A sales proposition that is meaningful
Let’s look at each of these elements and define their value to the sale closing.
Presentation is is more than a great brochure, it is how your sales team dresses, how they speak, how they present the information to the customer, it is your company’s image in the community and on the street. All sales people should present a professional image, they should dress appropriately for the position. Clean and neat looking appearance can set the tone for the entire sales process. A collared shirt and clean slacks are important, and a logo on the shirt to help identify your staff and present an image of professionalism to the customer. Using brochures that have your logo, name address and phone number on them, gives an appearance of stability and professionalism. Logo’s on vehicles and equipment add to the level of professionalism. Presentation is much more than a brochure.
Your sales proposition is what defines your company and sets you apart from the competition. For example, “Our company has 99% retention rate of clients from year to year for the past 5 years”, ”Our company responses to all customer calls the same day with out fail” , “Our company offers 100% satisfaction or you don’t pay”. These are examples of sales propositions, now it must be something that is true and that you believe in, as an owner and a company. It must set you apart from the other companies and you must follow through on your statement. Also it should be something that is important to the clients you serve. Your statement should be on every piece of literature that you company produces and appear on every graphic you use to sell, including logo’s on the vehicles and equipment.
Reputation is a key factor in selling services, if you are known for being late to jobs, or if your company is always tacks on charges after the job is sold, you have a problem. That is the public perspective of your company and will tell people how you do business, good or bad. Reputation travels through a community, people talk about their contractors to neighbors, co-workers, anyone that will listen. Make sure what they say about your company is what you want them to say. Reputation can be something that is simple, but defines your company, for example,” The ABC company is expensive, but high quality”, or “The people they send to my job site are always dressed in old dirty clothes.” You can control your reputation!
Client’s want to be sure that you are committed to your company and the promises that are made to the client. Commitment is your passion in the landscape business, if you don’t follow through then someone else will. Clients want to know that you and your staff are committed to fulfilling your promises, but also insuring that the client will be well taken care of. Don’t let them down.
Follow through is important to all clients and potential clients, make sure that what ever commitments you make to a client are fulfilled. There is nothing more problematic than making promises you can’t keep. That includes time lines for proposals to information about the company, always exceed the clients expectations. New clients may even offer small tests to see how you respond to their requests, don’t be fooled it is important that you respond to their requests quickly and completely.
It is important that you follow these steps to insure that your company is providing what you promise. Don’t fail your customer and you will always be successful.