I'm going to say if you're reading this, you're the exception. 

 

You obviously care about your business, growing it and making it better.  But there's a lesson to be learned here.

 

Last time I talked about your "brand".  Your internal brand, which is the way YOU do business, your process, your skills & experience, etc.  Then there is your external brand; the image you project to the marketplace.

 

But here's the problem.

 

Your industry, as a whole, has a brand, and for a typical prospect, it's not good.

 

Real Story.

 

My business partner lives outside of Washington DC and is thinking of replacing 3 big custom skylights in their home.   Having worked with me for the past 5 years developing the Closing Success System, he knows what to look for, what questions to ask and how to evaluate a company.

 

After doing some research on the web, he contacted 6 companies in his area via their website.

 

Of the six, only two called back and came out to look at the house.  He has yet to hear anything from the other four.

 

Of those two that did come out, NEITHER of them has contacted him since and it's been going on three weeks. (being a stubborn Irishman he refuses to chase them).

 

So it's back to square one and his money will stay in the bank for a little while longer.

 

Moral of the story.

The external brand of these companies was good enough to make him contact them - and he's pretty savvy about what to look for initially.

 

Their internal brand was terrible and even if one of these guys does get around to calling back, they'll be told to hit the road.

 

And the Industry (skylight & roofing guys) brand is reinforced - and not in a good way.

 

Research has shown that this scenario is typical and it's the number one hot button with John Q. Public when it comes to, not just roofing guys, but home service contractors in general. They Don't Return My Calls.

 

But that's not us, you say and I don't doubt that.  You do return inquiry calls - at least I would hope so and if you don't, well then, there's no hope for you

 

You can use this perception to your advantage. 

 

Simply acknowledge to a prospect that you understand this is a problem but you don't work that way.

 

Then lay out how you operate (your internal brand). 

 

Explain to them your process.

 

Give them specific time lines:  If just ONE of the skylight guys said something like:   "After we come out and take some measurements, I'll need to contact the glass supplier to get a price, that may take a week, but I'll call you by Friday and let know where it stands" - my business partner would probably have new skylights by now.

 

Summary..

 

People calling you have a need and they want to know that you are going to help them solve that need. Think how you want to be treated when you call a supplier. When do you want to be called back? How soon do you need an answer? What information will make you choose them again?

 

The first 5 minutes with a prospect are the most important. They set the stage for everything else. Be prepared and be professional and focus on meeting the prospects needs not just making another sale.

 

Until Next Time, I Wish You Much Success

 

Mike Jeffries

877-280-0715

mike@ClosingSuccessSystem.com