New Business is Essential

[John Lillico, RPT]

For new practitioners or struggling seasoned veterans, this may be of interest.

Throughout 1999, I kept track of all sources or new business. Of 115 new clients, 76 came from referrals, 27 from Yellow Pages, 5 from other forms of advertising, 3 from publicity and 4 were of unknown origin.

As I live on the shore of Lake Ontario, s/w of Toronto, I'm in an area which sees tremendous growth year after year. Although they may appear  to fail to return the investment yielded, Yellow Pages are worth their weight in gold in an area such as this.

Prior to last year, I took referrals for granted. Since then though I have not only been thanking people but issuing "service certificates" toward future piano servicing, roughly equivalent to five per cent of the invoiced amount. In 1999, this totalled $591. amongst 48 sources representing $11,800. in new business. One of my top two supporters is a travelling music teacher and the other is a sheet music store.

Of course, a great source of new business will come from dealer sales.... but then, I don't do any dealer work.

My active data base goes back fifteen years. Those I haven't seen since then receive a "being archived" letter. This resurrected twenty dormant files in 1999.

As I had been pretty much out of the service field from 1984 to 1994, I found "getting rediscovered" a tremendous challenge. I think it was Steve Brady who once wrote something to the effect that if you don't make it in seven years, you'd better give up.

John Lillico, RPT
Oakville, ON  Canada