Sales Strategies and Tactics

Pro Nemus

I'm working on a totally new, unique sales method that I will implement this year. I am still putting the finishing touches on this, and so far it is turning out to be quite impressive.

While I am working on this, I thought that it would be fun and interesting to start a conversation on our sales strategies.

How do you sell yourself and your services? Do you think that it is possible to sell competitively at premium prices? Or, is it better to cut prices to maximize the number of closed sales? Do you have any "secret weapons" that help you close more sales?

I'm very interested in hearing your input.

mdvaden

Let us know later. It will be interesting to see if it's new, or just one that you had not encountered before. Sure no other business has every tried it?

The best part of my strategy now is that I do my own work or am at every project coordinating it. So I rarely loose work to competition, no matter who the company is. There are very few exceptions.

Basically, I guarantee that I will oversee or perform each project. There are many fine arborists here, but some of them cannot promise to perform the project themselves, or may not work in the field anymore. So I make sure that that issue gets laid on the table.

Its educating people to ignore sterling company reputations, and focus entirely on what they can get for their money. To a large degree, it short-circuits and neutralizes reputations, awards, association memberships, etc..

At the same time, I don't "knock" the other owners. I still point out that they are exceptional arborists, and to consider them if they will personally perform the work.

Someday when I'm older and do less of the work, this particular angle may not be as applicable. Then I'll lean more on the rest of my strategies. The ones I don't publicize.

Since every company and owner is different, it sure makes sense for each one to focus on a different approach, aside from just doing the job the best way they can. But for some people, that's exactly all they need. I knew one guy that remodled kitchens. And he never had to do any sales. He only needed about 12 customers per year. And just doing his job in the finest fashion was all he had to do. Sales was virtually absent from his business.

quercus

These are things that are important to get your "gig" on the road...

-be honest: don't tell lies to get a job and then do something else
-don't make promises you can't keep... never ever do that!!!!
-be straight and tell them the problem without walking around it...
-always keep your promises, so stick to dates and appointments and be there ON TIME!!! (even in the event of a hurricane, we always show up, even if that means that we have to leave after 15 minutes.)
-keep copies of certifications and estimate forms nice and tidy in your truck.
-add insurance policies to that and show them without asking
-keep your gear nice and tidy: some people think it reflects on how well and nice work will be performed for them.
-show respect for the tree as if it was your own.
-care for people's things as if they were your own.
-when work is done, it has to look like you were never there...and leave things better then when you arrived.
-stay true to your work ethics and perform accordingly.
-certainly don't do everything the client ask, that does not comply with professional arborism
-stick with the price, even if that means that you have to work one or two hours more. Also stick to it when it turns out the other way. Even if you calculated your price wrong... keep sticking to it. It's YOUR fault, not the client's. Try to explain what went wrong, but you have to understand that chances are you will have to go home.Never ever laugh at the fact that the price is wrong and now the client has to pay more, but seek a way in the middle of both parties. Don't go argue with the client but explain gently...
-always write a written agreement... this will save you money and time although it looks like a done deal at first.
-stick to logic... Safety and tree at first, client second, money third...


If you get all these things straightened out, WORK WILL FIND YOU instead of the other way around.

MD: we discussed this in another thread but I'm gonna repeat my opinion...

If one can't perform the work themselves, one has NO BUSINESS calling oneself an arborist.
This is what I mean about being honest. A landscaper must lay on the table that he will overlook the job or work, because an EXPERT ARB will actually do the work for you.And if you do so, people will realize the fact that they are paying TWO people for the work of ONE. Don't tell them that this expert arb NEEDS you to overlook his work, because that's simply NOT the truth....We are quite capable of overlooking our own work thx...

Pro Nemus

Of course I cannot be certain that no other business has ever tried something similar. I can say that I have never seen anything like this in our industry. Also, I have shared the general idea with a few friends who are well experienced and respected in the industry, and they said the same thing.

I hope to have it all ready-to-go in the next few weeks, and I'm looking forward to putting it "up for review" on this site.

