Generating Sales Leads in the Custom Installation Industry

Generating Sales Leads in the Custom Installation Industry

By Kyle E. Glass

In this industry (as in most industries), it’s all about being profitable. One of the biggest parts of making money is finding the right person to sell it to. Generating sales leads is an on-going process, and at times can be a bit frustrating if you’re not marketing your business right.

Below I cover ideas that will generate sales leads if done correctly, and I’ve provided some tips to help you on your way. If you have enough customers and you don’t need any more, consider not reading this. Your time would be better spent playing with your children or reading up on how to build a better snowman. On the other hand, if you want more sales leads, read on.

Relationship Marketing
One of the most important things you can do is to keep up consistent communication with your clients and interested audiences. Although there are many ways to do this, one tactic I’m surprised I don’t see more often is E-newsletters. They are relatively inexpensive to produce, and if done well, you can build a base of clientele and potential customers that are interested in reading more about your offerings. The key to this is being informative and engaging.

If you don’t know where to start, begin with collecting your own information. Although it may take awhile to amass a list large enough to be beneficial, it will pay off in the long run. If you don’t want to wait, consider renting a mail list from some of the trade publications. Nearly all of them have a loyal following, and you can build your list significantly by asking folks to “opt in” to your E-newsletter. Offering the right premium with opting in will increase the response significantly.

Print Advertising
Print advertising is a very effective tool in keeping the brand of your company in front of your audiences. When done well, it can also be a very useful tool in collecting sales leads.

Focus on what the product or service does and how it can help. Specifically, put the benefits in the headline. Don’t use a lot of text, but make sure to point out what makes your product or service better than your competitors.
Finally, make sure there’s a call to action, and saying something like “You can save 25% off your first order by mentioning this ad” will increase your response rate dramatically and help the return on your advertising investment.

The Internet
Internet is so prevalent in our society that most of your potential customers will turn to the Internet before any other medium. Not only do you have to be there, but you have to be findable. This makes Search Engine Optimization (SEO) and other Internet marketing strategies critically important.

There is simply no getting around the fact that social media is one of the most effective activities in generating sales leads. It is the best place to listen and interact with people who are specifically interested in your product. If you don’t have a social media campaign, start one immediately. It doesn’t take a lot of time or money to create, and not a lot of either to maintain.

My school of thought is that no one tool is right for every situation, but these will be the right tools for the lot of you, and using these tips as the foundation for a larger marketing plan can set you on the right path. Good luck out there, and keep us in mind if you ever need some help.

Kyle E. Glass is the Public Relations and Marketing Manager at Marketing Matters (, a communications and design firm specializing in technology, consumer and custom electronics, audio-video and related industries.

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