Customer relationship management (CRM) for business growth potential
You’re on the right track – you’ve set up the website SEO, social media is kickin’, and your marketing strategies appear to be working. You’ve got blog posts on your website that garner to Google searches like When should I replace my windows? and What do new windows cost?
You will inevitably have people standing on your internet doorstep now, but if you don’t have a customer relationship management system (CRM) in place, the likelihood that they’ll come in and buy new windows and doors, or will come back to your company when they need more, is slim. Quality customer service drives sales in today’s market. Customers want to see that you’re invested in them before they invest in your window and door company.
All the Info, All in One Place
Client management software (CMS) is the first place to start, because it will give you and your window and door sales and installation teams a way to track customer interactions from the moment they fill out the contact form on your website to years after you’ve installed your products on their home. With a CMS, you can track customer contact information, personal stats that help your team to connect with the customer, window measurements, pictures of their home, and much more. (There are many CMS programs out there, and choosing the right one is a whole other post, but we just wanted to take a moment and let you know that The Get Smart Group has a system and we’d love to tell you more about it.)
Drip, Drip, Drip
Getting deeper into CRM systems, your next step would be to create a drip campaign for each point of contact with the customer. For example, when a customer provides contact information through a web inquiry, you now have the opportunity to send them scheduled and intentional emails periodically providing more information about your window and door company and the products offered. A strong drip campaign is designed to the specific interests of your potential customer so that you’re not cluttering inboxes with information they find irrelevant.
Another approach is to have an email drip campaign during the sales and installation process. Customers that have talked to you about their needs but haven’t ordered can get periodic emails reminding them of the great products you offer and any specials that will entice the final sale. Once they’ve signed on the dotted line and are waiting on window installation day, you can continue to send them emails that show you’re invested in them, understand that waiting is hard, and provide updates so they feel in the loop.
And after door and window installation is complete, there is still yet another opportunity to continue your relationship with the customer through a drip campaign that keeps them engaged for future projects. Say a customer needs new windows and doors in their entire home, but can only afford to do part of the installation at this time. By staying engaged with them through emails that educate on long-term window care, what to do when the window breaks, and more, you’re going to stay at the forefront of their mind for the rest of the project. Additionally, if the customer moves somewhere else in your service area, by staying engaged with them, you may find that your company is replacing doors and windows in that house eventually too.
And as you might have guessed, cultivating and perfecting email drip campaigns specifically to your company’s needs is one of our specialties. (Just sayin’.)
Having a CRM system is not just about email drip campaigns. You can also utilize a CRM for window and door companies to discover your target market when planning marketing and social media campaigns. If you’ve got a big sale or community event you want to promote through mailers, then you have an entire list of current and potential customers you can send mailers to right at your fingertips.
When it comes down to it, the success of your window and door company depends upon how you handle customer relationships. It’s not just the personal interaction in your store – though that’s absolutely vital as well – it’s the way you remain engaged and invested in current and potential customers that will help you stand out when they’re ready to buy.
If you are ready to get CRM up and running for your window and door replacement business, but don’t know where to start, reach out to The Get Smart Group. We’ll happily get the door open for you. (See what we did there?)