Chris Nelson, Senior Manager of Vertical Marketing at CallRail, joined the Service Business Mastery podcast hosted by Tersh Blissett and Josh Crouch to discuss enhancing the customer experience to maximize revenue with data-driven decisions. The Service Business Mastery podcast helps HVAC, plumbing, electrical, or any other home service trade businesses level up in the areas of leadership, marketing, finance, pricing, and HR.
Chris Nelson is the Senior Manager of Vertical Marketing at CallRail. Chris is a marketing and strategy leader focused on driving revenue and profitability, with 15+ years of B2B and B2B2C experience in SaaS, professional services, and consumer durables. He practiced as a business lawyer for several years before transitioning into the business side full-time.
“I completely understand your lack of insights as a small business owner,” Chris told the Business Mastery audience.
“As a small business, CallRail helps by surfacing your leads and where they are coming from and then connects them with the marketing you’ve been doing, so you know which efforts are working.”
“From there, CallRail uses AI to make converting leads and maintaining customers easier for business owners. CallRail can surface short summaries of your phone calls along with the keywords from your phone calls – so small business owners don’t need to listen to each phone call,” Chris said.
Drawing on his own experience in the home services industry, Chis explained why CallRail is the ideal tool. “When we look at our entire platform – lead tracking, Conversation Intelligence, and the Lead Center – the absolute ideal customer, from my perspective, is a home services contractor. This is due to the sheer number of phone calls you’re getting and the need to increase your speed-to-lead.”
Chris also discussed CallRail’s latest AI features on the podcast. “Call Coaching provides potential improvements your team can make based on how they interact with leads and customers. Was a particular team member responsible for most positive and negative calls?” Chris posed, “You can find that out with the call sentiments feature.”
Looking back on his own experience in the industry, Chris offered this advice:
“One area I would have used CallRail data in my past roles would have been regarding promotions. Are your wholesales and customer service teams discussing the promotion with prospects and customers? With CallRail’s keyword spotting data, you can identify keywords like ‘book, date, calendar, appointment’ that show whether calls converted.”
Rounding out the pod with pointed advice for home services businesses – Chris offered this: “This is a unique environment for a home services business. The housing market is not good, leads are fewer and further between and you need to maximize the value of every lead you are getting and convert at a higher rate. Finally, you need to maximize the value of every job. You can use CallRail to lower your customer acquisition costs because you’re no longer using marketing channels that aren’t working – and you’re switching marketing efforts to those that are actually driving customers and prospects.”
