MARKETING MATTERS
Residential Pavers:
Marketing to Turn
Prospects into Promoters
MONICA PITTS
Your patrons are as much a part of your marketing team as your marketing director.
our logo and website build recogni-
tion, but they won’t sell your prod-
uct or service for you. People make
buying decisions based on the way
you do business, not on your pretty logo.
Your ability to effectively communicate
with your prospects and customers direct-
ly influences their happiness with the end
product. You’ve heard people complain
about restaurants - how the food is great
but the service is terrible. The disappoint-
ment in the restaurant’s process then be-
comes the marketing message other peo-
ple are hearing.
www.callape.com
So how in residential paving can we ad-
just our communication and marketing
to exceed customer expectations and send
a clear message of excellence to our audi-
ence?
1. Invest in technology.
I’m talking about technology geared to
make your process run smoother and add
convenience for your customers. We live
in an era of software services, and odds are
there’s one out there that will help solve
your customer service issues.
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Online Estimator
Oftentimes what people need most to
make a buying decision is a price. Give
potential customers the ability to go to
your website and fill in the blanks so they
can get a number on their own. Plus, you
can ask them for their email address and
boom: instant lead generator. Give them
something they want, and, in return, you
get what you need: more people to talk
to. I realize no price quote is 100% accu-
rate without having details of the project;
it does, however, give prospects a place to
start.
1.800.210.5923