Selling the Invisible...Literally
So, as the saga continues, I am being told to convert from focusing on marketing to sales...even though we've had shoddy marketing efforts at best due to the view of marketing around here.
One of the markets we're targeting is contractors for asbestos inspections, mold assessments and other environmental services associated with construction.
Here's the problem.
What do I sell? Basically, we want them to call us when they have an issue, but we just have to wait until that situation presents itself...so that's marketing. How do I sell the, "Call us if you need anything."
I would love to offer information, white papers, tips, etc to these people so when they do have an issue, they call. But, the owners are scared to give away information because, "That's what we want them to pay us for." In addition, they just say, "No one will read that."
So, why don't we offer something they will read?
It's frustrating to have marketing seen as "send out a letter," or even worse, "send a mass email."