PLCAA SPEECH OUTLINE

PROFESSIONAL LAWN CARE ASSOCIATION OF AMERICA

November 14, 1999

I. EVERYONE SHOULD OUTSOURCE TELEMARKETING - THE BEST CHOICE

IT DOESN'T REALLY MATTER HOW YOU GET YOUR TELEMARKETING LEADS IN SPRING AS LONG AS YOU GET YOUR LEADS FROM A GOOD OUTSIDE TELEMARKETING SERVICE BUREAU. IT'S THE BEST WAY TO GET NEW CUSTOMERS. THIS IS A FAR BETTER CHOICE THEN TRYING TO DO-IT-YOURSELF.

USING AN OUTSIDE TELEMARKETING FIRM ALLOWS YOU TIME TO FOCUS ON THE CORE COMPETENCIES OF YOUR BUSINESS.

YOUR BUSINESS HAS A LIMITED WINDOW OF OPPORTUNITY, LIMITATIONS OF TIME AND RESOURCES IN MANY RESPECTS:

· THE LOCAL WEATHER: NEW BUSINESS TIMING BETWEEN THE SNOW AND SUMMER

· CUSTOMER WINDOW OF INTEREST: MORE INTEREST WHEN THE FIRST STARTS OF THE LAWN APPEAR, AND A RELATIVELY SHORT NUMBER OF DAYS OF PEAK ATTENTION.

· COMPETITIVE POWER PLAY: HEAVY TELEMARKETING IS PLANNED TO SATURATE YOUR PRIME PROSPECT AREAS IN THE SHORTEST POSSIBLE TIME. THE ONE WHO GETS THERE FIRST IS MORE OFTEN THE CHOICE.

· LIMITED EMPLOYEE MAN-HOUR RESOURCE: THERE ARE ONLY SO MANY HOURS IN A DAY. AND EACH DAY IS LIMITED TO A FINITE NUMBER OF HOURS THAT AN EMPLOYEE CAN WORK

· STAFFING ADDITIONAL TELEPHONE SUPERVISOR OR MANAGER IS NEEDED

CONCENTRATE ON WHAT YOU DO BEST AND WHEN YOU DO THAT YOU MAXIMIZE YOUR PROFITS. PAY ATTENTION TO…AND FOCUS YOUR ENERGIES ON…THE "WHAT" OF YOUR BUSINESS AND LESS ATTENTION ON THE "HOW'' OF NON-CORE ACTIVITIES.

Fact: Over 90% of Fortune 500 companies have out sourced at least one major business function (Forbes, Oct. 1995)

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