The Slide Presentation and a a Handout on Marketing and Lead Generation will be Available

Transcription

1 Welcome to this Business Building Event for Roofing Contractors Get More Prospects to Say Yes in Closing Secrets and Tips Your Competitors Hope You Never Learn Content Created by Mike Jeffries Rivers of Revenue LLC Rivers of Revenue LLC 1 A Big Thank You to Jason Dark and Duro-Last for Hosting this Business Building Event Rivers of Revenue LLC 2 Housekeeping The Slide Presentation and a a Handout on Marketing and Lead Generation will be Available Rivers of Revenue LLC 3

2 Our Goal For Today s Session Maximize the results of your current marketing, advertising and sales efforts Rivers of Revenue LLC 4 Think about how this will apply to your roofing business. You Won t Drift to Success Rivers of Revenue LLC 5 Our Specific Goal For Today s Seminar Our Goal for Today s Seminar Teach You How to Close a Much Higher % of All Leads with Dynamic Marketing and Sales Tools Rivers of Revenue LLC 6

3 Our What to Do First Law of Diminishing Intent Start Today 1. Outline the Steps to Put these Strategies in Place Now 2. Make a Timeline with Goals Rivers of Revenue LLC 7 About Mike Jeffries I am the Managing Partner of Rivers of Revenue LLC. I am honored to be a an Instructor for the Contractor College of the PDCA and honored to have been recognized as part of the Panel of Experts for NARI. We have consulted with 100 s of companies and our programs have generated tens of millions of dollars in increased sales in each of the last 5 years. Rivers of Revenue LLC 8 About Mike Jeffries I have presented marketing workshops at: National, Regional and Local contractor and supplier conferences. My webinars have been attended by folks in the US, Canada, Poland, Australia, South Africa and many more countries. Rivers 9 of Revenue LLC 9

4 Fundamental Principles of Your Marketing Strategy Everything we teach about marketing strategy and tactics is based on 2 fundamental marketing principles: 1.It has to matter to your current and potential customers 2.It has to clearly separate your company from your competitors Rivers of Revenue LLC 10 Summary Traditional lead generation strategies and tactics still work Lead generation requires full-time attention AND once you get a lead Closing every profitable opportunity has never been more important without a system you are going to underachieve Rivers of Revenue LLC 11 Summary Quality websites are an important first step for Closing Pre-Sale Tool educate and differentiate Without one your are invisible or you may never get a chance to close Social media is growing exponentially because of that personal relationships are more important than ever Rivers of Revenue LLC 12

5 Your Unknown Competitors Your Prospects and Clients are comparing their experience with your company with their experience with the other outstanding companies. Think about companies that have changed their industry FedEx, Disney, Dell This also applies to local companies your clients buy from. Rivers of Revenue LLC 13 Become the Obvious Choice Stand Out from the Crowd or Battle for the Crumbs Rivers of Revenue LLC 14 The Facts of Life in Marketing The Landscape of Marketing Has Changed Dramatically: Prospects can Easily find Alternative Providers of Your Services Prospects Have an Unprecedented Ability to Check You Out BEFORE Contacting You This Wasn t Possible Even 5 years Ago Building Your Reputation Online is Essential Rivers of Revenue LLC 15

6 The Facts of Life in Marketing The Landscape of Marketing Has Changed Dramatically: 60%+ of All Phones Android or iphone Hundreds of Millions of Web Searches from Mobile Devices Daily Rivers of Revenue LLC 16 The Facts of Life in Marketing The Landscape of Marketing Has Changed Dramatically: Prospects Bombarded with Advertising Niche Publications Rule the Day General Magazines Folding No Magic Bullets Multiple Lead Sources are Necessary Rivers of Revenue LLC 17 The Biggest Change in the Sales Process Buyers now Control 2/3 of the Sales Process They Always had the Final Say in the Purchase Now they Control the Information about Your Product or Service Instant Access Sellers still control their product or service they offer and how it compares Differentiate Yourself and Educate Your Prospect or Your Competitor Will Rivers of Revenue LLC 18

