Sales SuccessNathan Helder

February 25, 2010

•2010 - 55 years in Business–3rd – Generation Family Business

•3 Divisions: Landscape Design Construction, Maintenance & Snow•75 staff – peak season•Strong organizational structure•Involved in local community•Awards of Excellence•Professional Memberships

–ACMO, LO, CCI, Chamber, BEO

55 years ago,Gelderman Landscaping was founded on the promise of

We have maintained that position in the marketplace ever since.

The challenge is that quality landscape maintenance is hard to explain and difficult to quantify.

1. Market & Business Analysis

a) Characteristics of customer•Focusing on the right characteristics of customers will put you in a leadership position in your region •Market share in region?•Commercial, Residential, Multi residential•Price vs Quality Driven•Full vs Basic Service•Natural vs Conventional

•Tender vs Referral

a) Competition•Others or Yourself•Position in the market place?

b) Perception

c) Unique Selling Proposition – Delivering Value•"Pizza delivered in 30 minutes or it's free." (Dominos Pizza)•"When it absolutely, positively has to be there overnight." (Federal Express)

– What makes you different?

– What feature & benefits you offer?

2. Pricing for Profit - Determining your rates

–Detailed Timesheets•Track time for each customer – know your hours

–“Live” Operating Budgets•Cost of Goods Sold

–Equipment (repairs, fuel, insurance, lease/finance,rentals)–Materials–Sub Contractors–Labour (incl. burden 18-22%, downtime, overtime, bonus)

Pricing for Profit•Overhead

–Owners salary, office expenses, bad debt, liability, meals & entertainment, GPS, advertising, communications, property expense, staff training etc.

–Pricing•# of Hours x Hourly rate (include COGS & overhead)

•Profit

3. Operations – Proven Systems & Procedures–Equipment & Vehicles

•Clean, Name on Vehicles, Documentation

–Staff•Training & Developing •Maintenance Standards•Professional look – uniforms•Career vs summer job•Empowered to excel

- Customer Service–Involves all staff

- Operations – Systems & Procedures–Accounting Systems–A/P, A/R–Monthly budgeting and cash flow statements

4. Sales Cycle–Marketing & Advertising Program–Prospecting

•Developing relationship–People buy from people they trust–Four different behaviors

(analytical, driver, expressive, amiable)

–Interviewing – need recognition•Why do they want a quote?•Why are they unhappy with the current contractor?

•Presentation – formulate solution–Contract - Services, Liability issues, Non performance, late payments etc.–In person (unless tendered)

•Close the Sale–Ask for the order!

•Deliver and Evaluation–Referrals

–Job Costing (review pricing)

ConclusionWork on the company vs in the company

– learn to delegate

Continue to learn from the best – asking questions all along the way

Foster a culture of Continuous Improvement & Openness

Remember – “Rome was not built in a day”