Entrepreneurs Circle Certified Coach

You have no doubt arrived at this post because you are looking for more dental treatment lead generation for your practice. But do you really need more new dental treatment sales leads?

So do the maths stack up? If you double the dental sales leads that you generate then you will double your sales and grow your practice – That is true. But you will probably more than double the cost of your advertising. (It will probably cost you more than double as you should already be using the most responsive advertising medium, so you will have to start using less responsive advertising and so use more of it. So your costs will be higher).

And there are other factors at play too. Take a look at these sales rules.

 

So if you are like most dental practices you will not have a dedicated sales team, rather the new enquiry follow-up is undertaken by reception staff as and when they have a spare moment. As a result, only the hottest potential patients will be booked for an initial consultation on the first call. And those leads who are harder to reach or are not ready to commit to the initial consultation, will quickly get forgotten about and “fall between the cracks” because the new hot enquiries get priority for follow up. The key to the growth of your practice lies in successfully following up the leads who are not ready to buy today, but will in the future.

So what is the solution? Before you spend any more money generating new dental sales leads you need to implement an automated sales and marketing system that will work in sync and support your reception/sales team. A system that does all the hard work in following up leads and nurturing them until they are ready to speak with your dental team. This way the dental sales leads that have cost you money do not “fall between the cracks”.

So let’s look at the maths.

Say you are currently getting a 1% conversion rate from your sales leads and leads are costing £1 each. So the Cost per Acquisition (CPA) is £100. OK, let’s say you implement a sales and marketing system to automatically follow up leads, to nurture those leads and then pass them over to the reception/sales team when they are ready to buy. So we still get the initial 1% conversion. But then say we consistently follow up with the remaining 99% (who did not buy). Now, say over the next 2 years we follow up automatically and gain another 2 sales from the initial 99 leads. So now then numbers look like this. We have 3X our conversion rate and so we have tripled the size of our business. Because we did not spend any more money on lead acquisition, so our Cost of Acquisition has come down from £100 to only £33. And this is without spending any additional money on advertising and lead generation.

Now at this point, you have an efficient sales and marketing machine that efficiently converts leads. And now you can start to look at using lower value/ higher-cost advertising media because you have an efficient sales and marketing machine that can profitably convert poorer quality leads. You can now afford to outspend your competitors on advertising and so grow your practice.

And all this is before we even consider the best AND lowest cost of leads for your business. Referrals from existing patients. Are you actively asking your existing patients to refer friends and family? The chances are that you are not proactively harnessing this source of leads. Once you have an efficient sales and marketing system in place then referral marketing can also happen consistently on autopilot.

So – do you really need more new dental lead generation?  -or do you need a system to convert more effectively the dental sales leads you are already generating? If you are interested then this is exactly what I do for my clients. If you would like to book a free Discovery call at a mutually convenient day and time then click here.

PS. Check out my other post with 7 top marketing tips for dental practices.

 

If you are a business owner then you no doubt started in business doing the thing that you love doing. However, to really succeed in business you

need to get a regular stream of paying customers. So in addition to being a doer in your business you need to be a marketer – whether you like it or  not.

And this means putting time aside for marketing and working on your business. As an Entrepreneurs Circle Certified Coach, we advise and push our clients to spend 90 minutes of focused time on their marketing every day. It makes a huge difference to business owners who follow this principle. The Entrepreneurs Circle have put together this free series of PDFs to assist you.

Download PDFs here

 

Marketing a window, door or conservatory company is not simply about generating as many leads as possible.

The real objective is to attract the right homeowners, respond while they are interested, convert more enquiries into appointments and consistently follow up every quotation.

Here are eight practical marketing tips for UK window, door and conservatory companies.

1. Decide which customers and products you want to attract

Before spending money on marketing, decide which types of work you actually want.

That might include:

• Replacement uPVC windows
• Sash windows
• Composite doors
• Aluminium windows and bi-fold doors
• Conservatories and orangeries
• Conservatory roof replacements
• Window and door repairs
• Commercial glazing

You may also want to concentrate on particular towns, postcodes or types of property.

