By Barbour ABI
Our clients often ask us to share our top tips for getting the most out of construction project leads. So here are some of our tried and tested techniques.
Tip 1: See the opportunity
As well as providing in-depth information on building projects, construction leads give you a huge amount of insight into how these projects link to companies and decision makers, so you can see who is regularly procuring your type of product or service.
Tip 2: Plan your approach
What is your objective? Set the main objective you are looking to achieve from each new business approach. Are you looking to book a sales appointment? Are you hoping to agree a site visit? Do you want an opportunity to price for the job? You should also set yourself targets for the number of calls you make, the number of projects you obtain further information about and the results you achieve.
Tip 3: Give yourself time to succeed
Plan your activity as it is all too easy for other tasks to take priority, so book a regular time slot where you can just focus on the calls you need to make. Also, make sure you are methodical in your pre-call research and your approach when you are on the call.
Tip 4: Your future customer
Who are you looking to target? Like any form of communication, first impressions count, so make sure you make your call relevant to each decision maker you contact. Talk their language and understand their pain points. Demonstrate very quickly why you are calling them – it is much more likely that they will then view your approach as a professional making a relevant business call.
Tip 5: Build your approach
Once you have qualified a project as being the type you should be involved in, move your brain to ‘closing’ mode by:
• Stating your interest in working with them.
• Suggesting actual dates and times for a meeting – if appropriate.
• Know your current schedule so you can suggest dates that fit well with other appointments.
Tip 6: Keep track of your activity
How have you used your leads? You need a place to electronically store all the information that you collect from your sales and marketing activities using your construction leads. Keep a list of follow up calls you need to make and when you need to make them. ALWAYS follow up on calls, email responses and leads that come into your business.
Tip 7: Stay in touch – Push for an answer
Once you have established an initial interest with a project lead, you need to stay in regular, planned contact until you win the business, or at least get a ‘no’ answer.
Tip 8 Track your success
What have you achieved? Monitor each stage of your sales process to ensure you are getting the best possible results. Are there any areas that you need to change? Keep refining your approach to ensure you are getting the most out of your pipeline.
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