Got a cold-call today from a small plumbing shop in my area looking to sell their 250 commercial service accounts.
We weren't his first call, but I had an offer to him within a few hours. He replied within 5 mins w/ a counter. Deal.
We're nearly 100% residential service, so this is a great bolt-on for us.
The service provided (backflow prevention testing) will have ~80% gross margin for us and is req'd by law to be performed annually at a minimum.
We'll also likely become the first call for these commercial accounts when they have an emergency, repair, or other plumbing requirement since we're already there every year servicing their system.
We become "their guy."
Terms:
- 40% of T-12 Gross Rev upfront, in cash
- 50% of sales from retained accounts for 1 year
Both sides incentivized for a strong transition.
Backstory:
Guy built his clientele in NJ over several decades, but moved to his retirement home in VT last year. Commutes to NJ 2-3x+ per month to service his clients and is burnt out.
s/o to @NickHaschka, who talked me through his approach to transitioning service accounts last month. I'm sure he'll recognize the structure used here!
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SMB vs. CRE - Which one should an operator pursue first?
My take: SMB first.
Here's why:
First, key assumptions:
-You're using your own capital
-You're "dangerous" enough to feel competent in either realm
-Simple examples: no growth, closing costs, WC, etc.
Stats show that a majority of business partnerships fail.
It's important to get the partnership on the same page on the things that matter.
The following are my plumbing partnership's guiding principles:
First, Do No Harm.
This is currently a profitable operation that we must be careful not to de-rail. In the early weeks and months, observe and take notes. The time for implementation of change is not Day 1.
No Assholes.
We're a small team and have the ability to shape - for better or worse - the environment in which we are going to work. Differences of opinion will naturally occur, but they must be handled with maturity and with the understanding that we're all on the same team.
~3 out of 4 calls we get are from folks aged 70+. Why?
For the past 30yrs, seller had very little marketing. He's grown by word of mouth referrals and customer retention.
And his customer base has aged with him.
My assessment: As we ramp up our digital and trad. marketing efforts, we'll be targeting an entirely new demographic without expanding our service area.
Not out of the question for us to 2x (or more) our customer reach in the same geo.
Our reputation and co. age have made it so that we have the gated senior communities (of which there are many in East Central NJ) nearly locked up.
We'll focus traditional mkting efforts here to maintain that advantage while building digital mkting for the younger demo.
"We have learnt by bitter experience that it is sheer waste of force, when we come against an enemy position, to press our attack equally at all points.
We must feel and test the position everywhere, and endeavour to push [...] where a weak spot is found or made." -BHLH