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Identifying and Qualifying Your Best Customers David Lupberger

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1 Identifying and Qualifying Your Best Customers David Lupberger

2 Resource Poverty  The Harvard Business School refers to a phenomenon in small business called “Resource Poverty” –Small business owners wear dozens of hats –Small business has limited time and resources –Time is the most valuable and limited resource you have!

3 How Many Roles do You Have?  Owner/president ____  General manager ____  Production manager ____  Office administrator ____  Office assistant ____  Director of sales ____  Salesperson ____  Director of marketing ____  Marketing manager ____  Architect/designer ____  Estimator ____  Expediter ____  Lead Carpenter ____  Carpenter ____  Apprentice/helper ____

4 High Impact Activities  High Impact Activities –Actions that will have positive impacts on many different areas of your business –Attracting and qualifying the right clientele is a “high impact activity”

5 What is a Good Sales Lead???  Target the kind of clients you want –There are 2 parts to identifying what makes up a good prospect  The project itself  The client you will be working for

6 Identifying the Right Project  How do you determine the “right project?”  Example: General remodeling  What were your 3 best projects last year? –Why were they profitable? –Which projects did you enjoy doing? –Where were they located?

7 Identifying the Right Client  Do you know who your best customers are?  How do you find out? –What projects were your most profitable? –Which projects did you enjoy doing? –Where were these projects located?

8 Your Best Clients  What are the “demographics” of your best clients –Income –Profession –Children –Geographic location  North Arlington niche –Local elementary school –Homeowners committed to the neighborhood  Southern California: A target market

9 Your Best Clients   “ZipSkinny is a free website that covers all 50 states”. “You just plug in the Zip Code of a given area and it provides information on household income levels, population, education, housing density, racial/ethnic information, and other demographics.” The site even allows you to compare information for a number of Zip Codes side by side, and it automatically compares information with national averages.

10 The Marketing Funnel  Marketing is a numbers game –Number of leads needed to get an appointment –Number of appointments needed to get a design contract –Number of design contracts needed to get a construction job  Can you adjust your marketing “pipeline” to meet your needs?

11 The Marketing Pipeline  Referrals  Truck signs  Job site signs  “Pardon my Dust” neighborhood jobsite mailings  Company newsletter –Open houses –Dumpster day –Homeowner seminars in your area  The Internet –Your website –Additional lead generation sources  The future of Internet leads –Internet-based leads are the future –Consumers in ever increasing numbers are using the Internet to find information

12 Internet Leads  Parts of a comprehensive Internet strategy –A good website –Generating traffic (PPC, page rank, social marketing, lead generation companies) –E-mail tools and newsletters –Benchmarks to measure effectiveness  There are 4 primary online lead generation models –Internet Yellow Pages –Lead Generation companies –PPC (Pay per click/Low-end website-template) –Custom website design hosting

13 Your Marketing Funnel Business is learning how to use the Internet –5 years ago, most companies may not have had a website – now it’s standard procedure –Consumers are learning how to use the Internet (, an Internet marketing company estimates there are over 500 key word searches done every second –That is 30,000 keyword searches a minute!  If consumers don’t know your name, how will they find you? –An effective website – page rank –Online lead generation companies  Responding to Internet leads –People are looking for information –Understanding the selling cycle –Do you want to be a resource? –Build a relationship

14 Your Marketing Funnel  Create a marketing presence, and “brand”  Build a marketing plan that feeds your pipeline  Keep adding homeowners to your “pipeline”

15 The Element of Time…  A marketing survey discovered that when consumers purchased a product or service, that almost 80% of those consumers did not buy the product or service from the person who introduced them to that product or service.  We need a predictable, consistent marketing plan to keep our “name” in front of the potential customers we meet!

16 Your Marketing Message  How do you create your best marketing message? –Ask your best clients  Why did they work with you?  What benefits did they receive as a result of working with you?  Your best clients will tell you your marketing message!!!

17 The Lead Sheet LEAD SHEET DATE:__________ Name: Spouse Name:Telephone:Cell phone: Address: City/State/Zip Subdivision:Rating (1-4) Own Home?Age? How long in house? When to start work? Other bids? Who? Completion Date: TYPE OF JOB: Rating (1-4) 1. Whole House 5. Bathroom 9. Roofing 2 Room Additions 6. Siding 10. Small job 3. Addition w/kitchen or bath 7. Window/Door (Vinyl) 4. Kitchen 8. Window/Door (Wood)

18 The Lead Sheet SOURCE OF LEAD: Rating (1-4) 1. Past client__________ 2. Referral_________ Appointment: 3. Job Site Sign_____________ 4. Truck Signs ______________ 5. Newspaper Ad ___________Which One_________ 6. Mailing _________________Which One _________ 7. Architect Designer ___________________ 8. Insurance Co: _____________________ 9. Cold Calls_______________ 10. Other ________ Terminated: Design Agreement Signed: Comments____________________________________________ _____________________________________________________ _____________________________________________________ Comments____________________________________________ _____________________________________________________ _____________________________________________________

19 Audition the Client  Audition your clients to see if they are a good fit for your company  You do this with questions  You need to find out as much as possible about your prospective client and project during your first contact with them  This is your customer diagnosis

20 The Pre-Qualifying Phone Conversation  Don’t go out on appointments with unqualified prospects  Spend 20 to 30 minutes on the phone with them, or more  The time you spend on the phone should be proportionate to the size of the job

21 The Pre-Qualifying Phone Conversation  When a potential client first calls and asks if you can help them, the initial answer should always be: –“I don’t know. I need to ask you some questions to find out more about your project”  The person asking the questions controls the conversation…

22 The Pre-Qualifying Phone Conversation   When talking to a potential customer, ask the following questions: – –How did the potential customer come to call you? – –How long have they owned their home? – –What is the type and scope of the project?

23 The Pre-Qualifying Phone Conversation – –Why are they considering remodeling? – –What is their target schedule? – –What is their budget range? – –What level of research have they done? – –Who will be involved in the decision making process?

24 The Pre-Qualifying Phone Conversation –Have they ever remodeled before? If so, what was the outcome? –If not, do they know someone who has remodeled before? What was the outcome?

25 The Pre-Qualifying Phone Conversation  In asking these questions, you will find out a great deal about the client –Real prospects want to talk about their project –You may talk with them for 45 minutes or more –You may find you make a good “connection” with the person  Only schedule appointments with qualified prospects!

26 Saying “No” Gracefully  If you decide you don’t want a lead, be professional about how you turn them away –Recommend they call the local chapter of your trade association –Give them the name of another company who can do the job

27 Identifying and Qualifying Your Best Customers Thank You for Attending this program

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