Every legitimate small business owner is out to make money. After all, why else would you go through all of the work and stress of starting, running, and managing a small business? And in order for your business to make money, you need to make sales.
The word “sales” may conjure up certain preconceived notions in you about what actually constitutes sales. You may think of a slick talking salesperson—the stereotypical used car salesman; or maybe you think of the strong “closer”—someone who doesn’t take no for an answer; and then there’s the high-pressure salesperson—the one uses various tactics to pressure customers into buying now by creating a sense of urgency.
Education Builds Customers For Life
One replacement window company in San Diego has taken another approach to sales—an educational approach. The San Diego market is a competitive one for replacement window and door companies. Homeowners have many options, including big box stores, national companies, as well as smaller, local companies. This particular small, owner-operated company, BM Windows, found that homeowners weren’t being educated about the various options when it came to replacement window and door products, and most of the company’s competitors were just trying to make a sale, regardless of whether or not they were selling homeowners the best products for their homes.
High-pressure sales tactics abound in this industry, according to BM Windows owner, Michal Bohm. “We wanted to take a different approach when we opened BM Windows,” says Michal. “We wanted to really educate our customers about the products we sell, as well as the other products on the market, so they can make the best decision possible given their particular home and budget.”
“When we go into a potential new customer’s home, we don’t try to sell them anything in the traditional sense of the word. What we do instead is listen to their needs, answer their questions, and provide them with a no-obligation estimate. Then, we let them take their time to decide if we are the company for them. We don’t pressure them into signing a contract right then and there. We realize that replacing the windows and doors in your home is a substantial investment for most people, and they should be allowed to have time to think it over.”
This tactic seems to work well for BM Windows. Not only do they have an excellent conversion rate with homeowners who have engaged with BM Windows for a consultation, but they also consistently receive referrals from satisfied customers.
“When you treat people right, they repay you with word-of-mouth marketing,” says Michal.
Investing in Customer Education Through Online Resources
Not only is BM Windows engaged in educating their customers when they go to their homes for consultations, but they have also created a website and other resources that focus on increasing homeowners’ knowledge about replacement windows and doors, because they believe that an educated customer is a more satisfied customer in the end.
“We are constantly adding more resources to our website,” says Michal. “For example, we have an extensive glossary of window terms to help them learn the ‘language’ of the window and door industry. We also have information about rebates and tax credits that customers can apply for when they install energy-efficient windows, as well as information about financing options. We update our company blog frequently with helpful tips, facts, and news items related to windows and doors.”
Recently, the company also produced an e-book called Investing in Your Home: Replacement Windows and Doors, which helps inform potential customers about all of the benefits of replacing old windows with new, energy-efficient ones.
“Creating resources like the e-book is something we are very passionate about. We put a considerable amount of time and money into producing the book, but we recognize that it is part of the bigger picture. We are building a confidence in our customers’ minds that we are experts in our industry and that we will do a good job if they hire us to work on their homes,” explains Michal.
If BM Windows’s success is any indicator, the strategy they have chosen is a smart one.
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