7 Marketing Success Strategy Drive People to Your Website from All Other Lead Generation Efforts Direct Mail, Print, Networking, Co- Marketing, Endorsements, Canvass, Sponsorships etc. That is Where You Can Get the Edge by Providing the Right Information and Education Rivers of Revenue LLC 19 Marketing Success Strategy Drive People to Your Website from All Other Lead Generation Efforts Consider Other Places on the Web to be an Additional Website Facebook, LinkedIn, YouTube Your LinkedIn Company Page Link them all together Read the fine print before using an online platform (ownership of posts) Rivers of Revenue LLC 20 Marketing Success Strategy Two More Key Concepts to Understand Commercial Buyers are Risk Averse They don t need or want more headaches changing providers (: What does a prospect need to know about your company BEFORE even considering calling? Rivers of Revenue LLC 21

8 Lead Generation Strategies Step 1 Sales Analysis Dig Deep Step 2 Have an Annual Plan Step 3 Review Tactics and Strategies Monthly Step 4 Set a Budget You Can Use 3% of Sales as Starting Point Step 5 Track Every Lead to its Source to Figure Out What s Working Rivers of Revenue LLC 22 Lead Generation Strategies Analyze Last 3 Year s Clients Where are 80% of my sales coming from? What lead generation is working? Any other similar opportunities? Where can I find more ideal clients? Rivers of Revenue LLC 23 Lead Generation Strategies Analyze Last 3 Year s Clients How often do I touch my clients each year? Opportunities for additional work if you provide other services Getting more of their business - referrals, endorsements, testimonials Rivers of Revenue LLC 24

9 Questions? Rivers of Revenue LLC 25 One-Time Sales Marketing Success Strategy Always Focus on Closing the Prospects that are Already Calling You In Good Times Easiest Way to Grow In Tough Times Easiest Way to Survive Rivers of Revenue LLC 26 Repeat Sales Marketing Success Strategy Focus First on Maximizing Sales to Current Customer Base In Good Times Easiest Way to Grow In Tough Times Easiest Way to Survive Rivers of Revenue LLC 27

10 Closing Strategies Part 2 - Closing Strategies Rivers of Revenue LLC 28 Think Laterally Closing Strategies Closing Strategies Marketing Tools are the Key Today Many Tools Help but a Website is Essential for Long Term Success Rivers of Revenue LLC 29 Leads per Month Closing Rate New Customers Dynamic Impact of Higher Closing Rate It s FAST EASY EFFECTIVE Average Sale Annual Sales Typical Contractor 30 20% 6 $8,000 $576,000 10% Increase in Closing 30 30% 9 $8,000 $864,000 Success Rate Total $$ Increase 0 +10% $288,000 Simply by being able to close ONE more lead out of every 10 you increase your sales by: 50% Rivers of Revenue LLC 30

11 Without a System Almost Impossible to Succeed Rivers of Revenue LLC 31 8 Steps to Closing Success Without a System Almost Impossible to Succeed 1.Prospect Interview Script 2.Pre-Meeting or Letter 3.Educational Reports 4.Presentation Binder/IPAD 5.Prospect Meeting Script 6.Thank You for Meeting Letter 7.Follow Up Phone Call Script 8.Tracking Rivers of Revenue LLC 32 Secret to Closing Success Start with your prospect. Focus out what they really want and give it to them. This is about what the prospect wants to buy it isn t just about what you have to sell. Let Them Buy Decide On Their Own Rivers of Revenue LLC 33

12 Lost in the Crowd Marketing Lost in the Crowd Marketing Most Good Companies get caught doing Lost in the Crowd Marketing or copying Big Company Marketing All of their marketing looks and sounds the same to the prospect The don t communicate effectively why they are the obvious choice (internal brand value you bring - handouts) Rivers of Revenue LLC 34 Lost in the Crowd Marketing Lost in the Crowd Marketing Too many platitudes and generalities -all of this sameness fuels price competition Prospects assume they will get the same result from anyone they select so they decide on price and you would too. Rivers of Revenue LLC 35 Lost in the Crowd Marketing 3 Marketing Acid Tests 1.I expect you to say that Highest standards, thorough preparation, act like guests in your home or business 2.I heard that from the last guy Started as a teenager, learned from the best, we take pride in our work. 3.I think I ve seen this website before We meet all of your needs, experts in, satisfaction guaranteed. Rivers of Revenue LLC 36

