If your sales leads are decreasing, it’s more important than ever to develop an effective marketing pipeline. A good marketing pipeline allows you to generate sales in an effective, consistent fashion. When working with potential clients, there is one thing we don’t control. We don’t control when potential customers make their decision to purchase our products or services.

Because we can’t control when our prospects buy, it is imperative that we follow-up with potential customers in a predictable and consistent way. We need to stay in their awareness on an ongoing basis so that when they are ready to move forward with their project, our name is there so that they remember to give us a call.

I have a good example of this. Almost two years ago, a service provider cleaned the carpets in my house. In addition to cleaning my carpets, he asked if my HVAC ductwork needed cleaning. Using a fiber-optic camera to show me how much construction debris remained from construction done several years earlier, he also got the job cleaning all the ductwork. I was very happy with the services he provided. Now, almost two years later, I want my carpets cleaned again. The problem is that I don’t have his card, can’t remember his business name, and he has never called me back. If he took just a few minutes to call me, he would have another job.

I use this example because I think remodelers can forget how important it is to follow-up not only with past clients, but with anyone that has expressed an interest in your products or services. To develop an effective pipeline, the first order of business is to put together a list of all past clients as well as a list of prospects who have asked about your services and whom you have qualified so that you know that they are a real prospect. It’s so important to develop this list, and to keep updating it on a regular basis. What makes this so important is that when your work flow begins to show signs of slowing, you want to institute a consistent follow-up program to remind people that your doors are open and you are there to assist them with all their home improvement needs. Try to collect all of their contact information, including e-mail addresses. Then, make sure that you send some kind of communication at least once every 90 days.

What you send them is where this gets interesting. Here is what I recommend: