Cincinnati, OHIO – Industry professionals who gathered for the Lawn & Landscape Sales & Marketing Bonanza in Cincinnati, Ohio, spent hours learning how to beef up their bottom line.
Marty Grunder, founder and president of Grunder Landscaping, Dayton, Ohio, shared his industry expertise with attendees, teaching the specifics of successful sales for green companies. Throughout the educational conference, July 24-26, Grunder offered helpful tips for hiring an effective sales team, marketing to “the right” prospects and boosting sales figures.
Specifically, he discussed 11 steps for improving the selling process:
1) Phone Calls – Make sure the phone is answered in three rings or less. Always be polite, and don’t screen calls. When you put someone on hold or transfer a call, inform the caller of what you are doing.
2) Setting appointments – Don’t make prospective clients wait for a return call. Make sure the person answering calls is capable of setting appointments on the spot. Also, be sure to mention to callers how busy your staff is. This will show them you are a wanted company, but you are interested in their business enough to make time for a meeting.
3) Pre-appointment Work – This may be the most important step. Possible preparations include a preliminary drive-by of the site. This can help you create prospective plans and drawings for your first meeting. You may have to do some guesswork in this pre-appointment planning. Bring sample photos of your work – and leave them at the site as collateral.
4) Appointments – Remember, salesmen are performers. They have to practice and refine their sales processes. Never be late. In fact, try to be even a few minutes early to make a good impression on clients. Be sure you are well groomed and professional in appearance. Take notes during appointments and listen carefully. At the end of an appointment, review your notes with the client so you can be sure you understand each other. Make specific plans for a follow-up appointment before leaving. This will keep the prospective client from shopping around for other offers.
5) Quote on the Spot – Don’t wait to give estimates to prospective clients. Try to seal the deal at the site, when emotions are high and client interest is soaring.
6) Quote/Appointment/Presentation – Your proposal should be organized and specific. Spell out the client’s desires in detail and explain how the proposed plan meets those desires. Be sure the proposal is neatly typed and drawings are highly detailed and colored.
7) Follow Up – Call and remind clients of your interest in doing business with them. Show a sense of urgency in beginning the project. Let them know a specific date that is open to start. If the client agrees to the plan, drop everything and go deliver the contract. But if the client has concerns, work through them. Dump those prospects that show little hope so you don’t waste time in dead-end pursuits. Also, stay in contact with clients. Send handwritten notes with articles of interest.
8) Sold Job – Create and initiate a contract with details. Get a deposit from the client – ALWAYS. Be professionally pushy. And once the job has been sold, stay on top of it so you can be sure the contract is fulfilled.
9) Job Completed – Don’t just mail an invoice and wait for payment. Stay involved with the client. Make a follow-up visit to the site to ensure the client is happy. Be responsible for what you have sold. This shows you are genuinely concerned. Ask the client if he or she is happy. If the answer is yes, try to sell additional services. Also, ask for referrals. If the customer is unhappy, do all you can to make sure the problems are fixed.
10) Client Satisfaction Survey – Send surveys to clients for honest feedback. Ask them specific questions about their experience with your company. Ask for direction that could improve your organization. Then take those surveys seriously; apply what you hear from clients.
11) Keep in Touch – Continue to follow up with phone calls, unannounced visits, newsletters, e-mails and other communication. Make sure clients know you appreciate their business. And keep your company’s name in their mind for the future.
The author is Assistant Editor-Internet of Lawn & Landscape magazine and can be reached at aanderson@lawnandlandscape.com.