It happens every day in construction service companies around the country.

Regardless whether they're selling windows, carpet, swimming pools, roofing, remodeling projects or constructing residential or commercial buildings, firms invest large sums of money to attract new prospects then fail to maximize the potential of those leads.

The scenario looks something like this: A residential remodeler purchases advertising in a local newspaper or on radio or television. Or maybe he invests in a direct mail campaign or increases his yellow pages advertising. Either way he is aggressively marketing his business as he is expected to do. And with the right mix of marketing and advertising the phone rings with new and interested prospects. Upon receiving the call an appointment with the prospect is set.

The day of the appointment arrives and during the meeting the contractor spends precious time uncovering the prospects needs, wants and hopefully budget. He then presents a detailed and concise bid for the work to be done in the most enthusiastic and professional manner he knows how. He's careful to explain the benefits of doing business with his firm, offers references and perhaps even financing options.

Of course the prospect wants to get two additional estimates. Often when the contractor follows up a few days later finds his competition has won the business.