Somebody searching for a conservatory roof replacement has a different requirement from somebody researching aluminium bi-fold doors.

Your advertising, website pages and follow-up should reflect the product and customer rather than relying on one generic “windows, doors and conservatories” message.

2. Make your company visible in local Google searches

Most homeowners will look online before contacting a window or door installer.

Search Google for the services you offer in the areas you cover. For example:

• Replacement windows in Manchester
• Composite door installer in Stockport
• Sash-window repair in London
• Conservatory roof replacement near me

Does your company appear prominently?

Your Google Business Profile is especially important for local searches. Make sure it includes:

• The correct contact details and opening hours
• An accurate service area
• Your main products and services
• Recent photographs
• Regular updates
• Customer questions and answers
• A consistent flow of genuine reviews

Your website should also have useful pages for your principal products and locations.

Avoid creating dozens of virtually identical pages with only the town name changed. Each page should contain genuinely useful information about the service, area and projects you complete.

Clear answers to genuine customer questions can also help your website appear in traditional Google results and AI-generated search answers.

3. Use Google Ads to capture high-intent searches

Search engine optimisation can generate valuable enquiries, but it takes time.

Google Ads can put your company in front of local homeowners who are actively searching for the products you sell.

Somebody searching for “composite door installer near me” or “replacement windows in Leeds” is showing much stronger immediate intent than somebody who happens to see an advert while scrolling through social media.

Each campaign should direct the visitor to a relevant page.

If the advert promotes conservatory roof replacements, do not send the visitor to a general homepage. Send them to a page specifically about conservatory roofs, with relevant photographs, proof and a clear way to request a quotation.

Google Ads can become expensive if campaigns are poorly targeted. Pay close attention to:

• The locations you cover
• The search terms triggering your adverts
• Negative keywords
• The products you want to promote
• Telephone calls and form enquiries
• Which leads become appointments and sales

Facebook and Instagram can be useful for visual campaigns showing completed installations and different product options.

They can also be used for retargeting. This allows you to remain visible to people who visited your website but were not ready to enquire immediately.

HighLevel’s Ad Manager can be used to create and monitor Google, Facebook, Instagram and LinkedIn advertising while connecting enquiries to your CRM and sales process.

4. Show proof, not just products

Windows, doors and conservatories are visual purchases, but photographs alone are not enough.

Your marketing should help a homeowner believe that you are a safe and credible company to invite into their home.

Useful proof includes:

• Before-and-after photographs
• Short customer case studies
• Video testimonials
• Google reviews
• Photographs of your team
• Accreditations and guarantees
• Examples of completed local installations
• Explanations of your surveying and fitting process

A short case study can be more persuasive than a gallery containing 100 unexplained photographs.

Explain what the customer wanted, what you recommended, any challenges involved and how the finished installation improved the property.

If you have a showroom, use it as part of your marketing. Show potential customers what they can see, compare and experience during a visit, then make it easy to book an appointment.

5. Make it easy for website visitors to take the next step

Getting somebody onto your website is not the same as generating an enquiry.

Every important product page should make the next step obvious.

That might be:

• Request a quotation
• Book a home survey
• Arrange a showroom appointment
• Ask a question
• Call your team
• Start a website chat
• Download a buyer’s guide

You could also offer a quotation request, product-selection form or short survey that collects useful information about the property and proposed work.

Customers might be able to upload photographs or arrange an appointment online.

I would be cautious about offering a fixed instant price for a complex installation. A useful guide or starting range may be more appropriate than creating unrealistic expectations before the property has been assessed.

Your website must also work properly on a mobile phone. Contact details, forms and buttons should be easy to use without zooming or searching around the page.

6. Do not lose valuable enquiries through missed calls

A homeowner who telephones your business is usually a stronger prospect than somebody who has simply visited your website.

They may be ready to ask questions, arrange a survey or request a quotation.

But what happens when your staff are busy, driving, carrying out installations or speaking with other customers?

