I was discussing the history of Concrete Technology with a new Dealer and how our support systems evolved over our 30 year history. The thing that struck me most was how the Dealers in the field prompted so many of our innovations regarding sharing their experiences and making all of our Dealers better.
Online advertising is just one example. CTi’s advertising for its Dealers has prompted a reach in social media advertising of millions of people. When you combine this advertising with the advertising of hundreds of our Dealers, you can see how things grow exponentially and millions becomes tens of millions of people finding out about how the CTi products can save them money and provide them with a better product for their concrete.
Dealers support each other via our Facebook group, veteran Dealers constantly post ways for new Dealers to save time and money as well as tips for creating more effective advertising and creating more sales. These same Dealers share their insight during CTi Dealer rallies, both virtually and in person.
When you have a brain trust of hundreds of motivated business owners all striving to create a better way of satisfying customers, it can be astonishing how good we can become together.
States around the country are beginning to require products be used that meet environmental standards as set forth by their state and local governments. Volatile Organic Content or “VOC” is the standard used in most of these products and each is required to meet or be below a maximum level set.
CTi prides itself on having a full line of products that meet each requirement for states throughout the U.S. This helps our Dealers remain compliant as well as provide top quality products. Our research and development team constantly looks at our product line and determines ways where we can meet the more strict guidelines without giving up anything in regards to product quality. This ability will become more and more of a competitive edge as the regulations become more strict.
One of the things CTi prides itself on is the training it provides its Dealers. Application training, the science of concrete repair and preparation, as well as marketing, sales and business organization are all areas where we bring our thirty years of experience to bear to help our Dealers run more successful Dealerships.
This training not only provides happier end users, but our Dealers are more successful and, in turn, purchase more products from us. We have stuck to this model for three decades and chosen to provide this information without charging franchise fees, royalties and the like.
The CTi products can provide a truly amazing transformation to your existing concrete surface. Simple elegance such as our Designer Series product line can provide a clean, easy to clean surface for patios, walkways, and other concrete surfaces.
Most homes have spaces considered “Outdoor Living Areas”, places where the homeowner wants a unique, attractive look they can enjoy year round. CTi’s coatings provide an attractive, easy to maintain surface that increases the value of the home as well as provide the area a look people want to use over and over again.
One of the more popular looks our Dealers are providing their customers is the “Wood Look”. This look combines the beauty of wood flooring with CTi’s durability. No more need to wax and protect your wood floors, no more traffic wear and tear in the main areas. The wood look stays looking brand new for years!
As a CTi Dealer, one of the main responsibilities is educating prospective customers on the advantages of resurfacing their concrete vs. replacing it. Educating the customer effectively leads to higher sales and happier customers in the long run since they understand what they’ve purchased and how to best enjoy it.
Some tips for more effectively accomplishing this education are:
Ask Questions First: Too many times, people simply pitch the features of a product and hope they say something that resonates with the customer. Ask questions that allow the customer to tell you what is concerning them and what they would like to hear about the product in order to make an effective decision.
Make sure you focus on two sales with each customer: Every customer needs to answer two questions before they purchase the products you’re offering. The first is “Why do I want to buy this product?” which focuses on the advantages of what you offer and the benefits of resurfacing their concrete. The second question is just as important though, “Why do I want to purchase this product from you?” which focuses on how the customer feels about doing business with your company. Getting a customer comfortable with your company is easy enough to do but often doesn’t get done. How is your phone answered when the customer calls you? How do you show up at the appointment with the customer? Are you dressed appropriately? Does your truck look the part of a successful company? How does your crew show up for work at the customer’s property? These type questions need to be asked by the business owner regularly to insure they’re getting the customer comfortable with both questions that are on their mind.
Follow up: In our previous blog post, we explained the average Dealer closes one new customer for every six inquiries he receives. What happens with the other five inquiries? Following up with a “Drip Marketing” campaign that keeps your name in front of the customer in the weeks and months following your appointment leads to an additional 15% to 30% closing rate for the customers who told you no at first. Following up with a customer also leads to a better answer to that question “Why do I want to buy the product from you?” as it shows the customer you are truly interested in earning their business.
Some customers want a clean, simple, modern look for their concrete. CTi Dealers can provide them with a one color textured surface using the Designer Series application. This textured surface has the color and the sealer all in one application.
As Summer reaches full swing, our Dealers are busy bringing new life and beauty to pool decks all around the country. Beautiful, easy to clean and chemical resistant, our coatings are the perfect addition to any home.