News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Stop Trying To Sell Customers. Start Inviting Them
Bruce Case, president, Case Design/Remodeling / REMODELING / August 3, 2013
Marketing and sales are about extending an invitation. It is our job to be clear in the invitation – what we do, what we are asking them do, what’s the personality of our business – and it is up to our potential clients to decide whether they’d like to partake. If we extend enough invitations and enough people accept, business is good. If we don’t extend enough invitations or enough people don’t appreciate what we are offering, business is bad.
Thinking this way about sales and marketing leads to subtle but important evolutions in marketing and sales approaches. Rather than using tips, tricks, and techniques to persuade people to call us or to sign on the dotted line, the invitation method calls for transparency in the relationship. Our marketing and sales literature, processes, and teams should be clear about what we do and hold sacred, and invite potential clients to work with us. Less time should be spent on closing lines or marketing fads. More time should be spent taking a bold, clear stand about our business and what it stands for – and then shouting that message as loudly as possible.
Others might be able to claim the same things (i.e. great people, quality work, etc.) but who cares? Most homeowners are skeptical of claims that we are the only firm with “x” anyway – they just want to find a remodeler that is authentic. They want to find a remodeler who is clear about who they are and executes on that promise. If we set a bold tone in our invitation, and if we consistently beat that drum, it’s up to the homeowner to decide to come to the party.