Issue link: http://read.dmtmag.com/i/89769
30 • NOVEMBER 2012 • WORLD FENCE NEWS This month, I have been asked to talk about some ways to generate res- idential sales leads. In talking with so many of you this past year who serve the residential market, it became clear that the residential side of the business, for many (but not all) of you, really could use a boost. I realize that we are now solidly in an electronic world, but that doesn't mean that some of the older tools can't be successfully implemented. Speaking of the "old tools," I feel that I can offer a suggestion that might help you decide about how to use the Yellow Pages more effectively. I am aware that so many of you have cut back or even cut out Yellow Pages ad- vertising, initially spurred on by the economy and the need to reduce over- head, but also because some of you are desiring to go almost electronic or dig- ital. However, for those who feel the need to still have a presence in the Yel- low Pages arena, I want to express a couple of thoughts to help guide you in your thought process to perhaps get the most out of the effort. First, analyze your market area (where you are advertising) to see just how effectively your ad is performing. Ask, where, exactly, is my business coming from? Who, exactly, are my customers? What kind of presence do THE HUMAN LINK by Jim Lucci Management Motivational Associates Ways to generate residential sales leads I really need? Will a line ad do the job just as well as a half-page ad or other size ad? These kinds of questions need to be answered in order to determine whether or not it makes sense for you to have a large, small or negligible Yel- low Pages presence. Here's one more thought to help you look at this issue objectively: Most seniors still use the Yellow Pages as opposed to the internet for finding vendors. Therefore, if you have a large potential customer base of seniors, you may still want to have a major Yellow Pages presence in that marketing area. Another idea from the so-called "old school" that has produced some good results over the years is the use of door hangers. This idea has worked particularly well, but is not limited to, new housing areas, or housing areas that have changed ownership, or in housing areas that you are looking to develop new business. By creating an advertising piece FENCELINE World Fence News ? ? ? ? ? ? ? ?? ? ? Looking for something? Need to know in a hurry? Call us and describe the product and we will do our best to track it down and give you the name, address, and telephone number of the product's supplier(s). This service is available to all paid subscribers of World Fence Newsat no cost. Contact the World Fence News FenceLine at: 1-800-231-0275 (U.S. and Canada) 512-349-2536 • 512-349-2567 Fax e-mail: editor@worldfencenews.com and hanging it on the doorknobs of your prospects, you give the residents something tangible that they can hang on to containing your contact informa- tion, which they have in their hands for utilization when they are thinking fence. I realize that the economy might not afford you the ability to, quote, "blanket" an entire area with door hangers; but I think it is worth consid- ering for a selected area that you might wish to cultivate or build upon. One more "old school idea" that could still produce results, but is ad- mittedly a lot more difficult to imple- ment these days, is cold-calling. Over the years, several of you have indicated that certain portions of the week, every week, were devoted to calling on people within a residential area that you or your sales force felt could be productive. I realize that, in many areas of the country, so many factors have conspired to discourage this practice. However, because the residential markets in your area may currently be diminished, you might want to consider reviving this practice in select market areas. The result could pleasantly surprise you. Another so-called old school idea is calling your customers and asking for referrals. Once again, in talking with so many of you who have at least survived, if not flourished, over the past several years, over and over again I have learned that referral business has made the difference in whether they have survived or really had super years. I would strongly recommend that everyone either continue the practice of asking your customer base for re- ferrals or immediately start doing so. A satisfied customer is always your best recommendation. Ask for a referral! While these aforementioned ideas are presented as "old school," they cer- tainly are by no means antiquated. In- tegrate them into your plans for creating new business, ASAP. Now, let us go on to some thoughts regarding "new school" ideas. First, let's talk about web sites. Once again, over the past several years, I have seen the vastly increasing number of web sites that so many are using. I should mention that the num- ber of web sites in use has constantly increased, year after year. The kinds of web sites that you use range from mostly informative in nature, to some with very extensive programming that include allowing the prospect or cus- tomer to do his or her own "take off" of materials and even more intricate operational functions. The ones that are strictly informa- tional, complete with picture galleries, really take the place of a presentation book. On the other hand, the other types we have discussed are designed to involve the prospect more and assist with the "pre-qualifying" as much as possible. The use of web sites, whether basic or elaborate in design, is consid- ered a virtual necessity in today's mar- ketplace. (Editor's note: There are web-based services on the marketplace to help fence contractors streamline and modernize their operations and sales efforts. A major player currently advertises in World Fence News.) Web sites also serve the additional function of establishing corporate credibility in the eyes of your prospects. The information and intri- cacy of design, while a matter of pref- erence, must be designed with a purpose, a purpose that will be re- flected in your theme from start to fin- ish and translated into the end presentation. I would also like to see more of you have a better handle on just how much your web site is adding to your business development going forward, which means you must track your hits and responses. It does take some ef- fort, but there are numerous ways to do this. Another thought I would like to share with you concerns the use of radio and/or cable TV ads. Many of you who have used either of these ven- ues as a way of creating new business report nothing but success. Some of you have reported that, as an advertis- ing expense, in some cases it has been more cost effective than Yellow Pages or any other venue that was employed. Furthermore, the ROI (return on investment) has been equally signifi- cant. I am personally convinced that many more of you need to explore this venue for your advertising program, because the number of people who can continued on page 32 Through the years with WFN continued from page 28 issue included: • Workplace safety is employer's responsibility. • Calculating your office over- head, by Steve Saucerman. • The way out of Wonderland, by Linda Leigh Francis.