If you’ve been following along as I unpack my VPS formula for online marketing transformation, you’ll know that we’ve already talked though the “essential ingredient” that being visibility. But know that visibility alone will not move the needle on your sales if you lack proof of an excellent experience.
Today let’s help you understand the next piece of VPS, (Proof), why it’s important and all the ways you’ll want to be able to prove your work is worth paying for.
You know, from previous posts or videos that once you become visible to your perfect prospect (aka: Your ideal prospect/avatar) that will move you to the next level of the process. Once they can see you, almost instantly they will begin to wonder if you do good work or not.
This will send your prospect searching for the things your previous customers say about having worked with you.
How Much Proof Is Enough?
When this question comes up, my answer is this: Your Proof Must Be Indisputable.
Sort of a catch-22, don’t you think? Many roofing contractors are learning about Google Reviews and have started getting really good at getting them.
Since Google now ranks the Google Map listings by the number of G Reviews you have, it’s always a good use of time to get more reviews in Google.
If you have less than 100 reviews in Google now, you’ll want to download my tool for helping you to get more reviews in Google. You can get it by visiting here and requesting your copy – it’ll be sent by email for free. (it’s at the bottom of the home page)
But there are many forms of proof that do not require you to get reviews on Google. For example, pictures and video of your customer’s home can ‘prove’ the damage to both the insurance company as well as the homeowner.
How many other sites can you get reviews in? If homeowners in your area use Facebook or other social sites, you can get reviews there. Yelp is active in many US cities and people look there in doing due diligence on your firm.
Don’t ignore the Better Business Bureau (BBB), as their complaints get noticed by prospects looking for a company to help them.
If you buy leads from a 3rd party site like Angi or Houzz, those reviews are widely visible and people will see them.
When other attempts to get a review fail, ask for an email or a letter to describe the work you did and their happiness with the work. Those letters can be assembled into flip books for your lobby or to create a .Pdf to send to prospects that sings the praises for your work.
Those same letters, converted to .jpg images can fill a page of testimonials on your site.
What’s The Point With All This Proof?
Well, obviously it is to help you earn the job. It serves to make your prospect comfortable in choosing you to solve their roofing issues.
You are in a competitive game but if you could see from my angle you’d see that your competition can be toppled quite easily.
Just yesterday I spoke with a contractor who gets it and is working on getting reviews everyday. And the level of proof he has becomes a factor in how often he gets chosen for projects he’s bidding on.
What’s the “Cherry on this Sundae?”
It’s this. Your prospect will often choose to do business with someone they feel they know, like and trust.
It’s your responsibility to build that relationship and it’s far more important than your closing skills. If you can reach a place where they feel they can trust you, then you’ll be offered a shot at earning their business. And isn’t that why you got up this AM? To win some business, bring the bacon home to Mama and enjoy your life?
I understand that this topic is a bit deeper and more complicated than the info my competitors think will help you. Only a small percentage of all roofing contractors are trying to grow a larger business; many are content and that’s ok.