Turn More Leads Into Paying Projects - Improving Your Sales Process
Presentation by Kyle Hunt, CEO of Remodel Your Marketing
Thanks to everyone that joined us today. It was a fantastic presentation by Kyle Hunt of Remodel Your Marketing.
Kyle has been in business since 2008 helping remodelers with marketing, sales, and financial best practices. He works exclusively with remodelers all across the country. Kyle has a national Facebook group, a podcast and website all tailored to remodeling. It’s awesome that someone specific to our industry is willing to speak on these topics, completely FREE! Below is a quick recap of what we covered today!
What happened today - the four things we talked about.
Initial phone call
This is how we work - five powerful words - our process
The in-person meeting
Lead tracking, sales pipeline, follow-up
Initial phone call
- The most important part of the sales process, but why:
- Opportunity to learn about the lead, qualify the lead, and protect your most valuable asset: time. You also want to find out what they’re looking for, what their needs are.
- Are you focused when this takes place?
- Do you have a schedule for the call? If you're driving, they're going know it...does that show that you care or have a schedule? It kind of shows you shoot from the hip.
- Let's not neglect this step, but rather focus on it. If the call has to take place in your car, pull over, get a note pad out and begin the Q&A introductory session.
- Before you call:
- Research the prospect and their home...no we're not talking about stalking the customer.
- Social media, Google, Zillow. All of these sources provide valuable insight into who you might be working with. Employers do the same thing during the hiring process. Are they new to the area, do you have any mutual connections, are they recommended by colleagues on Linkedin?
- Why do this? It impacts your selling approach.
- Engineer vs stay at home mom
- The engineer is going to care about the fine details, while the mom may care more about the design aspect.
- Get in the right mindset.
- Like we mentioned above, don't make that call while driving. Pull over and mentally prepare. This is kind of like a first date. Be ready to talk and listen. Let the lead know that you have their complete attention.
- Project Discovery Sheet.
- Have a process in place for the call. This project discovery sheet, created by Kyle, is a great place to start.
- What is the goal of the call?
- Have a goal before even dialing the number. What are you looking to get out of it, and how are you going about it.
- During the call:
- Questions to ask:
- How long have you lived in the home? If you've had a previous remodeling experience, how was it? What's your budget.
- These are qualifying questions, and allow you to better understand how much a project will be worth, and if it will be worth your time/fit into your expertise.
- More them than you!
- Let them talk!! Let your lead do most of the talking, while you sit back and jot notes. Think of this as a Q&A to understand their wants and needs.
- After the call:
- What worked, what didn’t work?
- Follow up with an email!
- Be sure to follow up with an email (can be a template) that outlines your work, how to find more information on your company, and a thank you for their time. If an in-person meeting has been set, be sure to remind them when that is. This is simple yet impressive to the customer!
The Five Powerful Words - This is How we work
- Develop a written remodeling process.
- Homeowners like to know what your process is, it puts them at ease and makes the purchasing choice easier.
- Make it clear, easy and written out.
- When you have a process, it helps you feel in control, gives you confidence. Easing the process is not only about them, but you too.
- What’s your process? Only 1/40 remodelers have it written out
- Consider a design retainer/project development agreement
- Consider charging for the design
- A reminder that your time is valuable. You are providing a service and tremendous value digging into the details of a project.
The In-Person Meeting
- Physical preparation
- Clean car, look sharp, marketing material/samples/references - company branded outfit?
- Mental preparation
- What does it take for you to mentally prepare? Some music, quiet space?
- Be on time!
- Look around!
- Observe your surroundings: the neighborhood, the front lawn, type of material on the home.
- College flags, children's toys, the type of car - is it similar to yours?
- All of this is great info for talking points. The meeting shouldn't be ALL business. Get to know the customer and sell them on your services. Remember that selling a job is getting someone who has a need to know, like and trust you.
- Other notes:
- What’s the goal for today’s meeting? Feel free to share that with the customer.
- Book the next appointment before leaving the home.
- Thank you card via email or mail the next morning.
Lead Tracking, Sales Pipeline, Follow up
- What is your closing rate?
- Who are your top five active prospects?
- Are you driving this process? Thinking about the next step?
- How many leads did you receive last year, where did those leads come from?
- Measure this to learn what’s working and what’s not. IF you are not tracking this, you need to be. Where are they coming from?
- Are there any prospects you need to follow up with today?
- This is one of our favorite points. Use a CRM to track this. Follow up with a lead when correspondence has gone cold.
- How can you stay better organized?
- Sales Tracking Spreadsheet (Example from Kyle)
- A CRM!
- A CRM is a great tool to help you manage the pipeline of a customer from prospect to lead to paying customer. It helps keep track of where the lead came from, the paper trail, correspondence, automation and much more. Some good options:
More information about Kyle, he’s got a few things going on.
- His own Podcast, Remodelersontherise.com.
- Private Facebook Group
- Complementary strategy session
- Call/Text Kyle at 517-902-8450
- Email Kyle for resources
A huge thank you, again, to Kyle for an amazing presentation.
A few notes from our audience:
“Some very good ideas. I will be using a lot of them”
"Thank you, Kyle"
"You d'man Kyle"
Send thank you cards:
- After the initial meeting, send a physical card or an ecard to thank the lead for their time. It's a great opportunity to include your website and more information on your portfolio. Remember, we want to stand out!
Always follow up!Thanks for reading. We'll see you at the next webinar!