WIN OR LOSE THE BUSINESS IN THE FIRST CONTACT

How your company handles the first contact with a prospect may have the largest impact on your success.

I was recently asked what questions are best to ask a prospect when you first interact when you are selling concrete raising and leveling services. I immediately thought of the discussions around “Living & Experiencing the Customer Journey” (The Tunnel) reviewed at HMIs ‘Discovery & Training Seminars.’ With reflection, I concluded that the mouth (beginning) of that tunnel may be the most important.

We all know that first impressions are tough to change. At this point, please stop reading, sit back and think of recent experiences you have had in trying to contact a service company to purchase a service.

• Was the phone answered before the 3^rd ring? How did you feel?
• Did you email and not get a response the same day? How did you feel?
• Did you get voice mail? How did you feel?
• Were you greeted with a “WARM” hello and thank you for calling? How did you feel?
• Did the representative sound rushed, harried, distracted? How did you feel?
• Did the representative sound knowledgeable? How did you feel?
• Did the representative make assumptions, or did he/she ask you questions before trying to SELL?

Many believe that 80% of the decision to retain a service company is made based on the experience of the first contact. Demonstrating professionalism, knowledge, sensitivity to time and just plain good old manners can go far in getting you a better return on your marketing dollars and an increase to your closing ratio.  

THE QUESTIONS:

Knowledge and understanding of concrete raising and leveling services varies greatly. Care not to “ASSUME” your prospect knows what you do or how you do it. Much confusion exists about the service and the first contact is the best opportunity to clarify and differentiate yourself by demonstrating understanding and knowledge without being assumptive. So, I would suggest your first question, after a warm greeting be: “How familiar are you with concrete lifting and leveling and may I have your email address to send you a link to a video which describes our process? With this question you will have accomplished many things.

• You will learn if you must sell the process before you start selling yourself?
• You will have secured the prospects email address which is your license to communicate for free for the rest of time.
• You may learn if it was a referral or whether they have already researched the process and visited competitors web sites.

From here you should suggest you will be sending them a link to a short video which demonstrates your process and explains the benefits in a short email. (Example video, please reach out to HMI’s marketing department to equip you.)

The next question is: ‘how did you hear about us?”  With this question you are learning:

• What marketing investments you have made that are working.
• That this is a referral from a prior customer or intermediary that you should reward to spawn further free leads.

Now that you have open channels to communicate beyond the initial call and understand their level of knowledge, it is time to learn about the potential job. So, the next question should be open ended (not assumptive and non-limiting). Can you describe to me the problems that you have that motivated you to call? Take good notes and use good active listening skills by summarizing what the prospect told you when they finish speaking. Prospects want to know that they are heard and that you listen to their issues.

Taking It to The Next Level  

From here you are well on your way. You should have garnered the critical information (other than formal name and address which can be done as a wrap up) and have made a positive impression. From here the questions will depend greatly on your company’s protocols and sales process.  You might:

• Request the prospect send you photos of the problem so you can offer a preliminary idea of the cost.
• Probe as to the age of the concrete if this is relative to a warranty program you offer.
• Request permission to visit the prospects site, at any time, so you can diagnose the problem quickly and supply them with a comprehensive estimate.
• Have the prospect walk around the property in a facetime or Zoom environment so you can see and discuss the problems with them efficiently as a preliminary step.

THE TAKEAWAYS

Creating a positive and professional first impression can go a long way to improving the profitability of your business. Asking the right questions early in the interaction with a prospect is critical. “The mouth of the tunnel is where the magic happens!”