In the world of kitchen design, we often ride waves of feast and famine when it comes to client leads. Like a tide that ebbs and flows, there are times when our inbox is overflowing and times when leads seem to barely trickle in.
How we navigate these waters can be a game-changer in the long run.
There's been a sigh of relief across the industry as new kitchen enquiries have started to pick up these last few weeks. While we may not be back in full swing, it's undoubtedly a positive uptick from where we were just a month or two ago.
This reminds me of the value of dollar cost averaging - an investment principle that suggests a consistent effort yields the best long-term results. You end up buying more stocks and shares when they are cheaper, and less when the prices are up.
When inundated with leads, the natural tendency might be to think of each as just one in a sea of many. If one doesn’t pan out, another will always fill its place. But this mindset can cost us dearly.
When you have fewer leads, you have a tremendous opportunity to invest more effort in each prospective client.
Like a local café where the barista knows your name and your favourite order - offering a personalised touch makes a world of difference. In an industry like kitchen design, where personalisation is essential, this is where you can truly shine.
There are plenty of tales of kitchen designers hesitant to reach out to prospects, and that’s costing them big time. Whether you prefer to pick up the phone or send emails, send a letter, texts or even WhatsApp – the trick isn’t to stick religiously to the channel you’re most comfortable with, but to discover the channel your prospect prefers to engage on.
Ultimately, our persistence in following up can be excused by passion.
When we make serious efforts to connect and engage with prospects, a sentiment like, ‘I'm just genuinely passionate about your project’ can be all the excuse you need for the email you sent, three phone calls, and a text message.
A perfect anecdote about this approach comes from last year when a prominent client of ours enjoyed a distinct pivot from famine to feast. They went notably quiet around 15 months ago and consciously decided to ramp up their marketing efforts. The results were astounding. Just three months later, they clocked their biggest month.
When I asked about this turnaround, their response was enlightening:
While the increased spending on marketing played a role, the owner said it was the golden opportunity to ‘super-serve’ the fewer leads they had that truly made the difference.
So, when you experience a lull in new kitchen enquiries, remember it’s not only about how many leads you have but how you choose to deal with them.