By Corey Mann
Scaling Sales for the Professional Contractor
Scaling sales for home improvement contractors can be a challenging task. Contractors who provide home improvement services often operate in a highly competitive market and must constantly look for ways to stand out from their competitors.
While there is no one-size-fits-all solution, there are a few strategies that can help contractors increase their sales and grow their business. Scott Siegel, the Owner and President of the Certified Contractors Network (CCN), spoke about improving your sales process in a recent webinar. Let’s take a closer look at his insights to learn how you can take your business to new heights.
Why Focus on Scaling Sales?
Your sales are essential to the long-term success of your home improvement business. However, many companies enter stagnant periods where their sales begin to level off or drop off despite bringing in enough leads. This is likely due to outdated processes, improper sales training, or bad practices when speaking with homeowners.
“The reality of the situation is that most contractors go out of business usually within 3-5 years. That’s probably two-thirds of the contractors out there,” Scott explained during the webinar. “So, if you’re saying that you’re only getting what the market will give you, you’re pretty much setting yourself up to go bankrupt because the market is wrong. The contractors in your marketplace, for the most part, are incorrect. They don’t know their true costs.”
But how do you overcome market conditions to become the preferred home improvement business in your service area? And how do you make sure that you’re pricing jobs correctly? It all starts and ends with your systems, products, and presentation.
“Your presentation needs to build confidence. It needs to build confidence in you as the salesperson. And it needs to build confidence in your company,” Scott added. “What are the problems or possibilities that a homeowner is trying to accomplish? You need to answer questions and build a presentation around defining those problems or defining what they’re trying to create. Then talk about what products are going to solve those problems. What processes you follow as a company that you can assure a successful outcome.”
First and foremost, homeowners want to trust that you are going to match the expectations that you present during the sales process. Moreover, they want to feel confident in your products, installation, and timeline.
This is why it’s so important to build a presentation that covers the direct questions and concerns each homeowner may have. And since every home is different, you must tailor each presentation to meet those specific needs.
Scaling sales is not possible without first developing a streamlined process. That’s why the modern contractor is turning to software technology to provide a more professional experience that resonates with homeowners.
The Foundation for Driving Better Sales Performance
Once you meet with a homeowner at the kitchen table, your products and presentation take center stage. However, how do you get the appointment to begin with?
In today’s digital age, having a strong online presence is critical for any business. Building a website that showcases your services, testimonials, and contact information can help you reach a wider audience and establish credibility with potential customers. You can also leverage social media platforms like Facebook, Instagram, and LinkedIn to promote your business, share before-and-after photos of your work, and engage with your audience.
Word-of-mouth is also one of the most powerful marketing tools for any business, and home improvement contractors are no exception. Encourage your satisfied customers to leave reviews on your website, Google page, or other review platforms. You can also offer referral incentives to your customers, such as discounts for referring new customers to your business.
While word-of-mouth referrals and online presence are important, investing in marketing and advertising can also help you reach new audiences and grow your business. Consider investing in pay-per-click (PPC) advertising on Google or social media platforms. You can also run targeted ads in local publications.
In general, scaling sales requires a multifaceted approach that involves building a strong online presence, leveraging customer referrals, partnering with other businesses, and investing in marketing and advertising. By implementing these strategies, you can increase your visibility, establish credibility, and grow your business over time.
Closing the Deal with Leap
Before presenting your products to homeowners, it’s important to have a thorough understanding of their features, benefits, and limitations. Make sure you are familiar with the technical details of each product, as well as the problems they can solve for homeowners. This will help you speak confidently and knowledgeably about your products.
Building a connection over the project can be very valuable, but you also need to present the information clearly and professionally. This is where Leap’s SalesPro software can make a massive difference.
Now you can build your estimates, project details, and contracts in one unified sales application on your desktop, tablet, or mobile device. SalesPro is a point-of-sale software that complements your processes and other systems, such as your CRM.
Digging through paper materials during an appointment is a thing of the past. And you no longer have to create a paper trail of estimates and contracts that often lead to data entry errors, incorrect product orders, and pricing mistakes.
SalesPro is available as a standalone sales tool or as an add-on to the Leap platform, which is an end-to-end management software to nurture customer relationships and maximize your entire operations.
Every homeowner has unique needs and preferences when it comes to home improvement projects. Before presenting your products, take the time to understand the homeowner’s specific needs and priorities. Ask questions about their goals, budget, and timeline. Then, you can show the homeowner that you care about their unique situation and are committed to finding the best solution for them.
With Leap, scaling sales has never been easier. For more information, fill out the form below and schedule a demo to learn more about our invaluable tools for contractors. Great processes can lead to more profits if you have the right tools at your disposal.