Have you spent much time thinking about your lawn care customer sales funnel? Many newer lawn care businesses don’t think about this so I thought it would be a good idea to bring it to their attention.
What is a sales funnel? Well think of it as a big scoop. You want to go out there and scoop up as many potential customers as you can when you broadcast your marketing message. Then you want to reel them in step by step. You want to offer something and then get something from the potential customer.
Then offer a little something more and then get something more from them. You keep this process going in your sales funnel until you have the customer signed up for services. Ultimately you want to take the customer from step A to step Z, one step at a time.
A lot of newer lawn care businesses don’t understand this and they tend to rush the sale with the end result of losing it. They want to take the potential customer from step A to step Z all in one step.
So how do you take the potential customer in step by step. Say for instance first off in your advertising, you say call my phone number 24 hours a day and listen to my voice recorded message on the 7 secret steps every homeowner needs to know to obtain a full and lush green lawn. What this then allows the potential customer to do is call your number knowing full well you won’t pick up the phone. They can call and listen to your 7 secret steps and not have to be on the defensive from an sales pitch. The potential customer also can feel free to call 24 hours a day at any time.
At the end of the message you can say something to the effect of, “if you’d like further help or assistance in maintaining your lawn please leave your name and number at the beep and I will promptly return your call. I offer free estimates with no obligation and I am fully insured.” This then will prompt the potential customer to leave their contact information so you can take your interaction with them to the next step. You gave them a little helpful information and they give you a little helpful information. They will feel comfortable and you will feel good that they feel comfortable.
Another similar concept you can do even before the phone call is to have a business card distributor on your vehicle or trailer when you are out and about in town. Many potential customers will see your truck parked while you are working or at lunch and they may not feel they want to approach you at that time. They may or may not have a pen to write down your phone number from your truck, but if you have a business card holder on your vehicle they will feel more comfortable taking one.
This allows the potential customer to not have to feel like they are going to have to be on the defensive from a sales pitch. They can simply walk up to your truck, take a card and then call you later when they feel more comfortable. And remember the whole goal is to make the customer feel comfortable each step of the way.
One of our Gopher Lawn Care Business Forum members said “I started using a business card holders on my trucks and trailers at a home show this Spring. I bought a business card holder which is large enough to hold my post cards, it is held on by suction cups. We go through quite a few cards and get quite a few calls so I’d say it’s working. I had the printer do up 11 X 14 signs on foam core that states Free Information and contact cards here with an arrow.
Also, every tractor, excavator, mower has a leather water proof pouch with a few cards, if someone walks up to an employee, the employee will answer their questions, hand a card and suggest they send me an email. I prefer that staff do not take the information in case it gets lost, every crew however has a blackberry, if the client insists they will email me the information on the spot and I will contact the prospect within the hour.
I would encourage everyone to have something available for prospects walking by or if they see you parked somewhere, even though this is a business I always seem to be looking for a pen, I swear they have legs sometimes.”
Now to show you how helpful such devices can be, I am lucky enough to be able to give away 3 vehicle business card holders compliments of Artie at http://www.mytakeacard.com as well as 3 sets of 500 business cards compliments of Ely at http://www.bizcard.com
** HOW TO WIN THE FREE GIVEAWAYS **
If you are interested in taking part in this giveaway, just make a reply in the Gopher Lawn Care Business Forum and say you want in. I will pick 3 winners. I hope once you try this out you will see how important this whole lawn care customer funnel process is.
Watch Lawn care customer sales funnel - GopherHaul 39 Lawn Care Business Marketing Show
Listen to the Lawn care customer sales funnel - GopherHaul 39 Lawn Care Business Marketing Show podcast