Deby Sorenson knows a thing or two about running a profitable business. As a saleswoman, she’s achieved great success during her career, selling everything from portable restroom chemicals to high-end cosmetic products.
A motivational speaker, trainer and author, Sorenson now runs Red Carpet Promotions, an event consulting business. Her husband, Brian, is a regional sales manager for restroom manufacturer Hampel Corp. Her knowledge about the industry, combined with her sales success, give her an interesting perspective on how to run a successful portable sanitation operation.
Sorenson is particularly bullish on special events as a profitable market niche for restroom contractors, especially as construction slowdowns affect many parts of the country. Just as with investments, diversifying your business base is an important strategy to protect against cyclical downturns. Sorenson shares some thoughts about why restroom operators shouldn’t ignore the growing potential of special events customers.
Pumper: Why should portable restroom operators concentrate more seriously on the special event market?
Sorenson: One of the best reasons is exposure. You never know who’ll show up and become your next best customer. On a jobsite, the only people you expose your business to are construction workers.
Also, keep in mind that in a community, the same women who organize, say, the local cherry blossom festival are also involved in junior league, or are the chairs of local boards. Or they help their husbands organize corporate picnics.
Plus, anyone who uses portable restrooms is always checking out someone else’s units — that’s just the way it is. And if they like what they see, they may give you a call. They’re thinking, “Well, I always use Company XYZ, but maybe I should give this guy a try.”
Another good reason is profitability. In just one weekend, you can earn the equivalent of one full month’s rental at a construction site, so it’s very lucrative. Better yet, many special event customers pay cash up front, and the events occur on weekends, when your trucks are down. So you’re earning additional income at a time when your trucks aren’t normally operating.
Too many operators don’t look into special events because they figure it’s not really repeat business. They think it’s just a festival, for instance, and don’t consider all the other events that are held, such as bike races, fun runs and music festivals.
Pumper: What’s the best way to break into the market?
Sorenson: I’d start by going through the Yellow Pages and make a list of all the businesses you’d normally call if you were holding a special event, such as a graduation, a black-tie party, a family reunion, a corporate picnic, school or church fairs, weddings … the list goes on and on.
I’m talking about wedding planners, disc jockeys, bands, florists, tuxedo rentals, caterers, clowns, magicians, pony rides and the like. These are all businesses that people automatically think of when they’re planning an event, but they might not normally think about the need for portable restrooms.
Pumper: What’s the next step?
Sorenson: Start to partner with these businesses — let them know you’re available. Leave a stack of your business cards with them. If, for instance, I’m booking a home wedding, I may not think about the need for portable restrooms. But the cards will remind those businesses to ask their customers if they’ve thought about using them to keep all the foot traffic and mess out of their homes.
I’d also suggest offering the businesses a 5- to 10-percent finder’s fee if they refer a customer that hires your company. It’s easy money for, say, a florist, and you can pay the fee out of your marketing budget. And you have much more credibility if you approach someone with a referral from a party planner.
Pumper: What’s the best way to approach these potential new clients?
Sorenson: Here’s a general script PROs can use as a start:
“Hello, Mrs. Smith, my name is Joe Brown, and I’m calling from ABC Portables. I recently spoke with Bobo the clown, whom you hired for your son’s upcoming birthday party. Bobo knows I do a lot of backyard parties, and he mentioned that you might be interested in clean, portable restrooms to help keep the traffic and mess out of your home.”
This approach has several advantages. First, it allows you to introduce yourself. It establishes the fact that you have a mutual acquaintance. It tells the customer you’re experienced and have worked this kind of event before. And you’ve mentioned how your service can benefit them — the home cleanliness issue.
As long as you’re not pushy, and are friendly and upbeat, this approach is bound to generate lots of positive response. You have to convince them that you’re trying to help them with a need they didn’t know they had.
Pumper: Is there special equipment restroom contractors should purchase if they’re eyeing the special events market?
Sorenson: I’d recommend at least a dual hand-wash station, which will help lines of people move faster than just restroom units with a sink inside. You also can charge more if you offer special equipment. But whatever you do, always upsell, and be sure there are enough restrooms at the event.
Pumper: What’s one of the most important things restroom operators can do to be successful?
Sorenson: First of all, your image is everything. You have to reinforce the good impression the customer got from your initial phone call. That means the units should be in good shape, clean and serviced well. The same goes for arriving in a clean truck with a driver in a nice uniform. Exposure is a dual-edged sword! So everyone in your organization needs to understand they’re representing the company. That means the driver smiles when he gets out of the truck and doesn’t, for instance, drive on the lawn. They must represent the company as if they owned it, versus an attitude of, “I get off work in five minutes — whaddya want, lady?”
Pumper: What’s another factor to consider?
Sorenson: Anyone who wants to be successful in business must take a good look in the mirror and realize we all have strengths and challenges. So in areas where you’re challenged, you should rely on other people and pay them what they’re worth. For example, I’ve sold everything from restroom chemicals to high-end beauty products, but I’m not good at finances. It’s just not my strong suit. I tried doing it until I read a quote from a woman in a business magazine who said, “I would no more handle my own financial investments than I would cut my own hair — I leave that to professionals.” It was an epiphany of sorts — I wouldn’t cut my own hair! So I went out and hired a financial consultant.
A business will never get bigger than you. So you need to be humble enough to admit when you need help.
Pumper: What if a business can’t afford to hire consultants and the like?
Sorenson: Then educate yourself. The U.S. Small Business Administration, for instance, holds local classes all over the country, covering everything from financial planning to sales and marketing. There are lots of resources out there.
