Looking for leads? Step up your sales game!
Running a business requires more than just great craftsmanship; you need to be an effective salesperson too. A proactive sales approach can make all the difference in helping you secure new projects and maintain a steady flow of work.
Embrace the sales mindset
Sales are a critical part of your business, even when you’re busy. Consistently dedicating time to generating sales leads will help you build a robust funnel that can withstand downturns. This effort will pay off as your reputation grows and leads to strong word-of-mouth referrals.
Make time for sales
Sales don't just happen; they require time and effort. Establish a routine by setting aside time every day to follow up on recommendations, referrals and enquiries. Don’t just wait for sales leads to come to you - reach out to prospects in your community and make your presence known.
- Networking is a great way to get referrals. Join a group like TNG or BNI; build relationships with professionals in related industries including architects, electricians and plumbers; and leverage your NZCB membership to gain exposure and make connections within the industry.
- Don’t underestimate the power of personal connections. Let friends and family know about your business and ask them to spread the word.
- Share your business details in community Facebook groups, making sure to check each group’s rules first. Ask friends who are active on social media to engage with your posts and respond to community requests for recommendations.
- Introduce yourself to potential clients via email. A personalised message can help you stand out and create a connection.
Promote your business
If you see marketing as just a cost, you could be missing the opportunity and value it creates. It’s generally recommended to invest 5% of revenue into marketing for continued growth and improved profits. In fact, companies that allocate a higher percentage of their revenue to marketing often enjoy significantly larger returns.
- Have professionally designed branding, including eye-catching site and vehicle signage, and flyers that you can maildrop in each area you work in.
- Regularly update your website with completed projects that demonstrate your expertise and the quality of your work.
- Invest in professional photography for key projects.
- Ask for reviews from satisfied clients to boost your online presence.
- List your business on digital platforms like Houzz and Neighbourly, as well as paid networks like Archipro.
Build a customer database
Every business should keep a contact list… and use it! Automate email responses to website sales leads, and use email to stay in touch with past clients, industry professionals and potential clients who weren’t ready to start their projects.
Get support to grow your business
Running a building business is demanding, and while some sales activities require your personal touch, it’s worth getting help for everything else. If tasks like admin, bookkeeping or marketing aren’t in your skill set - or you simply need to free up some time - consider outsourcing to professionals. You can’t be an expert at everything, so focus on what you do best and delegate the rest.
By becoming an effective salesperson for your business, you’ll ensure a steady stream of projects and set yourself up for long-term success. It takes time, effort and the right strategies, but the rewards are well worth it!
Amanda is a regular contributor to NZCB's InHouse magazine
This article featured in the October/November 2024 issue.
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