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Concrete Decor - Concrete Decor Magazine, The Journal for Decorative Concrete - Index

Carlton’s Corner
32 | www.ConcreteDecor.net | Dec. ’07/Jan. ’08
Making the Phone Ring
by Doug Carlton
Recently, I was listening to a talk
radio station in my local area and
heard the host become silent in the
middle of his show. As you are aware,
dead air on radio is uncommon. You
could hear the excitement in his voice
when, after the pause, he said they were
breaking in with a live call from Donald
Trump.
See, Trump had been trying to
purchase a failed real estate venture from
a local businessman in our area. The
radio host started the conversation by
asking why Trump was calling the show.
Trump’s response was nothing short of
brilliant. He simply said his phone had
stopped ringing, and he had not heard
from the potential seller of the property.
What Trump said next impressed
me even more. He went on to mention
how the good people in our area would
benefi t from a name like his entering
our market. From the coffee house to
the lumberyard, the restaurants to the
landscapers, everyone within 50 miles
of this development would benefi t from
this venture. The reason he knew this
was because he had witnessed this ripple
effect from dozens of other developments
in the past. Trump had heard nothing
from the seller, so he was making his
phone ring using outside infl uence.
Before the close of that business day, the
city’s mayor was beating the drum for
continued talks. Very smart.
It all starts with a call. I don’t care
how talented or artistic or expensive or
cheap you are, all new business starts
with a call. New work is the lifeblood of
your business. If your company is busy
now, please save this article, because I
assure you, there will be a time when
your phone activity will slow. If your
business phone is quiet right now, then
grab your highlighter pen, because
we will be running through ways to
increase your phone bill.
Now let’s face it, we are not trying
to close million-dollar sales, but we
do need new business. The thing I
have noticed is most of us are good
at decorative concrete but scratch our
heads when it comes to options that
will increase leads. Someone has to
constantly be out promoting new work
for our companies to prosper. All the
creativity, training and talent will do
little good without those things being
implemented in a paying project.
Let’s take a look at a few ways to
generate leads.
Answer the phone
Does this sound kind of basic? Then
when was the last time someone live
answered a call on your business line?
Let me ask you this. If you are looking
for new work right now, why would you
let an automated machine be the fi rst
impression of your top-notch decorative
business? Our “now society” wants to
talk to someone when they want to
talk to someone. You are losing jobs by
not answering the phone. This doesn’t
mean you have to hire someone to just
sit there and wait to answer calls. The
technology is available to have your
business line forward calls to your cell
phone. This is something that can be
switched on in your slow times and
forwarded back to your machine when
you’re busy. Yes, you will be interrupted
by calls, and yes, you will get sales calls
from people who can hold their breath
longer than Mark Spitz. But the upside
is worth it — live calls from real buyers.
You may have to screen some calls or let
voice mail pick up others, but be sure to
return the call immediately.
Take a look at all jobs
I have lost count of how many
natural gray sales calls have upgraded
to decorative concrete in the last few
years. Most buyers said the same thing
in that they were unaware of the options