Where Do Most Of Your Contractor’s Leads Come From?
Talking to a contractor about where the bulk of his business comes from can tell you a lot about the company. Some contractors don’t know where their business comes from and have never bothered to figure it out. Some companies have a lot of past customers and their business comes from past customers or referrals from past customers. Some companies do a lot of marketing and advertising.
Every successful contractor, without exception, has satisfied customers by providing a good value. Providing a good value should lead to referrals and a consistent base of customers. Good leads are the lifeblood of every company. Without this base, a contractor cannot succeed. Most established contractors’ primary source of new customers is word of mouth. While every contractor has occasional customer problems, if a company gets too many unhappy customers, no amount of advertising dollars can overcome this situation. Dissatisfied consumers tell too many others of their misfortune. Take a look at some of the homes of many satisfied McCaleb customers:
Unacceptable: The contractor does not know where his business is coming from. He does not know why you called him or where you got his name.
Good: The contractor understands the importance of the lead source. He tracks leads and knows where his leads are coming from.
Better: In addition to the above, the contractor tracks leads and has a lead qualification system that helps him understand better which leads are right for each person in his company.
Best: In addition to the above, the contractor focuses his marketing and advertising strategies to attract the kind of leads that best suit the company. He has come to realize that everything he does creates a perception, and he is careful that the perception he creates is aligned closely with the direction the company wants to go.