The media purveys doom and gloom and some of those you consider your prospects may have bought in. However, the majority of homeowners continue to live the good life. Don’t allow you and your salespeople to develop an attitude which while unsupported can nonetheless have an effect on sales volume?
It is true that lead intake is suffering. So examine the two concepts of marketing. Most people engage in “take”, relying on getting more or better leads than their competitors; often overlooking the other option, “make” marketing. Where canvassing turns into creating instead of looking, where salespeople are taught to take nebulous leads and process them into sound prospects and reliable sales volume.
Energy conservation – green marketing – maintenance control – upgrading – space expansion – think about these as the positive desires of your prospects. Then examine how these important concepts can be implanted into your marketing and sales messages and stop buying into the media message of doom and gloom. It is not factually supported.
Our economy will continue to support aggressive and creative marketing and sales techniques. When you get negativity from your prospects who place reliance on the media, use facts and supportive selling techniques, support your prospects with a positive attitude. Teach it, train it and have your salespeople in turn instill this feeling and belief into everyone with whom they come in contact.
A recent survey indicates that a majority of home improvement companies are either slightly off or dead even with last years’ volume. Twenty percent of the respondents were ahead of last year in both volume and profitability. It is essentially up to you to decide which camp you are in.