This section is designed to help you
“target” your market and organize a solid sales plan.
OVERVIEW OF TARGET MARKET
There are literally thousands of applications available
for the use of Delco’s Clean-Creteä. The primary markets that will help you get
your business up and running are banks, convenient stores, and drive-through
services, just to name a few.
This
section is dedicated to developing a solid approach to these markets.
Before
we start, let’s remember one important thing:
Qualify! Qualify!
Qualify!
Don’t waste time on someone who
can’t give you an order. If they can’t,
find out who can. Plain and simple….
Don’t waste your time.
In any successful sales program,
you must first make sure there is a solid foundation from which to work. But where do you go from here? Let’s discuss the basics….
Take the time to know who and where your clients and
competitors are. This is just a simple
list of the target markets we have discussed.
Make a file for these markets and then develop a game plan that is
consistent to your needs.
Go
to the library (or websites) and find the local independent markets. Phone books are a great source for this.
This is simple to do and takes very
little time. The following page is an
example:
Company
Name: Address:
Phone No: Contact:
Phone:
Ext. Voicemail
keystrokes:
Contact
Title: Number
of locations:
Current
Application Used:
Competitor
Name: Current
Contract:
Initial
Demo Date:
Location: Price
Quote:
Notes:
By using this type of form, you will
be able to create an organized approach to building your business and keep an
accurate update on where you are with these customers. Computer programs can be used for storing
this information, but a hard copy should be used in the field.
As you get to know your prospects,
you can add additional information such as birthdays, family, likes, dislikes,
and others facts about this client.
Sales are a lifelong commitment!
If you take the time to know the client, sooner or later the client will
become a loyal customer.
Follow
up is very, very important!
Develop a habit of making a schedule for “call backs” to your
prospects. Allow time for at least 10
phone calls per day. Frequency and
persistence is paramount, but it must also be subtle. Always be professional and ask for a time to call back. Make a note of that time, confirm it with
your prospect, and then respect it.
Some sales may literally take months
to establish. This should not be
discouraging, but rather encouraging.
The more you know about your client will help you get the business. Clients, believe it or not, actually
appreciate a professional who stays with a consistent approach. I don’t know how many times I have been
told, “Thanks for your persistence.” A business
friend is your best business and
sales tool.
This initial contact is for
gathering information only. It doesn’t
take more than a few minutes and will provide you with your base
information. Normally, the receptionist
is your tool in this process. This
person is very busy, so it is imperative that you let them know that you
understand this. The following is an
example of this phone call. Practice a
similar approach that you feel comfortable with and write it down. Take time to practice it so that you are
“fluid” in your approach.
Hello…
I’m with Company.
I know you are busy… but I was hoping you might be able to help me with
some information. Do you have a few
minutes to help me? *** Pause…. and wait for their reply. If no, then thank them and say you will try
later.
Thank
you… I provide a service and product for the maintenance of concrete. Who is the president of the company please? If they say they can’t give you that
information or something similar, say….
That’s fine; who would I talk to with regard to looking at my program?
Great! And his title is? Let them talk. If the receptionist is not real busy, you will know. If they sound business-like, but are
providing the information, continue your questions.
I
appreciate this… is there a time that is good to reach him/her? If she says at any time, I’ll connect you,
immediately go to the appointment call.
Thank
you… are there any special keys to press if I leave voicemail? This is very important for future
reference. It’s aggravating to get the
tone sounds on your voicemail. Don’t
make the mistake of “beeping” your client to death!
At this point, thank them and hang up. Not
wasting the receptionist’s time or aggravating them will assure you a smooth
relationship with this person. There
may be other times in the future that you may deal with this person.
There are
a lot of twists and turns to this, so be prepared for any surprises. Make a list of objections and create a
dialog that will be both conducive for you and disarming to the prospect. Even know who that person may be and how it
may affect your sale.
Now that you have your information,
write into your day runner the callback date and mail out your introduction.
The
Appointment Call
The following is an example of this
important call.
Hello…
this is with . I’d like to find a time when we could meet
and demonstrate our new, environmentally safe product. Are Mondays good for you or is there a more
convenient day? Wait for their
response.
Responses
to objections:
1.
I’m not looking at anything right now. That’
fine. Are your currently contracted
with someone else in this area? If
they say yes, get the date for the expiration of the contract. At that point, try to find out what’s being
used and set a call back date.
2.
I’m happy with what we have. Many of our new clients
said that very same thing. Delco’s Clean-Creteä is new to
this area, but it really is a great product.
If I could have just a few minutes of your time to demonstrate this
product, and show you the advantages, I’m sure it will be time well spent for
you. Are mornings good or afternoons?
3.
What’s the price?
(service) One thing we know is that every location is unique. In order for me to better assist you, we need
to meet and discuss some specifics on your locations. What time is good for you?
