It’s the dog days of summer, and lead flow for many companies is lagging.
For some of you they are lagging in quantity, or quality, or both.
Or perhaps this is just business back to normal: leads are simply not as easy to come by as they once were.
No matter the reason, what’s a company leader to do?
Backlog: Some of you built up a large backlog from last year, but those have been shrinking. You can’t skate on past success.
Digital: Some of you really dialed in your digital marketing, but you can’t live by digital alone. Even those leads can ebb and flow depending on buying sentiment.
New marketing team: You may want to shop around your marketing team if your current one is not cutting it – but that doesn’t always solve your problem.
Old standards: Some companies are using old-fashioned marketing (direct mail, advertisement, mailbox stuffers, neighborhood marketing.) Honestly, I have heard some good results there, but that’s not enough.
The magic is in the mix
Never rely on just one source, no matter how strong. Diversification is key to sustainability and growth.
There is one other lead source that all savvy companies — residential or commercial — have come to rely on as a strong part of their marketing mix.
Power Partners.
We surveyed our Leader’s Edge peer group members this month and see a mix of results.
Interestingly, companies who have developed strong Power Partnerships are doing better and feeling better about what’s in their control.
Examples of Power Partnerships.
- Builders doing custom or mass construction
- Landscape Architects who have you on their short list. (also good sources for maintenance.)
- Architects who need a good landscape design firm.
- Property management firms that oversee many properties.
- Pool Builders who need a good landscape firm.
- School districts that have money to spend every summer
The list goes on and on. (Email me if you have your own power partnership resource I didn’t mention here.)
The Long View is Key to Success
- Long term trust is imperative to getting on the short list and avoiding bottom dollar bids.
- Be careful of nickel and diming – and strategic how you handle change orders.
- Be flexible and responsive. Build this into your culture.
- Your job is to make the other person look good, over and over again.
- (But) Don’t lose yourself in the relationship; don’t say “Yes” to things that will get you in trouble or poke holes in your integrity.
Take chances with new sources, but be careful. Don’t stick with an abusive relationship.
Note: This is such an important topic, I plan to record a podcast with some key clients who are excelling on this. Stay tuned!
Your Challenge: Find the time and make it a priority.
Free up time on your schedule, or on your Business Developers’ schedule, to source and build these power partnerships.
Don’t resort to working like a dog – be the “dog trainer” instead.
Train your company to develop leads form many angles, including Power Partners.
Your main job is selling??
Owner/operators should “stop selling work” to fill the schedule one job at a time, and instead start “selling your business” to the next power partner who can bring you many jobs at once.
Owners should always be selling – their business – to the outside community.
Go get em!
Regards, Jeffrey “the dog whisperer” Scott
