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Slippery Rock Gazette November 2024 | 9
Marketing Hacks
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Display these testimonials prominently on your website and marketing materi- als. Real-life examples of your work and happy clients can significantly influence purchasing decisions.
11. Participate in Community Events and Sponsorships
Getting involved in your local commu- nity can significantly enhance your brand’s visibility and reputation. Participate in local events such as home shows, fairs, or charity fundraisers. Sponsoring local sports teams, school events, or community projects can also increase your exposure.
Even if you tackle just a few of these marketing hacks, and you’re consistent with executing the tips then you will see growth in your shop. It’s not easy work and does take persistence so don’t give up! Reach out to us if you have any questions.
Stephen Alberts is the owner of the Countertop Marketing Co and STONE ENGAGE. They specialize in helping countertop companies grow the retail side of their business outside of word- of-mouth and referrals. They also offer software to help you engage more with customers and close more countertop projects. Visit countertopmarketingco. com or stonengage.com. You can also email Stephen at steve@countertopmar- ketingco.com.
Training & EducaTion
Can the Constraint Move to Sales? Yes, it Can!
INa little Midwestern town, Jerry owned a shop that had once thrived with operators hustling to keep up with the incoming work. But lately, business had slowed. The schedule, once brimming with slabs to be cut, felt emp- tier, and Jerry sensed a shift in the rhythm
of his days.
Jerry prided himself on being efficient; he had mastered the flow of work through his shop. But now, despite his best efforts, it seemed that customers were fewer, and the vibrant energy that once filled his shop was dimming. It wasn’t that there was a lack of work—opportunities still floated in the air, waiting to be captured. Jerry just needed a new approach.
As he sat in his quiet office one after- noon, he began to ponder the situation. “What if the real issue isn’t my pricing or my selection of slabs to choose from?” he thought. “What if the problem is in how I’m reaching out to my customers?”
That’s when he recalled his coach’s advice about investing in a Customer Relationship Management (CRM) sys- tem. At first, it seemed daunting. “How can a computer program really change the way I sell?” he mused. Yet, as he con- sidered it more deeply, he realized that maybe his sales process needed a fresh perspective.
Determined to turn things around, Jerry started measuring how his sales team’s time was spent. He asked the small team of 6 to jot down their daily activities. He poured over their notes a week later, observing the hours spent talking with customers versus time spent organizing the sample rack or planning deliveries of samples. The results were eye-opening. “Too much time is spent on things that don’t directly lead to sales!” he exclaimed.
With a blinding flash of the obvious, Jerry connected that he could become much more efficient in his sales depart- ment, just as he had in his shop. “Start with identifying the constraint,” he recol- lected as he set about planning improve- ments to his front office.
He considered his part-time sales assis- tant, Emma. She was great with custom- ers but often tied up with administrative tasks like scheduling appointments and
Maria Leali
Synchronous Solutions
delivering samples. Jerry decided to dele- gate those responsibilities to a local college student looking for part-time work. With her help, Emma could focus on what she did best: connecting with customers.
With a little help from the new CRM, Jerry’s team started scheduling visits more efficiently. He noticed Emma was now spending her time where it counted— talking to customers, engaging with them, and nurturing those relationships. The sys- tem reminded them to follow up, minimiz- ing the chances of missing out on potential sales.
“Okay, let’s see how many more conver- sations we can have in a week,” Jerry said, full of newfound optimism. He set a goal for Emma: aim for twelve meaningful con- versations instead of the usual ten. As she embraced this challenge, he watched her confidence grow. Each interaction led to another, and soon, customers who hadn’t visited in a while began to trickle back.
Jerry’s heart swelled with pride as the shop came back to life. The sound of saws and shop talk filled the air once more, and he could see Emma thriving as she recon- nected with old friends and welcomed new faces.
As weeks passed, the sales began to pick up. Jerry realized that the key wasn’t just about having a great product to sell but ensuring that he and his team were free to make genuine connections with custom- ers. The CRM had turned into more than
just software; it was a tool that empow- ered them to focus on what truly mattered. In the end, Jerry learned that when the constraints of a business shift to an area outside production, the same Synchronous Flow principles apply. With a little cre- ativity and the right tools, he could adapt, grow, and breathe new life into his shop. As he read an email from a happy cus- tomer one afternoon, he couldn’t help but smile, knowing that the heart of his busi-
ness was beating strong again.
Could your team use a boost in creating a sales system that helps them focus on what truly matters? Our next cohort of 12-Week Sales Masterclass kicks off on Tuesday, November 5 at 12:00 PM EST. To get more information, email MariaLeali@ SynchronousSolutions.com.
Maria Leali is an executive coach with Synchronous Solutions, helping leadership teams perform better with their existing teams. Maria believes that success hap- pens when we challenge the status quo, think outside the box, and find a better way to do business. Synchronous Solutions simplifies business processes and systems to improve the flow of information and materials. WHY we do it is to ultimately create a better life for everyone in the business. Because we don’t win, unless you win. And it’s FUN to win! Learn more at SynchronousSolutions.com.
“I am only one, but still I am one. I cannot do everything, but still I can do something. And because I cannot do everything, I will not refuse to do the something that I can do.” —Edward Hale