4.
I don’t have any time right now. I know your time is really
tight, however, if I can save your money and increase your quality, wouldn’t
that be of interest to you? Is there a
location that is convenient for us to meet?
5.
That’s handled out of our main office. Great! Our manufacturer works with many major
accounts. May I have a contact name and
phone number? If this happens,
forward Delco Cleaning Systems the information and we will set up something on
that level. Make sure you get some
commitment for assistance if there is interest in doing some test sites through
your local prospect. Local support will
help tremendously.
6.
Just send me a sample.
_______________, your individual
needs will be best served by us showing you and your employees how to use Delco’s Clean-Creteä. There is no cost to you and I will be able
to evaluate your requirements more accurately.
Is Thursday good or Friday?
You’ve probably
noticed that I kept asking for an appointment.
Every prospect is different but persistence is important at this
point. If you feel that your prospect
is annoyed, simply thank them for their time.
Put their name in a tickler and follow-up with repeated calls. Normally, every 30 days is a good follow up
program. If a client specifies a time
frame, respect it.
This is a fact! Most prospects will give three objections
before saying yes to an appointment.
Don’t sell yourself short by giving up too soon.
Once you have gotten the
appointment, thank your client. Repeat
the scheduled time and location and end the phone call.
You are now ready to prepare for
your appointment.
Once you are at this stage, you need
to be prepared to have all your bullets ready.
Many of these prospects will have multiple locations. Here is a lit of items you need to know:
1.
List of all locations.
2.
Knowledge of what is being used and its frequency.
3.
Approximate cost for services or product. There are variables. If it is a wet application, make sure that
you get the water rates. This is a
hidden cost most clients don’t look at.
4.
Problem locations.
Getting a test site that has a good comparison location will be very
advantageous.
5.
Knowledge of current competitor rates.
6.
Business card and a positive
attitude!
Always arrive at your appointment approximately 5 to 10
minutes early. Don’t be late! If you are behind schedule, call the client
and let them know. It is better to
reschedule an appointment than to have a prospect wait. Being on time or just slightly early will be
a good sign to the client that you are responsible.
It
is important to note that a client decides within the first minute if they like
you or not. Make sure that this initial
introduction is professional and friendly.
Shake hands, give them your business card and express your appreciation
for the appointment.
Always
get their business card. This is good
information about your client. Make
sure you know exactly with whom you are dealing.
Try
to find some common ground in which to talk.
By having just a minute or two of “relaxed” conversation, you will have
a good gauge of that person’s character.
At
this point, we will provide a scenario of how this appointment will go. Please pay attention to the working and
directions of this meeting.
Thanks Bob for taking the time to meet with
me. I have a few questions that will
better help in evaluating your needs.
Do you mind if I take a few notes?
No, not at all.
Bob, I see you have approximately 25 locations. Is that correct?
Actually no, we have 32 with 1 in
the plans to be built next month.
Great! I’m glad I checked. Is there a complete list of these locations
and the contacts for each one of them?
Yes, but I will provide that when
the time comes.
Very good. Bob, I understand that xyz is servicing your
locations. Do they have all the
locations or are there others involved?
No, xyz does all of them.
Well, I’m sure that helps
in your overall costs. What is the
current rate being charged for this service?
Well, right now I am getting my
lanes done for $20 a lane.
That’s a great
price! I’ve seen it as high as $35 per
lane at other accounts. Is that for
monthly service?
Yes.
Are they using your water at these locations or are they self-contained?
No. they use our water hook up.
What type of billing program are you on?
The standard 30 days. Of course,
new contractors take a little longer to get online.
Oh, that’s fine. We are used to
having delays in the original start up.
(This line was a closing line.
If the client acknowledges, then you are halfway home.)
If we were to come to some type of agreement today, when could we expect
to start servicing you? This is
again a closing question. Many times a
client will explain this time frame.
But don’t worry if you get this reply:
We I’m, not committing to anything
right now.
No problem. I’m sure that we can
work with you when the time comes.
This plants a seed setting up a future business transaction.
What particular things did you like about our video? This a probe question. By finding their “hot” buttons, you will
make the close that much easier.
Well, I thought the lanes
looked nice and I liked the fact that it is safe.
Yes! That is a major plus. Delco’s
Clean-Creteä is excellent over standard applications and is very safe. There have been many times in a
demonstration that I have literally eaten the product to show how safe it is –
although I don’t recommend it as a regular diet. The final line is what I sometimes say just
to keep the conversation relaxed.
Do you have any locations
that you would like to have serviced as test sites? Or are you looking just to change all the locations?
Well, if I were to do anything, I would
probably start with 1 or 2 sites to see how you would work out.
Great! I’ll make a note of
that. Are there any questions I can
answer for you?
Yes. What is the cost going to be if we have you do the service?
