https://egia.org/marketing
One of the biggest challenges contractors face is focusing on the right thing. I mean, think about it, you got a million things to do every day. Sometimes, you don’t know what to do first. Here’s what I learned. The single most important thing we can do in running our companies is generate sales leads. Nothing happens until something gets sold, but the truth is, nothing gets sold until somebody generates a sales lead.
I remember when I started my company. I knew the first thing I needed was sales leads, right? So, I took out a full page ad in our Sunday newspaper. This was back in the days when people still read the newspaper. But, I took a full page ad out. Heating and air conditioning blow out sale, lowest prices ever. Well, we had just opened our company. So, they were certainly our lowest prices ever.
Along the bottom of the ad, I put “operators standing by 24/7.” Well, I was the operator. And the 24/7, I was standing there with my cell phone waiting for the phone to ring. But here’s the crazy thing, on that Sunday that phone rang 16 times. I set 16 sales leads. Over the course of the next week, I went out and I ran those leads and started converting those leads to installations.
The bottom line is, there’s nothing that will help your business more than lead generation, because lead generation leads to sales. Sales leads to revenue, and revenue can solve a lot of problems in your company. I’m not saying don’t focus on the operations and the efficiency, because of course you do that. But first, you have to have the revenue, the installs, before you worry about anything else.
So here’s what I want to do. Tomorrow morning when you get up, you’re having your coffee, I want you to take 30 minutes. Get a piece of paper and a pen and write out five things that you can do for your company to help generate sales leads. I don’t care if it’s working a home show. Maybe talking to your pay per click and your internet marketing people. Maybe designing a direct mail piece. Maybe it’s about training your service techs to generate more tech turn leads.
Doesn’t matter what it is, but identify five activities that you can do to generate more leads tomorrow. More sales leads equal more installs. More installs equals more revenue. That, my friends, is the key to success.
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