Reeling in phone enquiries

Darren Summers · Posted: Fri Jul 30, 2010 10:02 am Post subject: Reeling in phone enquiries

Hi all,

Just lately - and maybe it's the economic crisis kicking in - we have had a lot of phone calls from people 'wanting to get their van done but don't really know what I want'. My stock answer when they ask me for prices is that I need to see some artwork to be able to give an accurate price. I ask them to email me something and explain that it wouldn't be fair to give them a ball park figure as it may be well out of range if when we get to see their logo it infact needs to be printed rather than cut vinyl.

They say ok, we will email you something. 9 times out of 10 I never hear from them again.

My dilemma is, I prefer to be honest and give an as accurate price as can be so that they aren't shocked when they see the bill at the end of the job. I also do not do design work without getting a deposit first. I'm wrestling with my conscience and thinking that maybe I ought to give them some ball park figures but knowing full well that they could well be totally misleading when the artwork lands in our inbox.

What do you guys do with these 'loose' enquiries ?

It also seems to us that we're getting a lot of enquiries from out of town. The type I am talking about is that it appears that the client has provided a lot of other sign companies with the same info and are just trying to get the cheapest price. I tend to let these go and don't bother tendering a price. Am I wrong to do that ?

We've been lucky enough to be busy for a long period but this week has been quiet although I've done lots of quotes. Still, July tends to be a slow month so I'm pleased with the first couple of weeks of it (July I mean).

How are you guys doing ?

ecotrails · Posted: Fri Jul 30, 2010 10:20 am Post subject:

We're doing good but we need to get some structure to our operation... at moment whichever way I turn I can find unfinished stuff, be it quotes our responses or jobs, seem to end up doing not enough in all the confusion...

I think you are losing out on potential business by not giving the enquirers something to take away with them. It's a difficult call, I tend to mock up a couple of outline designs, often works e.g. even in last week I've had two customers tell me that they felt the last signmaker they approached kind of ignored them, they were both delighted that we were actually moving their requirements forwards; so doing a little something turned two enquiries into concrete jobs.

Since your stance (and I totally understand this approach) is no design until deposit then maybe the following to catch some of these random enquiries....

Most of your calls will likely be timewasters so you don't really want to waste any of your own time on them until they make a firmer enquiry... why not direct them to a web page where you have some sample designs and prices along the lines of bronze, silver, gold, platinum type of jobs; some info explaining why you sit at that price and why of course other sign companies could undercut that price but they would probably not give the quality and service that you would.

Eco Laughing

jonvital · Posted: Fri Jul 30, 2010 11:42 am Post subject:

What I usually say is "Most people spend £200-£300" on that type of van, if it's a Transit size vehicle for a cut vinyl job.

James Kelly · Posted: Fri Jul 30, 2010 12:22 pm Post subject:

You're better to lose a few jobs on price than to get all the jobs you price as that means you're too cheap.

We use a bronze, silver and gold system too and have a price book to show to customers who come in to our reception. For those who phone asking for a price, they are usuallly looking for the cheapest price so I tell them 'prices from...'. If for example, they want a price for lettering a transit van, I give them the lowest estimate which is usually for single colour vinyl lettering like below...

If our cheapest price appeals to them they will then come in and we can show examples of our work and try and sell them something better. If they want a drawing it's easy to get a deposit then.

If someone who just phones up says that he's happy with the price and wants us to draw something up, I tell them we can't do drawings without a confirmed order which means a deposit. If these costomers don't come in then there's nothing lost as they probably only want our drawings so that they can take them round to everywhere else to get a lower price.

In a nutshell, we're happy to commit to work if the customer is happy to commit to order.

Darren Summers · Posted: Fri Jul 30, 2010 12:32 pm Post subject:

Thanks guys. All of your responses make absolute sense.

I think I have indeed scared some customers away by perhaps seeming to be not very helpful (by asking them to email their artwork to me to cost) All I am doing is trying to be the fairest I can.

I can see now that by establishing some ball park figure scenario (gold, silver, bronze seems like a great and simple solution) that I may be able to turn some of these loose enquiries into some concrete jobs.

Appreciate your time in giving the advice - thanks ! (inspired)

James Kelly · Posted: Fri Jul 30, 2010 12:41 pm Post subject:

Glad to be of help. Sometines it can be good to be quiet, then you can plan and prepare for busier times. Getting a good pricing structure can take time but it saves a lot of time in the future plus it makes you look more professional.

My wife reckons I need to break a leg to that I can have a couple of weeks off to get the things I want done, done. Rolling Eyes

Darren Summers · Posted: Fri Jul 30, 2010 1:21 pm Post subject:

Too true James. It has been absolutely manic here at times so it is nice to take the foot off the pedal.

I would've loved to go to the Sign meet last weekend but just couldn't do it because of work.

I haven't left work before 6pm as many times as I have done this week either. I count my blessings though. I know a lot of people that aren't very busy in other trades and industries and I feel bad for them.

Ian · Posted: Fri Jul 30, 2010 8:55 pm Post subject:

I find that I tell callers that we will do the sign to fit there budget and then give them your lowest starting price explaining exactly what its for then when you have the customer is up to you to upsell if you can
Ian

Darren Summers · Posted: Mon Aug 23, 2010 1:01 pm Post subject:

Still haven't had a chance to add some content to our website but, I have been trying a new tac tic with phone enquiries along the lines of the suggestions from you guys above.

Seems to be working ! I'm giving ballpark figures for basic, intermediate and advanced vehicle graphics and that has turned more enquiries into jobs. My conscience is fairly clear (I just feel uncomfortable about misleading people) and I am finding that most enquiries are looking for a ballpark figure initially. From there on in, it will depend upon personality and being able to talk the customer in.

So, thanks for the advice guys. It's definitely made a difference.

James Kelly · Posted: Mon Aug 23, 2010 3:05 pm Post subject:

You're not being dishonest, if anything you're being more honest than your competitors. You are giving the customers a more accurate description of what they are getting for their money whereas your competitors are giving the customers the impression that a typical van job is only x pounds but when they get there they find out that x pounds only gets them a basic one colour job.