13 Lost in the Crowd Marketing Looking for Volunteers Who is brave enough to share some of the common phrases they use or to tell us some they have heard or read? Rivers of Revenue LLC 37 No Second Chance to Make a First Impression Rivers of Revenue LLC 38 Common Websites Let s check out some roofing websites. So Basic Zero Differentiation: Some Differentiation Not Highlighted The Video is a Great Idea Gone Bad Is there anything special on any of these? Rivers of Revenue LLC 39

14 Common Websites Let s check out more roofing websites. Platitudes Galore: Best Materials Could Be a Lot Stronger Getting There! Good Consumer Info Focus on Why Prospects are Searching Rivers of Revenue LLC 40 Evaluating Competitors Ask Yourself these Questions about Your Competitor s Marketing: 1.Do I expect them to make those claims (remember the acid tests)? 2.Are any other competitors making the same claims? 3.Is there anything really unique about any marketing piece? 4.How does my material stack up? Rivers of Revenue LLC 41 Prospects Understanding Your Prospects Start with your prospect. Focus on what they want: Advice?, Repair?, Maintenance?, Fast?, Reliability? Draw them in: Give them a Reason to Want to Find Out More about You Educate them: Teach them How to Make the Best Choice in Hiring a Roofer Make an Offer: Motivate Action Rivers of Revenue LLC 42

15 Why is a Prospect Calling You? Roof leak repair Prospects Roof replacement Buying or Selling Bad experience in the past Don t know a roofing contractor Rivers of Revenue LLC 43 Prospects Your typical prospect: Little experience hiring a roofing contractor Can t/won t get up on the roof to inspect Assumes everyone will do a quality job especially if using the same materials Has read all the bad news about contractors especially roofers Rivers of Revenue LLC 44 Commercial Prospects Key Factors Commercial Prospects Biggest Frustrations: Inconsistent service/product quality Treated like B Customer Continually educating on operations Extra charges Won t hang with changes Time and Money to Change Providers Most Property Managers & Landlords are Risk Averse Rivers of Revenue LLC 45

16 Commercial Prospects Key Factors What Your Buyer Wants and Wants to Avoid Frequent Purchaser of Services Their Personal Experience Cost/Budget Safety Will it Disrupt Operation (Hassle)? Flexible Scheduling Will it Look as Good as Promised? How Will this Choice Affect My Career? (Safe Choice versus Best Choice) Rivers of Revenue LLC 46 Commercial Prospects What Do They Expect? At a Minimum Commercial Prospects Expect: Experience with Service or Product Safety Record Licensing/Insurance/Bonding Service Area Timely Proposals What Else? Rivers of Revenue LLC 47 Residential Prospects Rivers of Revenue LLC 48

17 Residential Prospects Key Factors Residential Prospects Biggest Frustrations: Never call back Costs more Sounds great before they start Act like they are doing me a favor Won t realize the difference until the job is done or months (years) later How to find someone they can trust Rivers of Revenue LLC 49 Residential Prospects Key Factors What Your Buyer Wants and Wants to Avoid Infrequent Purchase Little Understanding about How to Choose a Quality Roofing Contractor Fear of Being Taken Frustrated with Lack of Communication During the Project Contractor's (and Industry) Reputation Will it Really Look As Good as Promised? Rivers of Revenue LLC 50 Residential Prospects What Do They Expect? At a Minimum Residential Prospects Expect: Experience with Service or Product Licensing/Insurance Service Area Timely Responses Clear Proposals What Else? Rivers of Revenue LLC 51

18 Closing Success Strategy Revisited Marketing Tools provide the Key Competitive Advantage in Today s Specialty Marketplace (Access to Info) Quality websites are an important first step for Closing Pre-Sale Tool educate and differentiate Without one your are invisible or you may never get a chance to close (remember the acid tests?) Rivers of Revenue LLC 52 Closing Success Strategy Communicating Your Value with Marketing Tools (Internal Brand) The perfect sales presentation Prospects educate themselves when it s convenient and at their own pace Overcome objections and frustrations before they can be voiced (think FAQ) Increase closing from 20% to 40% to 60% Stand Out on a Small Budget!!! Rivers of Revenue LLC 53 Proof Setting the Standard - Commercial Marketing Tools Setting the Standard Commercial Client Lists Professional Images/Videos Project Case Studies Quality Checklists Awards Certifications Training Safety Record Company Policies Rivers of Revenue LLC 54

