Many Contractors make the mistake of not properly introducing themselves to their customers online. Most purchasing decisions are made after a merchant has made 7-10 contacts. Hence, if a customer is looking for a contractor to handle a major renovation of their kitchen or a major electrical job, what are the chances they are going to go to the customer's website and call for an appointment or place an order? There are 2 chances: Slim and None and slim just left town…
Hi, Its Nice To Meet You, Will You Marry Me?
A different approach would be for the contractor to introduce himself or herself to the customer gradually or in small steps. The best way we found, and one of the reasons we grew our business over 5x in a year at my company ZN Custom Building, was to send our prospects a series of emails. The approach would work like this:
- Customer visits our site and sees that we have info on average pricing or a whitepaper on tips they can't get anywhere else
- The information isn't free however, they must trade it for their name and email address. Remarkably, over 30% of visitors will make this trade and give us their name and email address
- We send them a series of messages introducing ourselves
We send a choreographed series of emails called: Auto Responders; they are the nuclear weapons of internet marketing. They are a series of preloaded emails loaded into a email marketing management system like IContact, and everyone who comes to my site gets 10 emails - one ever 3 days from me automatically. I don't have to lift a finger. The first message thanks the customer for coming to our site and mentions that we will be sending a series of tips with information that many of our previous customers have found useful. If in fact they don't want to receive the messages again, there is a very easy button embedded clearly within the email that allows them to be taken off our list; but hardly anyone ever does.
Next messages might follow with "I bet you didn't know…" "One of our customers was very apprehensive about doing this type of job because… but they trusted us anyway and now the are so happy…"
Subsequent messages might merely provide them with a tip most people didn't know. The more good information you give away, the more people will trust you, and rightly so.
The Internet isn't an alternate universe; it is merely a communication medium. You should treat people as you would want to be treated. Take time to prove yourself and knowledge to people, give them your best information to build trust, and please don't ask them to do business as soon as they meet you!