We all know that without leads, you can’t grow a business. That’s why you spend a lot of your time and money trying to generate leads–but what happens after that? Many contractors don’t follow up with leads at all. They spend all of their energy generating a new sales contact, and forget to take it the next step to convert it into a sale. Don’t be a statistic; set your business apart this year by following up with your leads. It can be overwhelming and time consuming, but you can make it easier on yourself by having a process you follow for each lead. It’s easier than it sounds!
The first step in a lead follow up process it to have a centralized place to store all of them. If you keep leads in a variety of places, it will be hard to ensure that none slip through the cracks. Keep a separate folder for each lead on your computer, or in your filing cabinet–but make sure they are all kept in the same place. This will help you get an “at-a-glance” look at your business, and it will help you make sure that none of the leads are misplaced or lost.
It’s also important to have a calendar system that works for you. According to InsideSales.com, 35-50% of leads go to the vendor that responds first. Make sure you schedule time to follow up with leads as soon as you can, within a day of it coming in if possible. People change their minds fast, so you need to get in front of them as soon as you can. Organize your follow up activity into daily, weekly, and monthly tasks. Then set aside time to make sure each task is completed on schedule. Set reminders on your phone or computer if that is helpful for you.
It’s easy to lose track of a homeowner who isn’t ready to make a decision when you do your initial follow up. Sometimes it can take months or even years for a person to finally be ready to make a decision about their heating and cooling system. By that time, they may have forgotten about you, or even about geothermal entirely–IF you haven’t been keeping in touch with them. Now, you don’t have to badger them, but it is important to check back in with them on a regular basis. For some leads that might be after six months, or even a year. Ask them what their timeline looks like and when would be a good time to follow up. The most important thing is that you follow it up until its done. There should only be three outcomes for a lead: 1) closed, 2) lost, or 3) more follow up. If you haven’t lost the job yet, then don’t stop following up!
We know that you’re busy. Running a business is hard work, and sometimes the time just gets away. But we also know that your number one goal is to set yourself apart from the competition; developing a lead follow up strategy is one of the key ways you can reach that goal. Remember that Enertech is here to support you along the way, and your sales manager can help you set up lead follow up strategies to achieve success. We believe that with a few simple adjustments, you can make 2017 your best year yet!