Globally in some regions home builders are experiencing boom times. Wages are good and order books are full. But outside of these areas it’s not so easy and many home and renovation builders are still struggling to get good building jobs over the line. No doubt you’ve wondered how to get better sales for your construction or building business.
Yet even in these areas there are building companies that are doing well. Somehow they seem to thrive. They exude a quiet confidence that they will attract the desirable and profitable jobs. Surely there has to be some rational reason why this is so?
And there is. However, it’s never just one reason but a combination of many. Just as an award winning home is a combination of great design, materials and experienced project management, so a successful, client-attracting building business is a combination of many systems working together smoothly.
In this two part article I outline five things that, while not greatly powerful by themselves, when working together can give a construction company an aura of quiet confidence – the kind of confidence clients appreciate in their dream-home builder.
1. Captivating Slogans
It is definitely true that first impressions count. The very first impression your company makes on a prospective client can be the single biggest factor in their decision. It may even cause them not to consider you at all! Sure it may be totally emotional, but then so is much of the builder selection process. So it makes good sense to ensure that the very first encounter with your company is captivating, connecting and response-generating.
You need to imagine the impact of a powerful slogan – one that drives potential building customers to pick up the phone and call you. Imagine having a website, signs and vehicles that attract people to you because your slogan connects powerfully.
And then imagine how reassured they feel when they connect with you and discover you really do deliver what your slogan says. It’s confidence building isn’t it?
So what is your slogan? Is it captivating? Does it connect? Is it response generating?
Take a look at some of the slogans for the worlds biggest consumer brands – http://www.hongkiat.com/blog/77-catchy-and-creative-slogans/
2. A Customer-Focused Sales Process
Now couple a powerful slogan with a well presented, tested and proven sales process that explains simply and clearly what needs to do be done to:
· fully explore your client’s needs and aspirations
· introduce them to previous clients (who rave about you)
· calm their nerves with your iron clad guarantees.
Such a customer focused sales process outlines in advance the steps a customer needs to take in order to arrive at the best possible solution…even if that means using another builder!
You see the confident builder knows that his sales system works so there is no need for him to try and coerce the client to buy from him. They will follow the steps! Nice.
So how can you build such a sales process?
Start by documenting what you currently do in your sales. List each step and script what you say. Then test it, reflect on it and improve it over time.
When you discover you have made a mistake try a new approach. Keep trying until you develop a process that works – a process that is good – real good. Then, when the process is good, you won’t need to hire top salespeople to get great sales – just good people who will follow your well oiled system!
So over the next couple of weeks, why not reflect on your slogan and what it says about your business. Is it captivating; is it consistent; is it connecting? Also take a look at your sales process and ask yourself whether it’s customer focused. If it’s not already down on paper, write it down and script what you say so that you can begin testing it out.
To Be Continued…
What will you do to get your sales over the line? How would a slogan or customer focused sales process help you to do this?