5 Ways to Convert a Prospect to a Customer

Now that you have your leads from HBW, what next?  How do you convert a lead to client?  Let’s first start out by stating that there is no secret recipe or magic potion that will provide overnight results.  A lead takes time to develop, and through consistent communication, a solid marketing strategy and proper nurturing, you can learn about your prospect’s needs and offer solutions and services for fulfilling them.

In previous posts, we have reviewed everything from amping up your email marketing campaign to leading more effective telephone sales.  All offer great ways to engage your prospects and should be considered and tailored to your campaigns and audience as you progress.  For the purpose of this post, we will explore tried and true approaches to conversations and meetings with your clients that add to your power of persuasion.  Here are five quick and easy reminders for persuasive sales:

  1. Organize Your Questions – Whether you are on the phone or holding an in-person meeting, time is of the essence. Use your meeting time wisely by organizing your points and questions in a strategic manner.  While you will want to take time to listen to your clients, you will also want to ask questions that drive your prospect back to your solutions.  Ask questions that pertain to issues that you can solve.  Reconfirm their stated interests and desires and be ready to offer concise solutions through your products and services.
  2. Express Urgency (when accurate) – Although the “act now or else” approach can turn many prospects away, some sense of urgency isn’t a bad thing when appropriately applied. A sense of urgency may truly be required if you are already carrying a heavy backlog, on the cusp of a holiday season or running low on inventory.  Certain discounts may have an expiration, and your offers and proposals should have the same.  It’s not about setting off alarms; rather you should provide information expressing the high demand that you are currently facing and your desire to meet their needs within the proposed schedule.
  3. Put Your Expertise in the Spotlight – You may be meeting your prospects for the first time by phone, or they may have found you through your website; either way, your expertise have yet to be put on the table. In order to build a foundation of trust, your expertise should be in the spotlight.  This does not mean that you should boast in a 5-minute monologue about your education and high-profile clients.  Instead, make sure that your website, proposal, marketing materials, and publications have your education, years of experience, licenses, awards, industry associations and affiliations listed front and center.
  4. Limit Options – In 2017, everything has options. Think about it… You can pretty much customize anything you want with a single “click”.  And when it comes to home design, materials and layouts are seemingly endless.  The truth is that we have become accustomed to options, but that doesn’t mean that a plethora of options is better than a few of the right ones.  By taking time to learn about your client’s wants and needs, you can offer customization with a few choice packages rather than 50-pages of designs, swatches and colors that can easily become overwhelming and exhausting for the client.  By limiting options, you will make it easier for your prospect to make a decision.
  5. Be Passionate – Even if you are not having the greatest day, find your passion in your work. Your enthusiasm for a client’s project will be contagious.  Passionate doesn’t mean being loud or overly dramatic.  Sometimes your passion for your work and their home can be expressed simply in your sincere interest and by providing a little something extra to show how you will go above and beyond.  By expressing your enthusiasm for home building and design and sharing your excitement for their latest renovation or build, you will engage your lead and generate excitement all around.

There are a multitude of strategies for converting a lead to a customer, with countless sales techniques and trainings available.  When getting down to the nuts and bolts of lead conversion, you must use your time wisely, optimizing every touch point and highlighting your value proposition.  By listening to your client and being strategic with your questions, you will make your company’s strengths and competitive edge visible and worthy of a conversion.

For more information on construction business and marketing tips, stay connected with the HBW Blog.  To get ahead of construction activity and gain access to the latest permitting data in Florida, Texas, Georgia, Alabama and Oklahoma, contact HBW for more information on construction data reports and industry leads.

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