In the home improvement business, most calls do not end in a sale. In fact, on average, you will only make a sale in 1 out of 3 calls. People in the business call this the "industry standard." However, there are ways to stand out and get more sales.
Eventually you’ll hit a stride where this is the norm for your business, but does that mean you should simply sit back and relax? If you want to make money, that answer is no. Successful people continually improve the ratio of sales to leads.
When you are starting out, you have to accept the fact that you will never make a sale every time. It's simply part of the game. But with these tips, you may be able to make more sales than you thought.
Phone Calls
When to make a phone call is sort of an art in itself. Should you call the same day or in the first hour? That depends on the client. But be sure that you are calling at an appropriate time.
When you make that call, be friendly, nice, and straight to the point. Don't talk about anything negative. Also, don't spend too much time talking; unless of course, the other party wants to continue the conversation. Usually it's best that you let them know that you are just making a quick call.
While calling someone may be awkward for some, it's a tactic that is worth pursuing. Let's just say it's a low risk, high-reward strategy. The worst case scenario is that you may get something in the lines of "Everything is fine. Thanks for the call." Best case scenario you will get an easy sale.
“Thank You” Cards
"Thank You" cards are a great relationship-building and marketing tool. They’re very presentable, are received pleasantly, and also include your contact info for future use. You may be asking yourself, “How many should I need to send?” These cards are a safe strategy to send to everyone.
Also, we are not talking about digital "Thank You" cards that you send via e-mail or messenger. Send a physical "Thank You" card through the snail mail. While this tactic worked very well in the pre-digital world, its effectiveness is only multiplied in these modern times as it shows that you care and are more willing to take that extra step.
Another great reason why sending "Thank You" cards is a great idea is because they are inexpensive, small, and easy to mail. And typically a physical "Thank You" card can potentially lead to repeat sales or referrals.
Remember, one of your tasks is to create a lasting impression on your potential customer so you stand out from the crowd. If you do the same thing as everyone else, your business will blend in with the other contractors. Sending "Thank You" cards is not usually done within the industry. So it will make you stand out more easily.
So, the next time you finish a project for a customer, send a "Thank You" card.
The next time a subcontractor did a good job or finished on time, send a "Thank You" card.
The next time a supplier "went above the call of duty," send a "Thank You" card.
As a bonus tip, never send those "Thank You" cards without inserting your business card. In fact, insert two business cards. If you get lucky, you may get a potential customer, and the extra card could land you a referral.
Personal Visits
Let's just say you are in a certain neighborhood for a possible business deal. It's the same neighborhood in which you had a previous customer. After the meeting with your potential customer, why not swing by for a personal visit with your past customer?
However, only do this if you and the previous customer had a great and successful dealing. If this is not the case, you shouldn’t visit.
Your previous customer would most likely be surprised to see you. Be polite and respectful of their time. Just say something like,"I had business in the area, so I thought I would swing by your place." You will never know how the conversation goes and where it will lead you.
Don't be offended if they act as if they want you to leave. Remember, you were there on a surprise visit, and they may be planning for something else. Don't take it personally, and simply move on.
When to Give Up
Sooner or later, you will meet a potential client that simply won't mix well with your personality or values. The potential client may be too demanding for you, disrespectful, or even rude. In such cases, it's best that you don't pursue a closing.
While a "never give up" mentality may seem noble, your main concern here should be efficiency. If you and your client aren’t getting along very well, it will cause a lot of stress and anxiety for you both.
All jobs will cause certain levels of stress and anxiety. But when a client is providing the stress equivalent of three customers, it might be best just to work with three customers. It’s the same level of stress and you’ll get paid more.
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