DIRECT MAILING

[ed440 at mindspring.com]

Norma-
Thank you for this message.  Your reputation is your best advertisement.
How long did you practice before you sold your first tuning?
Ed Sutton


-----Original Message-----
>From: Norma Neufeld <normajneufeld at shaw.ca>
>Sent: Mar 4, 2006 11:31 PM
>To: Pianotech List <pianotech at ptg.org>
>Subject: Re: DIRECT MAILING
>
>A lot has been written lately about and for rookies, like myself, starting
>out - how to drum up business, cold calls, mailings, ethics etc, etc.  Six
>months ago I was sitting in an office full time, unhappy, doing the odd
>tuning.  Today, though I struggle at times, about 80 % of my income is from
>my piano business.  It's growing very quickly and here's a couple reasons
>why I think that's happened.
>
>When I first started studying, my mentor made me promise not to go out and
>mess with peoples pianos until he said I was ready.  I kept that promise (a
>major lesson in patience!), but when I finally did get out there working I
>was confident in my skills and abilities and I think it shows.  I am also
>very honest with clients when a job is beyond my abilities and have to call
>in the big guns.  They appreciate this and also know their precious piano is
>getting the best care available.
>
>Direct Mailings vs. Cold Calls - Nothing beats a handshake and a smile.
>IMHO.  I don't think cold calls are unethical if handled properly.  I
>visited almost every church in the city last summer and the four main school
>boards.  After an introduction my first question was "Do you have a regular
>piano technician who cares for your pianos?"  If they said "Yes, we use so
>and so"  I'd reply with something like "Good, you have one of the best"  or
>"he does nice work, thanks for your time....."  Under no circumstance will I
>attempt to undercut or take business from a colleague, or mislead a
>potential client in any way.
>
>I am still very much a rookie and don't claim to have any answers, but these
>things have really kick started my career.  I also read everything I can get
>my hands on regarding pianos, I listen way more than I talk when around
>other techs, joined the PTG, read the Journal, attended my first convention
>last month (PNW in Calgary, it was great).   Warranty tunings for a
>reputable dealer are an excellent way to build clientele,  get to know some
>music teachers and local pianists, they're a great resource.  I love my new
>career, sure beats sitting in an office!
>
>Just another rookie trying to help,
>Norma Neufeld
>Saskatoon, SK
>
>
>----- Original Message ----- 
>From: "Dave Bunch" <pdtek at mchsi.com>
>To: "Pianotech List" <pianotech at ptg.org>
>Sent: Saturday, March 04, 2006 6:01 PM
>Subject: Re: DIRECT MAILING
>
>
>> Hello- When I first started out 20 years ago and was looking for ways to
>> drum up business, I made up a promotional letter and sent it to every
>church
>> in a 30 mile radius. I found the response rate was about 2%. Not much, but
>> you have to remember that most places already have a tuner and those that
>> don't usually like a direct referral from someone that they trust.
>>
>> That 2% was a foot in the door, however, and the good work I did allowed
>me
>> to keep the accounts and the word spread to other churches and private
>> owners. Probably the biggest break was when the local piano teacher of
>great
>> influence on the music community decided to try out this "upstart". When
>she
>> was happy with my work, that opened the floodgate to the other teachers in
>> the area and their students. It all has to start somewhere.
>>
>> Dave Bunch
>>
>>
>
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