Turning a prospect into a customer involves more than making them aware of your business. You can describe what your business represents—such as professional service, sustainable practices and affordable prices. But your competitors may say the same thing.
Every contractor says he is hardworking and provides a variety of services. Prospects expect to hear that. So what can you do that will make you stand out, and make people remember you?
The importance of understanding perceptions
Ask yourself: What does my business remind people of? What do they think about when they hear “landscaper” or “contractor”? Do they have positive feelings for my business, or negative ones?
When you understand people’s perceptions, you can begin creating a message they will remember.
Which message is the right message?
Build relationships by sending a message that will relate to what’s important to your prospects and customers.
Prospects want to know what it’s in it for them if they commit to your services, so your message should appeal to their needs and desires, as well as address their problems. Your message should explain how you are going to make them happier, and how you are going to make their lives easier, so that prospects will be motivated to contact your company.
Survey your existing clients to learn what you could promise future ones. Learning why they chose your company over another, why they think you solved their problems, and whether they believe you kept your word will help you to persuade others to make the same choices your clients have to use your service.
Customers want promises, not mission statements
Your team can be a professional and hardworking one, but a prospect won’t care about that if you never return their phone call. And prospects won’t remember your mission statement as well as they will remember that broken promise to show up first thing Monday morning.
Doing what prospects want you to do (show up on time, do the job right, be friendly and helpful) rather than what they expect you to do (let them down by doing none of those things) will help create loyal and satisfied customers.
So make a promise to do what prospects want you to do. Promises like, “We will show up on time,” or “We will return your phone call.” Make a promise to clean up at the end of the day. Promise to return calls quickly, and to resolve any issues.
Share your promise to perform
Feature your promise in your advertisements. Include your promise on the mailers or door flyers you distribute to prospects, or put it on your business card. You can share your promises on your website, or through social media like Facebook and Twitter.
Sharing your promise is a small gesture, but following through and delivering on your promise consistently can have a positive impact.
You can do more than just give prospects a list of the services you offer. Make them a promise to meet their expectations and solve their problems, and you can begin building strong client relationships.