One of the best things about owning a small business is just that: staying small and nimble to give your customers that personal touch. It’s one of the things that differentiates you from the big-box retailers and corporate guys.
But what happens when there is no growth? Whenever your numbers aren’t climbing up and to the right, it’s a good time to reevaluate your sales process to identify any inefficiencies. They may be why your business isn’t seeing much growth.
First things first: do you have a sales process?
If you don’t have a well-documented sales process, start by identifying all of the different types of sales or service calls conducted by you or your sales team. What kinds of communication do you typically use to stay in touch with your customers? Note whether it’s via phone, email or contact form.
Next, identify how you get buy-in from a potential customer. Do you have a formal presentation, inspection or estimate-generating process? Make sure everyone in your company is on the same page.
Finally, think through some ways in which you help your customers before, during and after the sale. Is there a check-in after installation? Do you refer people to your website or other online forms? Is customer service quick, easy and reliable?
Ensuring that you have a document that outlines your sales process is a quick and easy first step. But there are some other considerations, as well.
Do you know who your ideal customer is?
Whenever sales are stagnant, there’s a good chance you’re trying to be all things to all people. You might be advertising or marketing your business to reach as many people as you can – without making sure they’re the right people.
Take a moment and describe your ideal customer. A homeowner in Alabama, of course, but what else is unique about them? Are they more likely to live in a newer home or an older home? Who is typically the decision-maker, and how do they make purchasing decisions when it comes to home improvement?
Answering a few simple questions will help you identify who you should be addressing in your marketing or advertising materials. You can use this information to market your small business more effectively and efficiently.
Script it out: know what to say and when to say it
Customers don’t know your business like you do. Communicate more effectively to them by creating scripts for phone calls and email communication.
Your scripts should include:
variations of messages for each step in the sales process;
thank you letters or voice calls;
follow-ups or check-ins with recent installations or repairs.
These are examples, and you can tailor these scripts (what kind and how many) to suit your specific sales process. They will come in handy, especially when training new sales or service professionals or empowering your team to have successful customer service interactions.
Thinking through your sales process
When was the last time you thought through the sales process for your home improvement business? If it’s been a while, take some time for a revisit and refresh. By answering a few of our questions above, you’ll be well on your way to a more refined process, and hopefully, an increase in sales for your business.
Maximizing efficiency and effectiveness is the lifeblood of any small home improvement business. Want to know some other ways in which we help Alabama-based companies like yours? Consider becoming a Smart Financing Service Provider – simply fill out the form below or contact us today.