Ask Andi: We haven’t given neighborhood prospects a good enough try. We’re working in locally but no one knows we’re there but our customer. Others might be interested in the work we’re doing, but I don’t want to be intrusive. How do we get the word out that we’re ready to help?
Top thoughts: Use goodwill to boost willingness of neighborhood prospects to open the door. Make them aware of your company. Have a meaningful message to share once the door is opened. Be sure sales is ready to engage.
Building goodwill with neighborhood prospects
There are many ways to make propsects aware you’re in the neighborhood. Your field crews and pave the way. Some require the skills of your sales force. Let’s start with your field crews.
The people out in the field are the number one representation of your company. How do they come across? Would you want this company to park it’s truck in your driveway? Would you want them in your home or place of business?
I hear business owners say they can’t let go of a top technician. No matter how many times that person disregards basic rules of engagement. Could be they show up late. Or leave a mess in the truck or the clients’ workspace. Consider this. What you, as an owner, tolerates, becomes company standard .
Have maximum positive impact on customers and prospects. Ensure employees are approachable. And willing and able to help. Make sure the impression they give leads to goodwill. And an invitation to stay and engage in the neighborhood.
New to the neighborhood?
Give your field crews tools that help them to make a positive impact. Consider customer service training, uniforms, handouts that tell a story. Explain their role in building neighborhood good will, and in gathering prospects for future work.
Hand out fliers that notify the neighborhood your company will be in the area. Invite people to contact the office if they have questions. If appropriate, put out street signs with the company’s name and phone number.
All of the marketing effort in the world, getting potential prospects to pay attention to your company and your offers, can go for naught without follow up. Someone has to reach across the gap between marketing and sales. Assign sales people to canvass an area in which your company has just worked.
Check in the with the customer to ensure that all work was completed satisfactorily. Ask to use the customer’s name as a reference. Then call on others in the neighborhood to tell your company’s story and inquire about needs.
Learn from and about prospects
As doors are opened, your sales people have 30 seconds to make an impact, leading to an invitation to explore further opportunity or a “no thank you, not interested.” Help your sales people craft a powerful story about your company and its’ work. Make sure it’s a compelling statement that fits your company – ask your customers to give you feedback on how they’d react if you knocked on their door.
Have the same standards for sales as you do for the field – clean, neat, polite, respectful. Find out if the prospect has time to talk, or not. Suggest a follow up if the prospect if busy. Offer a leave behind, and have a follow up routine.
If the prospect is willing to engage right then, be prepared to ask questions that help qualify the need and fit. Figure out how to quickly recognize a good prospect, and rule out ones that don’t fit. Treat both with respect, no matter what.
Expect your sales people to report back on canvassing results. Get a door-by-door report. Record results in a follow up system, noting which doors are hot leads, which need follow up later.