What happens during evenings and weekends?

If nobody answers, the caller may not leave a voicemail. They may simply call the next window or door company listed on Google.

Your marketing has generated the enquiry, but the opportunity has been lost at the final moment.

At a minimum, you need a clear system for:

• Identifying every missed call
• Responding as quickly as possible
• Sending an immediate missed-call text message
• Creating a follow-up task
• Recording the caller in your CRM
• Handling calls outside normal working hours

An automated message could say:

Sorry we missed your call. Are you looking for a quotation for windows, doors or a conservatory?

More advanced systems can use an AI receptionist to answer calls outside normal hours, explain that it is an AI assistant, collect the caller’s details, qualify the enquiry and potentially book an appointment.

The objective is not to prevent customers from speaking with your team. It is to make sure valuable enquiries are not lost simply because nobody was available at that exact moment.

7. Follow up every enquiry and quotation

Many window and door companies concentrate on getting more leads while failing to follow up the opportunities they already have.

A homeowner may request several quotations. If your company takes too long to respond or stops following up after one unanswered telephone call, the marketing investment has been wasted.

This is particularly important if you purchase leads from a lead-generation company. The same homeowner may be considering several installers, so speed and consistent follow-up matter.

Your CRM should record:

• Where the lead came from
• What the lead cost
• How quickly it was contacted
• Whether an appointment was booked
• Whether a quotation was issued
• Whether the work was won
• The eventual value of the sale

This allows you to judge a lead provider or advertising campaign by the profitable work it produces, not simply the number of leads delivered.

A CRM and marketing automation system such as HighLevel can also help you respond immediately, assign the salesperson, send reminders and continue nurturing people who are not ready to proceed.

I worked with a specialist sash-window repair company that had accumulated thousands of old quotations.

Using HighLevel, we ran a reactivation campaign to contact people who had previously requested a quotation but had not proceeded. That campaign generated approximately £40,000 in work from contacts the company already had.

Before spending more money generating leads, look carefully at the opportunities already sitting in your database.

Any email, SMS or WhatsApp follow-up must take account of consent, your lawful basis for contacting people and appropriate ways to opt out.

8. Turn every installation into a local marketing campaign

One of the most valuable marketing opportunities is the work you are already completing.

When you install windows, doors or a conservatory, neighbouring homeowners can see your vehicles, your team and the work taking place.

They may live in similar properties of a similar age and have the same requirements.

Depending on the location and project, you could:

• Use a professional site board
• Deliver a carefully worded leaflet to nearby homes
• Photograph the finished installation
• Create a local case study
• Run geographically targeted advertising
• Ask the customer whether neighbours may be interested
• Request a review and referral after the work is complete

This is what I mean by thinking beyond the original transaction.

One successful installation should not produce only one sale. It can also create photographs, a case study, a review, referrals and greater visibility throughout the surrounding area.

Turn these separate marketing activities into one connected system

Each of these tips can improve your marketing individually.

The bigger opportunity comes from connecting them.

Imagine one system that can capture an enquiry from Google Ads, identify the marketing source, respond immediately, handle a missed call, book an appointment, remind the salesperson to follow up and track whether the enquiry becomes a quotation and sale.

That is where a CRM and marketing automation platform such as HighLevel becomes particularly relevant.

In my complete guide to using HighLevel as a CRM and marketing system for window, door and conservatory companies, I explain what HighLevel can manage, where specialist window-industry software may still be required and how the two systems could potentially work together.

If you are responsible for solar panel marketing for your business then I hope you will find these 6 top tips invaluable.

The first step to winning more solar panels installation jobs is to think like a potential householder who is looking for solar panels. Put yourself in their shoes.

What thought processes will they go through? Which websites do people visit when they are looking to learn about solar panels options? How can you engineer so they “see you” online when they are searching for a solution?

