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A Tale of Two Trash Companies: Lesson in Marketing

Moving to a rural area was a new experience. Joining a water co-op, an electric co-op and needing to decide between two trash companies, yes, even trash pick-up was now my responsibility. After asking neighbors we picked one out of the two companies who serviced our area. A 50/50 bet, what could go wrong? Everything ran smoothly until the snow storm hit, and our trash sat, and sat, and sat at the end of the driveway, only to be scattered across the neighborhood as the wind picked up.

Service continued to decline after the storm, going from Sunday night pick-up to Monday afternoon to later. As I watched my full trash can out the window on this Tuesday morning I had already determined I was going to switch companies. Trash shouldn't be this much work.

That's when something happened...Their competitor who services the neighborhood saw my trash can, emptied it and left a business card under the lid. It was a brilliant move for several reasons:

1. They saw an opportunity, anticipated my needs and took action. Right place at the right time.

2. They were willing to give a little in order to gain a customer for the long haul.

3. They made it easy to switch by leaving key information right where I needed it.

Looking to build your business? Ask yourself how you can do the same for your prospects. Meanwhile, I'm giving the folks at Sweetland, my new garbage company, a call today.