Topics for Today’s Program Topics for Today’s Program

Is your company really Selling ?Is your company really Selling ?

Do you differentiate yourself and sell your Do you differentiate yourself and sell your added value ?added value ?

Are you selling the right people ?Are you selling the right people ?

Cards you all have to playCards you all have to play

An understanding of the gameAn understanding of the game An understanding of ConstructionAn understanding of Construction A core group of customersA core group of customers A reputation:A reputation:

To live up toTo live up to To live downTo live down

Leads from some source (Suppliers, Ads, Yellow Leads from some source (Suppliers, Ads, Yellow pages, word of mouth, and etc.pages, word of mouth, and etc.

A crew or crews A crew or crews Equipment and facilitiesEquipment and facilities

Cards everyone gets:Cards everyone gets:

A chance to make a first impressionA chance to make a first impression The benefit of the doubt.The benefit of the doubt.

A choice on who to sell to.A choice on who to sell to. A choice on what to sell.A choice on what to sell. A choice of business partners (suppliers).A choice of business partners (suppliers). Are you really selling if you don’t carefully play Are you really selling if you don’t carefully play

these cards. these cards. Are you letting the customers play your cards for Are you letting the customers play your cards for

you in the way they want to. you in the way they want to.

What is your sales strategy?What is your sales strategy?

The question is important to understand.The question is important to understand. Because it determines how you play the game.Because it determines how you play the game.

To control:To control: Requires you set the rules in order to differentiate Requires you set the rules in order to differentiate

yourself and you must sell your added value to succeed.yourself and you must sell your added value to succeed.

To react:To react: Requires you be the low cost producer forever and Requires you be the low cost producer forever and

share the added value with someone else.share the added value with someone else.

Both strategies work but doing both doesn’t.Both strategies work but doing both doesn’t.

Two important sales elements Two important sales elements

Base price of the basic product – buyer Base price of the basic product – buyer always starts here.always starts here.

What you add to basic product – what the What you add to basic product – what the buyer actually is purchasing.buyer actually is purchasing.

Basic observationBasic observation

Most of you spend the majority of your time controlling Most of you spend the majority of your time controlling costs, you are obsessed with being the low cost producer.costs, you are obsessed with being the low cost producer.

Most are looking for a silver bullet idea that usually Most are looking for a silver bullet idea that usually revolves around costs.revolves around costs.

In my 26 years, by observation, I would say most business In my 26 years, by observation, I would say most business failures were striving to be low cost producers. failures were striving to be low cost producers.

Naturally confusing because cost control is how you Naturally confusing because cost control is how you maintain the profit projected in your sale.maintain the profit projected in your sale.

The balance: The balance: To be effective we have to wear lots of hats To be effective we have to wear lots of hats but only one at a time. (Comments)but only one at a time. (Comments)

Concentrating on SalesConcentrating on Sales

Sales people are a different breedSales people are a different breed They can concentrate on the sales processThey can concentrate on the sales process They don’t have the rest of the company to They don’t have the rest of the company to

worry aboutworry about Focus on customer needsFocus on customer needs Healthy to have customer advocateHealthy to have customer advocate

What buyers buyWhat buyers buy

How many of you drive a basic (no accessories) How many of you drive a basic (no accessories) automobile ?automobile ?

If not, why not.If not, why not.

Question: Could the dealer exist selling basic Question: Could the dealer exist selling basic model cars ? model cars ?

Basic car buyers are driven by price alone, yet Basic car buyers are driven by price alone, yet dealers rarely have a basic car to sell. (they all up dealers rarely have a basic car to sell. (they all up sell and differentiate with (value add) packages.sell and differentiate with (value add) packages.

My recent car buying experience My recent car buying experience

Heated seatsHeated seats ColorColor If we are going there, I want this on it.If we are going there, I want this on it. We spent more but without regrets.We spent more but without regrets.

But, I did make sure the basic car was a But, I did make sure the basic car was a good quality value before looking at the car.good quality value before looking at the car.

The buying processThe buying process

People buying a tennis court first look for the People buying a tennis court first look for the value of the basic court.value of the basic court. You must establish that you have a good basic price on You must establish that you have a good basic price on

the basic court itself.the basic court itself. butbutPeople buy what is differentPeople buy what is different “ “Your Value add”Your Value add”

You must have your Value Add ready to sell. You must have your Value Add ready to sell. Most do this but do not realize it, and it is not Most do this but do not realize it, and it is not a conscience effort on your part to sell it.a conscience effort on your part to sell it.

Your basic price ?Your basic price ?

It will get you the date but not the good It will get you the date but not the good night kiss.night kiss.

Is not where you will make your money.Is not where you will make your money. Most of your profit comes from up selling, Most of your profit comes from up selling,

changes, and other value adds after you have changes, and other value adds after you have the trust and commitment of the buyer. the trust and commitment of the buyer.

