Lead generation best practices

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1. Lead Generation Best Practices 1 2. Follow us on Twitter @SimontonWindows @dougdeluca2 Get today’s presentation online!!…
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  • 1. Lead Generation Best Practices 1
  • 2. Follow us on Twitter @SimontonWindows @dougdeluca2 Get today’s presentation online!! www.slideshare.net/slideshow/embed_code/25848702 Look for me on Email me at: doug_deluca@simonton.com
  • 3. 3 Top Home Improvement Lead Sources Canvassing 8 Point Method Direct Mail (Letter, Post Card, Brochure) Installation Invitation TV & Radio Social Media Home Shows, Events & Malls Referrals Lead Generation Best Practices
  • 4. Lead Generation - Canvassing
  • 5. 5 The Canvassing Team • Hire a canvassing service • Employ a canvassing service From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra Lead Generation - Canvassing
  • 6. 6 Hiring a canvassing service There are companies that are already formed to do this service. If you are a small company, you and your sales force can make this a part of your marketing and sales plan. The cost is typically around $300 per lead From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra Lead Generation - Canvassing
  • 7. 7 Employ a canvassing service • A team consists of a leader and several canvassers • Total canvassing budget should not exceed 10% of marketing costs • Good canvassers should earn around $400-500/20hr work week • A good canvassing leader should earn around $45k annually • Company van should be provided From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra Lead Generation - Canvassing
  • 8. 8 How the numbers work: • 1 canvasser should gain minimum 10 appointments/week - 1 appt per 2 hours. (Target 15) • Of the 10 appointments, minimum 8 should confirm (Target 12) • Of the 8 confirmed, minimum 7 should have a presentation (Target 10.5) • Of the 7 presentations, 33% should close - 2.31 (Target 3.47) • Of the closed sales, minimum of 70% retention - 1.67 (Target 2.43) • Minimum of 17% of all leads should result in a retained sale • If each lead assumes cost of $300, 1.67 sales needs to provide maximum of $1796 of program financial support ($3000/1.67) • Target should be a program cost of $1234 per sale From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra Lead Generation - Canvassing
  • 9. 9 Canvas Team: •Team Leader: Full time employee. Recruits, trains, and supervises canvassers (trains by example), Maintains goals, Base salary plus incentives •The Canvasser: 19 or older high school graduate - college student works best, Clean-cut dress code, Part time (1000 hr. rule), Hourly base plus incentives •Training: This is a scripted, short presentation. The canvassers must be trained and they must practice the sales methodology for "getting the interest for an appointment." Most companies gain a hook by providing something to the prospect for an appointment: a gift, a free inspection, etc. Note: many communities require fee based license/authority for canvassing. Hefty fines can take place if these rules are not followed (paid for). From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra Lead Generation - Canvassing
  • 10. 10 1 2 3 4 5 6 7 8 =Project Address Lead Generation – 8 Point System
  • 11. • About 25 cents each • Door hangers go on minimum of; • Three houses across street • Three houses behind project • Two next door neighbors • Door hangers content: • Sell without selling • Backdoor hook • Incentivize install crew • Commission • Per lead (average cost of lead can be about $300 per) • Both • Sales Consultant prerequisite Lead Generation – 8 Point System
  • 12. Direct Mail • Needs constant monitoring for effectiveness • Is a science • Often outsourced (Val-Pak, etc.) • Cost is about $300/per • Needs call to action Lead Generation – Direct Mail From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra
  • 13. Call to action/Hook • Should include one of the following • Down-season special pricing • Overstock clearance • Promotion of new product or service • Special financing • Free inspection • Other compelling reasons for contact • Be sure to include brand, personal and product • Separation from competition • Include community footprint Lead Generation – Direct Mail From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra
  • 14. What to expect: • It takes time – a lot of time! • Customers can hold onto mail for > a year • Repeating message substantiates viability • Often need > 6x to remember • Return on Investment • Average response rate is < 1% • Responses tend to be solid Lead Generation – Direct Mail From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra
  • 15. Lead Generation - Install Invite 15 Try signage that says “come see the work in progress!!” • Dry erase marker with address – recycle signs • Be sure installers have business cards • Installer appointment bonus - incent Blanket neighborhood prior to installation, inviting neighbors to come watch and ask questions
  • 16. TV & Radio • Requires a healthy marketing budget • Radio is less costly and can be measured more readily • Branding is intangible result – credibility • Needs call to action • Loses emotion quickly • Make phone number or website easy to remember! • Target audience is 45-65 years old • If choosing Talk radio, conservative shows tend to yield more results Lead Generation – TV & Radio From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra
  • 17. Lead Generation – Social Media 17 Social Networking Specials, testimonials, before and after
  • 18. Shows, Events & Malls • Face to face method • High energy is needed • Never quote price – EVER!! • Display needs to draw attention • Needs call to action • Track visitors/leads • Follow short script – approx 1 minute to gain interest • Ensure literature and employees look professional Lead Generation – Home Shows/Events From http://www.squidoo.com/how-to-generate-home-improvement-leads by Robert Quadra
  • 19. Lead Generation - Referrals 19 Referrals How do I get my customer to tell others?
  • 20. Lead Generation - Referrals 20 Referrals • Most companies utilize referral bonuses • Most do not ask – ask EVERYONE • Best closing rate of all leads • Back end of installation is appropriate • Get comfortable, practice! “I want to let you know how thankful I am that you trusted us with your project. The very same courtesy and service you received is how we treat every customer. Can you think of a couple of people who may want some information on our energy saving windows?”
  • 21. Lead Generation - Summary • Have a multi-faceted plan • The more types of lead generation, the greater the reach • The greater the reach, the better your brand awareness • KISS theory to start • Keep It Simple! • If budget is tough, start with 8 point, yard signs, referrals, etc. • Measure results • You can’t improve what you don’t measure • Find best performers • Don’t be lazy – especially with referrals! • Easiest to use if rehearsed • Greatest rate of return
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