Do You Really Need Virtual Meetings for Your Kitchen & Bath Business?
With COVID, we have been through so many crazy times, and it is still too crazy out there. The economy is struggling, but there are some temporary and permanent changes that we are seeing. For example, we have tons of people panic buying. People are going shopping like crazy, and at first, that panic was pretty much temporary, but there are some permanent changes. Right now, people are working remotely, and they are in front of the computer. It is a little different than being in front of the computer at their office because they are on camera. People are more open to putting themselves in front of the camera. If you try to purchase a webcam, you will see you have to wait a couple of days to get the delivery even though that’s the new trend. We think it isn’t affecting the panic rate because it is not temporary. We believe that it is permanent because it changed the way people shop. After COVID, that new technique is going to stay with us. That is why you need to implement an in-person virtual appointment system for your business before your competition starts using it first. It is as important for us as it is for you.
Best Virtual Meeting Practices
As a marketing agency focusing on kitchen and bath businesses, we do believe that virtual meetings with homeowners play an important role in our sale cycle. So next, we’ll discuss the virtual meeting best practices. It has to be simple. You have to ask manageable questions and talk directly. It is critical because you don’t have the same flexibility as an in-person meeting. You won’t be able to show samples or talk different level to your customers. When both of you are in front of the camera, it is going to be limited. Since it is limited, you might need to treat your customers at a kindergarten level to get success at the meeting. For example, during their video, you don’t have to ask anyone to measure their ceiling height. A designer can tell you the difference between 30-inch cabinets and 42-inch cabinets and can predict the ceiling height from there. You don’t need to make it complicated by asking for refrigerator or appliance measurements. Chances are you can look for yourself and get the measurements.
Again the first rule, you have to be simple. Ask and talk simply with your clients. If you need a measurement, such as a wall measurement or window to the wall measurement, you have to send them a sample measurement kit. If you know the appliances and other ceiling height measurements, note them. It will be easy and will help you to continue the process after the virtual meeting.
How to Evaluate a New Lead
Evaluation is the key to pricing. You need to know what type of cabinet to recommend. You don’t have any idea of your customer’s income level without a bit of background knowledge. If you offer high-end cabinetry, you may lose the sale. While on the other hand, if you suggest cheap cabinets, you may not meet the quality the customers are looking for. You have to evaluate them. How do you assess them? By asking for their address information before the meeting. You have to do that with a confirmation when they book a meeting on your system, your calendar, send you an email, or a contact form in your response. You have to tell them you are confirmed and tell us your address. Chances are they are not going to put their address on a public form, on your public website, and they will be less likely to fill out that form if you are asking for their address information. Avoiding this question until confirmation will bring more leads from your website, so you can ask those private and detailed questions in your response when someone tries to get an appointment.
It is always good to keep your quote amount as low as possible. What does this mean? It is easy for people to go and shop virtually. There’s a possibility that this person can work with your competitors or other people, and you don’t really want to increase the price, so they go elsewhere. For example, you don’t need to put anything with corbels or the drawer pantries until the second meeting. I also talk to my client and wait until the next meeting, until we upgrade. Having a second meeting shows that there is a commitment. It is not a good idea to create a super fancy design and give a higher price at the first meeting, especially if it is not a hot lead. If these are people you just met in your showroom, those people will be colder leads, let’s say warm leads, and they are not going to take fully custom kitchens right away. Don’t waste hours and hours and all of your design efforts in minutes on someone who will go to the competitor for cheaper pricing and a simpler design. Be sure that you consider upgrading at the second meeting. And as you always do, you have to position yourself as a person that is easy to work with. Doing this is really important because you will see that different people in front of the camera might be harder to talk with. They ask really hard questions. What is your ceiling height? What are your appliances? When you ask really simple questions, you prove that you are an easygoing person. Try to schedule your in-person appointments as soon as possible after sending the quote. You don’t want to take the lead, whether it is hot or warm, a colder lead, so try to follow-up with those people as much as you can.
Contact Forms On Your Kitchen & Bath Website
The forms on your website are crucial for attracting leads. Most websites will ask for first name, last name, phone number, address, and then click submit. That is a basic form. Chances are you are losing 50% or more of your leads by asking your clients personal questions in your forms. You can’t do this with regular forms on WordPress or GoDaddy. Instead, you need design tools like Wufoo or EmailMe form.
Super Susan has a form that we are using. In our form, we ask people, “I want to remodel my…” they can answer with kitchen remodel, countertop or bathroom, or if they click on an additional button, they will see more promotions such as, “I need new kitchen cabinets, countertops, backsplash, or bathroom handles, etc.” We also ask, “are you a homeowner, contractor, or builder?” A contractor with a mass purchase or even builders may have better pricing, but 90% of leads that you are receiving with our Google ads or Facebook ads are mostly are homeowners, so 95% will go here. Another question we ask is “how would you like to meet?” We have appointments available on Zoom, a traditional meeting in our showroom, even a home visit. In really competitive areas some of my clients prefer to go as soon as they receive the lead. They go to the home or job site to meet the client without asking any questions. This is how they structure their business. We have some sort of flexibility in Super Susan. You have to ask your clients if they either want to book on zoom, in the showroom, or they want a home visit, for their meeting. If you are a designer, you can offer to meet within your office as well.
Getting the address is an important part of the form because it can help you to understand their budget. Of course, if they go with the one wall kitchen that is going to be different than a G-shaped kitchen. If the address comes from the place that most of the high-income families are living, with a G-shaped kitchen, you got a really qualified lead so do your best to meet with this customer virtually, in your office, or in your showroom. This is like a triangle. The bottom of the triangle is the customers who are trying to pay less and get more. The one wall is the small projects. When you go to the top of the triangle, you will see people with the high class and really big-budget projects because the number is not really high. If you don’t have some sort of a solid lead generation in place, it may be a little hard for you to reach that client in this triangle, but again this is a question when you see something like U-shape or G-shape on our forms. When you get that address we say that it is a really high qualified client. If it is a one-wall kitchen from a place that you believe is not going to be high-end, then you can pick your cabinetry type, you don’t need to go high-end cabinetry, you can stay on the low hand side. You don’t need to be really fancy like that and put icons. You can write by your hand or type it. For example, one wall galley, L shaped, and island.
The last question is the information that you are asking which is their full name. We don’t even ask for the first name and last name, separately. Instead, just full name and email. These lines are mandatory. It is optionally to get text reminders. As you can see, this is a soft language to ask for mobile phone numbers. You will give the customers an idea about what happens when they give you their phone number. We are not going to call them, but rather send them text reminders about their appointment, that’s it. Then they will put their phone number there! They are more likely to do this if you are asking about this information than simply asking for a phone number. This is the best way to get the forms filled out on your website. Using soft language with some customization really works.
Here is an example from our calendar. This is from the week of May 4th through the 10th. Our first client’s name is Lynn. She is not working on Sunday. She has a zoom meeting and a showroom meeting. Marry also has a zoom meeting and a showroom meeting booked. Your calendar app will be linked with the website and will set up timeslots when people book appointments. It will even send you reminders throughout the day, so there aren’t any no-shows on our side! When something is booked, then potential clients won’t be able to see that timeslot anymore. Overall, it looks like there are ten meetings throughout the day. Of course, those are not the whole organic leads there are paid ads here. We use organic social media and paid social media ads here to create this week’s schedule.