The funny thing to me is that while you're telling them this, the companies that sell on reputation, association membership, etc. are telling them that these things are important. It's evident that you do a very good job of building rapport with your prospects.

hoot gibson

one thing i was tought as a youngster was respect for other people . when i bid a job and talk to the builder or the homeowner . i look them dead in the eyes , but pay attention , if they look intemidated or okword by looking away then do the same thing . look away , dont stare them down .a firm handshake and never tell a lie . all a man has in buisness ( for sure ) is his word . dont spoil it . forgive my poor spelling .. h

mdvaden

Although he didn't verbatim call himself "an arborist", Dr. Shigo was an arborist. According to your system of logic, Dr. Shigo should have quit teaching a lot sooner than he did.

Carrying over your form of thinking to landscaping, I know a lot of landscape contractors who either can't dig due to ankle injuries, etc., or just advance to directing the project. Have you ever heard of H. Kurisu who is probably the greatest name in Japanese landscaping in the United States? A lot of his work is done by employees. He may not even perform placement of boulders. He directs the crane operators to position and perform the work to his liking.

And I don't know anybody who does better Japanese landscaping. So is he not a master Japanese landscaper anymore?

Feel free to repeat your opinion, but I'll counter it with a larger exposure to all phases of the green trade, and more experience.

Exactly what I said I do to get a high percentage of estimates accepted.

Some craftmen like Kurisu, have risen to a level in the industry where they are almost like conductors of an orchestra, leading the entire production and coordinating the abilities of each independent.

I'm guessing that you may be a decade or two shy of understanding this kind of transition.

A big key to getting work and closing sales, is not being able to do all the work, nor knowing how to do all the work. It resides in being able to coordinate success of all the work.

This may be one reason why so many other corporations succeed and grow, but why many arborists never grow a company to a size that they wish to attain. Take Nike for example which started in my home state of Oregon. The owner of Nike and most of his managers do not make shoes or athletic gear. But that entire corporation succeeds, by coordinating the skills of each person.

And they know they are not obligated to tell any consumer what each of them can do, or can't do. All the managment needs to do is deliver a high-end product. And if their products are good, that's what's important to the consumer. The customers usually could care less about the inner workings of the company. They care about what's on the shelf, or what they get for themselves.

Who cares who is the "shoe maker" at Nike. Who cares who is an "artist" at Nike. Just show us the shoes !!

I think Stihl chainsaws would be an example that many green industry people could use for an example. We see the final product in commercials, in ads, and in our hands. But do we know if the workers trucks and desks are organized? No. Do we know who calls themselves a manager, machinist or an engineer? No. Not 99% of us. The important part, is not what people called themselves or how much they know, but if they can coordinate a successful operation. And that's what 99% of the general public wants - they want to receive something that is successful. I've yet to meet even a 1% who want a failure, with exception of someone trying to collect a blemished piece of US currency that eluded quality control and got into a bank.

If we want to know how to close sales or succeed in business, we have no need to use just climbers or arborists as advisors. We merely need to look at the companies who are champions at product quality and customer service. The reason those companies are champions, was not due to owners and individuals trying to continue to do it all themselves, but by learning how to adapt and succeed at DELIVERING the quality product even if it means delegating, sharing and coordinating.

Those are the business champions who have separated their success, from the ego of those who feel that professionals must continue to be able to do it all themselves.

The arborist who believes that one remains an arborist only if they can do the work themselves, has cut their own throat (future), leaving their professional fate in the hands of their body.

The arborist who believes that their fate does not lie with their body, allows their mind to determine their professional future. And the mind is generally much more versatile than the body.

And in a vast majority of champion / winner companies, this is exactly why the less experienced are not given the reigns of the company, but the elder or more experienced. And I'd be willing to wager, that Henry Ford, after his factory's first 20 years, was not nearly as adept at operating each machine or process, as were the individuals.

Pro Nemus

I received a PM that has me a little irritated. Without mentioning the author, I would like to post a response - just to clarify my intentions.

I haven't been on this site for very long, and I don't really know any of you. Still, I find it hard to believe that this simple conversational post could bring up such a serious question of my integrity.

Regarding this "NEW ad practice":
First thing to note- it is a sales program, not an ad practice. Advertising is marketing employed to discover prospective clients - sales is what you do to convert that prospect to an actual client.

Also, if anyone thinks that I have been less than 100% honest in any comment I've posted, they are sorely mistaken. My integrity is above reproach.

I do not see my thread as being any different than those posted by people asking, "What do you do to find work?" or, "What's the best advertising that you do?" At least I stated up front that I also have thoughts and information to share - that I'm not just some leech looking for free business coaching.

