Transcript Slide 1
Sales Success
Nathan Helder
February 25, 2010
•2010 - 55 years in Business
–3rd – Generation Family Business
•3 Divisions: Landscape Design Construction, Maintenance & Snow
•75 staff – peak season
•Strong organizational structure
•Involved in local community
•Awards of Excellence
•Professional Memberships
–ACMO, LO, CCI, Chamber, BEO
55 years ago,
Gelderman Landscaping was founded on the promise of
We have maintained that position
in the marketplace ever since.
The challenge is that quality landscape
maintenance is hard to explain and difficult to
quantify.
1. Market & Business Analysis
a) Characteristics of customer
•Focusing on the right characteristics of customers will put you in a leadership
position in your region
•Market share in region?
•Commercial, Residential, Multi residential
•Price vs Quality Driven
•Full vs Basic Service
•Natural vs Conventional
•Tender vs Referral
a) Competition
•Others or Yourself
•Position in the market place?
b) Perception
c) Unique Selling Proposition – Delivering Value
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"Pizza delivered in 30 minutes or it's free." (Dominos Pizza)
"When it absolutely, positively has to be there overnight." (Federal Express)
– What makes you different?
– What feature & benefits you offer?
2. Pricing for Profit - Determining your rates
–Detailed Timesheets
•Track time for each customer – know your hours
–“Live” Operating Budgets
•Cost of Goods Sold
–Equipment (repairs, fuel, insurance, lease/finance,rentals)
–Materials
–Sub Contractors
–Labour (incl. burden 18-22%, downtime, overtime, bonus)
Pricing for Profit
•Overhead
–Owners salary, office expenses, bad debt, liability, meals &
entertainment, GPS, advertising, communications, property
expense, staff training etc.
–Pricing
•# of Hours x Hourly rate (include COGS & overhead)
•Profit
3. Operations – Proven Systems & Procedures
–Equipment & Vehicles
•Clean, Name on Vehicles, Documentation
–Staff
•Training & Developing
•Maintenance Standards
•Professional look – uniforms
•Career vs summer job
•Empowered to excel
- Customer Service
–Involves all staff
- Operations – Systems & Procedures
–Accounting Systems
–A/P, A/R
–Monthly budgeting and cash flow statements
4. Sales Cycle
–Marketing & Advertising Program
–Prospecting
•Developing relationship
–People buy from people they trust
–Four different behaviors
(analytical, driver, expressive, amiable)
–Interviewing – need recognition
•Why do they want a quote?
•Why are they unhappy with the current contractor?
•Presentation – formulate solution
–Contract - Services, Liability issues, Non performance, late payments etc.
–In person (unless tendered)
•Close the Sale
–Ask for the order!
•Deliver and Evaluation
–Referrals
–Job Costing (review pricing)
Conclusion
Work on the company vs in the company
– learn to delegate
Continue to learn from the best – asking questions all
along the way
Foster a culture of Continuous Improvement &
Openness
Remember – “Rome was not built in a day”