Most pavement maintenance professionals’ pipelines are built through repeat customers — which is why contractors might not be surprised to learn that up to 65% of sales may come from existing clients. But how do professionals attract new prospects to make up the remaining revenue? Marketing beyond your base can feel daunting, but this doesn’t have to be the case. Many of the daily tasks contractors perform on a regular basis can be leveraged for extended visibility, creating strong sales and networking opportunities among prospective customers.
Make Conversations More Actionable
Many contractors already participate in their communities in multiple ways – as parents, volunteers, parishioners and more. Word-of-mouth is the bread and butter of most contractors’ businesses, so it comes naturally to share what you do with fellow community members. Adding just one additional question to these informal conversations can really make a difference – do you know anyone who might need pavement maintenance? Most people are willing to take the extra step of connecting you with someone who may be a fit for your business, turning this informal conversation into a valuable lead.
Provide Informational Resources
The average property owner may not always understand the purpose, process or price of sealcoating. Allow visual infographics to explain why sealcoating is an important aspect of routine maintenance. The Pavement Coatings Technology Council (PCTC) provides educational resources that contractors can use to communicate value on the Be Informed. Seal Success. page of their website. In addition to bringing your business card, don’t forget to grab these extra resources when attending meetings and events. Be sure to encourage prospects to take copies for easy access to information at home.
Encourage Referrals and Testimonials
Benefit from relationships you’ve established with current clients by asking them to refer you to others in need of sealcoating services. More often than not, your loyal customer base will be eager to share their positive experiences. Use that enthusiasm to your advantage by also encouraging testimonials from willing clients. A strong testimonial can make a big difference in persuading prospects that sealcoating treatments will enhance their pavement property.
Keeping these tips in mind can go a long way in the sales and networking process. As a final piece of advice, try to treat every interaction like an opportunity to gain a new customer. Simply demonstrating your natural passion for your work can effortlessly convince on-the-fence prospects to invest in sealcoating, ensuring your own business growth in the process.
