Three ways to double your backlog

In the world of growing businesses, one element remains crucial for success: sales. Enhancing your sales efforts can transform your growth journey from a stressful endeavor into a rewarding experience. The tradewinds of our industry are shifting and it will be harder to achieve your sales goals in 2024 than it was in 2023. Following last month's focus on marketing, this month we're diving into the art of boosting sales. (For the purpose of this article, “sales” will refer to contracts signed, not getting revenue into the business.) So let’s dive in!

In 2023, we felt a shift, so I hired an outside sales consultant for K&DLandscaping. They helped us implement a new sales playbook and we put into action three key strategies that propelled our sales by over 85%, ending the year with a record backlog. Learning from that, here is how you can heat up your sales engine in 2024.

1. Set clear sales goals

The importance of setting sales goals cannot be overstated — it's a game changer. By monitoring your sales performance weekly, you can identify trends and opportunities. It's essential to establish goals at every level: by sales representative, department and company-wide. Additionally, differentiate between recurring income and one-time project metrics for a comprehensive overview.

Pro Tips:

- Implement SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals to provide a clear roadmap.

- Use sales performance software to track progress and facilitate regular review sessions.

2. Cultivate a referral culture

Transform how your team perceives business inquiries. Instead of indicating that you're too busy, foster a culture where every employee, at every client interaction, seeks referrals. Aim for two referrals from each client to significantly boost your sales figures in 2024.

Pro Tips:

- Provide training on how to ask for referrals effectively without seeming pushy.

- Recognize and reward employees who successfully generate referrals to encourage participation.

3. Hold Regular One-on-One Meetings

Alignment within your sales team is critical. Conduct weekly strategic meetings with each salesperson to ensure everyone is focused on business growth. These 30-45 minute sessions are invaluable for alignment, troubleshooting and strategizing.

Pro Tips:

- Use these meetings to address challenges, celebrate wins and set individual targets.

- If direct meetings with everyone are not feasible, delegate them to ensure coverage without losing the personal touch.

Doubling your sales in 2024 requires a structured approach and a commitment to continuous improvement. Reevaluate your current strategies in setting goals, seeking referrals and conducting one-on-one meetings. By tightening up these systems, you're not just aiming for increased sales; you're building a robust foundation for sustainable growth.

Raise the bar is a monthly column by Justin White, CEO of K&D Landscaping, written to help improve professionalism in the green industry. He can be reached at justin@kndlandscaping.com.