Basic Points (Summary)Basic Points (Summary)

To be effective we have to wear lots of hats To be effective we have to wear lots of hats but only one at a time.but only one at a time.

People buy what is different and unique to People buy what is different and unique to you.you.

Most of your profit comes from the value Most of your profit comes from the value add you sell. Are you spending enough of add you sell. Are you spending enough of your time organizing and presenting this your time organizing and presenting this value add. value add.

Ways to add value.Ways to add value.

Through value of company nameThrough value of company name Through long term serviceThrough long term service Through your peopleThrough your people Through your knowledgeThrough your knowledge Through supplier supportThrough supplier support Through technologyThrough technology Comments (around the room)Comments (around the room)

Selling in the bid process.Selling in the bid process.

At least: Three chances to sell in bid modeAt least: Three chances to sell in bid mode 1) Up front through the specification1) Up front through the specification 2) Through options and alternatives during the 2) Through options and alternatives during the

bidbid 3) Up selling after you have the basic bid.3) Up selling after you have the basic bid.

Do these things work every time? No but Do these things work every time? No but they will never work if not executed. they will never work if not executed.

Time vs. SalesTime vs. Sales

Key AccountsKey Accounts 10 – 20% of your account base10 – 20% of your account base

80% of you GP$80% of you GP$

Receives less than 50% of your resourcesReceives less than 50% of your resources

Time vs. SalesTime vs. Sales

Maintenance AccountsMaintenance Accounts 40 – 45% of your account base40 – 45% of your account base

10 – 15% of your GP$10 – 15% of your GP$

Receives 30 – 40% of your resourcesReceives 30 – 40% of your resources

Time vs. SalesTime vs. Sales

Target Accounts (your competition’s key Target Accounts (your competition’s key accounts)accounts)

Gets very little attentionGets very little attention

Time vs. SalesTime vs. Sales

Why Bother? AccountsWhy Bother? Accounts 30 – 40% of your account base30 – 40% of your account base Less than 5% of your GP$Less than 5% of your GP$ Receives 20 – 30% of your resourcesReceives 20 – 30% of your resources Creates 90% of your “headaches”Creates 90% of your “headaches”

Should you fire some of your customers Should you fire some of your customers

If so, here’s howIf so, here’s how

Tim emailTim email

QuestionsQuestions

QuestionsQuestions

Know your competitorsKnow your competitors

Know your competitors weaknesses and expose Know your competitors weaknesses and expose them by being different.them by being different.

Know his specialties and make your niche Know his specialties and make your niche different.different.

Match yourself up to what the customer expects Match yourself up to what the customer expects ASAP. ASAP.

Don’t fake it, people see through that quickly. Don’t fake it, people see through that quickly. Don’t knock your competitor, let his weaknesses Don’t knock your competitor, let his weaknesses

be exposed by setting him up so they are obvious. be exposed by setting him up so they are obvious.

ProposalsProposals

Always customize the proposalAlways customize the proposal Give lots of detail and explain that its there so Give lots of detail and explain that its there so

there won’t be misunderstandingsthere won’t be misunderstandings Study his property, take pictures, it reassures the Study his property, take pictures, it reassures the

customer that you know what your doingcustomer that you know what your doing USE CHOICE PROPOSALSUSE CHOICE PROPOSALS If you know it will be bid, don’t be first to bidIf you know it will be bid, don’t be first to bid Never leave drawings, pictures, or other hard to Never leave drawings, pictures, or other hard to

duplicate information unless you have a contractduplicate information unless you have a contract

Ideal Sales Calls (at least two)Ideal Sales Calls (at least two)

Qualify customer before first Qualify customer before first callcall

Learn as much about his reason Learn as much about his reason as you canas you can Study that reasonStudy that reason

Anticipate his biggest problem Anticipate his biggest problem (zoning, locating the court, (zoning, locating the court, landscaping, etc.) and you landscaping, etc.) and you address it firstaddress it first

Bring visual ideas to first Bring visual ideas to first meetingmeeting

Use technology if appropriate.Use technology if appropriate.

Come prepared to close with Come prepared to close with details and custom drawing, details and custom drawing, pictures and proposal.pictures and proposal.

Be his consultant and partner Be his consultant and partner with your attitude.with your attitude.

Know the closing answers like Know the closing answers like final price, extras, when you final price, extras, when you can start, etc.can start, etc.

Show him your work but don’t Show him your work but don’t leave work without the leave work without the contract.contract.

Why Customers LeaveWhy Customers Leave

Slice 1 Slice 2 Slice 3 Slice 4

Poor Service69%

Product dissatisfaction 13%

Better Prices 9%

Other 9%

Keep happy customers

Questions

Copyright United States Tennis Court and Track Builders Association 2004. All rights reserved.

Copyright United States Tennis Court and Track Builders Association 2004. All rights reserved.