Being a Trades Business is not for the faint-hearted. Added to hard site work and demanding customers, you have to be a creative whirlwind in marketing!
Facebook, Instagram, website, content writing, infographics and, yes, your phone is now ringing with queries and quote requests! Not only do you have to generate leads constantly, but you have to generate quotes, follow up on leads, generate content for marketing, follow up on quotes, invoicing etc – it’s an infinite list.
And we all know, if you are not winning work, you do not have a stable income.
Leads And Quotes
Generating leads is step one – see our article about online marketing ( Why Plumbing & Heating Businesses Need Online Marketing To Thrive!). The next step is to quote them and then convert them into a customer with a ‘go-ahead’… and the nurturing to increase conversion is a step commonly missed.
The money is in the follow up and that means more than just an immediate follow up – if a customer isn’t ready to buy now, it doesn’t mean they won’t be ready to buy later.
The conversion process can break at a few points. Focus on the weak points.
Potential customers spend time researching options online before reaching out to you. Your website must load quickly, be user-friendly, and allow them to contact you easily (via a quick form, chat box or messenger) you will lose them in seconds.
Optimise your social media profiles by adding your contact details and add fresh, relevant, SEO optimised postings. This includes optimising your Google My Business profile with relevant content and posts, updated regularly.
Have lots and lots of up-to-date reviews listed on your website and profiles as they are your digital word-of-mouth references.
Your customer will make contact by phone or a contact form. Everyone connected to your brand must have excellent telephone manner – positive tonality, friendly and respectful.
You can lose business in the first call (even within the first 5 seconds) very easily!
Never be overconfident or assume. Always strive to give the best possible service from A – Z of every project. The world is a small place, and people talk.
Great service does not end after a quote is approved. You want LIFETIME repeat customers – they are 300% more profitable than new clients.
If your brilliant response time and pricing don’t result in immediate conversions, don’t give up! About half of all Trades businesses do not follow up on quotes!
Following up straight away is the most important action for increasing customer conversions. 80% of conversions are achieved between the 5th-12th contact.
Contact must be once a week via phone call or written messages.
Solid follow-up will add to your business’s credibility.
Using A Lead Management System
Never miss an opportunity again by using a proper Lead Management System – you can boost conversions, streamline your processes and save time by leveraging systems and marketing automation. Don’t let time-consuming manual steps hold your business back from growth!
Need some more lead management tips for your Trades Businesses? Click here to book a call.