Are you having difficulty selling to your solar leads? The problem may not be you — and it may not be your leads, either. It might just be a poor match up.
Not all solar leads are created equal, just like not all solar installer businesses are the same. Your business can be faced with unnecessarily big challenges when you buy the wrong type of leads for your business model. But buy the right type of leads and your business could do the best it’s ever done. The type of leads you purchase can make all the difference. Here’s one example.
Mismatched Solar Leads
Let’s say your company is a smaller operation. You can compete in your regional market because your team is terrific and provides great customer service from end to end. But there are other, larger competitors in your market with more resources.
Let’s say you decide to buy fresh, shared leads, knowing that your team can win the sale over competitors because of the better value your business offers. What you may not count on is the depth of resources your corporate competitor has.
If you do lead buying frequently, you’ll certainly have an auto-dialer setup for your small inhouse sales team. But your competitor has the resources to invest in a whole call center and an enterprise level dialer. That’s the advantage your competitor brings to the mix.
In some of the scenarios that could play out here, your competitor may win. His call center may be able to contact most of those same fresh shared leads you bought before you can and schedule his consultations. Meanwhile, you get the answering machines or no answers.
Why couldn’t you also get a consultation, you ask? Well, remember these are shared leads. If more than a couple large competitors buy a particular lead, that person is going to be inundated with calls. It’s enough to turn anyone off and keep them from answering their phone. And it happens over and over and over again.
Now this probably doesn’t happen every time, and you do make some sales from your purchase of shared leads, but it’s not enough to justify the cost outlay. Now you’re not so sure about lead buying at all. But here’s the thing — the leads aren’t the problem. These leads were folks interested in solar, and they went with your competitor that reached them first. They would’ve maybe picked you, if you could’ve gotten your foot in the door. And the problem’s not you — there’s nothing wrong with your business either. The problem is that the hypothetical leads you bought didn’t work for your particular business model.
Every business has a unique contact, follow-up, and sales model. When you realize this, it makes sense that solar leads aren’t going to be one size fits all. Now the question is: What do you do about that?
Match Your Leads to Your Business
Let’s say that instead of fresh shared leads, your solar business buys aged solar leads. You have the same budget, so you buy two or three times as many since aged leads are cheaper. Aged leads are also older — a few days to a few months older, in fact — so your goal is no longer to be first on the phone with the customer. Instead, your goal is to be the best the customer talks to.
Let’s say that customer who got a call right away from your big call center competitor did in fact schedule a consultation. They then stopped answering the phone when it kept ringing.
But a couple weeks have passed now. Your competitor sent out a field representative who showed up late, seemed rushed, and quoted an eye-watering price without much explanation. The prospect wasn’t sold on your competitor’s offer — he still hasn’t bought.
You buy this prospect’s info as an aged lead and give him a call. He answers. It’s been a week or more since anyone’s called. (Nearly all fresh leads are contacted within the first week. After that, most of your competition gives up and moves on.) Your sales team is amazing, and the prospect agrees to a new consultation appointment. Your field representative shows up on time, answers your prospect’s every question, and you win the sale!
Same you, different kind of lead, and you win the sale.
To be sure, not all aged leads will go this easy. A number may, in fact, have signed a contract with a competitor who got there first. But with a larger supply of leads and your exceptional customer service, aged leads turn out to be the best for this hypothetical company.
Buy the Right Kind of Aged Leads to Grow Your Business
If this one example sounds like your business, you might try out aged leads to see if they’re a better fit for your business. If your business is a successful medium- or large-size company, you may prefer fresh shared leads or even exclusive leads. The trick is to buy the right kind of leads for your particular business. This is going to be your secret to overcoming those solar sales challenges.
Lastly, if you’re ready to try aged solar leads for your business, head to the Aged Lead Store where you’ll find thousands of quality aged leads, filtered to suit your needs, and ready for instant download.