Well, I would need to do
a full survey of all your locations.
But if I can give you better quality with a competitive price, would
that be your deciding factor in working with me?
Well, if you can do what you say
you can do… Yes, I think that would be very important. But we have never had any problems with what
we have been doing.
Good point, Bob. I agree with
you 100%. That’s why I started working
with Delco’s Clean-Creteä. The quality
is unsurpassed and in most situations I can provide this service at about the
same price. You should already
know where you could go with this. A
commitment has already been made.
Do we need to schedule
our visits with the branch managers or will this all be done though you?
Oh I handle all that. Normally, this is done at night, right?
We can schedule to any
time frame you need.
Well, I’d like to see if
your product works first. How about
doing a location first and let’s see how it works.
That would be great Bob.
At this point, try to get a location that is convenient for you and
allows a good comparison to competition.
You have one location just down
the street, is there a chance we can work with that location?
Yes that would be fine. What will the charge be?
Well Bob, since you are
currently paying $20 per lane, I will charge the same price. Once I have your location list, I will put
together a pricing program and submit it to you. I will schedule the branch for this Friday evening. Can we get together on Monday to look at the
site and discuss our quote?
Yes, Monday is fine. I’ll be at the branch at 1 p.m. on
Monday. Let me get you a list of the
branches.
Thanks Bob! I have a blank invoice with me. Let me get the information now and I’ll
leave this with you. I’ll get the
location done and have a quote for you on Monday. If you like our service and the price is right, can we do
business?
Well, if I like what I see and it
saves money. Yes.
That’s fantastic Bob. I
appreciate your time and interest.
Take out your day runner and put the times and dates in. Should
I let the manager know what we are doing?
Or will you contact them?
I’ll call them.
Very good. Bob, thanks again for
the opportunity. I’ll look to see you
on Monday and I look forward to working with you. Shake his hand and get out.
Never leave without a commitment. Make sure that the client is expecting to
do business on the follow up appointment.
There will be that occasional client that will do business right then
and there, but you must know where you can go with it. Always have contracts with you and blank
invoices. When the opportunity presents
itself, you want to close ASAP!
In
a demonstration appointment, the same questions and leads are used. Some important items to remember in a site
demo are to explain exactly what you are doing and follow up with the benefits
for the client.
When
working with large clients, don’t be afraid to offer test site programs to show
Delco’s Clean-Creteä advantages. With self-serve clients, it is imperative to
work closely with these locations. The benefit
is that you control the application process and insure proper training in the
application. Never leave product with a client and assume that it will be
done. Our experience is that most
employees will not do the process correctly.
Either because of poor work habits or ignorance of the application,
leaving a location unchecked will be your eventual downfall. By working closely with your clients and the
site managers, you will eliminate potential problems.
When it comes down to it,
persistence is the key to getting an order. Sometimes asking 4,5,6, or even 7
times may be necessary to get the “yes” you are looking for. If a client isn’t saying “yes” and you are
not sure as to the reason, continue to probe for the objection.
The Good
and the Bad of it.
I appreciate your need to think over all the advantages and
disadvantages before making your final decision. As with many things in our lives, it is wise to make a list of both
the good and bad points. Let’s just
take a couple of minutes and look at Delco’s Clean-Creteä program
versus what your current program provides.
Take a sheet of paper and draw a
line down the middle. On the left,
write at the top a big plus (+) sign.
On the right side put a minus (-) sign.
Start by having a list of all the
good points of using Delco’s Clean-Creteä. Dry, safe, Labor savings, Cost, Environment,
Superior quality, Reduced Liability, etc.
At this point, let the client list
the objectives. Make sure you have an
answer to any of the objections he may have. Don’t help him find negatives, but
rather help him make the decision to purchase. Once you have done this, take
out the order form and get the order.
_______________, I consider you to
be a good and fair businessperson.
However, I am not quite sure why I can’t get a commitment today. I want you to know that I respect your
opinion and am hoping you will tell me specifically what is bothering you. Can you share your thoughts?
This close is very effective when
trying to close a large commitment contract.
Hopefully, at this stage you have built a strong enough rapport with
your client.
The previous section was a brief
overview of what we believe will help to organize and sell your program.
Our goal with this entire training
program is to create a base for a long working relationship. Sales are our first concern at this stage of
development. Your success is dependent
on finding and developing a strong base in which to work.
For base
numbers here are some good resources:
1.
The phone
book. As easy as it
sounds, a lot of people don’t utilize them.
This is extremely good for locally owned businesses.
2.
A Listing
House. Mailing lists are
inexpensive and provide you with a wealth of information. Ameralist, for example, will give you free
totals of businesses in your area. This
not only helps for cost but the pure numbers will help you target key market
thrusts.
3.
