For some businesses, it's not worth estimating every lead that comes in. For your small green industry business, being a little bit picky in terms of who you pursue can actually go a long way. Here are some questions to ask to determine who is worth pursuing. In addition to asking these questions, HindSite software can track this data - making it easier to decipher which leads are most worthwhile for your business.
1. What's the time line? If they need irrigation by tomorrow, chances are you and your business won't be able to comply. Make sure the lead is giving your business enough time to prepare so that you can maintain your business model - fast, but efficient and responsible service. Don't pursue a lead if the turnaround time they are requesting is too short.
2. How did they hear about your company? If they got your name from an existing customer or landscaper chances are they will be a more worthwhile candidate than someone who just did a web search. Networking is key! The lead will be more likely to pursue your business if they have a personal or professional connection. The Internet is great - but it leaves a lot of room for uncertainty. If you can only accept one lead and one finds you off of a whim from a Google search and another is referred to your business through a longtime business affiliate, go with the latter - every time.
3. What is your budget? Do they have reasonable expectations in terms of cost? If not, is it worth lowering your price just to have the business? Make sure you are not bending over backwards for this lead. Yes, the customer is always right and should always be put first. However, keep in mind that you have a business to maintain. If the lead does not comply with the cost regulations that your business has in place than move on to the next one. If you bend your expectations too often, customers will catch wind of that and your business will be know as the pushover. Stay strong!
4. Why are they adding an irrigation system? If water savings are important, that changes the tenor of the sales call. Finding out the reason the lead is in need of an irrigation system is important. To make sure you are complying with the needs of your customer it is best to find out all of their needs so as you can meet them. This also means your business - help your customers as best you can as much as you can!
5. Where are they located? Are they near customers for future service calling? If not, is the cost of driving far away worth it? This may seem a bit more obvious but if you can only follow up on one lead and there is one within your general servicing area and another is further away, which one would you pick? Seems a like a dumb question but let's take it one step further - what if the lead that is further away is offering more money? On paper, it can seem like the logical choice would be to pick the lead that is offering more, but make sure you make a thorough assessment. Is your profit exceeding the cost to drive out there as well as transfer the equipment and your employees? Make sure you are being thorough in your decisions.
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