Most lost work is not lost to a competitor with better prices. It is lost between the phone ringing and someone following up: the part of marketing skipped most.
Module 7 of the Castells Media academy for contractors: Sales and follow-up.
The gap where jobs disappear
Who answers when you cannot
One place where every request lives
Follow-up is where the money is
What to measure
The four numbers worth counting. Two problems live in these four numbers and they have opposite fixes. If few requests come in, spend on being found. If plenty come in and few become jobs, spending more is throwing money at the wrong end. Count yours before deciding.
Do this next: Look at every request you got in the last two weeks and mark which ones you never replied to again. That number is your cheapest source of new work.
Written by Castells Media, a marketing agency at 1298 Antelope Creek Drive, Roseville, California, working with home service businesses across the US.
Castells Media Inc, 1298 Antelope Creek Drive, Roseville, California