Asphalt is everywhere—it covers our parking lots, airport runways, and most of the 2.8 million miles of paved roads in the United States. Where there isn’t asphalt, there’s concrete on our sidewalks, driveways, and streets. You’d think that with so many paved surfaces, there would be plenty of jobs to go around, but that’s not the case. Paving companies are in constant competition for the biggest jobs in their area, and they have to be calculated in their sales efforts if they want to get ahead.
If you’re like many paving business owners, your current sales strategy is somewhere between nonexistent and bare bones. However, if you want to get your fair share (and more) of paving jobs, you need a cohesive sales approach complete with a stockpile of established lead generation strategies.
In highly competitive industries like paving, you can’t sit around and twiddle your thumbs between projects—you need to be on the lookout for your next lead before your current project even starts. If you’re not vigilant, your competitors will scoop up the best opportunities and leave you with a few measly repair jobs.
Want to get one step ahead of your competitors? Focus on B2B appointment setting. With a mix of traditional outbound sales strategies and a few modern tactics, you can identify hundreds of viable leads and ensure your proposal ends up in front of the best ones. These are a few methods sales experts use to get in touch with potential customers:
Cold calls: Despite what you may think, cold calling isn’t dead—it’s just evolving. Long gone are the days of dialing 100 numbers and reciting the same boring spiel. Cold calling is now a strategic, personalized process in which two human beings engage in a two-way conversation. During cold calls, you can gather information about your potential lead, see if they might have a paving job opportunity for you in the near future, and leave the door open for a future relationship.
Customized emails: If a random email shows up in your inbox, it’s probably headed straight to your “deleted” folder—unless the subject line catches your attention. Your leads appreciate knowing that you’ve taken the time to learn about them and their business, and a few personalized emails could be enough to get a sales conversation going.
Social media messages: Whether you like it or not, your leads are waiting for you on social media. One well-phrased message could be the beginning of your next major paving job.
In B2B appointment setting, once your sales team gets in touch with leads, they start moving those leads through the pipeline in hopes of setting an appointment. Some prospects have an immediate need for repaving or repairs, and they turn into an instant appointment; others wait to find the right contractor before they embark on a new project. Good appointment setters will keep both leads in the pipeline for as long as it takes to schedule a meeting.
If you outsource your appointment setting services, your sales team will prepare you for your meeting and help you create the best pitch or proposal possible. From there, you do what you can to close the deal, which might take a few days or a few months. Then, you repeat the process with your next lead. When done right, B2B appointment setting will substantially expand your pipeline, increase your company visibility, and generate revenue.
Does the B2B appointment setting process sound complicated? Well, it is. It’s not easy to collect and confirm contact information for hundreds (or thousands) of leads, get them to respond to your messages, convince them to attend appointments, and turn those appointments into sales. If you don’t think your team can handle the additional hours of work, consider partnering with a B2B appointment setting company.
Tired of waiting around for your next paving job? Get ahead of your next project with B2B appointment setting services from Abstrakt.
When your leads need a pothole repair, parking lot repaving, or brand new sidewalk, a few of them might ask around for a recommendation. Several more will call an asphalt or concrete paver that they worked with in the past. The vast majority, however, will turn to Google for assistance. If you want a shot at those leads, you need a website that shows up in search engine results.
Google is picky about the sites it displays first. For your website to rank highly in search results, you need to incorporate search engine optimization (SEO) into every page and the site as a whole. There are many steps you can take to optimize your website for search engines, including:
Incorporating keywords into headers: When leads search for your services, they use specific search terms, such as “paving company near me,” “commercial asphalt paving,” or “concrete paving repairs.” By incorporating these keywords into your page titles and body text headers, you can increase your chances of ranking for that keyword.
Writing SEO-friendly content: Writing good SEO content requires more than stuffing a few high-volume keywords into every paragraph. Your content needs to address common questions, condense complex information into easily understandable phrases, and flow well.
Adding internal and external links to each page: If search engine bots can’t find certain pages on your site, they won’t include those pages in their index of potential search results. Incorporating internal links into other site pages can increase your ranking and make it easier for site visitors to reach the pages they need. Additionally, external links to trusted websites help you establish credibility with your readers and search engine bots.
Increasing load speed: Would you rather wait 10 seconds for a web page to load or click the next search engine result and get immediate answers? Most people would choose the second option. Slow websites drive visitors away, require more time and resources from search engine bots, and rank poorly on Google as a result.
You can use a few social media messages to round out your outbound sales strategy, but you’re missing a massive opportunity if you stop there. Social media can be a lead generator in its own right. To attract inbound leads using social media, you need to flesh out your company profiles on the top B2B social media platforms, consistently post content that appeals to your target audience, build your prospect network, and sprinkle in a few targeted ads. If that sounds time-consuming, it is—but it’s worth it.
If you get your message in front of potential clients before they need your services, they’re going to remember your name when they break ground on their new development project. Some leads may even open LinkedIn or Facebook before searching the web for a paving partner. Your company profile could be the difference between winning the deal and losing it to a competing company.
4. Invest in Print, Digital, and Video Collateral
Even the most talented salesperson needs support when selling your products or services. Marketing collateral pieces like brochures, sell sheets, company videos, and pitch decks add context to your sales team’s claims and continue selling your company long after a sales call ends. You might not think that a paper brochure or minute-long video will make a difference in your sales, but they could provide the final push your lead needs before agreeing to meet.
Marketing collateral doesn’t have to be a physical item you hand out at in-person meetings; it can also be a professionally produced video embedded in your website or an easy-to-read PDF document attached to a personalized email. Regardless of format, collateral increases brand awareness, showcases your past successes, and separates your paving company from the competition.
5. Get Creative With Content
You can use every sales strategy in the book, but you won’t experience the growth you’re looking for if your content falls flat. Potential customers use your content to gauge authority, learn about your services, and decide if you’re worth their time. A few paragraphs of generic web content won’t cut it if you’re trying to attract a property developer and win a six-figure paving contract.
Want to wow leads with your content? Capture a variety of potential clients by writing several types of branded content, including:
Web pages: Website content should be informative, compelling, thorough, and easy to read. Your leads aren’t going to bother trying to decipher boring, unorganized web pages if they can click onto a different site with better content.
Blogs: You want leads to view you as a trusted industry expert, and blog content helps you reach that status. Write blogs that address common questions your leads might ask, such as “What material should I use for my next paving project?” or “How do I keep my asphalt parking lot from cracking?” Potential customers will find your content when they search the web for answers.
Social media posts: Your leads’ social media feeds are flooded with posts. If you want them to stop scrolling once they reach yours, you need to catch their attention with clever, action-inducing phrases.
Pave the Way to Future Success
You’ve already taken the first step in your sales journey if you’re looking for ways to generate leads for your paving business. However, it takes months of hard work to start seeing tangible results from your sales strategy, and that’s if you do everything right. If you’d rather focus on projects than prospecting, Abstrakt can help. Our sales experts can put the above five strategies into action and start growing your paving business in less time than it would take to get an in-house sales program off the ground.
Ready to grow your sales pipeline and bring in more qualified leads than ever before? Become an Abstrakt paving partner. Contact us today to learn more about our innovative lead generation methods and see if we’re available in your market.