Experts Give Advice on Lead Generation

February 11th, 2013 by DWM Magazine

It’s a topic any home improvement company is constantly struggling with: how to generate leads effectively. And from the hundreds of participants who attended a recent online webinar, this is a topic with which companies are continually trying to educate themselves.

The webinar was hosted by Dave Yoho Associates, a noted leader in helping companies in a variety of sales strategies. Dave Yoho, president and Brian Smith, senior account executive, were on hand to share their expertise along with Tim Musch, director of business development at Market Sharp.

Attendees were able to submit questions in advance so speakers knew the most important issues to focus on. They received 83 questions on lead generation, and more than 20 questions each on both financing and legal issues.

Regarding leads, Yoho outlined for attendees how to get from no to maybe to yes. Smith suggested companies use a lead map to help them on this journey. The sample map he showed attendees helps companies know when to follow up with leads, etc., categorize by customers sold, unsold, etc.

The speakers also stressed the importance of “sticking to the script” as these give “consistent predictable results.”

Another important selling strategy? “Make sure your sales reps just don’t sell your base model—increase the ticket size,” says Yoho. “One contact brings in one million dollars annually by change orders alone.”

Another topic of conversation was the use of creative financing and how this can help create sales.

“A homeowner always thinks an improvement will be half of what it is,” says Smith. “If that’s what they set aside and they don’t have the extra five thousand, for example, they will say they have to think about it. That’s where financing comes in. It also provides for an upsell opportunity.”

He goes so far to say that a sales rep should start writing up the order and give them the option of plan A or B to increase your likelihood of closing that sale.

Have you found success in any of these areas? Post a comment here.

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