How to Keep Potential Clients Interested
Follow this advice to encourage potential clients to move to the next step and choose your company for their project
HouzzUK
23 September 2019
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We're the happy Houzz UK Team and you'll see us around the site answering questions,... More
It can be frustrating when a homeowner gets in touch or meets to discuss a project, only to lose interest when you try to contact them again. If you’ve invested time in consulting, providing quotes and collaborating on ideas, this inaction can be even more confusing.
If this is something you’ve experienced, take a look at these tips, which will help you put together a strategy for reigniting interest from potential clients.
If this is something you’ve experienced, take a look at these tips, which will help you put together a strategy for reigniting interest from potential clients.
Consider the reasons for inaction
If your frequent attempts to contact homeowners go unanswered, you’re not alone. One of the main reasons for inaction is lack of time. Many of us are inundated with emails nowadays, and it can seem easier just to delete those messages we don’t have time to answer.
A recent study explained that it takes an average of 72 seconds to write an email, while deleting only takes three seconds, so it’s no wonder homeowners often feel it’s easier to send their messages to the trash.
Phone calls are equally challenging, and in fact, 97 percent of business calls now go to voicemail, according to sales strategist Jill Konrath. This is particularly true if you’re trying to call clients during your own business hours, as chances are they’ll also be at work.
Equally, the reason for inaction might not be lack of time at all and could instead be psychological – perhaps they’re feeling anxious about committing to the project. Whatever the reason, there are ways to successfully connect with leads, maximise your client’s engagement during the initial meeting, and respond to those prospects who have seemingly dropped off the radar.
If your frequent attempts to contact homeowners go unanswered, you’re not alone. One of the main reasons for inaction is lack of time. Many of us are inundated with emails nowadays, and it can seem easier just to delete those messages we don’t have time to answer.
A recent study explained that it takes an average of 72 seconds to write an email, while deleting only takes three seconds, so it’s no wonder homeowners often feel it’s easier to send their messages to the trash.
Phone calls are equally challenging, and in fact, 97 percent of business calls now go to voicemail, according to sales strategist Jill Konrath. This is particularly true if you’re trying to call clients during your own business hours, as chances are they’ll also be at work.
Equally, the reason for inaction might not be lack of time at all and could instead be psychological – perhaps they’re feeling anxious about committing to the project. Whatever the reason, there are ways to successfully connect with leads, maximise your client’s engagement during the initial meeting, and respond to those prospects who have seemingly dropped off the radar.
Get in touch quickly
To be in the best position to attract a new client before your competitors, it pays to make contact right away. Only 37 percent of companies call a lead within the first hour, according to a Harvard Business Review report, so by taking immediate action, you could stand out from the competition.
Of course, there’s a good chance the homeowner won’t be available on the phone, so complement your call with an email – after all, if they’ve given you their email address, they might prefer to be contacted that way.
Find out how Houzz Pro can help you follow up on leads
To be in the best position to attract a new client before your competitors, it pays to make contact right away. Only 37 percent of companies call a lead within the first hour, according to a Harvard Business Review report, so by taking immediate action, you could stand out from the competition.
Of course, there’s a good chance the homeowner won’t be available on the phone, so complement your call with an email – after all, if they’ve given you their email address, they might prefer to be contacted that way.
Find out how Houzz Pro can help you follow up on leads
Keep in contact
If your first attempt to contact a potential client goes unanswered, all is not lost. In fact, the sixth call attempt is often the one that converts a lead, according to a study by a major management and sales-automation solutions company.
The same study recommends you make three call attempts during the first two hours of receiving an inquiry. It then suggests you wait, then call again on the fifth day, followed by another call on day 14. Your final attempt should be made on the 15th day.
As well as calling, you should also follow up an inquiry with emails, sending your first one within 20 minutes. Wait until the fourth day to send a second email, followed by another attempt on day eight. If this isn’t successful, make two more attempts on day 15 and then on day 22.
If your first attempt to contact a potential client goes unanswered, all is not lost. In fact, the sixth call attempt is often the one that converts a lead, according to a study by a major management and sales-automation solutions company.
The same study recommends you make three call attempts during the first two hours of receiving an inquiry. It then suggests you wait, then call again on the fifth day, followed by another call on day 14. Your final attempt should be made on the 15th day.
As well as calling, you should also follow up an inquiry with emails, sending your first one within 20 minutes. Wait until the fourth day to send a second email, followed by another attempt on day eight. If this isn’t successful, make two more attempts on day 15 and then on day 22.
Sell yourself
Once you’ve connected with the homeowner, your sales pitch should explain why they’d be wise to hire you for their project. Highlighting your unique value proposition is key: in other words, tell clients what your firm offers that others don’t, and explain why you’re the right people to solve their problems.
Many homeowners are looking for someone who has experience of working on similar projects to their own, so it’s important to tailor your conversation to the client’s specific needs.
As a general guide, give the client a very quick overview of your firm’s area of expertise, letting them know what sets you apart from the competition. Follow this by asking questions about what they’d like to achieve, how much guidance they need, and what their concerns are. Then apply your knowledge and skills to the homeowner’s challenges to show them how your firm is the right option for solving those problems.
Once you’ve connected with the homeowner, your sales pitch should explain why they’d be wise to hire you for their project. Highlighting your unique value proposition is key: in other words, tell clients what your firm offers that others don’t, and explain why you’re the right people to solve their problems.
