by Dan Galvin, Success in Power Washing
Now, this story is not about just two particular power washers, but more a story of two different groups of power washers.
I want so much to change this industry into a well respected profession that people will look up to and not think of us as some guy with a pickup truck, a box store pressure washer and a couple gallons of bleach. However, to my surprise, the biggest challenge I have found is ourselves and the way we think. Change your mindset and you will change your life.
I talk to one group of power washers and they say “if I could only make $500 or a $1000 a week I would be doing ok.” Doing ok? Why would anyone want to just do OK? And $1000 a week, they should be like the second group of power washers and saying, “Wow, I make a $1000 a day easily in this business. What a great business to be in.”
You know the old saying “give a man a fish he will eat for a day. Teach a man to fish he will eat forever.” Well, the first group of power washers seem to just want to be given a fish so they can eat for a day because they say that the fishing pole is too expensive and they don’t want to buy it, so they will go hungry for a couple of days until someone comes along and feeds them. That’s got to be one of the stupidest ways to live but I see so many power washers living that way all the time.
The second group of power washers took the time and money to invest in themselves by educating and training themselves. They went out and bought that fishing pole so they don’t have to rely on someone else to feed them. That’s why they are the power washers that are achieving the six and seven figures.
I hope by now that you know that I am not really talking about fishing or a fishing pole, I am talking about marketing and the way power washers look at marketing.
Marketing is a mindset that only a handful of power washers have and they are the ones that are easily making the six and seven figures. The lack of marketing mindset is when you misunderstand what marketing and selling really is and that lack of marketing mindset will kill your business.
Here is a real life example. It was last October during the PWNA 2010 convention in Columbus, Ohio. Steve Stephens was the keynote speaker, he is a brilliant and awesome guy that spent more than an hour with the whole group talking about marketing mindset. At the end of a really good presentation that was filled with fantastic to the point tips that anyone in the audience could take back with them and use immediately in their power washing business, Steve promoted his book The Pressure Cleaning Bible – Marketing.
In this book you will find 30 years of Steve’s life experience written in plain easy to read text that has everything a power washer could want in a book. This book contains thousands upon thousands of dollars worth of information and like I said, this book has everything power washers could use to improve their businesses.
So at the end of his speech Steve offered his book, which he should have sold for at least $1500 or more, for a crazy low discounted price of $25 to all of the PWNA convention attendees. I wish I could say that I was first in line, but all the power washing millionaires ran up and purchased the book before me.
Why were they first in line? I mean these guys already make over a million dollars a year and some of them make multi-millions of dollars. Why would they buy this book? They don’t need it. They have already succeeded in the power washing business. Why would they waste their money?
I will tell you why. Because they have the marketing mindset. They know that if someone takes 30 years of their life experience and packages it into a book or product that you can learn from, you would be a fool not to purchase it.
The thing that kills me, besides a good blow to the head, was that there were a huge percentage of people that did NOT buy Steve’s book. These are the guy’s that are waiting for someone to throw them a fish because the fishing pole is too expensive. These are the guys that are going to complain that they don’t have any work this week and can’t pay their truck payment.
Change the way you think and start living the way you always wanted to. The first thing you need to do right now is to take action and order Steve’s book today. I am not making any money on this and Steve did not even know I was going to write this. This just my strong belief that we as a group can improve our industry and maximize our profits.
You can still order the book on Amazon.com; otherwise you may be waiting a long time until someone throws you your next fish.
You may be wondering, “Hey Dan, I thought you were the Power Washing Marketing Mentor and had you own marketing products. Why are you promoting Steve Stephens’ book?” That’s a great question.
The truth is, in marketing there is no magic pill you can take to make you a million dollars over night. You need to learn from any and all people and materials you can get your hands on. Not everyone learns the same way, I will learn different than you will on many things. However, if you can just learn one tip, trick or step that will save you time and money, Steve Stephens’ book will pay for itself a hundred times over. Go right now www.stevestephens.biz and order Steve’s book, because the better each one of us becomes, the better our industry becomes and besides, I like Steve and think very highly of him.
I am going to leave you with a quote that I have used before and you can also find it on page 117 of Steve Stephens’ book The Pressure Cleaning Bible – Marketing: “To become successful you must be a person of action. Merely to ‘know’ is not sufficient. It is necessary to know and do.”
Dan Galvin is owner of East Coast Power Washing and founder of www.SuccessInPowerwashing.com
This article originally ran in the February 2011 issue of Pressure Cleaning Contractor Magazine, which is now eClean Magazine.