Do Me a Favor: Look Out Your Office Window
What do you see? Probably one of two things: a rural expanse of nothingness or a gritty, old warehouse district. You certainly can’t walk two doors down to a Starbucks.
Your (retail) customers know that about you. Imagine their first experience coming to your showroom this time of year at 6 pm. It’s pitch black, with poorly lit roads and parking lots, parked semis or forklifts, and at least one dumpster (probably two). A raccoon, staring at you from the dumpster, is your only welcoming party. What’s running through their heads?
“Am I coming here for marble… or to get murdered!?”
The Challenge You Can’t Avoid
You can’t change your location, and I’m not suggesting you do. But what I am saying is this: Your customers are so dedicated to seeing your showroom because of your reputation or a referral that they’re willing to risk traveling to Mordor (that dark, dangerous land where no one wants to go from Lord of the Rings).
BUT, if you want to grow with digital marketing leads, you must offer a better reason for them to leave the Shire (their cozy, safe community). There’s no built-in loyalty online – you’re just a name on a list. So, what makes you worth the journey? Here are two things:
1. Your Gandalfs
When they called, did they talk to a Gandalf—someone who dazzled them with product knowledge, built trust, and offered to be their guide? Or did they get, “Yeah… we’re open”?
2. The Promise of Precious Riches
Do you have the most beautiful slabs and craftsmanship in the area? A better selection or pricing? This needs to be crystal clear on your website. Your website should scream, “It’s worth it. Come see us.”
I’ve done the math. Less than 8% of digital marketing leads get a quote. Yes, you read that right. Fewer than 8% make the journey to get a quote.
Why?
-They didn’t talk to a Gandalf.
-They don’t think there’s any treasure waiting in your showroom.
-They’d rather head to Gimli’s Axe and Ale and then stroll around Home Depot, checking out countertop samples while they sober up. (Actually, a great date night if you haven’t tried it.)
This is your call to arms! The age of the “order taker” is coming to an end.
Train your Gandalfs: Your team needs to be experts who inspire trust and excitement. Equip them with training tools like scripts and practice role-playing to improve call quality.
Showcase Your Riches: Your website should highlight your materials, craftsmanship by room or job type, and customer stories. Invest in professional photos and virtual showroom tours that scream, “We’re worth the trip”.
PS: Here’s our rubric for scoring fabricator sales reps into becoming Gandalfs.
(No time to handle it yourself? Our Wizardry—Call-IQ AI—scores sales calls in real-time, checking if they asked about the project, set the appointment, or built trust, and provides instant coaching.)
AI Insight #4: “ChatGPT, you are a customer engagement expert for stone fabricators. Help me craft five unique text or email follow-ups that my team can send to digital leads. Each message should build trust, highlight our showroom or craftsmanship, and include a clear call-to-action to set an appointment
Join the Onyx Edge: Where Stone Fabricators Sharpen Their Skills.
For Frodo!… Oops.. For Fabricators!
Lets keep growing,
Tim Saddoris
Founder, Grand Onyx
