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Transforming the Sales ExperienceFour Seasons Logo


  

The Challenge:

Four Seasons, a national franchise network of independent home improvement designers and builders, was looking to improve their sales process, which tended to be long and drawn out with a low close rate. Building a home addition is a big ticket, discretionary purchase. Consumers perceive the industry as having a negative reputation for reliability and ethics, shoddy workmanship, lack of competency, lack of stability, etc. These barriers needed to be overcome to improve the sales experience and ultimately sales performance measures.

4 Seasons Sunroom JWillard

The Solution:

NorthStar Strategies created a disciplined approach to sourcing leads and the follow through of managing those leads to a sale/no sale position. Focus was on lead generating activities including: home tours and charity events to get people to view workmanship and dream about their own home. Targeted mailers, inserts, postcards, doorhangers, vouchers, etc. were used to initiate the first step in the sales process.

An instructional Contractors’ Standards Guide was developed for prospects to use while evaluating prospective contractors. This guide helped prospects evaluate: professionalism, reputation, stability, etc. with tangible proof.

 The Results:

Typical results as reported by one of the franchise dealers were: Leads +83%, Cost per Lead -25%, Gross sales +76%. In addition, customers reported that they were more trustful of Four Seasons because they provided the Contractors Standards Guide. Consumers believed a company that offered this assistance in the sales process must be better than competitors.

Smart Words

"Marketing isn't magic.  There is a science to it."

Dan Zarrella, Social Media Scientist, Hubspot