Gatekeeper System Yields More Sales

Kathy Shertzer, office manager for DuKate Fine Remodeling, Inc., is also the company’s “gatekeeper.” In the latter role, she makes the first point of contact with prospects, pre-qualifies them, and maintains contact with clients after they sign contracts. “Our gatekeeper system establishes a higher level of professionalism, a strong relational bond, and results in a higher close ratio,” says Mike DuKate, president of the Franklin, Ind.-based company.

Shertzer sets up a phone appointment with a prospective client and spends about 30 minutes discussing the project and building a relationship with the person. At the conclusion of the conversation, Shertzer makes a sales appointment and writes up a profile of the prospect and a prioritized agenda of the prospect’s needs. She also notes instances in which prospects disqualify themselves.

“We find that Kathy is not perceived by prospects as a threat or as a salesperson, as a man might be, thus lowering the threshold of obstacles and raising the opportunity for success,” DuKate observes.

Armed with the profile and agenda, the sales staff is well prepared for the sales meeting and can efficiently close the sale. “We are conserving valuable time formerly spent on unrealistic expectations of project to budget (pre-qualifying),” DuKate says. “Often the gatekeeper reveals the homeowners’ intended budget, which aids in our sales preparation.”

DuKate’s production department receives copies of client profiles when projects move into the construction phase. And, as their projects progress, Shertzer stays in contact with clients every step of the way. “The process gives the client tangible touches of professionalism that set us far apart from competition,” DuKate notes.

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