Selling is - and has always been - a relationship. Yet in a hot economy, when cash is flowing, improvements are incentivized, and home values warranted re-investment, selling was order taking. We got lazy. True sales skills eroded. Case in point, follow up has become nearly nonexistent.
Let this year be the year you shift your message to fit your true buyers. Attract with emotions, convert with helpful authority, and retain with friendly efficiency. Do this and you’ll have enough new business to make this your best year ever.
Mistakes are powerful lesson builders. And nowhere is this more evident than in e-mail marketing. E-mail marketing inherently brings mistakes. That’s because it’s free and everyone who can push “send” can use it. Usually, the more difficult or expensive your marketing media is, the greater the research and testing you put behind it.
Marketers do it. Salespeople do it. Customer service reps do it. We give way too much information, too quickly, sometimes with a repelling result. And it is a business killer. Zig Ziglar calls it “Selling past the close.” Customers call it boring, pointless, wasteful, and it is costing you dearly.
Got all the business you want? Great. You can relax and take a load off. But if you’re living on the same planet where most of the working population is fighting the economic tide, you’re probably looking for more leads … like now.
Just recently the Dow Jones dropped 260 points
in one day, making it negative for the year. As doubts about an economic
recovery send consumers into a selling frenzy, there’s a ray of light at the
end of the tunnel if you’re an HVAC contractor.
recently the Dow Jones dropped 260 points in one day, making it negative for
the year. As doubts about an economic recovery send consumers into a selling
frenzy, there’s a ray of light at the end of the tunnel if you’re an HVAC
Jason Kampsen was looking for a change. He ran an ad in a promotional coupon pack similar to Val-Pak. He got one lead and that didn’t convert to a sale. Armed with the sting of a hard lesson, he chose a new strategy. This time his method brought 13 leads, 12 appointments, and 11 sales. What caused the profitable difference?