Keep the Pedal to the Metal
Continuing mixed reviews in the marketplace give even more importance to keeping your sales pipeline filled with prospective clients at all stages. Keep a constant eye on the new opportunities coming your way and do your best to maintain a constant or rising level of new prospects, projects in design, and projects in construction.
I’m still seeing remodelers getting wrapped up in one or two large projects that “could” feed the company for months — and taking their eye off of the pipeline while they narrow their focus. Then, if one of the big projects drop out, the remodeler is stuck, scrambling furiously to generate new business.
Lesson 1. Keep an eye on the pipeline.
Lesson 2. Maintain a strong marketing presence always!
So, what should you be doing now to maintain that market presence? One successful remodeler says that he’s in the strong position he is in right now due to the fact that he kept investing in marketing throughout the downturn. This should be your attitude too.
So, what should you be doing now to maintain that market presence?
- Reach out to previous clients. One would think this is a no-brainer but I’m still talking to remodelers who aren’t doing it. Here are some ideas:
- Monthly e-newsletters full of interesting information on home remodeling, design, new materials and more.
- Phone calls. Many remodelers will use the phone to touch base with past clients, sometimes, setting appointments to come and check out the workmanship from the previous project. This is a great way to reconnect face-to-face.
- Invitations to educational seminars. Many remodelers are finding that this tactic attracts new prospects as well as previous clients who are considering another remodel.
- Hosting dinners with a previous client and a prospective client.
- Personalized letters including information on company updates and a request for referrals.
- Customer appreciation event at showroom or office. There’s no better way to feel the love than to have a room full of happy clients sharing stories with one another.
- Network, network, network. Get out into the community and start shaking hands. If you belong to the Chamber of Commerce or Rotary, go to the meetings! Look into local networking groups like BNI to see if there may be a fit for you. Reach out to architects, interior designers and K & B specialists to talk about possible working relationships.
- Begin actively asking for referrals. Learn how to ask effectively and then do it every chance you get. Even if you don’t sell a job, the homeowner could be a source of referrals for new jobs.
These are just a few ideas that you should be using now. There are plenty more. The goal is to constantly be adding new prospects to the top of the pipeline so that you and your company never run dry!
For more ideas on keeping your pipeline filled, read The Remodelers Marketing PowerPak: How to Develop a Powerful, Cost-Effective Lead Generation Program. It’s packed with proven marketing ideas culled from top remodelers across the United States and Canada.
Interested in working with a Remodelers Advantage coach on your marketing program? Watch for information to come on a new Marketing Strategic Action Group coming soon!