Even if you are the best salesperson in the world, you will not close 100% of your leads on the first call. That is an admirable goal to strive for, but in our six years of existence, we’ve never heard of it coming to fruition.
Therefore, a strategic and thoughtful follow up process is a must when it comes to lead generation. Sadly, following up can get in the way of your busy schedule, along with completing projects on time, calling new leads and managing your employees. Don’t fret, as we have come up with the winning formula for following up.
The Importance of Following Up
As you can see from the image above, 53% of contractors make contact with a homeowner on the second call. From that stat alone, it should be apparent that contractors don’t always get in touch with a homeowner on the first attempt and even if they do, a sale is not always closed. Therefore, following up is a must.
Still not convinced? See 3 stats that show how important persistence really is.
- 80% of leads do not close on the first call.
- Making two calls instead of one increases the chances of contact by 87%.
- 40% of leads eventually convert with long-term follow up.
How to Follow Up
“If at first you don’t succeed, try, try, try again” said William Edward Hickson. While he may not have been talking about lead generation, it certainly fits.
Now that you know how vital following up is, it’s time to see how it’s done.
1. Call Right Away
Other than persistence, speed is the No. 1 attribute of successful contractors who use lead generation. In fact, those who respond to leads in the first minute can improve conversion as much as 391%. Additionally, here at CraftJack, we offer a 20% discount on all leads called within 30 minutes. Therefore, call the lead as soon as you receive it.
If you do not close the deal, move on to our next step.
2. Set a Follow Up Schedule
To put our situation into perspective, I’d like to compare lead generation to a blind date. It’s always hard to tell how the other one felt, but safe to say, if you liked them, they probably liked you. If interested, you would probably give them a call in the next day or two. If they didn’t answer, maybe you would call four or five days later.
Needless to say, you would not call every day, multiple times a day.
Come up with a schedule of when to call back. Space out your calls. Mark them on your calendar. Mark any notes you have from previous calls (if you contacted them). If they asked to be contacted next month, mark it down.
There are plenty of ways to stay organized.
Bonus Tip: Know what you are going to say if the machine picks up. You don’t want to sound like Mikey.
3. Do Not Call Repeatedly
Any contractor who signs up for lead generation spends their hard earned money on leads, but that does not mean you should abuse the information you receive. Therefore, do not take that Hickson quote literally and call multiple times in one day.
Homeowners do not like to be pestered three, four or fives times a day. They have jobs. They have families. They have their own responsibilities. If they are serious about a home improvement project, they will call you back; that is, if you don’t harass them five times a day.
4. Think Long Term
There are homeowners who submit leads because they are looking for cost information. While they may not be interested in redoing their bathroom today, that doesn’t mean they wont want to remodel come July. Therefore, never end a conversation with a homeowner on a bad note and take extensive notes on each call.
I was recently reminded of a terrific lead generation success story of a pro who called an old lead six months after initially receiving the referral. He closed the sale and turned a $29 lead into a $40,000 job.
That is no typo my friends. See the whole story at Old $29 Lead Turns Into $40k Job.
Lead generation is both an art and a science. Knowing the numbers prove that speed and persistence rule the game, but strategically being able to close the sale at the right time guarantees a winning formula.