Tuijp kitchen & bath: An improved sales process as leads are automatically followed up after completing a quote form through marketing automation.
Tuijp kitchen & bath is a family business that has been in the kitchen, plumbing and tile business for many years. They receive completed quotation forms on a daily basis. But how do you follow them up when you only receive an e-mail address and you don't have all the time in the world to e-mail everyone manually?
SearchUser was asked by Tuijp kitchen and bath to create a (faster) way to follow up on completed quotation forms. So that leads that are still in an exploratory phase can be followed up at a later time to subsequently become customers.
Our marketing automation specialists helped set up automatic follow-up using marketing automation. This automatically puts leads that would otherwise not be followed up in a flow where they leave their number in an email and are called at a later time. These can then still become customers.
How exactly we helped Tuijp kitchen and bath, we explain in this blog.
Our approach
Step 1: The lead completes the "kitchen calculator" on the website;
Step 2: The person will receive an email with a rough price estimate of what the particular kitchen wish will cost.
Step 3: The leads that have completed the "kitchen calculator" are automatically added to a list in a marketing automation system. The image shows an example of the workflow;
Step 4: The leads will receive an email after 2 days asking them to answer a short questionnaire about the kitchen calculator so that Tuijp kitchen and bath can serve them even better.
Step 5: As a thank you, the lead receives a comprehensive PDF containing tips on what to look out for when buying a new kitchen;
Step 6: the questionnaire
SearchUser chose to generate a simple, dynamic questionnaire for the website. The questions were designed so that Tuijp kitchen & bath can better serve the lead through the answers.
An example of a question:
"Did you expect the estimate to accompany your kitchen wish?"
Suppose not, then the next question is how to help the lead come out with the budget and his/her wishes. In this way we find out why a potential customer is or is not interested. You can use this valuable information to invite the lead, so that you can help him/her more specifically with their needs.
If it turns out that the customer is interested in making an appointment, the dynamic form is extended with the option to leave contact information.
Step 7: Tuijp kitchen & bath receives a notification whether a lead is "warm" enough to call. In other words, whether a lead is actually interested or whether they are still orienting themselves. Because you know who you can and cannot call, you are not perceived as pushy.
In the marketing automation software, we can then see exactly what path the lead took.
The success of this automatic follow-up became apparent right away. After completing the form, the sales associate has more information about the lead's needs. Thus, the sales employee knows exactly when he can contact the potential customer by phone. So this can also be at a later stage. You can distinguish exactly who turns from a "cold" lead into a "warm lead. For example, leads that initially did not want to purchase a product are followed up when they are ready to do so. This saves a sales employee a lot of time and especially energy.
Do you like the idea of automatic follow-up? Or would you like more information about lead follow-up, dynamic forms, online surveys or marketing automation?
Then make a no-obligation appointment with our marketing automation specialist Patrick Schokker here.