I love dealing with customers, and helping them understand the value of quality tree care; I simply thought that it would be fun to share a conversation about sales with you guys.

Pro Nemus

A very intelligent man once told me that people who are like each other tend to like each other. It's very interesting that you mention mirroring their body language and eye movements - believe it or not, I have heard the same things taught in very expensive sales training courses!

Amen, brother.

Streyken

My best sales device has to be honesty above all. I get more work from jobs I talk potential customers out of than I do from any advertising. I would estimate of my referrals, up to 25% come from people I haven't worked for, that is until they do eventually become a client.

When I give an estimate, I'm often competing against at least two or three other quotes; I'm seldom the cheapest. You wouldn't believe how often I hear, "Well no one else told me that." And even if they do get the cheapest quote, I'll often still get a referral because I took the time to talk to them. I won't do assessment work for free, but the customer needs to be informed and know their options, even if the option isn't you.

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Trimmin' bush and caring for flowers is good 'n' all...
but sometimes ya gotta let the big wood fly and pound the garden.

Eric Frei

af7850,

I dont think any malice was intended by anyone however peoples suspicions rise when some-one boasts about some magical method that they dont disclose.

Yes, there's a difference between "What do you do to find work?" and I got this great method (but aint telling you) however what do you do?

Almost a game like my kids play, if you show me yours I'll show you mine.

Sorry if I come off cocky but it's how many will read it.

Where I am it's extremely competitive and I wont give away much in this area coz it will cut my own throat ... as it is some say I have already given away too much!

I'm sure, if you started your thread minus the 1st two paragraphs like this....

The outcome may have been different.

Also, there is a chat room, and often stuff like this is chatted about as there's no official record etc ... just a thought.

Not busting your balls mate, just pointing out how people might read.

I cant say I have one hat fits all, every quote is different but on removal quotes it's very competitive and we are inundated with hacks.

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mdvaden

You may have noticed that I mentioned leaning on stuff that I don't disclose either.

Hey... we'll need to measure everyone's balls someday to see whose balls you busted or not.

Eric Frei

This is a picture of Adelaides mall's balls. True.

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hoot gibson

i have never attended a sales meeting in my life . i just pay attention . when need be .

them is some big balls eric hoot

Pro Nemus

Yeah, I understand. I had just noticed that the pm I received was the product of a discussion between several people (who weren't identified), and I was hoping to clarify my intentions with all of them by responding here.

These folks were kind enough to read the thread and reply to me by pm, and I'm happy to say that there are no hard feelings. In particular, I am grateful to the fellow who first contacted me, giving the chance for me to clarify.

This is certainly a stand-up bunch of people here, and I'm happy to be around.

You know, I think that the tree removal business is like that everywhere. This is one of the main reasons that I'm trying to get out of doing removals as much as possible. I find that we're making far better profit per hour pruning. Plus, when pruning we're not removing the customer's need to hire us in the future.

quercus

Look mate, we're all friends here. I couldn't give a rats ass about laying my tactics on the table, because I'm the only (regular) belgian guy around.I know there are three or four other belgian arbs on the forum, but they don't come by a lot so I don't know who they are... But if there were a lot more, I'd be careful. Among real arborists there is no competition. If real arbs around here would learn to work with each other instead of against each other that'd be great. The dutch do that a lot I hear...
Gotta understand a bit that you are maybe in an area where other arbs on this forum are, and maybe not the regulars, but lurkers whom you and we don't know...Catch my drift? Don't thank me about PM'ing you mate, it was ceratinly meant for good instead of bad. And gotta read my posts with a grain of salt too, because english is not my primary language and so there may be typo's and grammar error's in it and so it turns out you are reading it somewhat other then I may wish.

and Ekka... I just knew you aussie fellas had balls of steel...

TreeHumper

I use the mirroring technique to communicate with my prospective clients. They then understand me better. The biggest skill is listening, actively. It gives people a feeling that they are understood and the conversation is going in the right direction. It also ensures you that you're understanding the client's needs. Sometimes they are unable to express overtly their needs but in what seems to be unrelated information reveal their concerns and values. If you then relate your presentation to this they will more likely buy your services. Value selling.

I'll look at the overall situation and explain what I propose to do in terms that underline the benefit to the client. In this way when we come to the price they'll have a better idea of why it will cost what it does. Less sticker shock.