Fencing and Patio Cover Company
A 5-year old fencing and patio cover company was looking for a way to take their business to the next level. Over the past 2 years, their business had reach a plateau of $2.7 million, and they couldn’t figure out a way to go above that level.
They were spending over $240,000 per year on advertising and were starting to see a decline in the amount and quality of leads. Additionally, more competitors were constantly entering their marketplace and undercutting their prices.
They had a clear competitive advantage but did not communicate it effectively.
Results: In 11 months, the revenue increased from $2.7 million to $4.3 million dollars. Through the implementation of proven systems, we were able to double the close ratios of the sales people, while decreasing advertising expenditures by 16.6%.
Focusing on the needs of their consumers, we developed a consumer-focused sales, marketing, and advertising program. We rewrote and redesigned all of their collateral materials, website, sales presentations, and advertisements so that the content focused on the needs of the consumers, while at the same time proving to the consumer that this company was the right company for their project. All customer-touching materials conveyed and built upon the credibility, honesty, and professionalism that this company had.
We implemented tracking systems for the leads generated to ensure the highest possible return on every dollar spent on advertising. Money spent on advertising that did not produce acceptable results were reallocated to ad mediums that were producing. We also instituted a more robust and comprehensive customer relationship management (CRM) program, referral program, neighborhood marketing program, and “hopper” system.
Lastly, we implemented a proven sales presentation system that addresses the needs of the customer, while at the same time educating the customer on this particular company’s competitive advantages.
addresses the needs of the customer, while at the same time educating the customer on this particular company’s competitive advantages.