Warm up Your Potential Clients:
Have you ever walked into a restaurant and sat down with total strangers and started to try to sell them something? Probably not. If you did, can you imagine how weird that would be to both parties? But think about it this way, when you walk in to talk to a prospective client about their commercial roof, how well has your marketing done it’s job and how well does the building owner know you?
Is the protective client thinking “Will this guy rip me off? Is he trust worthy? Is he insured? Is he going to give me a fair price? Is he experienced?”
We get comfortable in these situations but when you really think about it from the client’s side of things, it’s like speed blind dating and hoping to click with THE ONE. For the vast majority of us that is uncomfortable and rightfully so.
Build Trust:
Your marketing is more than a FB page, direct mail piece or truck sign. The power of a marketing plan is having customers talk about seeing your trucks all over town when you only have 1 or 2 trucks. Using simple things like job signs and vehicle wraps can help build a brand. It builds trust.
Address Concerns:
Using a FAQ section either on your website, Social Media page or even in print on your Direct mail piece helps address some concerns before they arise. This shows your clients that you respect their concerns and have already done your due diligence to recognize them and try to eliminate those concerns. Combining these with written, and video testimonials is powerful.
Testimonials, especially if done by highly regarded community members can be a huge benefit for your business. The testimonial melts customers concerns even more than a FAQ section because they literally have someone pointing out the exact potential issues they were thinking of. A video testimonial also says this person trusts you enough to sing your praises and put their stamp of approval and their name on the line for you. That is the ultimate tension breaker.
Don’t forget to play your strengths, if you are a small owner operator business you should market the fact that your customer can contact you, the owner and that you will most likely be on site or involved in their project. Likewise, if you are a larger operation make sure that your sales people are trained in installations and not just on how to sell and market.
Market, Market, Market:
If you commit to using your marketing as the number one tool in the toolbox and allow it to do the hard work for you, it can make a huge difference when the opportunity to make a sale shows up.