Tammy Jones owns a trash hauling company that generates tons of inbound quote requests. When Tammy got 2 calls from customers saying no one responded to their inbound quote request, Tammy was mad.
She called in her team and demanded an answer. She learned that 12% of the requests were going unanswered. “How is this possible” she asked.
TJs’ Estimation Process
Two years ago, clients emailed quote requests to a common email address, and the estimators responded. “I did a bad job,” said Tammy once she realized that one of eight requests was never quoted.
“I had no way to track our quote requests,” she realized. TJ’s estimators did not have the tools to manage the increased volume of requests being received.
What Else Did Tammy’s Marketing Audit Show?
The team found:
- They had a strong concentration of light industrial companies in their customer list, but they did not segment their contacts.
- Their outbound marketing efforts were entirely manual, and staff needed to standardize what they sent to prospects and customers.
- They did not track Lead Sources and did not know how they got their business.
Tammy’s team agreed to improve its methods, including how to respond to quotes.
How Can We Do It Differently?
“What will make us change?” asked the team. Tammy’s mentor urged her to use a CRM that had automation and tracking abilities. Tammy chose a marketing specialist and together they selected a CRM.
The CRM was configured for their requirements and the staff was trained.
Highest Priority – Quote Requests
Everyone agreed that quotes were the highest priority. The specialist set up a series of automated steps that:
- Triggered upon the submission of each inbound quote request.
- Used the same email address as before making it invisible to customers.
- Sent emails to the requester.
- Sent the quote request to the team for assignment to an estimator.
- Tracked each submission.
- Sent Bobbie a second notice if a request was not responded to in 24 hours.
Next Priorities – Industry Concentration, Outreach, Lead Sources
The team had light industrial customers but did not have a client list. Nor did they know what other industries or market segments were in their customer base.
The team identified 3 segments: Light industrial, retail, and residential. The specialist:
- Wrote tailored messaging for each segment.
- Purchased a list of light industrial companies within 20 miles
- Identified 4 geographic areas where they currently worked.
- Created a promotion for current customers
- Created automated drip campaigns focused on each segment to run for 90 days.
- Tagged each initiative with a name for lead source tracking.
The team had a set of strategies, tactics, and a CRM to manage each initiative.
Two Years Later
“We haven’t missed a quote in 2 years,” said Bobbie. Tammy estimated they lost $75K in the year before they realized their mistake.
“Our CRM is our lifeblood. It helps us produce revenue, close more sales, and reach our customers and prospects in a very professional way.”
How Can You use Your CRM to Produce Revenue??
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