I had back-to-back client calls with two kitchen retailers last Thursday.
Both smart and switched on, and both getting some great marketing out of the door (which we’ll take at least some credit for!).
It just so happened that in both calls, the same question came up:
“At what point do you follow up with a prospect after they’ve given you their data?”
That’s where the similarities ended because their responses were wildly different.
One of them aims to get in contact with all new leads within 24 hours, while the other waits a week and then reaches out.
And the results are hugely instructive – the one that follows up without delay gets more sales appointments and closes more sales.
The former is viewing every new piece of data as a sales opportunity that needs to be probed, explored, and converted. While the latter is still in the ‘let them come to me’ sales mindset.
Marketing is designed to generate leads. But, if those leads can’t be progressed and converted, then the whole operation is diminished, regardless of how good the marketing is.
Which is why, at this point in the kitchen buyer’s customer journey, it’s vital that marketing hands over to sales.
Here are some ways to do just that:
Reach out personally
Once someone’s given you their data, they’re fair game for a personal email, phone call or text (depending on the data they’ve provided you).
This communication can ask whether they got the information you sent them – typically a brochure or a guide – and ask for more information on their project and time scales.
The goal is simple – get into personal dialogue; again, moving them from being a marketing contact to a sales opportunity.
Offer a free discussion
Many of our clients are finding that a 15-30 minute ‘conversation with a design expert’ is the perfect next step, for three reasons:
1. It’s valuable
Most people don’t know very much about designing kitchens, and what they should and shouldn’t be doing. Even if they’ve undertaken plenty of research, many people will be keen to ‘sense check’ their ideas with someone who knows what they’re doing.
2. It helps you eliminate tyre-kickers and unsuitable prospects
No one wants to be spending time chasing the wrong leads. By screening contacts with a free call, you can ensure you don’t waste lots of time progressing a project with someone who’s never going to buy from your company.
3. It will clarify timeframes
Regardless of the project size - but particularly where there’s an extension involved - for the benefit of the client and their project, you know it’s always better for the kitchen designer to be involved sooner. An earlier conversation will help you gain that control.
This conversation can be offered via email, phone call and text. If your marketing is well set up, you can remarket the proposition specifically to customers at that stage of the sales funnel on Google, Facebook and of course, email.
Offer more sales-oriented steps
Once you know someone’s interested, it’s best to be upfront. Your communication should encourage them to take steps forward towards the sale; whether that’s a showroom visit, registering on a webinar, or booking one of the calls mentioned above.
Further, this is your chance to educate them in what it possible – something you also know they quickly come to appreciate.
While you still want to be providing valuable content after you’ve received their data, it should be content that encourages them to get in touch and take the next step, rather than some of the less pointed content that sits higher up in the sales funnel.
Could you improve this area of your sales and marketing?
If so, I’d urge you to join us on the next edition of The Big KBB Marketing Call, this Friday, 17th July, 11am on Zoom.
We’re going to focus in detail on this next step - where marketing hands over to sales. We’ll share what’s working right now for KBB retailers, in terms of turning leads into sales.
It’s content, conversation and community, and you’ll be very welcome.
We hope to see you there.
Finally, feel free to forward this invitation to anyone you think would benefit from being on the call.
