The Offseason Book: Chapter 4: Sell More and Better (Cure 2)

⏱️ 44:46 🎤 Mike Andes

AUDIO EPISODE

The Offseason Book: Chapter 4: Sell More and Better (Cure 2)

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Chapters

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0:00

Selling More & Better

Introduces 'Cure 2' for seasonality, focusing on improving existing business models to boost revenue, especially during slower seasons.
2:58

Strategic Off-Season Scheduling

Discusses scheduling time-insensitive, one-time jobs for the off-season to balance workload and reduce dependency on seasonal labor, showing a comparison between two businesses with different seasonal revenue fluctuations.
5:05

Marketing Budget for Off-Season

Explains how to calculate the revenue gap and the number of jobs needed to fill it, then determine the marketing budget for off-season advertising, accounting for higher customer acquisition costs.
7:40

Boosting Customer Lifetime Value

Highlights the importance of increasing customer lifetime value to justify higher off-season marketing spend, contrasting it with focusing solely on lowering customer acquisition costs.
9:20

11 Upselling Strategies

Details eleven actionable strategies for upselling, such as increasing service frequency, selling supplements, upgrading product quality, offering tiered packages, bundling services, and setting up technician bonus programs.
14:40

Instant Pricing Benefits

Advocates for implementing instant pricing on websites to streamline sales, attract ideal customers who value convenience, and filter out 'tire-kickers'.
17:38

Improving Estimate Follow-Up

Explores strategies for improving follow-up processes for pending estimates, including personalized approaches and tiered follow-up systems based on current booking capacity.
21:29

Handyman Business Turnaround

Shares the story of Joey, a handyman business owner, who transformed his $3 million business by addressing seasonality, implementing warranties, guarantees, and lifetime inspections for recurring revenue.

Speakers

Mike Andes

Host

Key Takeaways

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Prioritize recurring and time-sensitive jobs during peak seasons, and strategically schedule one-time, time-insensitive projects for slower months to balance workload and revenue.

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Calculate your off-season 'revenue gap' and the number of jobs needed to fill it; then, budget for increased off-season advertising, accounting for higher customer acquisition costs (2-5x busy season rates).

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Focus on boosting customer lifetime value through upselling strategies, as this allows you to profitably spend more on customer acquisition, even during the off-season when leads are scarce.

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Implement at least three of the suggested upselling tactics, such as offering tiered service packages (good, better, best), bundling services, or providing discounts for increased service frequency, to enhance average ticket size and customer value.

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Adopt 'instant pricing' on your website to allow customers to accept estimates immediately, filtering out price-sensitive clients and catering to those who prioritize speed and convenience.

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Develop a tiered follow-up system for pending estimates that adapts to your current booking backlog, using more personalized and intensive methods (like selfie videos or detailed quote breakdowns) during slower periods.

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Train your technicians and staff on upselling and incentivize them to identify and offer additional services, leveraging property inspections or service visits as opportunities to increase customer lifetime value.

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← The Offseason Book: Chapter 3: Lockdown Mode (Cure 1)

The Offseason Book: Chapter 5: Adjacent Services (Cure 3) →