Make Your Warranties Work for You
Home improvement warranties are an important part of the sales process. They put your customer at ease dealing with you, knowing that if they run into trouble down the line, you and your manufacturers will make it right. That can put a burden on your bottom line, though, as warranty work takes over valuable production time.
What you may not realize is that warranties and warranty inspections can be used to create repeat customers.
Here’s the 3 steps to turn your warranties from a liability into a lead generation tool:
1) Register your warranty right after the sale.
Asking a customer to ‘register their warranty’ is just a way to record that they are a customer and to capture their contact information.
Have your sales team record this information:
- Phone number
- Email address (this is important, do not skip it!)
- Other possible projects in the home that you could complete later on. Frequently, your sales force is recording these on cards, but be sure to digitize it.
2) Keep in touch by email every few months.
You can re-use the same emails in a cycle. By sending ‘drip emails,’ your previous customers never get the same email twice!
This is a low cost way to stay at the top of your customer’s mind. You will want to check in with handy information and friendly inquiries about the house. Nothing directly sales related.
Do include a link to a page on your website explaining your referral program, though!
3) At the 1 and 2-year mark, schedule a warranty inspection.
- Include a clause in your warranty that offers free warranty inspection. Frame it as a bonus service.
- During the warranty inspection, have your salesman inspect not only what you installed, but possible next projects.
- At the 1 and 2-year mark, your customer will be ready for their next home improvement project. Pitch your projects from here! There is no more receptive audience than a previous customer who was impressed with your work the first time.
So, there you have it. One quick process you can build into your business to help you sell more repeat business. Could you use help turning your past business into ongoing revenue? Check out our Referral Templates below for ready-made emails to ask for referrals!