TOP TIP 1

Initially, potential customers will be searching online for information on renewable energy options. This is your ideal opportunity to become their trusted advisor. Have information on your website to educate them to the different solar panel options that are available. It may seem counter-intuitive to give free advice but this really does build you as the trusted solar panels advisor even though some people will go elsewhere. So this can be blog posts, PDF guides or videos. I recommend this book to my clients on how to create content that draws clients to you. They Ask, You Answer by Marcus Sheridan.  And this becomes even more powerful when it can be linked to a marketing automation system, see point 4 below.

TOP TIP 2

Be visible online. These days the first port of call, when someone is interested to learn about solar panel instalation will be the internet and primarily using Google. It is imperative that your solar panel business is visible on Google.

So do a check – how do you appear on Google right now in your local area. Because most of the time people will be looking first for a local solar panel installer.

Step 1 – Go to Google, enter the name of your local area followed by the word “solar panels”  into the Google search bar.

Example: London solar panels, London solar panel installers

Step 2 – Make a note of the websites that come up on Page 1. Study them and get inspiration for your own ideas. Is your solar panels business on the list? If not…

TOP TIP 3

You need to get your website listed.

Google Adwords are the ads top and bottom of the search results page. Advertising is a quick win. But can be expensive and you need to know what you are doing. I would recommend hiring a Google Adwords Expert as it can be complex to set up Adwords and expensive if you get it wrong. (I would definitely recommend using Google Remarketing, this enables you to display ads to your website visitors AFTER they leave your site – the ads follow them all over the internet. These work great and cost next to nothing).

Search Engine Optimisation (SEO). This is the process to optimise your website so that Google lists it in the rankings. You need to be on page one of Google. The good news is that this is free, the bad news is that it can take many months of work to achieve a result. But once you do you will reap the rewards for a long time. SEO is a huge subject so you can either hire an expert or if you have the time and inclination you can teach yourself, check out the book I mention in TOP TIP 1.

TOP TIP 4

Have a solar panel marketing and sales follow up system.

This is what the majority of solar panel businesses do not have or understand. In points 1 to 3 above we are looking at ways to generate interest in your solar panels and services, which is essential. But what you have to realise is that of those who visit your website only one or two in every 100 are ready to buy today. So if they do not buy today then that means 98% leave your website and the chances are they will never come back. That 98% is where the gold is for your business. So you have to have a system in place that enables you to consistently follow up with EVERYONE who expresses an interest in solar panels. This can be really simple – paper based or Excel, it is possible but it is a definite chore that requires dedication and time to manage. And that leads me nicely on to what I do. I specialise in helping clients set up a marketing automation system called Keap / Infusionsoft and this is the leading marketing automation system for small businesses. Check out my blog post – Do you really need more solar panel sales leads.

TOP TIP 5

Referrals. Even in this online world, word of mouth advertising is still the best. How can you encourage previous clients to talk about your solar panels? Can you offer them an incentive if one of their friends buys solar panels from you? Can you reach out to all your previous customers and remind them about your products and service, this is really easy if you have a marketing system in place, see Top Tip 4 and an efficient Solar Panel Installation System, see Top Tip 6.

On this note. Are you listed with the likes of Trusted Trader and / or any other review sites? Social proof these days is so important. How many times have you decided between one or other hotel or restaurant based on the reviews from previous customers. This social proof is key these days and you should be actively asking your customers for a review on each job you do.

TOP TIP 6

Solar Panel Installation Systemisation

OK, so you have been busy marketing and you now have solar panel enquiries and orders. But the job is still not finished. Now we have to ensure we look and act professional and do a top notch installation job so that we WOW and retain those hard-won clients. How do you manage you and your team’s on-site installation and maintenance jobs currently? As the business grows you will need a system to make this as professional as possible so that clients not only return to us later on for maintenance, but they refer us to their friends and family contacts. One very impressive software I have recommended to installation / service clients for the past 4 years is ServiceM8.

If you are interested to learn more about how to build your own solar panel marketing and sales system then please schedule a free 1-hour Discovery call.

 

If you are responsible for pest control marketing then I hope you will find these 5 top tips valuable, so please read on.

