Maybe you only get one chance at a first impression, but you definitely get a barrel full of opportunities to mess it up.
Case in point, you show up to a sales call late, in a dirty truck, and proceed to walk through the house without offering to take off your muddy shoes. Chances are, you’ve already lost that sale.
As our expert sales team says, “The first seven seconds is when someone judges you and has an idea of if they are going to buy from you.”
If the process is a bad experience from the start, then you really can’t blame them for never calling you back. The good news is that most of what homeowners notice first is under your control.
There are actually a few opportunities to make a first impression with the customer. Let’s look at some of the most common.
First impressions happen on your website more than anywhere else. Consider that 84% of customers use Google before choosing a contractor. They search for terms like “contractor near me,” and the top listing is usually a local contractor specializing in what they need. That could be you, especially if your site is built to generate home remodeling leads.
Put yourself in the customer’s shoes. What do they see when they click through to your website?
The design makes or breaks the first impression. Studies show that around 94% of website-first impressions involve design, and about 38% of visitors leave if the layout or content is not up to their expectations.
Here’s how you can make a great first impression through your website:
A lot more goes into a great, well-performing website, but none of that will matter if you don’t make a good first impression.
Pro Tip: Another way to make a great first impression on your website is to put contractor financing front and center. Showing the customer that you can help with flexible payment options can resolve one of their biggest hang-ups right from the start.
Your first conversation with a potential customer will likely happen over the phone. You don’t have long to make a good first impression there. Scientists say it’ll happen within half a second of hearing you speak.
That doesn’t mean you need a radio voice. Just try to sound calm, confident, and focused. And, like your website, your first words during a phone call should explain who you are and what you do.
Try to smile while you talk, as it can make your tone friendlier. But whatever you do, don’t make it sound like they are an interruption.
Something like this could help them connect with you right from the start, “Hi, this is Michael with Finturf. Thank you for reaching out. I have a few questions that will help me give you a realistic price range, and then we can set up a visit. Does that sound good?”
That alone will set you apart from contractors who answer the phone and say, “I’m really busy. What’s your budget?”
Pro Tip: Home services customers expect higher levels of personalization over the phone than anywhere else. If you nail the phone interaction, customers are more likely to do business with you.
This should be the easiest of the bunch. By the time a homeowner calls you as a referral, they’ve already heard at least one good thing about you. You go into the sale with them, wanting it to be a good experience.
Speaking highly of the referrer will go a long way to forming a quick connection with the referral. Saying something like, “They were such a joy to work with, very considerate and hospitable.”
From there, you just need to be the person they already think you are. And once the job goes well, tell them you’re happy to help their friends and neighbors, too.
You can say something like, “If you refer me to a customer and we sell the job, you will get $500, and we will send you a check in the mail.”
If you thought people were quick to judge with their ears, their eyes are even faster. Psychology research shows that people form first impressions in as little as a tenth of a second of seeing someone’s face.
Remember what our sales team said about those first seven seconds? They also recommend showing up on time and looking the part with construction boots and blue jeans.
When it’s time to speak, here’s a good way to start the conversation: “Hi, I’m Michael with Finturf. Thank you for having me over. Would you like me to take my shoes off? I’ll take a quick look at the project space, ask a few questions, and then we can talk through the options. Does that sound good?”
Once you get the very first impression out of the way, the customer will start forming a lasting impression. Here is what they will notice the most about you during the first walkthrough:
Also, just as you wouldn’t badmouth past employers in a job interview, it’s best to speak only kind words about other contractors. Using the walkthrough to dish about the competition can make homeowners doubt you as a contractor.
Once you finish the sales call, you may think your job is done, and it’s time to pass the customer off to the admins and call it a day. The truth is, you can use the follow-up to stick the landing on that good first impression.
Plus, doing the follow-up yourself can also help you avoid any miscommunication between your office and field teams.
There are a few ways to build on a great walkthrough in the following days. First, send them the estimate when you said you would. Sending it late (or even worse, forgetting) can be a dealbreaker.
Remember, a solid estimate should say what’s included and what’s not, as well as the payment schedule and change-order process. For good measure, you can add a few photos or links to similar jobs.
Pro Tip: Most customers compare you to three or more quotes, and nine out of 10 homeowners will read online reviews before making a decision. Staying in contact with the customer can help you stay ahead of the competition.
That adage about only getting one chance at a first impression rings truer in sales than anywhere else. It’s your first website impression, first phone impression, first doorstep impression, and so on. Make each of them count.
