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For many trade and home service businesses, growth is the goal, but the right systems to support that growth are often overlooked. Having a strong sales and marketing system is crucial to convert leads into loyal customers. This blog explores how to set up the right systems, why answering the phone can make all the difference, and how to understand and address your business’s unique bottlenecks for sustainable success.
The Power of Systems in Sales and Marketing
A defined sales and marketing system is the backbone of any trade or home service business. It’s not just about getting leads but also about ensuring you can manage and nurture those leads effectively. Without the right processes, your growth objectives may never be reached, regardless of how great your services are. Creating a system that is scalable and not dependent on any one person is vital. This means that if a key staff member leaves, the system continues to function seamlessly, ensuring your growth remains on track.
For many small to medium businesses, the first hire should often be an office admin. This role is crucial for managing calls and ensuring that leads are not missed, especially if the tradespeople are too busy on the job.
Answering the Phone: The Game Changer
One of the simplest yet most impactful strategies is to answer the phone. Surprisingly, many businesses miss a significant number of potential leads simply because they don’t pick up calls. Nearly half of calls to small businesses go unanswered, which is a massive missed opportunity. Whether it’s a referral, someone who found you through your SEO efforts, or a lead from paid advertising, every missed call is a potential customer lost.
Ensuring there is always someone to take the call and respond appropriately is one of the quickest ways to increase conversions. It’s not about lead generation; it’s about having a system in place to handle those leads effectively. Missed calls mean missed revenue, so consider staffing adequately or using a call answering service to ensure you’re always available.
The Importance of Cadence and Follow-up
Leads don’t often convert immediately. A customer might reach out but not be ready to make a decision straight away, so it’s crucial to have a defined cadence—a series of follow-ups to ensure you’re moving those leads down the sales funnel effectively.
Often, businesses will make one call and, if unanswered, disregard the lead as a lost opportunity. This “one-and-done” approach is ineffective and burns through potential clients quickly. Instead, a series of touchpoints is required to nurture the lead into a sales-qualified prospect. Follow-up strategies may include multiple calls, emails, and other methods to ensure you are maximizing the opportunity for conversion.
A lead might not be ready for your service right away, but it doesn’t mean they’re not valuable. It’s essential to maintain contact and nurture these prospects until they are ready to convert.
Knowing Your Bottlenecks
Every business has bottlenecks that prevent smooth operation and growth. It could be lead handling, fulfillment of services, or even the size of your team. Identifying and addressing these bottlenecks is crucial for sustainable growth. For some businesses, the biggest challenge may be not having enough team members to fulfill jobs efficiently, leading to missed opportunities and slow growth. For others, it might be not having the right system in place to nurture and convert leads effectively.
Hiring the right people and ensuring everyone knows their role in the system is key. For example, an office admin can handle incoming leads, while sales agents focus on converting those leads into customers. Understanding your business’s unique bottlenecks and addressing them early ensures you’re not just throwing more leads into a broken system.
Giving Customers What They Need, Not What They Want
A common mistake many businesses make is simply giving customers what they ask for, without fully understanding their needs. This approach can lead to customer dissatisfaction when their expectations are not met. Instead, focus on outcome-based marketing: understanding the customer’s goals and providing solutions that align with those goals.
For instance, a customer might request a specific product or service without knowing the best option for their needs. It’s your job to educate them and offer the solution that will best solve their problem, even if it’s not what they initially asked for. This approach builds trust and ensures that you’re not just meeting immediate demands but also providing long-term value.
Key Takeaways
- Have a scalable system: Implement sales and marketing systems that can grow with your business and aren’t dependent on one person.
- Answer every call: Missed calls mean missed opportunities; ensure someone is available to respond.
- Follow up consistently: Use a structured cadence for lead follow-ups to maximise conversion opportunities.
- Identify and address bottlenecks: Know the challenges in your business, whether it’s lead handling or fulfillment, and address them proactively.
- Provide outcome-based solutions: Don’t just give customers what they want—understand their needs and offer the best solution.
Conclusion
Building the right systems and processes is critical for the success of any trade or home service business. By ensuring every lead is handled effectively, bottlenecks are addressed, and customers receive solutions that truly meet their needs, you can create a sustainable model for growth. Remember, it’s not just about generating leads; it’s about having the systems in place to nurture and convert them into loyal customers.
Ready to dive deeper into these topics? Don’t miss out on our full podcast episode with Ross McDaniel. Click the button below to start listening!
Resources:
- Get in touch with Ross at [email protected]
- Free Assessment at https://www.fencepost.co/assessment
- Social with Fencepost at @fencepost.co
- Visit Fencepost website at https://www.fencepost.co
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