When business is good, it can be tempting to forget about new client acquisition, even if just for a minute. However, new clients are always going to be a necessary part of business. No matter how big your flooring business gets, there’s always room for growth. You’ve probably got plenty of promotional marketing and PR out there already, but that’s not what we’re here to discuss.
We’re going to look at the strategic and tactical things you can do to help increase your new client intake. Some efforts work better than others, but just about any flooring business should be able to improve its lead generation and client acquisition with the tactics discussed below.
Cost: Free, unless you pay for outsourced services
Customer service is still king. The Internet came along and shook things up for a while, but they are settling back now. As the dust clears, we see that customer service is still at the top of the list for people when it comes to choosing a company to work with for things like flooring and other home improvement products. They want to know that they can ask you for anything related to their flooring purchase and that you will be able to deliver.
This includes improving the avenues that you offer for customer service. In addition to having a 24/7 answering service for phone calls (more on that later), you should also have a live chat feature set up on your website and social media profiles where people can contact your flooring business for more information or if they have questions.
Consumers today are a lot more discerning than they were in the past. They have so many choices when it comes to the businesses that they work with. Naturally, they will want to be sure that they’re working with the absolute best. Therefore, it can be a great strategic move to position your flooring business as an authority within the industry. You can do this by posting educational content and helpful resources, sharing news and updates, and giving to your audience without expecting anything in return.
When people see how much you value your audience and want to deliver the information that they need, they will respond in kind. They will also want to work with you because you are giving them insight and assistance without expecting anything in return. With all your knowledge, you are clearly the best choice for the job. Step up your industry education and watch the clients come to you.
Cost: Free, unless you pay incentives, etc.
You can’t technically “pay” people to give you reviews unless you explicitly say that you did so. However, you can ask people for reviews, or advise that if they give you one, they could be entered to win a prize, could get a discount on their purchase or the installation costs, etc. You can also go the old-fashioned route and just ask for people to give you referrals and leave good reviews when you’ve done a good job.
People today trust other people more than they will ever trust any business. Therefore, the more firsthand accounts you have of how easy and pleasing it is to work with your company, the better. You could even consider starting a referral program that incentivizes people who refer their friends and others to your company for their flooring needs. However you do it, make sure that you get reviews on Google, Yelp!, your website, social media pages, and anywhere else that you possibly can.
Cost: $0-$5,000, depending on what needs to be done and whom you pay
It feels like it’s a little late in the game to still be harping on this one, but there are still a lot of mid-size businesses and local companies that have just moved up in the business world but haven’t quite gotten there with their website and other online listings. You need to make sure that your flooring business is visible online and easily accessible from any device.
That includes making sure that your website is a mobile-friendly design that’s simple to use and easy to navigate. You’ll also want to make sure that directory listings, your Google listing, and other places your business is found online have good links and contact information so that people can get in touch right from the search engine. Make sure forms render on any device, too. It helps if you can put yourself in the shoes of the consumer and go through your site on a mobile device—find the things that don’t work and fix them. If you’re not comfortable doing the work, you can hire a freelancer or web design company to do it for you.
Cost: $200-$5,000, depending on what you outsource
Outsourcing is the bread-and-butter of the modern business that wants to get more done with fewer people. When you don’t want to hire a full administrative staff (or even if you just don’t have the means to), you can rely on outsourced solutions to deliver everything that you need. Starting with a 24/7 answering service, you can guarantee that you’ll never miss another opportunity when you go this route.
When you partner with the virtual receptionists at Smith.ai, you’ll also get access to a team to assist with lead intake and screening, appointment scheduling, live chat, and even offer a hand with outreach campaigns to attract clients in the first place. Plus, it all comes with a custom strategy to ensure we cover every detail.
This will free up your time and ensure that nothing gets overlooked. It can also give you a chance to scale administrative and communications solutions as needed, which is much more flexible than having staff in-house.