Does your business do this?
You give an estimate or a proposal to your potential customers, with the hope that a certain percentage of them will turn into sales and profits.
Even though there are actually several stages of a typical sales cycle…
- Generating qualified leads who request an estimate (I’m going to use “estimate” to also mean a quote or proposal)
- Delivering the estimate
- Following up with the lead
- And the best part – sales and profit… Yeah!!
Today, I want to focus on the actual estimate.
This is where the rubber meets the road, and you have the biggest opportunity to turn your potential customer into paying customer.
I’m going to show you a real-life example of a very effective and powerful “Estimate Package” that one of my web copywriting clients, On Top Home Improvements, uses in their business. (with their permission, of course)
First… a little background…
The client is a Maryland home improvement company who does roofing, siding, windows, etc. For consumer protection purposes, the state requires they have a Contractor and a Home Improvement license.
Now when people call up for estimates, they could do like everybody else, and hand them the written estimate… but these guys go MUCH further…
You’ll see it’s not the normal verbal quote, or 1-2 page hand-scratched or computerized estimate you get from most businesses…
But it’s a professional looking folder, probably half an inch thick, jam-packed with the estimate, and also all the information a potential customer could possibly need to make a smart buying decision.
They add value to all of their estimates by including…
- A cover letter that clearly explains what’s included in the folder
- A professional and comprehensive estimate
- Written testimonials from similar type customers
- Proof of insurance coverage (actual copy of certificate on red paper)
- Proof of State licenses (again, actual copies on green paper)
- Written Warranty Certificate
- Proof of expertise with copy of Manufacturer Certifications
- Product information brochure
- Business card with all the contact info
This makes them totally unique and different from all their competitors, and by most accounts, gives them a distinct advantage over everybody else, allowing them to convert more of their estimates to paying customers.
Dan Kennedy, a well known marketing expert would call this a “shock ‘n awe” package, because it WOWs people with so much great information, and may even keep people from getting competitive quotes.
Note** You could use this same concept as a follow-up package sent or delivered to people requesting more information about your products and services.
So… think about how you can apply this approach to your business right now.
You can get started today by simply picking up some good looking folders at Staples, and build a portfolio of inserts that will be valuable and informative to your potential clients, showing off your unique strengths.
Make them think you’re the ONLY option to consider.
And if you need a copywriter to write your cover letter or other marketing inserts in your Estimate Package, let me know – I’d be happy to help you create a package that will put your competition to shame.
Let me know, just send me your comments below.
If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!
To your marketing success!
Website and Marketing Copywriter
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5 ways to get more clients from your home page