If your goal is to grow your company, then you have to get sales. To get sales, you have to get leads. Before any of that, however, leads must be quality and everything you do in your marketing efforts stems from the way your business is viewed in your prospect eyes.

 

There's a reason word-of-mouth is one of the most powerful business growth strategies; its because it includes trust. Your clients need to trust you before they will spend money with you - and if it comes by recommendation by a friend, then your trust is already built it. In marketing circles, this phenomenon is called "social proof", and it works wonders when getting someone to take the jump to become a client. After all, they have to trust you with their home, that your pricing is accurate, and that your materials are consistent with what you bid.

 

What if you don't have a huge word-of-mouth following? Or perhaps you want to aggressively expand your business beyond its organic reach?

 

All lead generation has to be viewed in a similar light of trust. Analyze every channel that your business currently uses for sales and ask the following question: Does this channel allow my client to build trust with me? Here are some examples of channels that other restoration and remodeling company's have used to build their companies:

 

Business Partnerships - Are your business partners primed with the right resources to communicate your company's vision?

Online Advertising - Is your advertising integrated with an informative website, with testimonials, trust seals, and 3rd party verification?

Billboards - Does your message resonate with your audience in multiple ways?

Yellow Book Advertising - Does your ad have a clear call-to-action; and when they call in, can these people find your website and workplace effectively?

Radio - Does your advertisement build trust with your audience. Does it provide an avenue for the listener to take action for more research?

Direct Mail - Are you targeting properly? Does your marketing suggest due diligence and non-spammy practices?

Commerce Memberships - Do the governing bodies understand who you are, and will they vouch for your services?

Peer Networks - Are your peers aware of your strengths, and will they feel comfortable sharing their business with you because you will do a good job?

 

Build trust and gaining "social proof" are some of the most important things you can do for your company if you want to build it to new heights. Who are your company's lead evangelists?