In the Green Industry, most dealers and landscape contractors are confronted with a time of year when there are lulls or gaps in sales. Reasons for slowed sales or fewer new accounts may include weather, seasonal business, economic scares, or your product or service simply not being top of mind for the customer.
Whatever the reason, you have times when selling hasn’t been an option because customers don’t view it as good time to purchase products or services. Instead of accepting the customers’ opinions on when is a good time, you should dedicate yourself to re-thinking how to sell in those times.
Now is a good time to explore ideas for selling that you haven’t in the past. Make your customers want to frequent your business. Give them experience verses a chore. Think of ways to create more value for your customers and to be thought less of as a commodity.
Rules for Selling During Gap Periods
1. Get Creative
What would motivate prospective buyers to move out of the norm or habit and change for you? It has to be a compelling reason and a strong message. Sometimes the most obvious is the seed of the most creative. What do you take for granted in your business? What does your customer take for granted?
Free seminars, for example, can create interest. Offered monthly or quarterly, they can build a following. You can broaden your subject matter to include handouts/speakers who can talk about things consumer and commercial customers can do to add value to their day or the profit of their business.
2. Offer an Experience
During void or low periods, you should offer customers more of an experience and not just a transaction. In doing so, you will be making it harder for the competition to copy your efforts. That’s why price cutting alone won’t get it done in the long term for you.
What do you want your customer to experience in using or buying your product or service? Consider playing videos at the service counter that give credibility to the technician on staff. Contractors could consider dropping off DVDs of customer testimonials with door hangers.
3. Make it Habit Forming
Help your customers make doing business with you a habit. Offer special clubs for them to join, or the opportunity to receive loyalty rewards if they buy during void periods or add services to their contract. Club and rewards points also encourage loyalty from customers.
Use these three techniques for engaging customers and encouraging them to think about your product and service offering even in the down time.
About the author:
Don Farrell is the author of "Ethical Theft … how to steal business." He is a speaker who conducts training workshops and consults select clients on how to create a unique sales and service culture.
In partnership with Don, Joe Creegan holds an Associate of Advertising Degree, a Bachelor of Science in Marketing and Business Education; and Masters Degree in Interpersonal & Organizational Communication. He has a passion for the dynamics culture plays in the success of an organization and focuses his practice on the needs of organizations struggling with performance and organizational issues.
To find out more about Don Farrell and Joe Creegan, or to buy "Ethical Theft … how to steal business," you can go to www.FreshRevenues.com or call (731) 514-1589.
