The Most Dangerous Conversation In Your Fire & Security Office
by Jo Shaer, on October 16, 2018
You've been marketing your Fire & Security business website for a few months now. Suddenly one of your admin staff pipes up.
“I don’t think we need to carry on doing marketing,”
“Well most of the leads come from existing customers”
Now, this comes from the person who deals with your enquiries before passing them to sales. You should take notice, right?
This is one of the most dangerous conversations that can ever happen in the back office of your Fire & Security business.
You're teetering on the edge of a precipice! That unskilled, ill-informed 'back of an envelope' analysis is well-intended. Heed it at your peril... It will harm your business...
S/he is about to poop all over your sales!
So let’s analyse that statement with a real life example.
An enquiry arrives through your website contact form:
I have an alarm currently installed , the siren box battery is low, I want a maintenance cover quote please
Your records show that you installed this alarm system for Mrs Smith about three years previously.
My first question is: Wouldn’t an existing customer who was happy with you as her supplier call you or email using the contact information that you have previously exchanged?
So how DID Mrs Smith actually arrive on your website?
Do you know how your visitors get to your website?
Most businesses have no way of accurately finding out. Fortunately, HubSpot can show us exactly how Mrs Smith found the website and the pages she visited. W can get an insight into her thought processes and journey to making her enquiry! How cool is that!
It's better than cool. On the contact card that was automatically created when she completed the website contact form, the first entry shows the page she visited. The second entry reveals that this enquiry was generated as a result of a click on a PPC ad.
So Mrs Smith didn’t type the name of your company into the search bar on her computer. Instead she clicked an ad!
A quick check in your Google Ads dashboard reveals that this lead was generated through a search for “alarm maintenance”.
Her previous experience with your company did not compel her to come straight to you, she was playing the field! She is no longer your existing customer!
If your Google Ad had not appeared in the top 3 listings on her search results page, do you think she would have landed on your website?
Ongoing marketing is vital to retain your existing customers.
Because they will often cease to be an existing customer...
And, when you remember that 80-85% of your enquiries will come from existing customers – as repeat orders or word of mouth referrals to their friends or colleagues - that becomes a terrifying thought!
The trouble is they won't always contact you using the phone or email that they already have. Why not?
- a member of staff has moved on
- they have mislaid your company contact details
- they don't know you provide the service they require
- they are on their phone so use Google for ease
- they literally ask Google for the nearest alarm maintenance company
One thing is for sure, they definitely won’t always search for YOUR BUSINESS NAME!
The majority will search for the service they require. If they don’t see your business on those results, no amount of good will generated by previous experience can help you to entice them back.
And marketing is what makes you appear in those searches.
No marketing = fewer enquiries = less sales.
It’s as simple as that.
Which is why the verbal exchange at the top of this blog post is one of the most dangerous conversations you can ever have.
Click the image below to find out more about marketing your Fire & Security business. The pros and cons of DIY, hiring an employee or an agency are laid out for you. This guide will help you make the right marketing decision for your company.