Mr. Marketing: And the winning contractor is…

The fun started when my bride discovered the kitchen flood last month.

True, we hated the floor, the room desperately needed painting, and the dishwasher was shot.

We knew both the cabinetry and countertops would benefit from a facelift.

But with a daughter in college, we weren’t prepared to spend the money just yet.

The pipes behind the wall had other ideas.

We found ourselves suddenly dealing with insurance adjusters and contractors. My head swam with the paperwork, estimates, significant research, and multiple decisions all needing instant, simultaneous attention.

We debated color palettes, replacement costs, and choosing a contractor.

Our adjuster recommended three and we bounced between them.

We overthought things, paralyzed with fear and doubt , trying not to make a major mistake.

“Guy 1 has 80 great YELP reviews” went the conversation. “Guy 2 had no business card. Guy 3 removed his shoes when he entered the house.”

Round and round we went as our insurance agent pressed us to make a decision and move forward.

Three weeks after the incident we remained undecided and finally chose Mr. Great YELP Reviews — just so we could get going.

Then came the phone call from Contractor Two. He’d struck us both as flexible, personable, and someone we could work with.

True, he had no business card and his website was terrible. He wasn’t as buttoned up as the others.

But he reached out to us and made us feel comfortable about him. He joked with me and made me reconsider my decision.

And he got the business. All because he made one extra phone call.

Studies have shown most sales are closed by making just one additional phone call. That 8th touch might have closed the deal, but you’ll probably have stopped after three calls.

And while you do need to take a hint at some point and just stop calling if the prospect is obviously not buying your pitch, finding that balance can make all the difference in whether or not your bottom line grows. So plan to call that prospect again before you give up on him. It could be enough to push the guy over the edge and get him to sign a contract with you.

It certainly worked for Contractor No. 2.

With that said, I wish you a week of profitable marketing.

Coax more business from your customer base at www.askmrmarketing.com.