By John Sonnhalter, Rainmaker Journeyman at Sonnhalter
Let’s face it, we’re all in this for the same reason. To talk with people who share the same interest. We must always be tweaking and improving what we deliver.
Warranty cards and trade show leads are a start but we need to be more creative. Salesmen visits to job site are a good way to start a conversation.
So in order to get them to give up their email, we better come up with some interesting and helpful stuff that will make them want to read our emails for future gems.
It’s not only what you have to say, but how you say it. Beyond being potential customers, these contractors can be your best friend by sharing it with their peer group. Remember contractors need to know, like and trust you before any meaningful dialog will start.
Here are some tips to building a better list of contractors and tradesmen:
- Think like a contractor – What are their pain points? Give them practical solutions. Always answer the question, “What’s in it for me?”
- Talk like a human – Don’t use marketing or sales speak. Keep it conversational.
- Give them a reason to sign up – Sneak peeks at new products, exclusive product demos.
- Ask the contractor what they want help with – Get engagement from the audience you want to reach.
- Don’t be afraid of humor – People like to smile and it shows more of your human side.
- Reach out to contractors – On a regular basis, randomly pick several contractors and have a product manager call and pick their brains on possible new product ideas.
Emails are back and stronger than ever if we do them right. Remember, you’re not looking for a big list, but a good one.