Can System Integrators rely on Word of Mouth?
Joseph (Joe) Lautner, explores the growing importance of good websites and digital communication for tradesmen and how his perspective on ‘word of mouth’ was recently changed. Could relying solely on recommendations mean missing out on business?
In my experience, "word of mouth" has always been the #1 lead generation source. Here’s a personal story that changed my perspective…
My wife, Lauren, is a landscape architect in a Boston suburb. She’s been running her business for 30 years and gets nearly every major project in the area, working on waterfront homes that are being torn down and rebuilt. Each project has a system integrator on the team.
Recently, Lauren was approached to enhance her website so it ranks in the top 3 organic search results. Initially, we didn’t think it was necessary because she already had a great local reputation. However, we were intrigued to see what it could bring so we went ahead with the site development. In the first two months, Lauren generated 17 leads, bringing in close to $750K of business.
While visiting a new lead at a $5M waterfront property, Lauren noticed that every home she could see belonged to a client. When she asked the homeowner, who was in their early 40s, why they didn’t find her through their neighbors, the reply was, "Our generation Googles."
This got me thinking, how many other companies like Lauren’s are ‘comfortable’ in their word-of-mouth cycle that they can’t see the opportunities for growth passing them by? Michael Antman, Marketing Profs suggests in his blog ‘Six Reasons Word-of-Mouth Doesn't Work’ that “relying on organic word-of-mouth is practically a guaranteed way for a small or medium-sized business to stay small or medium-sized.” Antman also recognizes that word of mouth is uncontrollable, limited, and inherently subjective. When I delved further, it became clear to me that Lauren had been somewhat ‘lucky’ in the continuous stream of business that came for recommendations, but that being ignorant to the possibilities of what an online presence can bring had unknowingly and unintentionally held her business back.
Noah Britton from Thrive highlights in his blog ‘7 reasons why referral-based businesses still need a professional website’ that not only can a professional website expand your reach, but it can also “help you build stronger relationships with clients and create opportunities for upselling or cross-selling your services. A contact made today could do business with you in several years time.”
It was impossible for me not to relate this story to what we have been creating with Specifi’s WebBuilder, allowing all system integrators to create a professional online presence, in a way they can afford and manage.
So what is your website doing for you?
The truth of it is, that even the generation of referrals coming your way are most likely looking you up online at some point in the sales cycle. As per the story relayed above, the next generation relies on search engines to find a service. So, it would seem that having a professional website is a necessity in today’s landscape.
There are many ways to create a website, from DIY options to more expensive, professional services. Specifi has just launched Specifi WebBuilder, which was designed with AV and Home Automation System Integrators in mind.
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You can check out some of the websites Specifi has created for system integrators here:
If you’d like to discuss the opportunity of creating or refreshing your online presence with Specifi, visit our website or don’t hesitate to contact me directly:
USA: (201) 898-5713
UK: +4428 9558 2084
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