I delivered a sales training session to the design team of one of our kitchen clients last week.
One of the questions posed to me was, “What are the most effective principles to work to when following up enquiries?”
Here are four key points we discussed…
Responsiveness
Recent research suggests that a sales opportunity diminishes dramatically beyond 10 minutes after an enquiry.
And I subscribe to that.
Not only does a quick response show potential clients that their interest is valued, but chances are, the prospect will move on quickly to the next kitchen retailer and the next - phoning, emailing, and submitting web forms until they connect with someone.
Call to Action
It’s hard to go wrong when your regular early-stage communications are underpinned with the premise of, “How can I help you with where you’re at towards your new kitchen?”
It’s how the best in the business operate.
As part of that, add a call to action to your follow-up. Perhaps an invitation to visit your showroom, a prompt to schedule a call, or a suggestion to view your website’s projects portfolio.
Multi-Channel
While email is the standard method, incorporate phone calls, text messages or even WhatsApp messages if appropriate. This will help you find the channel your kitchen buyer responds to best.
Timing is also essential. Scheduling regular, well-spaced communication keeps you at the forefront of their mind on their journey to a new kitchen without being intrusive.
As a rule of thumb, when it’s hard to reach a prospect, try this rhythm with a consistent separation between each contact of 2-7 days (depending on what stage you’re at with them:
1. Email
2. Phone
3. Text
4. WhatsApp
And repeat.
Tenacity
Arguably, it’s the single biggest variable in sales results.
The biggest issue in kitchen sales these days is being unable to contact people. And them not getting back to you.
Firstly, that’s now the way of the world! People’s values have deteriorated, driven by our increasingly busy lives.
Just because someone didn’t respond to your email a fortnight ago and your follow-up phone call last week doesn’t mean it’s a ‘No’. Life gets in the way – they’re just busy!
So, play the game, establish your contact rhythm and ‘em a nudge.
Effectively following up on kitchen enquiries is crucial for converting leads into clients. The more thought you give, the more activity you deploy, the more sales you’ll make.
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If you’re thinking you could do with taking your kitchen sales and marketing to the next level this year, contact me at david.barker@inspirekbb.com and let’s arrange a chat.
