Posted by: jeb1 | June 13, 2011

Prospect Process From Remodeling Magazine

By: Tim Nagle

New leads are extremely valuable. Make the most of them by creating an excellent first impression and letting them know you are a professional. We want prospects to trust and have confidence in us. As John Jantsch says in his Duct Tape Marketing book, “Get someone who has a need to know, like and trust you.” A future client needs to know, like and trust you, before they will ever buy from you, refer you, and do repeat business with you.
It’s difficult to do this successfully without a process or a marketing and sales initiative for the early steps of developing your prospects. Map out all your steps from the first call to the initial visit.

The Initial Call:  In a previous blog article, I discussed the initial phone call in depth. I see too many remodeling business wing it when a customer contacts them, so they miss out on an opportunity to differentiate themselves. Do you answer the phone and have method for gathering the right information, ask the right questions, and connecting with your prospect? Do you show a genuine interest? What happens if you set an appointment? What happens if you don’t? Friend and fellow remodeling business mentor Kyle Hunt created a Project Discovery Sheet (see below) to help remodelers systematically gather the right information and engage properly with the first call.project discovery sheet

Project Discovery Sheet

Click here to download the Project Discovery Sheet PDF.

Pre-Visit Expectations. Eliminate confusion by outlining what the homeowner can expect during the initial visit. Remember, a prospect may know about your company and still not feel completely comfortable during the initial visit. Eliminate that fear and let them know what to expect. Using a set process for the initial visit will be a huge step toward building confidence.
Lloyd’s Cabinet Shop owner Ken Selle [LINK] sends his prospects a “What to Expect at First Meeting” document. The objective is two-fold. First, it provides a reason to ask for the prospect’s e-mail address. Second, the client will be more comfortable and trusting if they know what will take place during the initial visit. I believe that this also increases the odds of having a solid two-party appointment with all decision makers present and increase the chances of progressing towards a higher conversion rate. He pitches the document by saying, “We’ll be sending you in an e-mail that will contain a document titled “What to Expect at Our First Meeting.” Please take some time to consider the questions as it will help you prepare for our meeting together. What is your email address?”

What to expect

Click here to download the “What to Expect at Our First Meeting” PDF.

One of Kyle Hunt’s clients, Mari Vaglica Borchert of Borchert Building Company, said integrating the “What to Expect” document into her process has “really helped the client understand what kind of information we are looking for when they meet with us for the first time. It also allows us to easily approach some of the more difficult issues that might otherwise be tip-toed around, such as financing, budget and time-constraints. By the time the client has their initial meeting with us, they already have the impression that we are professional, detail-oriented, and genuinely interested in their project, and we have a pretty good idea how serious a candidate they are! But another reason I like using it: It gives me the PERFECT excuse to get their e-mail address and add them to our contact list!”

Homework: Pinnacle Renovations and I worked together to develop a unique process to help use the initial meeting to focus on the customer’s needs. Owner Paul Klassen sends his customers a project idea book, which evokes a good response from his customers and has enhanced his vision of creating a family-focused, relationship-based team at Pinnacle. The project idea book helps homeowners translate their thoughts and emotions into writing, and requires the family’s participation about their vision.

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