The Benefits of Working With A Lead Generation Service
"The leads from HomeAdvisor are trash!"
It's Not My F#@king Fault!
What's Going Wrong?
Changing Your Thought Process
Look At It From A Customers POV
When you think of a home theater, you think of a full Dolby Atmos system, 120″ screen, 4K Sony projector, seating, wall sconces, popcorn machines, the whole deal.
When a potential customer thinks of a home theater, they think of a $300 soundbar and a wireless subwoofer. When they think of a smart home, they think Amazon Alexa, not Control4. Why? Because they don't know any better. The industry as a whole has done a piss-poor job of branding.
You can’t sell your version of a home theater or smart home to 99% of the people in your zip code list that you gave HomeAdvisor, they can't afford it. Yet, there you are advertising to them.
You need to narrow the list to the specific communities that you work in, or want to work in. These people are your perfect buyer persona. Those are the people who are ready buy your services, and they're on Home Advisor too. How do I know that? Because you're not making any attempt to get them to your website. They have to go somewhere.
The Pay Off
Strike While The Iron Is Hot
Lead generation services (including Google Ads) work because it’s people who are actively (at that exact moment) searching for your service or product. Like it or not, we live in the “I want it now” generation. People expect anything their heart’s desire at a moment’s notice.
Let’s say you have a toothache. You jump on the Google box and search for dentists. Your tooth is throbbing, and you’re starting to get frustrated. Who’s going to get your business? The first dentist who answers the phone, that’s who. The same goes for lead generation.
When you receive a lead from a lead generator, that potential customer is sitting at their computer or on their phone actively searching for your service at that moment. If you’re not on the phone with them within minutes, somebody else will be. The integrator that returns the call first wins. I can't stress this enough, when you receive a lead, you MUST return that call immediately. If you're in a situation that you can't do that, you should turn your leads off temporarily.
There’s no reason to return a call at 6pm from a lead you received at noon. That sale is closed. Unfortunately, it wasn’t you who sealed the deal.
I’m a firm believer in having a script to walk potential clients through your process. First, it keeps them on the phone. Second, it builds rapport. Third, if you’re on the phone with them, your competition isn’t.
1. Create a script with questions you have to ask. (assume the sale)
2. Walk them through your process.
3. Tell them why you're different than the competition.
4. Close 'em.
You should be able to use a conversation the same way you use your Milwaukee drill. Sales skills are a tool just like any other tool in the back of your van. I’m not talking about slicked back hair, plaid jacket sales-guy. I’m talking about having an end goal in mind, letting the potential customer know that you’re different from your competition, then closing them. Whether it’s a “close over the phone” or a “close for appointment”. You need to close them. If you don’t, you’re never going to talk to them again. It’s that simple.
So What's The Problem?
If lead generators work, why don't I recommend them 100% of the time? Because you’re giving away control of your business. You don’t know if these lead generation services will be in business a year from now, or whether they’ll change the way their service works. You’re essentially working as a sub-contractor; that’s not an ideal situation for you. Never trade a paycheck today for a fortune tomorrow.
Build Your Business — Not Theirs.
Instead of spending money on a lead generation service like HomeAdvisor, why not start building your brand instead of theirs? It takes time, but the pay off lasts a lifetime. At Pixel Vault, we’re here to help. Want to talk about how Pixel Vault can help grow your business?