The first step to winning more pest control clients is to think like a potential client who has a pest infestation. Put yourself in their shoes.

What thought processes will they go through? Which websites do they visit when they have a pest problem? How can you engineer so they “see you” online when they are searching for a solution?

TOP TIP 1

Initially, potential customers will be searching online for information. Maybe they are looking for a DIY solution. This is your ideal opportunity to become their trusted advisor. Have information on your website to educate them on the problem they are experiencing and even give them help on the solution, it may seem counter-intuitive to give free advice but this really does build you as the trusted advisor and even though some people will solve the problem themselves there will be others who simply want to call in an expert when they do not have the time or the issue is not a simple DIY solution. So this can be blog posts, PDF guides or videos. Here is a book I would recommend on how to create content that attracts customers to you. They Ask, You Answer by Marcus Sheridan.  And this becomes even more powerful when it can be linked to a marketing automation system, see point 5 below.

TOP TIP 2

Referrals. Even in this online world, word of mouth advertising is still the best. How can you encourage previous pest control clients to talk about your service? Can you offer them an incentive if one of their friends buys your service? Can you reach out to all your previous customers and remind them about your service, this is really easy if you have a marketing system in place, see Top Tip 5 and an efficient Service Delivery System, see Top Tip 6.

TOP TIP 3

Be visible online. These days the first port of call, when someone has a problem to fix, will be the internet and primarily using Google. It is imperative that your pest control business is visible on Google.

So do a check – how do you appear on Google right now in your local area. Because most of the time people with a problem with search out a local pest control service first.

Step 1 – Go to Google, enter the name of your local area followed by the word “pest control”, “vermin control” into the Google search bar.

Example: London pest control, London vermin control

Step 2 – Make a note of the websites that come up on Page 1. Study them and get inspiration for your own ideas. Is your pest control business on the list? If not…

TOP TIP 4

You need to get your website listed.

Google Adwords are the ads down the left-hand side of the search results page. Advertising is a quick win. But can be expensive and you need to know what you are doing. I would recommend hiring a Google Adwords Expert as it can be complex to set up Adwords and expensive if you get it wrong. (I would definitely recommend using Google Remarketing, this enables you to display ads to your website visitors AFTER they leave your site – the ads follow them all over the internet. These work great and costs next to nothing).

Search Engine Optimisation (SEO). This is the process to optimise your website so that Google lists it in the rankings. You need to be on page 1 of Google. The good news is that this is free, the bad news is that it can take many months of work to achieve a result. But once you do you will reap the rewards for a long time. SEO is a huge subject so you can either hire an expert or if you have the time and inclination you can teach yourself, check out the book I mention in TOP TIP 1.

TOP TIP 5

Have a pest control marketing and sales follow up system.

This is what the majority of pest control businesses do not have or understand. In points 1 to 3 above we are looking at ways to generate interest in our service, which is essential. But what you have to realise is that of those who visit your website only one or two in every 100 are ready to buy today. So if they do not buy today then that means 98% leave your website and the chances are they will never come back. That 98% is where the gold is for your business. So you have a system in place that enables you to consistently follow up with EVERYONE who expresses an interest in pest control services. This can be really simple – paper-based or Excel, it is possible but it is a definite chore that requires dedication and time to manage. And that leads me nicely on to what I do. I specialise in helping clients set up a marketing automation system called MarketerM8 / HighLevel and this is the leading marketing automation system for small businesses.

TOP TIP 6

Service Delivery Systemisation

OK, so you have been busy marketing and you now have enquiries and orders. But the job is still not finished. Now we have to ensure we look and act professional and do a top-notch job so that we retain those hard-won clients. How do you manage you and your team’s on-site jobs currently? As the business grows you will need a system to make this as professional as possible so that clients not only return to us later on, but they refer us to their friends and business contacts. One very impressive service I have recommended to service-based clients for the past 4 years is ServiceM8.

If you are interested to learn more about how to build your own pest control marketing and sales system then please schedule a free 1-hour Discovery call.

Photo by Brett Jordan on Unsplash