Trade
Associations. Check the State
directory and with your local clients to see what associations they belong
to. The National Association of
Convenient Stores (N.A.C.) is an excellent source and has State Associations.
4.
Local
Parts Stores. Don’t hesitate to
meet with local parts supply dealers.
These avenues may serve you well as another outlet of wholesale product.
www.dcs1.com Please use this site for help and
information. Delco Cleaning Systems of
Fort Worth has developed this site with you in mind. We have bulletin boards
and a lot of “How To” articles for your benefit.
The
Demonstration
There are two different types of
demonstrations that you will normally encounter. The first is the service demonstration and the second is the end
user demo.
This program is
straightforward. In this situation, we
are going to assume this is a bank looking to have its drive-through teller
lanes cleaned on a monthly basis. The
demonstration is two-fold. Both
appointments should be in the field. Always show the competition’s site first!
Try to organize a tour of two
locations. Choose one location that has
just been cleaned, and one treated with Delco’s Clean-Creteä. Go to both locations. Have the client ask the contractor how long
he is at each location. What is helpful
is the water waste/cost. Remember this
formula and the water usage will be your key weapon in obtaining business. An
average pressure sprayer uses approximately 5 gallons per minute. The average drive through with 4 lanes is
approximately 1 hour. That’s 60
minutes! 60 x 5 = 300 gallons of water
per job! Once you know the local
water and sewer rates, these numbers become a major play in cost, especially
when we are working hundreds of locations.
The savings alone will help sway a major deal if presented
accurately. Our program will show tens
of thousands of dollars in savings each year.
At the first appointment, do one
lane for the client so that disruption of normal business hours is
minimal. During the lane demo, explain
the advantages of the application.
Safe, dry, containment, uniformity, water, water, water.
Once you have completed the lane,
point out the stained areas and show how the product is penetrating the soiled
sections.
Remind the client of how the
competition’s pads looked and how your job looks. Explain that Delco’s Clean-Creteä also
continues to work and absorb future staining as well.
Explain that you will finish the
other lanes and thank him for his time.
Set the next appointment for 7 to 10 days later. Same schedule.
This demo is very effective and will
show the longevity of Delco’s Clean-Creteä. If the client is riding with you, this is
a tremendous advantage. Conversations
are more relaxed and to the point. This
is a good time to try to close your deal.
This is a time consuming sale and
you will be in the field a lot.
Communication is paramount and you must get a quick feel for each
individual account.
A good example of an end-user is a
gas and convenience store. Be prepared
for this type of demonstration. Pick no
more than 10 locations for the demo.
This will help in minimizing “fires.”
One of these locations must
be at the contact’s location. The staff
there is usually very efficient.
Arrange
the meeting to start at this location.
Normally, this will be your only stop in the appointment with the
client. The client is usually making
the rounds through all the locations so the main office is your base. This works well when it comes to closing the
deal.
The real work is making sure you get
manager support in this program. At the
initial meeting, ask for business cards, and listen to each manager’s needs and
schedules. Make all of the people
involved knowledgeable of what is happening and make sure they understand what
is to be expected. If the client can
help in this, so much the better. By
having the client clearly state the intentions of the program, you are more
likely to get better results. Teamwork
is essential to this program.
This part of the program is strictly
introductory to the managers of the locations.
As you arrive at each location, take
a quick survey of the areas to be treated.
Make sure you know what this location needs.
Some areas may require spot
cleaning, while others will require full treatment. Pad-end to pad-end.
Find out who maintains the lot and
when that person is available. This
will assist you later when you schedule each individual account.
Take pictures of each location in
detail. As the next few weeks progress,
you should continue to take pictures.
As you go to each location, repeat
the process. There will be differences
in the type of concrete as well, so it’s important to always know all of this
information.
With test sites, make sure you set
up a strong support program. A typical
account should be visited at least 3 times a week. This investment of time will pay off immensely if done right.
Take the time to talk to the
employees. Teach them at every
opportunity and never stop taking pictures!
As you make progress, take weekly pictures of each site. Your clients will appreciate your detailed
approach, and will see definite improvements with your program. With a steady schedule, you should have 4
phases of each location to show.
If you have a problem location, it
will show the final results. If you
worked hard and communicated well, you will get the business. Sometimes, one bad location out of ten means
poor manager involvement. This will not
affect you whatsoever.
Toward the
end of the second week, schedule an appointment to go back through the test
sites. After your 30 day program, and
after all has gone well, you are ready to get the deal.
This ends our introduction to the
development of your area. There are
many other ideas and approaches to the science of sales and as time goes on we
will share some of the success stories that our other people experience.
As a final note, your business
depends on knowledge! As you work your
area, you will come across many different opportunities and situations. Let us know of these situations. Share your success stories with us as
well. As time goes on, we will add to this
training program and your input is vital to its continued success.