On February 14, O’Connor Company, a American Standard IWD in the Midwest, partnered with SearchKings and No Pressure Selling to conduct a digital lead generation seminar for their American Standard dealers. The full-day seminar discussed how to drive more leads and earn more reviews.
More than 87 dealerships were represented at the event, including attendees from Kansas, Oklahoma, Missouri, Iowa and Nebraska. Nir Kushnir, Director of Business Development at SearchKings, and Greg Woodman, Senior Training Partner at ACT Group, spoke on how to reduce the cost per lead and increase marketing ROI by calculating the number of leads needed based on current capacity, closing percentage, and referral rate. They also discussed delivering a five-star customer experience, asking for reviews at the right time, understanding the lifetime value of a customer, and creating a review-driven culture.
One of the sessions covered Google Local Services and how dealers can utilize Google’s platforms in partnership with American Standard to increase leads and grow business in this high-tech, quick-response world.
Dealer Chuck Grantham, President of Rudroff Heating and Air Conditioning in Belton, Missouri, attended the seminar and received insights on helping his business continue to grow and stay relevant to customers. “It’s Google’s world, we just live it in it,” he said. “Online Google reviews and leads are kings in generating new opportunities. We must remove all friction in the process of serving our clients (i.e., answering services/voicemail/getting back to them later). We live in a world of instant expectations, and if we don’t adapt and make speed and ease of doing business our top priority, we lose.”
With the evolving way customers search for companies, especially in the trades and services, O’Connor Company has made it one of its main priorities to help dealers adapt to these new customer search trends and equip them with the tools and resources to stay relevant in the online game.