Little Things That Make a BIG Difference
When it comes to running a successful business, we often focus on the big things: beautiful designs, quality luminaires, and friendly, prompt customer service. As important as those are, there are also small things you can do to help your business thrive. Try these five little ideas and see the big difference they can make!
1. Develop a marketing strategy
Websites, magazines, direct mail, social media, Google Ads… trying to decide when and where to advertise can be overwhelming! And let's face it, if you said yes to every marketing agency that called you, you wouldn't have any money left. Be smart and develop a marketing plan. Figure out when you want to advertise and how much you want to spend, then stick to it. Consistency is key! If you only market when things are slow and stop when it gets busy, your sales cycle will ride the roller coaster. Start marketing today and you'll bring in the sales you need months down the road.
2. Answer the phone
Think about how much you spend just to get a single call to your business. With that in mind, it's critical that someone answers the phone when it rings. You can have the best marketing plan in the world, but if you can't answer the phones, you may be throwing away thousands of dollars every year. Consider hiring a receptionist or using a third-party answering service. It will be well worth the investment.
3. Follow up
Never underestimate the importance of good communication. Follow up with your clients after your crew completes an installation or service call. It takes time, but every time you put yourself in front of your client, you strengthen that relationship. And following up on every sales call is a must! If you give a bid and wait for the potential client to call you back, chances are you're losing sales. Follow up as many times as it takes to get a firm yes or no.
4. Show your appreciation
After the work is done, go the extra mile and show your client how much you appreciate their support. Consider sending gourmet chocolates, Edible Arrangements, a bottle of wine or another gift to thank them for their business. These inexpensive gestures go a long way. Better yet, offer a maintenance agreement so you stay in touch year after year.
5. Ask for feedback
These days it seems like every receipt has a survey on the bottom. Customer feedback helps you improve your business, and reviews promote your business and bring in better leads. Review tools make it simple: after you complete an installation, your client gets a quick survey about their experience and, if it's positive, an invitation to post a review on Google. So many clients check reviews before choosing who to hire, so don't overlook the importance of good reviews!
Small habits like these are often what get a business past a slow stretch. If growth has stalled, read about breaking through growth plateaus.
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About the author: Patrick Harders, LC, is co-founder and CEO of Sterling Lighting and founder and principal lighting designer of Dayloom. He has more than 25 years of experience designing and installing outdoor lighting, and he's one of only five landscape lighting designers in North America with Lighting Certified (LC) accreditation. His projects have won multiple international lighting awards, including landscape lighting winners in 2018 and 2021, and he leads design of Sterling's luminaires.
