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Generating More Customers - Page 2

Written by George Hedley

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There are 800 or more potential new customer targets at the top of the funnel, which only generate ten new jobs. This is a lot of work and requires a real effort to make it happen. Your past reputation and providing quality work with good service won't generate enough potential new customers to hit your goals. Waiting for the phone to ring will not work either. A sales system is required to keep the funnel flowing.

When I wanted to start my Construction Expert Witness consulting business, I started by identifying 400 lawyers in southern California who were litigators on construction and real estate lawsuits. I embarked on a program to contact them every three months with a phone call, e-mail, flyer, brochure, letter or attend a legal networking event explaining how my services will help them organize and win their cases. Eventually, over a year, the phone began to ring more often, and I was able to get appointments when they had a need for what I offered. Finding customers is an ongoing process. To keep the customer flow coming, I continuously make quarterly contacts since I can't predict when each of the targets will need an expert witness for their cases.

What Do You Do to Keep the Flow Going?

Many companies attend networking events and think this will keep their funnel full. While it does add to the total flow, it is never enough. If you meet twenty people, how many of them actually need the solutions you offer? And what do you then do with their contact information after you meet them? You need a system to identify potential customers, qualify them and keep in touch on a regular basis. If, you actually closed one or two of the twenty potential customers you met, you still need to sell another eight new customers every year using the funnel flow example.

Tell Customers How You'll Help Them!

Once you identify your target customer, your first job is to tell them how you can solve problems for them. Give them an offer focused on solutions. Use messages like:

We build 25 percent faster!
Our job is to save you at least 15 percent!
Our goal is to make your job easier!
We care about your success!
We bring you peace of mind!
We offer solutions to your challenges!
We'll help you finish your projects under budget?
We can maximize your investment!
We guarantee no hassles!
We go the extra mile to solve your problems early!

I get tired of companies trying to convince me to hire them by telling me how great their company is or how long they have been in business. Tell me what you'll do for me and how you'll help meet my goals. Your goal is to get a signed contract and build a trusted relationship by mutually benefiting each other.

Your second job is to focus on getting customers to respond to your message and contact you for help. Offer guarantees, free reports or special one-time trials. Do this to get potential customers to call you, so you can go meet them and begin the flow down the funnel. A local heating and air-conditioning company advertises in our local newspaper that they offer a complete residential inspection, service and tune-up for only $39. This service usually costs at least $99 to $129. The owner's goal is to get enough calls to generate customers who like what his company offers and then turn them into long-time repeat customers. I bet his phone is ringing off the hook.

Get Your Sales Success Funnel Flowing!

Now the job is yours. Start by identifying a long list of customer targets you can contact over the next year or two. Over time, you can qualify them and eliminate those who don't need what you provide. Continue adding to the customer target list as some are deleted. Contact them regularly with your message of how you can solve their problems and make their life easier. Also offer special promotions to get your phone ringing faster. Follow up on every lead with a phone call to set up an appointment. Go meet these potential customers, listen to what they want, then deliver. By following this system, you will keep your funnel full, your top-line growing and your bottom-line expanding.

Construction Business Owner, November 2009

George Hedley is the best-selling author of "Get Your Business to Work!" available at his online bookstore. As an entrepreneur, popular speaker and business coach, he helps business owners build profitable companies. To hire George, attend his "Profit-Builder Circle" academy or be a part of an "Executive Roundtable Group" call 800-851-8553

Tags: 2009 November Issue , construction owner , sales