart and not slow. (Two guys standing around while a third spends 30
minutes unclogging a hose or trying to adjust flow just doesn't cut
it here. There's SOMETHING they can be doing.)
By combining the material at "a cost",
with the labor at "a cost", and the machine at "a
cost" together, and implementing a 'system' for installing,
the least cost per job is obtainable. You
MUST know
your actual cost per (foot/job) so that you can bid effectively! In
a competitive business environment, guesswork will put you out of
business.
In a competitive marketplace (such as we have in Northwest Arkansas)
this finely honed operation is the only avenue to true profits.
Anyone should be able to make money at $ .80 per square foot,
but what about $ .40 ??? We can and do!
(ONLY if we have to. )
Your best sales tool could be the ability to price
compete with the established fiberglass market while giving a far
superior product in a timely manner.
If you are not booked up at
least a month in advance or are just starting out, try
competing successfully with fiberglass on price and GET
THE JOBS! Referrals are a continuing source of
installations, and, again, that's what we get paid to do. Many of you
think of Cellulose as the "Cadillac" of insulation and
fiberglass as the "Edsel", and it is, but realize initial
cost does figure heavily into a customer's decision, especially
when considering what is, to them, a NEW PRODUCT.
The more homes in your area that are insulated with Cellulose, the
closer Cellulose becomes to being the "NORM" for insulation,
as it well should be, and soon people will realize that the monthly
savings, safety, and quietness in the home far outweigh standard
industry pricing, and your discounted installations will be a thing of
the past. The important thing is --- BUILD YOUR
CUSTOMER BASE! and success will naturally follow...Ed.)
(Dan produced and distributes an
excellent video called "Insist on
Cellulose" which is distributed
by several manufacturers. If you would like a non-branded copy, email
Dan at dan@rvalue.com they
are only $15 each plus $5 S&H per order ...Ed.)
<----- Note: Articles and ideas in the Reader Submitted section
do not necessarily reflect the endorsement of the Association. We welcome
comments and will publish them in the next issue. ---- >
Useful Products
Driveway Alert is a wireless
beam that crosses any open space, across a driveway, doorway, or loading
dock and sounds an audible alarm at the receiver that can be placed up to
1000' feet away. Driveway Alert is the
original and a high quality product. We have negotiated a 10% discount from
the normally low price of $199 ($179) for our members, newsletter
subscribers, and site visitors. For more information on the product, or to
order, scroll to the bottom of the contractor search page at :
Your Business Card made into a magnet. $125 for
500 available through ABI - never underestimate the power of a refrigerator
magnet and steady direct mailings! Send out a brochure, a magnet, and a
local restaurant coupon to just 25 people a week and you'll be booked up for
a month in advance within a year. If you get your own cards made up, be sure
to put www.betterinsulation.com
on them. Remember, this isn't "somebody else's website" This is
YOUR DESKTOP SALESMAN. You have to give him a way for people to reach him.
Advertise the site locally and they'll be educated when they come to you.
That's how this is designed to work. Is it becoming clearer? This resource
is very powerful if you use it correctly. Email inquiries to: cards@betterinsulation.com
And.... LINK TO US. It's half the battle for ratings,
customers for you and all the good things that will make YOUR
Association an effective tool to increase your business. We will (and do)
constantly strive to present you with information, products, and
opportunities that will increase your business or increase your sense of
well being. Link to us from your Web site. The
whole point is to get your customers here. Whether they come here from your
site or go there from this site, if they make it to the Better Insulation
site, they'll be fully and effectively educated on the benefits of Cellulose
and they'll click on their state or country and WILL CALL YOU! Dig
it? The Web site is designed to give you a 24 hour salesperson on
staff. If you don't advertise the site locally, you are missing a great
opportunity to increase your business. If you already heavily advertise your
website, then prominently provide links to the Better Insulation site on
your Web site. The ABI site is a proven effective educational tool for
customers. link2us
Thus ends another issue of the ABI Newsletter. Thank
you for your time and we hope you found some of this useful. And, as
always, Have a Well Insulated Day!
Please forward this Newsletter to whoever may benefit
from it in your circle of Associates.
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Need to contact us directly? Phone:
270-842-4658 (the direct line to the Editorial
Office...Ed.)
~ quote of the week (the right side of your brain) ~
"Success is measured not by what you do for yourself,
but by what you do for another person's self-interest"
but by what you do for another person's self-interest"
-or-
~ quote of the week (the left side of your brain) ~
"Its not the big that eat the small,
it's the fast that eat the slow."
(had to offer both sides, since you may have
temporary split marketing personalities from the vastly differing (though
valid) marketing perspectives in this issue. Hope it helps. Pull it together
and use this information to whatever extent you choose, and you'll increase
your business...Ed.) Thank you for your support.