There are three components to successful lead generation. First, you gotta reach the lead. Next, you gotta set an appointment. Finally, you gotta close the job. All three components are critical - if one is deficient, you'll struggle.
I've already discussed the best way to reach the leads, but what then? Once the customer is on the phone, you've gotta set the appointment. Setting a great appointment is what gets you into a customer's house so you can sell yourself and close the job. It's your opportunity to set yourself up for success.
But many contractors bungle the call. Some don't even manage to set an appointment. Others set the appointment but don't have all the details, which may result in wasted time and money.
In this competitive industry, second chances aren't common. Make your first call your best call. By taking the steps below, you'll give yourself the best chance to close jobs and gain new customers.
Step 1: Introduce Yourself
Keep your intro simple and to the point. "This is Paul from Paul's Roofing. I got a message from Networx and I understand you were looking to get an estimate on your project, correct?" This intro gives customers the info they need and puts you in control of the call. When the customer says yes it's time for the next step.
Step 2: Ask the Right Questions
Asking the right questions will help you discover if the job is a good fit for you and your company. Contractors tend to gloss over this step, but it is crucial to saving time.
- Ask how old the house is and how long they've owned it. The answers to these questions clear up any issues of ownership.
- If they rent or lease, ask if they’re authorized to get work done. It sucks to drive across town during rush hour only to discover that they can't even hire you.
- Ask what they’re looking for. For instance, if it’s a remodel, ask how long they have been thinking about it. If it’s a roof, ask what problems they've be
en having.
Pay attention to the answers and gain as much info you can about the job. This will help you determine how you’re going to approach the project. You'll have all the information you need to show up to the appointment prepared!
You may even decide the job isn't a good fit for your company. If that’s the case, don’t just tell the customer you’re not interested and hang up. Be informative and polite and the customer will remember you the next time he or his neighbor has a project.
Step 3: Sell Yourself
If you've gotten to this point, sell yourself a little bit. Take the time to tell the customer something good about yourself and your company.
- Talk about how long you've been around and about some of the projects you've done.
- Provide a list of satisfied customers that would be happy to recommend you.
- Let the customer know of any special deals you’re offering.
- If you have a website, refer them to it and the photos there. Let them learn more about you while you have them on the phone. It will help make the customer feel more comfortable about you coming out to their home.
Step 4: Set the Stage
Right now you're still on the phone. There's only so much you can do. Your real chance to sell yourself and services will be once you get to the house for the actual appointment.
Set the stage for yourself. Let the customer know what to expect during the appointment.
"I will be right on time. I will spend thirty minutes inspecting and measuring the job. Then I will sit down with you. We'll go over my inspection in detail which may take thirty minutes or so. Then I will give you an exact price on what it will cost to do the job."
If a customer is hesitant about the length of the appointment, it will come up at this point. Let the customer know you're thorough but flexible and you can adjust as needed.
Letting the customer know exactly what will happen when you get there is key to a solid appointment. It eliminates any guess-work they may have. Plus, they'll see you as a professional and appreciate that you're not just leaving a price at the door.
Step 5: Set the Best Time
Now it's time to set the appointment. Our most successful contractors ask, "Do you work days or nights?" If days, ask what time they make it home and set the appointment for the time they get home by asking in a certain way. "Okay. You get home at 5:00. I have an opening tomorrow at 5:00, or would 5:30 be easier for you?" There's no way to say no to that question.
"Will tomorrow be good around 5:00?" If you phrase your question like that, it gives them an easy out. They're able to say no or make up a reason not to meet you.
Ask the customer if they have a spouse or partner and recommend that they're both present. This will save you trips back and forth and they can get all the information at one time. Plus, when you ask for the business, you won't hear "I need to check with my husband/wife first."
Step 6: Close the Appointment
Most people end the call there, but the last step may be the most important. No one likes a No Show. They will happen, but what I'm about to recommend will keep them rare.
At the end of the call, say, "Keep in mind there is no cost or obligation. If you see something you like, great! If not, I will be on my way. Please realize that I will be making a SPECIAL TRIP to see you. All I ask is that you be home at 5:00, and give me enough time when I arrive. Any questions for me?" The customer will understand you're making a SPECIAL TRIP and will feel obligated to be there.
Contractors and homeowners share the same goal. Everybody wants a smooth job with no surprises and everything done on time. But you can't close the job without setting a solid appointment first. These steps lead to success.
About the author: Paul Munn has been a valuable member of the Networx team for many years and is now a Senior Account Manager. His expertise and professionalism has made him a fan-favorite among our clients who are always better informed after talking to him.
