Kitchen & Bath Business January/February 2022 - 20

INDUS TR Y
CHALLENGE S
Setting Prospect Expectations
Ensure your processes are in place before your next potential client comes calling
TOO MANY REMODELERS ASSUME prospects know they are busy and that
they understand supply-chain and labor challenges, which the world will
have for the foreseeable future. And worse, too many remodelers get overwhelmed
during the solicitation process without realizing how to capitalize
on these challenges.
Here, we teach you how to take advantage of all these challenges.
 If You're Overbooked, Read This Now. Anyone who is good
at something is relatively busy. For years we have been in
unprecedented times, but I think now is the best time to
proactively stack your workload out for a long time. Th e most
important aspect of doing so is to realize everyone is in the
same boat. You need to recognize the challenges and assume
your competition is not handling it correctly. Th erefore, take
a proactive approach to setting expectations.
 Expectations Are Usually Unrealistic. People have a natural
tendency to expect immediate results. Before they even connect
with you, they are subliminally judging how fast you
will provide an estimate or fi nish the job. Th at's a dangerous
position in which you need to meet expectations that are
not set or controlled by you - especially given our industry's
current challenges.
 Reenforcing Availability. Some remodelers
want to reduce all conversations that are a
distraction - when there is simply no way
the project can be done. In that case, he or
she wants to ensure the availability message
is seen anywhere they can be contacted via
" For years we
have been in
unprecedented
times, but I think
now is the best time
to proactively stack
your workload out
for a long time. "
 Set Your Operating Tone. You must ensure there is a consistent message
about how you are operating in the current business environment from
the moment someone makes contact. Don't overlook ways to ensure that
real potential customers continue to pursue you. And when you push
away the annoying prospects, you will also have done so in such a way
that most would not give you a bad review.
 Start with Your Voicemail. I assume many successful remodelers avoid
answering the phone when they don't recognize a name on Caller
ID. So why not set the tone beginning with your message? Let them
know your timeline for booking projects and ask them to provide as
many details as possible. Th en plan to get back to them at your earliest
opportunity.
 Don't be Afraid to Share Availability. Keep in mind that you are already
busy, and don't fool yourself into thinking you don't want to share your
availability for fear of losing an opportunity. Th ere is none to lose if you
truly cannot service the client when they need help. It is better to tell the
truth and let the dialog begin with some upfront honesty.
 Start Slowly on Your Website. Some people are a little resistant to letting
others know they are busy. If you wish to try something without being
too overbearing, include a place on your website where you state in bold:
" Now scheduling for XYZ. We are committed to fi nishing several large
projects and in some situations may have periodic availability. We are
still able to discuss your needs, provided you understand it may take a
few months to address your project. " Th is method allows you to simply
reference your availability.
20
/ JAN.-FEB. 2022
their website. A great tactic is to
take some or all the text from the
original notification noted previously
and place it in the message
fi eld. Th e fact is you are busy, these
are unique times, and you are setting
expectations to fi nd your ideal
future customers.
 You Are Positively Booked Out. Th ere is
another tactic that works when you
are so booked out for an extended period
of time that you are not looking
to just reduce conversations, you are
looking to eliminate all interruptions.
Th e fi rst thing you do is deploy both the previous
examples. Th en you create a pop-up with
the same exact message and have the potential
client click " OK " before being able to enter
your website.
 Responding to Negative Reviews. You still may
get an unhappy prospect who feels compelled
to tell the world they were not happy with
you not stopping what you were doing just to
satisfy their unrealistic expectations. Do not
get aggressive or abusive in your reply; keep it
simple and to the point. Future real customers
will appreciate how you deal with adversity.
Good companies will remain in high demand
through 2022, but many still feel they may be able
to magically work around these challenges. Confront
the situation with honesty, and do not be
fearful of losing opportunities by mentioning your
availability. Being diplomatic with real opportunities
will allow you to protect your pipeline for a long
time, regardless of operational challenges.
By Brian Javeline, president of MyOnlineToolbox,
an industry leader for online marketing education
and strategy planning.

Kitchen & Bath Business January/February 2022

Table of Contents for the Digital Edition of Kitchen & Bath Business January/February 2022
