Editor’s Note: This article was written by Chad Diller of Landscape Leadership
Image provided by Turfscape, Inc.
Whether you’re struggling to generate leads for your lawn or landscaping business or have so many that you don’t know how to handle them, the last thing you want to see are lost sales opportunities.
When working with our clients at Landscape leadershipI often see companies making big improvements in lead generation, but I realize that they may not be closing enough deals.
The problem? Salespeople may miss essential tools that can make them more effective. You may have already paid a lot of money for these tools. Imagine a piece of equipment that you’ve spent a lot of money on that just collects dust in your store. You may need to invest more in these tools. Your income figures may depend on it.
These marketing tools will not only generate leads, but can actually save your sales team time and boredom while helping your business grow.
Here are five of them.
1. In-depth blog posts on your website
You might already have a blog on your website, but the vast majority of the time I find lawn and landscaping companies not using this tool to its full potential. Short articles without a lot of relevant and useful information probably won’t do much for you.
What I’m talking about are in-depth blog posts (800-2000 words long), which provide a lot of useful content and have great photos. These articles should be interesting and entertaining to read, and they should answer difficult questions or help potential customers better understand a service you provide. They can also address concerns that arise during the sales process.
A good example is a detailed article that explores how to compare one lawn care estimate to another so that your potential customer can make a smart choice. Another good example is an article that explains what the timeline of a design / build project will look like.
You can provide your potential clients with useful information while showing them how you can simplify the process for them if they hire you.
2. Written case studies
Case studies are another powerful tool that can help your potential client trust you. In-depth case studies prove that you’ve done this type of work before, which helps the prospect gain confidence in your abilities. They also give a potential client an idea of what to expect and what the process will look like.
It is a tool that can be particularly effective when closing the sale. If a prospect is about to hesitate between hiring you and someone from another company (and you send them a solid case study), it could make a huge difference.
3. Marketing and sales videos
Of course, not everyone likes to read long articles, and that’s why video is also so important. Lawn care and landscaping produce visual results and videos are a great way to show them off. It also offers you an interesting opportunity to share their experiences with your current customers. This can go a long way with potential customers.
4. Dynamic image gallery
You probably already know that photos are a very important way to showcase your work. But there are more creative ways to organize photos than just using a standard gallery. Often the problem with website galleries is that each set of photos exists in a folder for a particular project. These groupings can be difficult for the customer to navigate.
Instead, I would suggest a dynamic gallery where you can take all the photos you have, but allow the prospect to filter the images based on a certain category they are looking for, like fire items, patios or outdoor kitchens. For business accounts, you can also set up a gallery which can be filtered by property type (HOA, retail, campus, etc.).
This makes the photos even more meaningful to your customers, as they can find many more that relate directly to their context.
5. Downloadable resources
Finally, we must remember that the prospect is not always ready to buy when you contact them. Sometimes you will have to feed a client for months or even years. One of the useful marketing assets that can be used for these clients comes in the form of guides, tip sheets, and reports.
You can position them on your website for download (when a website visitor enters their email address). But it’s also a great tool to use when you want to “take stock” with a former prospect and let them know you’re still interested in their business. Instead of just saying hello, you can send them a valuable resource that they can use that also positions you as a helpful guide for them, not a pesky salesperson.
Ultimately, your success with any of these tools comes down to their actual use. Make sure your salespeople know these tools exist, as well as how and when to present them to prospects.
Make smart investments in assets that improve both marketing and sales. Help your salespeople help themselves. They can close more jobs and make life easier for everyone involved.