…and not run your team ragged.
It’s safe to say that you’re in business because you enjoy what you do and you want to make a profit in exchange for your hard work and risk. It’s the American Way.
Sales is the engine that drives the train. In order to make sales, you must have qualified leads, which come from a pool of good prospects that result from your marketing and advertising.
The process of converting a lead to a contract is nothing less than an art. It’s all about working smart and sticking to a proven routine that works for you and your company. Remember, you don’t tailor your company to fit your client’s needs, you impress upon your client the attributes of your company that set you apart as craftspeople and businesspeople and why they should do business with you.
In short, you must set boundaries for your company. First, be clear about what type of work that you want to do. Do you have a specialty? Trying to be everything to everyone is a recipe for chaos and failure.
Equally important is to talk to your audience. You can’t sell men’s shoes to ladies. Wrong demographic! Identify your ideal demographic and aggressively go after it. That usually means identifying the age of home, household income, level of education, property value, age of homeowner, and sales history.
Having answers to these questions will help you get to prospects who you can convert to qualified leads and will prevent you from wasting your time with calls from people who have no intention of partaking in your service. Consequently, you will have more time to focus on developing good leads and converting them to contracts.
By the way, keep in mind that you don’t want to close all of your good leads. Remember that you must be told “NO” in order to be told “YES!” Getting told yes all the time usually means that your price may be too cheap. Getting told no too often means you may be prospecting to the wrong demographic or you may need to throttle back pricing if you’re making more money than usual.
As with sales, qualifying is an art. Develop a list of questions that don’t come off as an interrogation, yet demonstrate your thoughtful and sincere interest in helping the client with their project. The answers to the questions can prevent you from jumping in your truck and spending half a day chasing a worthless prospect.
It is said that art is in the eye of the beholder. According to this writer’s
experienced eye, sales is indeed an art.
article originally published in Deck Specialist Magazine