19 Proof Setting the Standard - Commercial Marketing Tools Setting the Standard Commercial Material/Repair Consulting Customer Satisfaction Surveys How It s Done Video Guarantee or Warranty Testimonials Specialty Work Rivers of Revenue LLC 55 Proof Setting the Standard - Residential Marketing Tools Setting the Standard Residential Testimonials Reference Lists Customer Satisfaction Surveys Awards Material/Repair Advice Leadership Professional Organizations Rivers of Revenue LLC 56 Proof Setting the Standard - Residential Marketing Tools Setting the Standard Residential Professional Images Specialty Work How To Video Community Give Back Projects Education Classes Rivers of Revenue LLC 57

20 Proof Marketing Tools to Communicate Value Marketing Tools To Communicate Your Value (Internal Brand) Website Social Media Sites You Tube Videos Reports Checklists ipad Follow-up /Letters Receptionist s Greeting Job Progress Video/Written Signage Rivers of Revenue LLC 58 Proof Marketing Tools to Communicate Value Marketing Tools To Communicate Your Value (Internal Brand) Sales Scripts Leave Behind Owner/Employee Profiles Material History What Else? Your Unique Marketing Tools Evidence No One Can Match Rivers of Revenue LLC 59 Without a System Almost Impossible to Succeed Rivers of Revenue LLC 60

21 Marketing Tools Scripts Essential Scripts for Your Arsenal: 1.Prospect Call-In Script 2.Meeting Script 3.Follow-up Script Before anything else preparation is the key to success. Alexander Graham Bell Rivers of Revenue LLC 61 Blah Blah Blah The Prospect Meeting The Prospect Meeting Most contractors: Can t wait to meet the prospect. Go into sell mode and.. Tell the prospect exactly what they expect to hear We have great service, use the highest quality materials, we have lots of experience with your type of project etc. Rivers of Revenue LLC 62 Marketing Tools Scripts Prospect Meeting Success (Specifically) 1.What Makes You Stand Out 2.Rapport Building 3.Opening Questions 4.Delivering the Number 5.Overcoming Objections Rivers of Revenue LLC 63

22 One-Time Sales Summary Always Focus on Closing the Prospects that are Already Calling You In Good Times Easiest Way to Grow In Tough Times Easiest Way to Survive Rivers of Revenue LLC 64 Repeat Sales Summary Focus First on Maximizing Sales to Current Customer Base In Good Times Easiest Way to Grow In Tough Times Easiest Way to Survive Rivers of Revenue LLC 65 Summary Traditional lead generation strategies and tactics still work Lead generation requires full-time attention AND once you get a lead Closing every profitable opportunity has never been more important without a system you are going to underachieve Rivers of Revenue LLC 66

23 Summary Quality websites are an important first step for Closing Pre-Sale Tool educate and differentiate Without one your are invisible or you may never get a chance to close Social media is growing exponentially because of that personal relationships are more important than ever Rivers of Revenue LLC 67 Your Competitors Already Gave Up Rivers of Revenue LLC 68 Questions? Rivers of Revenue LLC 69

24 Podcast Link Want a great way to learn on the go and make windshield time productive? Listen to the Contractor s Marketing and Closing Success Blueprint Podcast Use the Podcast Link on my website Rivers of Revenue LLC 70 How to Get the PowerPoint and Handout We will gladly you the PowerPoint Plus 3 Handouts on Marketing and Lead Generation here s all you have to do: Go to this link and enter your name and A link will be sent to you to confirm the signup for our weekly Quick Tips (100+ Tips) You will then be sent a second you will be taken to the download of the PowerPoint and Handouts Rivers of Revenue LLC 71 Thank You Thank You for Your Participation Mike Jeffries Rivers of Revenue LLC [email protected] Toll Free (877) Rivers of Revenue LLC 72