I went on an estimate last week with a client who is in the siding and window business. I left the appointment full of answers about why he wasn’t closing any business. As we walked the property the contractor answered all the homeowner’s questions and concerns without hesitation. He sounded like an authority and presented himself very well.
Then the shit hit the fan
As my client handed the homeowner an estimate for the work (it was a smaller job) the homeowner dropped the $64k dollar question…do you have any information you can leave?
Then the stumbling and fumbling began
My guy didn’t have anything to give the homeowner other than the estimate. Keep in mind, he didn’t run out, he didn’t have anything; not a brochure, not a fact sheet, nothing about his company, himself or the windows – nothing. To which the homeowner replied –
“Dude, you gotta have something?”
Understand, part of the reason I was there was to help the contractor develop materials for his company, so he already knew he had some issues. But the homeowner’s reaction couldn’t have hit home more.
While my guy hemmed and hawed, I took the lead and let the homeowner know we were in the middle of adding some great new products and services to the lineup and that we would make sure to send him a soft-copy via email ASAP so he had something.
But this deal isn’t going to close
So my guy had to learn a lesson the hard way…and the expensive way. Always have to have some kind of marketing materials to leave behind. I don’t care if it is a brochure you make at home or a four-color high gloss job from the printer, people thirst for knowledge, and you better be ready to give it to them!
So learn this lesson at someone else’s expense and make sure you have a leave-behind to give someone, regardless if they ask for it or not…and your business card doesn’t count!
