Selling Your Services

Selling Your Power Sweeping Services to Big Business

Step-by-step directions for landing the lucrative accounts.

• The Proposal Package
• Developing a Professional Bid Package
• The Presentation Appointment
• The Follow Up

Successful selling to big business requires professionalism, competence and tenacity. The bid selection process may be long and bumpy between the time you initially get in the door and when you've finally completed the necessary steps to land the contract. If your intention is to sweep for large organizations, follow the advice outlined in this article and you'll be well on your way toward achieving that goal.

Your first step is to identify your potential market: companies and organizations with sizeable or multiple parking lots, such as large industry, utility and transportation companies, banks, private colleges and universities, etc. Not included are fast food stores, convenience and retail stores, shopping centers, apartment complexes or motels, because their buying motivations are much different.

Build the database for your 'Fortune 100.' It should include each organization's correct name, address, phone numbers and appropriate contact person(s), as well as any other pertinent information you can find. Your Fortune 100 will be a select few; however, ideally your database should include several hundred prospects.

Maintain contact with these companies frequently -- no less than twice a year. When you speak with them, be dynamic and informative. Each time, communicate something important, meaningful and/or helpful. Be prepared to utilize all your knowledge and experience. Communicate clearly and effectively. Know your competition's strengths and weaknesses, but never mention their companies by name. 'Shmooze' with your prospects if you can.

One way to establish yourself as an industry expert is to conduct periodic, free 'Sweeping Seminars.' The advantage of a seminar is that you have a captive audience, free from distractions. Typically you'll need a meeting room with classroom seating, a slide projector and screen, refreshments and a handout/seminar book. Be professional in your approach, so there's no question you're an expert on the topic of sweeping.

I recommend notifying people of your upcoming seminars via direct mail. Expect a 1 - 2% average response. You might also do direct canvassing if you know your market well enough. Conduct a telephone follow-up with those who you most want to do business with, then call them the day before your seminar as a reminder. During your seminar, concentrate on converting questions and requests into personal appointments. Offer to send your seminar booklet to those who do not or cannot attend.

Getting Work -- From Survey to Sale

1. Understanding the Scope of Work, as perceived by your prospect.
2. Understanding his/her Buying Motivations.
3. Addressing the Scope of Work in light of these Buying Motivations.
4. Responding exactly as directed.

First, make what I call a 'Survey Appointment.' When you take your initial look at the project, try your best to do it with your prospect. Allow them to explain their situation thoroughly. Listening carefully will provide you with an update on their Scope of Work and Buying Motivations. Then, ask pertinent questions geared toward guiding the prospect to your professional opinion. Offer suggestions demonstrating your knowledge and experience, confirm what you are going to do next, and then do it.

The Proposal Package

Ideally, what you typically want to aim toward is a Request for Quotation. Type up a professional looking, individual proposal, not a fill-in-the-blank form. In it, list and number each step of your proposed work. Be specific, consistent with the latest cleaning methods, customer's needs, stormwater runoff minimization, etc. Include information which shows confidence in your work; for example, a warranty of some kind.

In your quote, be as detailed as you can. Break out any extra steps, such as landscape blowing, litter bag removal, delivery area cleanup, etc. Include your sales literature with your quote, as well as a customer reference list. Include a cover letter that is concise, professional and contains no spelling or grammatical errors. Following-up with a promised telephone call provides you with another opportunity to showcase your professionalism -- as long as you do it!

Developing a Professional Bid Package

If you're sending a formal response to a published specification, it's even more important to be completely professional, since you won't have had an opportunity to develop a rapport with the prospect. Provide everything neatly and accurately. Include all requested information, but none that is not. Get it there on time. I recommend using FedEx to have it arrive the day before it's due.

The Presentation Appointment

A rule I've developed over time is that when making a presentation, I presume my prospects have read nothing. When writing a proposal for service, on the other hand, I presume they will read everything. Twice.

Present your proposal in person. Describe the work you'll perform, and why. Encourage questions as you go. At least once, ask if you've addressed all the requirements. Bring out your pricing proposal and go over the itemized costs only after you have completed all of the above. Ask specifically when to follow-up and, before you go, get a final reading: "How does all this sound to you?"

During your follow-up, it's vitally important to call back when agreed. During the call, bring up a topic designed to stimulate conversation. Irrespective of their current interest in your services, agree on the next follow-up your company should make.

Having the lowest price may actually
work against you.

Buying Motivators

Your prospects may have a variety of buying motivations; however, the most important consideration for big business decision-makers is frequently misunderstood by contractors. Their primary concern is making the 'safe' choice, that is, choosing a well-equipped supplier who is knowledgable, competent, will do the work efficiently with a minimum of disruption, and will provide them with excellent results. The corollary is: If you think you need to have the lowest price to get the work, think again. The best in any field are rarely the least expensive. In fact, having the lowest price may actually work against you.

Finally, as you're working to get your first really BIG client, keep in mind they'll be the hardest to land. And remember the old saying: The best way to get big business customers is to already have big business customers.

Larry Bernath is Sales Manager with McNeil Asphalt Maintenance, Inc., located in Roanoke, Virginia. You may reach him by calling 540-992-0660, or emailing to bernath@roanoke.infi.net.

This article is reprinted from American Sweeper magazine, v5n1.

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World Sweeper
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