“Proximo” Marketing For Inexpensive Leads

The smart marketer takes advantage of the completed job and utilizes it as a center for proximo marketing. Working around the job isn’t complicated. Mostly it just isn’t done wisely. If your product is a sunroom, deck, pool or spa these lend easily to an open house format. The agreement to do so is structured during the sales presentation and invitations are sent out to neighbors over your new customer’s signature. The RSVP invitation can extend to ten neighbors on either side of the completed job and to twenty on the other side of the street plus those in the general neighborhood who are friendly with your customer.

A continental breakfast, lunch, brunch, or snack paid for by your company and hosted by one of your staff becomes an inexpensive “potential lead” and contact. Each attendee signs a guest book page giving their name, address, telephone, fax and email address, as well as permission to re-contact by phone for product changes, special offers, etc. Remember, you will need the latter to meet the qualifications of the Do Not Call List. A Power Point presentation with before and after pictures and a lead form can make these neighbors ideal prospects.

During the “open house” provide an inexpensive gift (i.e. a gift card from a gas station, supermarket, or fast food restaurant) thanking them for their attendance. The presentation on your company and product should be limited to general information. You are not selling the job. That remains an aftermath responsibility of the salesperson that will get the lead.

For siding, roofing, gutters, windows, cabinet facing as well as the above products we recommend a marketing method called “hang em.” This is a door hanger which briefly describes the product(s) being installed on a neighbor’s house. It requests phone, email or fax responses. In this format you extend the range to a larger number of neighbors, perhaps an entire development. “Hang em” is phase one, which can be followed by direct mail, direct solicitation or both.

The next step (beyond direct mail) would be personal contact. Here the salesperson or a canvasser makes a house call to get a specific appointment. If your salespeople seem loath to take on this task, hire canvassers (visit our website for free information on canvassing programs).

Don’t give up after the first pass through this neighborhood. Thirty days later repeat the process with another “hang em” and a direct mail postcard a few days later.

In the case of those who attended your open house, and you have their phone and fax numbers or email address together with permission to call, you are now in a position to glean additional prospects as an aftermath of the installed job. If your sales presentation to all prospects and a follow up includes solicitation for referrals you will find that proximo marketing pays off with low cost leads.