A Sales Coach Offers Tips for Converting Leads Into Clients
In this webinar, you’ll learn how to close more sales with strategies for connecting and following up
As a small-business owner in the home improvement industry, you juggle many responsibilities, from creating designs or carrying out construction to filling your pipeline with new projects. Without work experience in sales, closing the deal can be a challenging and intimidating — yet critical — skill to learn.
In the Houzz Innovator Series webinar “Tactics for Remodelers to Convert Online Leads,” sales coach Rick Storlie provides a short course filled with helpful tips. We’ve linked to a full recording of his presentation below, but here are some highlights from the webinar, including three helpful acronyms to guide your selling.
In the Houzz Innovator Series webinar “Tactics for Remodelers to Convert Online Leads,” sales coach Rick Storlie provides a short course filled with helpful tips. We’ve linked to a full recording of his presentation below, but here are some highlights from the webinar, including three helpful acronyms to guide your selling.
Deliver Your Message With A.I.D.A.
Savvy sales professionals also prepare what they’ll say in their outreach. Pros can use the acronym A.I.D.A. as a formula for the content of each voicemail and email message.
Attention. In your voicemail message, use an impactful opening statement. In emails, an attention-grabbing statement in the subject line can entice the recipient to open your message.
Interest. Explain the benefits of your product or service to encourage the buyer to further research your company.
Desire. Establish an emotional connection by showing your brand personality. Your goal is to move the consumer from liking your service to wanting it.
Action. Ask the prospect to take the next step in the process, whether to schedule a call, book a meeting or sign the project proposal.
Savvy sales professionals also prepare what they’ll say in their outreach. Pros can use the acronym A.I.D.A. as a formula for the content of each voicemail and email message.
Attention. In your voicemail message, use an impactful opening statement. In emails, an attention-grabbing statement in the subject line can entice the recipient to open your message.
Interest. Explain the benefits of your product or service to encourage the buyer to further research your company.
Desire. Establish an emotional connection by showing your brand personality. Your goal is to move the consumer from liking your service to wanting it.
Action. Ask the prospect to take the next step in the process, whether to schedule a call, book a meeting or sign the project proposal.
Categorize Leads With A.B.C.D.
This last acronym helps classify leads to differentiate them based on which are most likely to convert to customers. Lead scoring helps sales and marketing professionals apply the most appropriate strategy to each type of lead to move customers through your sales funnel.
The most valuable leads are “A” leads, or potential clients so close to committing to a project that you’re familiar with their names and needs off the top of your head. It’s best to send these potential clients personalized messages that focus on their specific project.
A “B” lead is someone you have had a chance to speak with in person. “B” leads are both willing to begin the project and close to being able to do so. Storlie recommends checking in with these prospects once a month.
A “C” lead is someone you’ve been able to talk with over the phone. The prospective client is willing to do the project, but something is preventing them from moving forward at this time. They may be up to a year or two away from being ready to get started. Storlie recommends putting these leads into a nurture campaign with quarterly touches, so you’re top of mind for them when they’re ready.
Last, a “D” lead is someone who has expressed interest but with whom you haven’t been able to speak. The best course of action is to try to get this lead on the phone to understand their real status and timeline.
This last acronym helps classify leads to differentiate them based on which are most likely to convert to customers. Lead scoring helps sales and marketing professionals apply the most appropriate strategy to each type of lead to move customers through your sales funnel.
The most valuable leads are “A” leads, or potential clients so close to committing to a project that you’re familiar with their names and needs off the top of your head. It’s best to send these potential clients personalized messages that focus on their specific project.
A “B” lead is someone you have had a chance to speak with in person. “B” leads are both willing to begin the project and close to being able to do so. Storlie recommends checking in with these prospects once a month.
A “C” lead is someone you’ve been able to talk with over the phone. The prospective client is willing to do the project, but something is preventing them from moving forward at this time. They may be up to a year or two away from being ready to get started. Storlie recommends putting these leads into a nurture campaign with quarterly touches, so you’re top of mind for them when they’re ready.
Last, a “D” lead is someone who has expressed interest but with whom you haven’t been able to speak. The best course of action is to try to get this lead on the phone to understand their real status and timeline.
Watch now: Click to watch the full webinar
Tell us: What methods do you use to get leads more engaged and ready to hire you for their projects? Share with the professional community in the Comments.
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More for Pros on Houzz
Read more stories for pros
Browse millions of photos for inspiration
Talk with your peers in the Pro-to-Pro discussions
Join the Houzz Trade Program
When you have an incoming lead, you need to decide which channels to use to contact the potential client. The acronym P.E.T.E. provides the order of operations: phone, email, text and event.
Storlie recommends calling first if you get the client’s phone number, and if you don’t connect, always leave a voicemail. Next, email the client with the same information, as this method may be their preference. If you still don’t get a response, text to inform the lead that you left a voicemail and sent an email. Last, invite the prospective client to an event, which is a reason to follow up and gives the lead an opportunity to reengage with your business.