Collinsville, OK --Does increasing sales to your shop generally mean you got a few extra referrals? Maybe your best builder pulled a couple extra permits? While both situations are welcomed events, they were not planned, and more importantly not under our control. This two-part article will discuss five specific ways cabinet shops can increase sales. Implement these rules and you will be on your way to being a sales rockstar!
When you know there's a problem with sales
We have all been there as a business owner, fighting the vicious sales cycle, the feast or famine that seems to plague most small businesses. The problem with feast or famine is that it has a profound effect on our cash and operations of the business. One minute we are swamped with work and everyone is on overtime. The very next minute we are pulling everyone back on hours and there is not enough work to go around. This vicious sales cycle is an indicator of a lack of a sales process. Just like you have a process in the shop for building a cabinet or cutting wood, you need a sales process that is generating leads, providing quote opportunities, and ultimately turning into paying projects. It was not until I was in business for several years that I understood why sales came and went in clumps.
Since then, I have studied, read, and listened to as many resources on the phenomena of sales as I could. What did I learn? Beyond some basic principles, the takeaway from all the education was this: Selling must be a consistent, steady effort day-in-day-out.
- Define what your company does well.
- Identify exactly who your ideal buyer is.
- Get a killer website.
- Start using a CRM NOW.
- Give the buyer what they want, without them even knowing! (Inbound Marketing)
- You get what you pay for. If you find someone to build you a site for $300, then that is what you are going to get. To put it into perspective, how much time can you give a customer for $300? Not much, right?
- What’s a going rate for a professional website? That is a loaded question, but I can tell you I paid around $2,500 to build it, plus the additional costs of video and ongoing monthly support. That was way more than I could have ever thought about spending had it not been for another customer of the website builder that I talked to before the process. Normally, I would have been the one looking for the $300 deal. Trust me, you will not get enough value if you only spend $300.
- Make an investment like you would in equipment. Justify the purchase with an ROI and suddenly you will notice that you cannot afford not to spend more money on your website.
Have something to say? Share your thoughts with us in the comments below.