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.
Rick Menendez, Contributor and Marketing Consultant / REMODELING / September 4, 2013
Many company owners would love to have what Alure Home Improvement has. The Long Island company, which topped the full-service list in the Remodeling 550, generated about $39 million last year. Some 60% of that $39 million came from referrals or past customers.
Some home improvement companies built their businesses canvassing. Some by mastering advertising and media. Alure built its business with leads from past customers, which cost far less to produce and which close at 60% to 70%.
Set up a System
Much more common, though, is the home improvement company that gets maybe 3% to 5% of its businessRead More
Scott Gruher / Sales Benchmark Index / September 3, 2013
The goal of prospecting – gain access to a high quality potential buyer
A lot has changed in sales over the past 50 years. One thing hasn’t. Referrals continue to be the highest quality leads. However, most sales organizations are awful at generating referrals. I will explain why.
3 Reasons Why You Aren’t Getting Enough Quality Referrals
- Accountability – your team can ask for them. The customer will tell you he’s done it, but you never know for sure.
- Not Effective – no process exists. When sales people have to invent their own method each time, they ignore it.
Andy Sernovitz, CEO WordofMouth.org / Duct Tape Marketing / January 31, 2013
Most small businesses will tell you their new customers come through word of mouth, but very few can tell you how those referrals happen or where they come from.
But, it’s not magic and it’s not an accident. Great word of mouth is the result of a planned, well-executed strategy focused on earning raving fans and helping them talk about you.
The good news: It’s easy (and a whole lot of fun) to get started. Here’s how to do it:
1. Just ask
Wait, hold on. Before we go any further, have you done the most obvious, most straightforward, and most effective word of mouth strategy of all? Have you asked yourRead More