RoofViews

Residential Roofing

Speedy Lead Management is the Key to Sales Success

By Wendy Helfenbaum

May 08, 2020

Contractor on cellphone

By the time a potential customer reaches out to you, they've likely already researched several roofing contractors. Your business faces competition right from the start—how do you edge out multiple competitors and close the sale? In many cases, these efforts hinge on a fast response to lead management.

"Speed to lead" statistics indicate that the more quickly you reply to an inquiry, the better your chances are of transforming a potential customer into a sale. Wait too long, and you risk losing that lead. Here's how to be strategic and proactive about lead management.

Recognize the Need for Speed

The internet gives consumers immediate access to information, so they expect fast responses to their inquiries. An effective lead management tool can track and contact potential clients, which can give roofing contractors an edge.

Today, that response time frame is as small as it has ever been. Consumers have no shortage of options, which means that capitalizing on leads requires you and your team to act quickly. A recent MIT study found that the chances of success with a customer are 100 times higher after a five-minute response than they are if you wait half an hour before responding. Rich Harshaw, a marketing expert in the home services industry, believes your best chance is an even quicker response—think nanoseconds.

Capture the Lead in the First Call Back

Reaching out to a roofing contractor is an important stage of a homeowner's buying journey. They may be ready to buy, so the company that can establish a swift rapport with them is most likely to get their business.

Train your teams to prioritize immediate responses to leads. Provide a script for sales and office staff that describes your company and the services you offer. Establish a system to follow up with clients—this will empower employees to reach out as part of a lead management process. This type of process can help establish a positive relationship with property owners that keeps your company and sales professionals top of mind.

Sales teams who don't return calls within about five minutes may lose more opportunities, miss out on marketing ROI data, and waste marketing expenses. The longer potential customers wait for a response, the more likely they are to sign with a competitor.

Use the Right Tools for the Job

Many businesses don't qualify their leads in time—not because they don't aim to, but because they're not working with the right tools or software for lead management. Your company can improve its "speed to lead" by leaning on technology such as GAF Leads, which instantly notifies you through a text message and/or email when a lead comes in. This flexible platform works on mobile, desktop, or select CRMS systems*, and is able to collect the analytics you need to evaluate sales performance, ROI, and future decision-making.

Faster lead response times are a strategic path to better-qualified conversions and close rates. Keep analyzing your data, tracking response times, and measuring your actual versus closed opportunities. Evaluating sales performance and leads sources will help you decide which marketing campaigns are a good investment and which salespeople are best for certain leads.

GAF Leads can help contractors implement an effective and proactive system. Prioritizing a positive customer experience through a proper lead management process can help guide your success rates in the right direction: Straight up!

For more tips and solutions that can help you achieve your business goals, check out GAF's resources to grow your business.


*GAF Leads is currently able to integrate with Acculynx, Job Nimbus and Job Progress.

About the Author

Wendy Helfenbaum is a Montreal-based journalist, content marketing writer and TV producer who covers design, architecture, real estate, gardening and travel for many publications and brands, including Country Gardens, Metropolis Magazine, Realtor.com, Marriott Traveler, Costco Connection, Toll Brothers, PBS NextAvenue.org and many more. Wendy loves keeping up with current design trends and is addicted to home improvement DIY reality shows. Follow her @WendyHelfenbaum.

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