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Whether you are a contractor, or selling software to a Fortune 100 company, the phases of marketing all tend to stay the same.
Attracting prospects, also known as the "know" phase. For most, this is when they first see your website in a search listing, or when you call them after they went through a lead service.
Converting prospects to leads, I call this the "like" phase, because if they don't like what they see, they won't convert to a lead. Usually, this is when they click on your "Contact Us form" to send the information to you, or they pick up the phone to call you for an estimate. I think this could be improved for a lot of companies by making this phase easier and requiring less effort, but we'll get into that later.
Closing the lead into a customer, this is the "trust" phase, once they trust you more than anyone else, they will buy from you.
Deliver the service or product, yes you know this is part of your marketing, maybe one of the most important parts!
Upsell or cross-sell after the initial sale. This could be additional work orders to fix problems they and you didn't know they had, or just them adding work on because they like your work so much they are looking for ways to keep you around longer! If you're not getting any additional work orders, that are paying you, maybe you're not friendly enough or your crew is failing in the Deliver phase?
Referral of you to other people. Don't think that this only has to happen after every other phase is done, it can actually be done along side every other phase! The important thing is that you have a system so that you don't forget to do any of these phases.
Alright, first, what phases do you have nailed down already? You don't have to be awesome at them, just have a system in place of some kind.
Now, if you had to pick one to improve, or put a system in place to improve, which would it be?
I'm deciding what my next series of content articles is going to be about, and I wanted to let you all give me some input, so it can be relevant. I'm also interested in seeing the differences between the different sizes of companies and where they are trying to improve.
Attracting prospects, also known as the "know" phase. For most, this is when they first see your website in a search listing, or when you call them after they went through a lead service.
Converting prospects to leads, I call this the "like" phase, because if they don't like what they see, they won't convert to a lead. Usually, this is when they click on your "Contact Us form" to send the information to you, or they pick up the phone to call you for an estimate. I think this could be improved for a lot of companies by making this phase easier and requiring less effort, but we'll get into that later.
Closing the lead into a customer, this is the "trust" phase, once they trust you more than anyone else, they will buy from you.
Deliver the service or product, yes you know this is part of your marketing, maybe one of the most important parts!
Upsell or cross-sell after the initial sale. This could be additional work orders to fix problems they and you didn't know they had, or just them adding work on because they like your work so much they are looking for ways to keep you around longer! If you're not getting any additional work orders, that are paying you, maybe you're not friendly enough or your crew is failing in the Deliver phase?
Referral of you to other people. Don't think that this only has to happen after every other phase is done, it can actually be done along side every other phase! The important thing is that you have a system so that you don't forget to do any of these phases.
Alright, first, what phases do you have nailed down already? You don't have to be awesome at them, just have a system in place of some kind.
Now, if you had to pick one to improve, or put a system in place to improve, which would it be?
I'm deciding what my next series of content articles is going to be about, and I wanted to let you all give me some input, so it can be relevant. I'm also interested in seeing the differences between the different sizes of companies and where they are trying to improve.
