Slippery Rock Gazette

Things Stone Fabrication Shops Should Consider Before Spending More Money on Marketing

Justin Shaw
Stone Fabricator Elite

As the owner of a stone fabrication shop or company, you understand the importance of consistent sales growth. However, achieving this goal can often seem daunting, especially when faced with limited marketing budgets. Fortunately, there are several proven strategies you can implement to increase your sales without spending more money on marketing. In this article, we will explore seven powerful techniques that will help you enhance your sales efforts and drive revenue growth. By implementing these strategies, you can maximize your sales potential and stay ahead of your competition.

Follow Up Faster for Improved Conversions

This is an area where we see shops leaving a lot of money on the table. Time and again, when we audit their sales and marketing, we see heaps of leads that have gone untouched. Often these are leads they are investing a significant amount of money to generate, both in ad spend and with the marketing company running the campaigns.

Time is of the essence when it comes to closing deals. According to a study by InsideSales.com, 35-50% of sales go to the vendor that responds first. As a stone fabrication business, prompt follow-up with your leads can significantly increase your conversion rates. Ensure that you have a streamlined process in place for responding to inquiries, whether through phone calls, emails, or website forms. Speedy responses not only demonstrate your commitment to customer service but also instill confidence in potential buyers.

Follow Up More Often to Stay Top of Mind

Don’t underestimate the power of persistence. A study by the National Sales Executive Association found that 80% of sales are made on the fifth to twelfth contact with a prospect. Unfortunately, many salespeople give up after just a few attempts. By consistently following up with your leads, you increase the likelihood of converting them into customers. Implement a structured follow-up system that includes various communication channels, such as phone calls, emails, and personalized messages. This approach ensures that your brand remains top of mind throughout the buyer’s journey, increasing the chances of a successful sale.

Create and Communicate Your Competitive Advantage and Unique Value Proposition

To differentiate your stone fabrication business from competitors, it’s crucial to clearly articulate your competitive advantage and unique value proposition (UVP). Your UVP highlights the distinct benefits your company offers to customers. Identify the aspects of your business that set you apart, whether it’s your exceptional craftsmanship, use of high-quality materials, or excellent customer service. Once you’ve defined your UVP, communicate it consistently across all marketing and sales channels. Showcase your strengths through compelling messaging, website content, social media posts, and sales conversations. By emphasizing your unique selling points, you create a compelling case for why potential customers should choose your stone fabrication services.

Nurture Leads in the Consideration Stage with Relevant Content

During the consideration stage, prospects are actively evaluating their options and seeking valuable information. By providing educational content aligned with your UVP, you can nurture leads and position yourself as the obvious choice in your market. Develop a content marketing strategy that includes blog posts, articles, videos, and guides that address common concerns or challenges faced by your target audience. Ensure that your content highlights the unique benefits and advantages your stone fabrication services offer. By sharing valuable insights and expertise, you build credibility and establish a stronger connection with potential customers. This approach increases the likelihood that they will choose your company when they are ready to make a purchasing decision.

If you are limited on resources and time, you can create simple pieces of content that showcase your customer reviews, project before and afters, and other straightforward content to reinforce your credibility.

Implement Sales Pipeline Oversight and Ownership

To drive consistent sales growth, it’s essential to have a well-managed sales pipeline. Regularly review and assess your pipeline to identify potential bottlenecks, gaps, or opportunities for improvement. Assign clear ownership of each stage of the sales process to individual team members, ensuring accountability and follow-through. By closely monitoring your pipeline, you can proactively address any issues and take corrective action to optimize conversion rates. Utilize customer relationship management (CRM) software to track and analyze your sales activities, enabling you to make data-driven decisions and identify areas where improvements are needed.

If you do not have the bandwidth to oversee your pipeline or sales team you may be interested in our Sales Sidekick Program. We provide weekly pipeline audits, support for your sales rep, and skill development. We monitor your pipeline and keep your team on track so that you can focus on the other important areas of your business.

Keep Your Sales Reps Accountable

Establishing accountability within your sales team is vital for driving results. Clearly define sales targets, both in terms of revenue and specific key performance indicators (KPIs). Regularly track and review individual sales performance, providing constructive feedback and coaching when necessary. Encourage healthy competition among your sales representatives by recognizing and rewarding high achievers. Additionally, implement regular training sessions to sharpen their skills and keep them updated on industry trends. By maintaining a culture of accountability, you create a motivated sales team that consistently delivers results.

Conclusion

Increasing sales doesn’t always require a substantial marketing budget. By adopting these seven strategies, you can optimize your sales efforts and drive revenue growth for your stone fabrication business. From prompt follow-ups and consistent communication to showcasing your unique value proposition, nurturing leads with relevant content, and maintaining sales pipeline oversight, each tactic plays a crucial role in maximizing conversions. By keeping your sales representatives accountable and continually fine-tuning your approach, you’ll be well-positioned to achieve sustainable sales growth in the competitive stone fabrication industry.

Justin Shaw is the founder of Stone Fabricator Elite, a new business development and sales improvement agency. Their flagship program includes providing end-to-end CRM implementation, full onboarding, support and monitoring to ensure sales teams are effectively using the tool and that the shops see a measurable improvement in sales. You can learn more about Stone Fabricator Elite at www.stonefabricatorelite.com .