The sales cycle in the construction materials industry has remained static for the past 25 years, with each company evaluating its performance according to the number of leads they generate and how many are converted into sales.
3 steps to innovate in this area and improve results
1) Start by adding value to your leads: 24-hour response
It’s not just about quantity, but also effectively managing inbound leads. Time is a critical variable for architects, and if you are not following up on leads within 24 hours, you are not being competitive and it is likely that they are already specifying with your competition. In our experience, building a more personalized relationship with each potential client is crucial. For example, try to keep them informed on the different stages of their consultation; availability of stock, shipment of samples, technical specifications, etc.
2) Shorten your sales cycle: know the key information that should go in your first reply
In our experience, 80% of users who quote on ArchDaily prefer a response by email, so it is key to define what type of information you include in your first contact for the conversation to lead to a sale.
Important information that you should consider including::
- Product data sheets (materiality and color)
-Purchase volume (do not forget to ask for the purchase volume to be able to plan logistics and costs)
-Your additional services in case you have them (e.g. installation)
-Recommendation of similar products to expand your range of options
3) Build and Manage your Database:
How does your strategy influence the way you manage your database?
First, you must think about what kind of strategy you need - according to that, select the information of the clients that you’ll be registering in your database.
We recommend that you use automation and / or CRM applications as a complement to your strategy that help you manage and maintain close relationships over time with the base of potential customers you have built. Remember to also inform architects of your innovations and new releases.
At ArchDaily, we are experts in the Architecture and Construction industry and know exactly how to help with brand growth, handling of potential clients and increasing revenues through digital marketing.