Take a breather

For the last 32 years, I have learned a lot about selling from my own efforts and from training other landscape sales professionals. The best of what I’ve learned to do before, during and after the sale is below. The process of selling is a marathon, not a sprint. Nothing happens until somebody sells something, folks. So, go for it!

1. Have a screening process.

If you do a good job screening your prospects and making sure they are a fit for what you do, there is no reason you can’t close the majority of the calls you go on.

Too many contractors go and meet with anyone who calls in. Big mistake! You want to spend time selling your strengths to someone who needs them and appreciates them.

This is one of the biggest lessons I learned early on at Grunder Landscaping Company and it’s improved our success at sales tenfold. Ideal clients are the ones who appreciate you, are capable of paying and put a smile on your face.

If you are explaining how you do business and learning more about your prospect’s needs when you get there, you are wasting your time and your prospect’s or client’s time.

Get this out of the way before you get to the appointment. I am a strong believer in charging for consultations. This may not be an idea for all of you to follow, but I believe professionals should get paid for their expertise.

Amateurs don’t as they need the practice. What are you?

Resist the urge to interrupt, jump to conclusions or talk too much. Be brief and to the point.

Recently my wife and I had a couple of decorators over to our house to help us spruce up our 10-year-old home. One of the decorators did not charge to come out and when I asked how she worked, she said, “Well, I just show you what I can do and hopefully you’ll buy it.”

I asked her what happened if I did not use her. Would there be a charge for her ideas? She said, “Well, not really. If you want my ideas, I can bill you a couple hundred dollars.” She sure wasn’t making me feel like she was unique or in high demand. I think this is a big mistake. When you stop giving away all your expertise for nothing, the whole industry is elevated.

Sure, you may upset a few people along the way with this approach, but it’s worth it. Your doctor, your attorney, even your local car care professional doesn’t give out free advice and you shouldn’t, either.

2. Give the prospect a reason to listen to you.

There are many ways to accomplish this. You can send them an email introduction or a video introducing you, your background, talents, expertise and credentials. To do otherwise is a mistake.

The one decorator we met at the house jumped right into ideas and how she could help us. She was a lovely lady, however I am still wondering if she has a degree. Does she own the firm? If she doesn’t, how long has she been doing this? What awards has she won? Why would I want to work with her? Make sure you introduce yourself and impress them, and you have already distanced yourself from the competition.

3. Be on time.

The first promise you keep is the one to be at the appointment when you said you would. If you need me to say more about this one, you might not be cut out for success. If you really want to impress, be three minutes early for the call. Make a weakness of the industry your strength.

Also, being early allows you to be relaxed and review your notes as to why you are meeting with this prospect. You need to be focused before you start the appointment.

4. Be respectful.

There are a lot of little things that show respect for the prospect or client. Don’t park on their driveway or in their spot at the office. Be smart! There are five senses: sight, hearing, smell, touch and taste. Don’t stand out poorly in any of them.

You have to look the part. Back to the decorators: All of the women who showed up at our house had nice, clean vehicles, and were dressed very, very well. They looked like professionals who had style and pride. Their attractiveness gave me reason to believe they would have great ideas for our house. Oh, and smell good. Yep, sounds silly, but it can be an issue. One shot of the cologne, not 10, men!

And don’t forget the breath mints. I could go on and on. Just be mindful of all the senses and appeal in a good way to all of them. You’re trying to make a sale and we want to be doing things that impress and we do not want to give our client or prospect any reason to believe we aren’t who we say we are.

5. Listen. Be quiet.

Listen 10 times as much as you talk. Take notes, ask questions and probe. When you do this, you can methodically uncover exactly what the prospect or client wants and be in a position to deliver just that. Resist the urge to interrupt, jump to conclusions or talk too much. Be brief and to the point. Nothing is worse than a rambling salesperson in your kitchen. Be respectful of their time. I tell the prospect before I come out how long I need and then reaffirm that when I get there. I am very careful not to overstay my welcome. There will be a time for you to impress them with your knowledge, so wait for the right time.

I’m amazed at how many sales professionals don’t write things down during a meeting. Writing what your prospect or client says during the call does two things. It helps you remember the conversation when you are back at your desk working on the proposal. And second, it shows your prospect or client that you value their time and comments.

When you are finished with the meeting, you should recap the conversation before departing, touching all the wants and needs they share with you and making sure expectations are in sync.

6. Follow up.

If you can price the job on the spot, by all means, do that. Landscape professionals I have worked with implementing my selling system have seen a 25 percent increase in sales when they close everything they possibly can on the spot. People want it and they want it now. You know you like that too, right? If you can’t price the job on the spot, tell them when you will get back to them. Set up the next appointment before you leave, erasing doubt from the prospect and hopefully keeping them from calling someone else for a price as they know you are moving quickly.

7. Deliver as promised.

It sounds so basic, but it’s the greatest selling tip ever. If you say you’ll have a plan and proposal for a patio and fire pit in their backyard for a Saturday morning meeting at 9:30, you need to do just that.

You’re trying to build up trust and this is the way you do that. People buy from people they know, like and trust. You have to check the box in each area to get the sale. Doing what you said you would do is a surefire way to win. Your quote and all accompanying work should be neat, tidy and highly detailed. Again, we’re not going to give the prospect one reason to think you are anything other than the absolute best choice for their landscaping. If you can think that way and get your sales team to think like that, you will win.

8. Ask for the sale.

I always ask for the sale. Why is this so important? Consumers want to work with someone they know wants to work with them. By asking for the sale, you show your confidence. I ask for the sale when I am done presenting and after all questions have been answered.

9. Be persistent but professional.

I will keep asking for the sale in a professionally pushy way. I will write a thank-you note after the initial call. I will email them to follow up. I will call them. I will stop by. I will do whatever they say is okay to do to try and make this sale.

10. If you make the sale, do exactly what you said you would do.

The goal of a landscape sales professional is repeat business. We are looking for relationships, not transactions. Value is built in our businesses with long-term relationships, not random transactions. Getting and keeping clients should be the focus.

11. Keep asking for sales.

Smart contractors develop relationships with clients and contact them to say hello and make sure they are happy. They also constantly show them what’s possible for their property.

Consumers buy from sales professionals they know, like, and trust. Follow these 11 ideas and you will improve your sales efforts. They are basic ideas and I have found those who do the basics best win the most.