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Sales and marketing have always belonged together. True business success happens when both work in sync, creating a seamless experience from the first point of contact through the life of a customer. When sales and marketing teams collaborate closely, leads turn into loyal customers and loyal customers turn into promoters.
Marketing does not end when a lead is generated. It continues by supporting sales with the right tools, collateral and consistent messaging. When every sales and marketing touchpoint reflects the same brand values, customers experience confidence and trust that extends well beyond the sale.
A great customer experience starts before the first handshake. It begins when potential customers find your company online and continues as they engage with your website, ads or social media. From that first impression, they should encounter a consistent brand that carries through to the in-person visit.
For that in-person sales call, it is important to provide professional presentations that represent the company and mirrors marketing materials. Along with strong presentation materials, your sales team should have branded shirts and clean, branded vehicles. Be sure to include photo ID badges for added credibility and safety. Every detail reinforces the professionalism of your company to the customers who see your marketing and in turn builds customer trust from the start.
Technology plays a big role today. Use aerial imagery, visualizers and presentation software to prepare before appointments. Reviewing roof details in advance and presenting digital visuals on a tablet or laptop shows professionalism and preparation. Customers appreciate that your team is knowledgeable, organized and ready to solve problems.
During appointments, walk the property with the customer. Use aerial reports or digital visualizers to explain what you see and how you’ll address each issue. Share brochures or service information that highlight your maintenance programs, warranties and company history. Today's presentation software will include all the manufacturer information and walk the customer through the entire sales and roofing process visually. Real stories and testimonials reinforce confidence that your company will be there for the long term.
Follow-up is where good salespeople become great. A prompt email after the first visit can make all the difference. Thank the customers for their time and reference something specific from your conversation. Include links to relevant manufacturer sites, a visualizer tool or a copy of the aerial image used in the presentation. Be sure your email signature includes consistent branding that reflects your company’s identity.
Customers notice when a company follows through. The experience from first call to follow-up email tells them how their project will be handled. Consistency builds trust and trust closes sales.
Evaluate your customer experience regularly. Review every stage of your process with your sales and marketing teams. How does technology improve communication? Are sales tools up to date and consistent with current marketing? Do team members have the right devices to respond quickly to customers by email, text or social media? Many contractors now carry Bluetooth printers or tablets in their trucks to deliver proposals instantly. Even faster, send the information and proposal in pdf format as you are with the customer. The faster and more professional the communication, the stronger the impression you leave.
Once the job is complete, your customer experience work is just beginning. The best customers become advocates who share their positive experiences. Encourage testimonials and referrals through follow-up emails. Keep it simple: ask a few short questions about their satisfaction, the professionalism of the crew and the likelihood of recommending your company. Include a checkbox that grants permission to use their comments on your website or social media. Then, use all feedback, both positive and negative. Great reviews become marketing content. Negative feedback is a chance to learn, respond and strengthen the relationship.
Keep past and current customers engaged through social media, newsletters and email updates. Ask them to follow your company online and share new projects or maintenance tips. When your brand stays visible and consistent, customers are more likely to recommend you when friends or colleagues need roofing services.
Consistency, communication and connection are what turns leads into lifelong customers and customers into promoters. When marketing, sales and service all tell the same story, your company becomes more than a contractor, it becomes a trusted partner that customers are proud to promote.