How To Make The Most Of Your Home Show

Posted: February 17, 2013 in Between A Rock And A Hardscape

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Home Shows are a marketing staple for a lot of Landscape/Hardscape firms. Company’s can generate a significant number of leads with the right focus and approach.

Just like any other marketing effort though, they must be wise with their use of budget and resources. Here are a few tips on how to get the most out of your home show experience:

1. Attract Homeowners With An Attractive Booth And Marketing Material

Your Home Show booth is like a 3D business card. It should give homeowners a visual representation of what your company offers and project a professional image. This includes your pamphlets, brochures or project information. Have them professionally printed.

You never get a second chance to make a first impression.

2. Don’t Give Price Lists To Your Customers

The homeowners you meet at a home show will default to the price discussion anyway. Why offer them a price list to fuel the fire?

Stay away from talking about price until you have the scope of work well defined. And that includes design fees, even if you charge a flat fee. Save this discussion for your face-to-face with the potential customer.

3. Your Only Mission Is To Set A Meeting

When you start talking to someone who is in the market for a Landscape/Hardscape professional, it’s not hard to go into sales mode.

My advice? Focus on getting an appointment booked and nothing else. Home Shows are like speed dating. Talk to as many people as you can, find out if there is a fit and set time to get together. Save everything else for your “first date”.

4. Find Out Quickly If Your Talking To A Potential Customer

It happens to everyone. You start talking to a couple. They are asking questions about your company and the work you’ve done. They seem nice. And then 25 minutes later you find out that they live in a condo, or they are from Winnipeg and just in town visiting friends.

Ask qualifying questions as soon as possible to eliminate people who will never be your customers. Questions that start with a “W”; who, what, where, when, why. That way, when someone else wanders into your booth while you are talking to the Winnipeggers, you can excuse yourself knowing that you are not abandoning a real prospect.

5. Measure The Success Of The Event

A lot of money and resources go into a successful home show. Determine all of your company’s costs including labor for set up and tear down, materials for the booth (including marketing materials) and any giveaways you sponsored while at the show.

Now, how many projects do you need to sign to make this investment worthwhile? This is the most important part of any marketing budget. Measurement.

Home Show season can be a very stressful time for any contractor so make the most of your events by being prepared and professional. The success of your upcoming season may depend on it

Happy Hardscaping!

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