Many homeowners are looking for someone who has experience of working on similar projects to their own, so it’s important to tailor your conversation to the client’s specific needs.
As a general guide, give the client a very quick overview of your firm’s area of expertise, letting them know what sets you apart from the competition. Follow this by asking questions about what they’d like to achieve, how much guidance they need, and what their concerns are. Then apply your knowledge and skills to the homeowner’s challenges to show them how your firm is the right option for solving those problems.
Create a follow-up strategy
After this initial contact, it’s important to keep the homeowner engaged and help them overcome any uncertainty.
“It takes so much more selling of yourself and follow-up phone calls to get a client to commit these days,” says Amy Peltier of Amy Peltier Interior Design & Home.
“What seems to work best for me is setting the standard at each meeting of what I’ll be doing next. I first ask to set up the next meeting to review a contract in person. If they’re not willing to do that, I let them know I’ll contact them within the week to see if they have any questions.”
After this initial contact, it’s important to keep the homeowner engaged and help them overcome any uncertainty.
“It takes so much more selling of yourself and follow-up phone calls to get a client to commit these days,” says Amy Peltier of Amy Peltier Interior Design & Home.
“What seems to work best for me is setting the standard at each meeting of what I’ll be doing next. I first ask to set up the next meeting to review a contract in person. If they’re not willing to do that, I let them know I’ll contact them within the week to see if they have any questions.”
Leave a voicemail
There’s a good possibility that your follow-up call will be unanswered, so there are some strategies you can use to ensure your voicemail grabs attention.
Keep the message short – around 20 to 30 seconds – and begin with information that’s relevant to the homeowner, such as the lead time on materials they were asking about.
Include a question to encourage them to respond, such as whether they’d like you to order the materials, and end with a reason to get in touch and your phone number. Also let them know you’ll be complementing the call with an email.
There’s a good possibility that your follow-up call will be unanswered, so there are some strategies you can use to ensure your voicemail grabs attention.
Keep the message short – around 20 to 30 seconds – and begin with information that’s relevant to the homeowner, such as the lead time on materials they were asking about.
Include a question to encourage them to respond, such as whether they’d like you to order the materials, and end with a reason to get in touch and your phone number. Also let them know you’ll be complementing the call with an email.
Triple-up on emails
Sales strategists recommend following up on a proposal with at least three emails, at intervals of approximately seven to 10 business days.
The first email should include a thank you, with notes about what was discussed regarding the project. If you haven’t provided a quote, let them know when they can expect it.
Follow this with an email that includes an action, such as signing a contract or scheduling another conversation, and include something of value as well that’s relevant to the homeowner.
In the third email, you can create a sense of urgency with a question, again sharing something of value to the homeowner.
Sales strategists recommend following up on a proposal with at least three emails, at intervals of approximately seven to 10 business days.
The first email should include a thank you, with notes about what was discussed regarding the project. If you haven’t provided a quote, let them know when they can expect it.
Follow this with an email that includes an action, such as signing a contract or scheduling another conversation, and include something of value as well that’s relevant to the homeowner.
In the third email, you can create a sense of urgency with a question, again sharing something of value to the homeowner.
Nurture your leads
It often takes homeowners a while to plan a renovation, so it pays to think long-term when working out your follow-up process.
“If I don’t get the contract signed at a meeting, I check back in once to thank them and see if I can be of further assistance,” says architect Meriwether Felt of Meriwether Inc. “After we’ve established an outline, we tend to check in two or three times a year until they’re ready to tackle some of the bigger jobs.”
Implement a ‘nurture strategy’ that keeps your business top of mind and helps establish trust. For example, add them to your mailing list for newsletters and promotions, and periodically send group emails with information about your recent projects or trends in your industry – anything that homeowners might find valuable.
For more information on handling homeowner inaction, take a look at our related webinar.
Tell us…
Do you find it difficult to encourage leads to move to the next stage? Were these tips helpful? Share your thoughts in the Comments section.
It often takes homeowners a while to plan a renovation, so it pays to think long-term when working out your follow-up process.
“If I don’t get the contract signed at a meeting, I check back in once to thank them and see if I can be of further assistance,” says architect Meriwether Felt of Meriwether Inc. “After we’ve established an outline, we tend to check in two or three times a year until they’re ready to tackle some of the bigger jobs.”
Implement a ‘nurture strategy’ that keeps your business top of mind and helps establish trust. For example, add them to your mailing list for newsletters and promotions, and periodically send group emails with information about your recent projects or trends in your industry – anything that homeowners might find valuable.
For more information on handling homeowner inaction, take a look at our related webinar.
Tell us…
Do you find it difficult to encourage leads to move to the next stage? Were these tips helpful? Share your thoughts in the Comments section.
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This was well written! I have found that in the industry we have this image that if we get in touch with a client too soon, they'll think we're desperate for work. In my own business, I took a very different approach.
I go out of my way to make all of my clients feel like theirs is the only project I have and that they are my priority. Leaving my ego at the door has helped me gain a large, loyal repertoire of clientele.
I feel like a nurture sequence is unnecessary for most small service-based or design businesses, however, as there are much faster and easier ways to get clients than content/email marketing (unless you're selling an online product of course!)
Thanks again, love the discussion!
I'm curious to know who is actually calling 6 times and/or sending 3 emails. Personally, that feels excessive and would make me NOT want to work with a company. A couple phone calls and one email is my standard.