Selling Your Services

Pitching Your Sweeping Service In Person

If it happens that you don't get the account - don't stop there!

Meeting someone face-to-face is probably the hardest part of promoting your business. There is a certain invisibility in speaking to someone on the phone or contacting them by mail, so most people prefer these avenues of contact. It is harder to reject or ignore someone who has come to see you in person, however, so this is perhaps the most effective way to solicit clients.

When looking for accounts, my recommendation is to only bid projects that you observe could use your services, or where you have been invited to bid. Don't spend much time soliciting accounts that are already being serviced. When you target an account that you feel could use your services, make inquiries of one of the tenants.

Tenants may provide valuable information about the maintenance of the center (i.e., the landscaper has been cleaning the parking lot, but no one is happy with his work, etc.). This information can be invaluable when contacting the owner or manager. Use discretion when talking with a tenant; don't add any negative information to what the tenant tells you!

Never put down the method they are using currently; rather, try to demonstrate the positive aspects that you could bring to their sweeping. Also use discretion when speaking to the property manager, who may not like the fact that you discussed the center with a tenant.

Once you determine that they may well need your services and you know who to contact, you can either drop-in unexpectedly with your bid or call first to make an appointment. Many believe erroneously that if they just drop in, a prospect won't reject their visit. I think this is a poor plan for at least two reasons. First, if your services are truly needed, they will be glad to make an appointment to meet with you. Secondly, since most people are busy and resent unexpected drop-ins, this gets you off on the wrong foot.

To make your appointment: call them, get to the point, and get off the phone. Assume that you will be successful. Introduce yourself, tell them why you are calling and provide a choice of times/days that would be good for you to meet with them. This is generally a successful method, although sometimes the prospect will tell you that they are not really accepting bids. In that event, my recommendation is to still request to meet with them "only long enough to give them an already prepared bid and some information on my company to keep on file." Most will agree to this.

For your appointment, dress like a successful business person, not a service worker. This shows them that both they and your business are important to you. Be as courteous and polite as you would be for a job interview, because that is exactly what you are doing. Make sure you have all of the appropriate paperwork with you.

At a minimum, I have along with me a brochure, a Rolodex(TM) business card, a reference list, letters of recommendation, my bid, and any other information I think they might be interested in. I have all the materials in a presentation folder. On the cover, I have put both their name and the name of the company. My presentation is a far cry from that of the person who arrives dressed in their work clothes with a handwritten bid written on a stock stationery form.

Find something about the center that you can sincerely compliment them on - for example, how nice the landscaping looks, or how well maintained the store fronts are. A genuine compliment will bring a positive response; just make sure it is genuine, or you will come across as being slick.

As you probably know, there are managers out there who are still unfamiliar with the (many!) benefits of sweeping. So, be prepared to educate any prospect on the positive value of having a sweeping service: what it will mean to their lot maintenance, their tenants and their tenants' customers.

If the client doesn't offer any of the following, be sure to bring them up in conversation:

• Will they need your services in the near future?
• When will a decision be made?
• May you contact them at a future date to verify the status of your bid?
• Do they have any other needs or concerns that your company could help them with?

Be prepared to discuss any other services that you offer, since they may need such services but not be aware that your company provides them.

Don't overlook your physical stature. Demonstrate self-assurance. Standing upright gives an air of confidence that is an unmistakable signal that you know what you are doing. Another positive, yet silent, signal is the correct use of eye contact. Keep eye contact at a comfortable level, whether you are talking to them or they to you. When you are asked a question, the movement of your eyes away from them for a moment and then back while answering the question gives the appearance that you gave concerted thought about your answer.

On the topic of handshaking: These days, many people are uncomfortable about making physical contact with strangers, and you may choose to let them make the first move. When you do shake hands, use a warm secure hand shake that is not too hard. I'll never forget the salesman who shook my hand so hard that he forced my ring into the skin of my other finger so hard that it bled! This alone made me decide not to work with him.

Never talk negatively about your competition. It does not reflect well on your professionalism.

Never talk negatively about your competition. Although sometimes tempting, it simply does not reflect well on your professionalism. If told about problems with the current sweeping contractor, empathize by stating how sorry you are about that, and assure them that you would do everything within your control to alleviate those concerns.

As a guideline, I have found that I can say what I need to say in no more than 5 minutes. If the prospect becomes involved in the conversation, I could be there as long as 15-30 minutes. Generally speaking longer is better, as long as they are involved in the conversation. To help make this happen, ask them questions that are pertinent to the situation and to your mutual goal of keeping their pavement cost-effectively cleaned (by you!). Never bore someone with long-winded business stories. Before you go, thank them for their time and let them know you recognize that their time is valuable.

I keep a packet of stationery in my car, and as soon as I get back to it after a meeting, I write a thank-you note. My experience is that if I wait until later to write the note, it never gets written! When I send the note, I try to include some piece of information that I think might be of interest. Sometimes this is a copy of one of the articles from World Sweeper on a topic that might prove helpful. The small extra effort underscores the (correct) impression that I am genuinely interested in their needs.

If you arranged to call the client at a later date to see what decision they have made, be sure to actually do that. People want to give their business to professional contractors, and doing a punctual follow-up will demonstrate that you are that company. Some will be waiting to see if you follow through before they give you the job.

If it happens that you do not get the account, don't stop there! Even though I don't always get the accounts that I go after, I do always send another note telling the client how I appreciated being considered for the project. I let them know that at any time they are in need of my services, I will be ready to assist. Remember that often the first choice may not work out, so leave a bridge of professionalism built between you.

Even after that, I don't forget about a prospective client. I find excuses for stopping by every few months with something of interest to them. Even though in the first part of this article I did not advocate dropping by, this is my one exception. Because it is not a 'sales call,' I just stop by. Sure, I want them to visit with me, but I let them take the lead on that. Usually I am only in their office for 1 or 2 minutes. What do I drop off? Interesting articles, note pads with my company name on them, imprinted pens or pencils, etc. I have been very successful by keeping in contact with clients and letting them know that I am available to them.

I hope that you are able to use some of the tips I've offered to good advantage. I assure you that developing your own personalized methods to make your company more professional will pay back big dividends. Sweeping is a great business in a growing industry, and if you treat your client with integrity, you will have a prosperous future in it.

Lee Ann Taylor operates Moonlight Sweeping Service in Escondido, CA. You can reach her at 619-480-7826.

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