In the increasingly competitive commercial snow business, getting that crucial first meeting with potential customers can make or break your entire sales pipeline. What value does the customer perceive in taking that initial phone call or meeting with you?
With the end game in mind, many salespeople overlook the essential element of communicating value, leaving potential customers uncertain about what’s in it for them in taking an initial appointment. In this article, I will explore the importance of branding your sales process and conveying value to customers, illustrated by insights from the recent SIMA Symposium in Hartford.
I engaged with sales leaders and owners of two multi-million-dollar snow management companies catering to large commercial accounts. After learning about their businesses, it was clear that neither was reaching their sales goals as a result of not having enough initial sales meetings.
Both companies were thinking: "What’s in it for me and my snow management company?" instead of the more important question: "What’s in it for the potential customer in having the initial meeting?"
While qualifying customers is undoubtedly crucial, it’s equally important to address the underlying question: "What’s in it for them?" Why would potential customers willingly invest their time and be open to qualification?
Customers are seeking value and benefits right from the start. By understanding this fundamental reality, businesses can elevate their sales approach and boost customer engagement. The key is to communicate value effectively. If potential clients perceive that the initial meeting offers something valuable in return for their time, they will be more inclined to embrace the conversation.
The challenge lies in branding the initial conversation in a way that resonates with the customer. For instance, could you position the first meeting as an "Initial Snow Safety Consultation"? This not only communicates value but also taps into the customer’s desire for safety and peace of mind.
By reimagining the first conversation – and branding it on your website, marketing materials and scripts – you create a value proposition that speaks directly to the customer’s needs and aspirations. Rather than merely qualifying them, you are now offering them valuable insights and solutions tailored to their specific concerns.
Consider the shift in perspective when your salespeople approach potential customers as safety partners rather than sales agents. By focusing on the safety aspect, businesses can address the underlying fears customers may have about investing time and resources in a meeting.
Incorporating this strategic approach to communicate value extends beyond the initial meeting – it sets the tone for the entire sales process. Customers are more likely to stay engaged throughout the pipeline when they see that their interests, needs and concerns are genuinely understood and addressed.
Effectively communicating value yields significant benefits for your business. First and foremost, it increases the number of initial sales conversations with potential customers. When customers perceive the value in engaging with your sales team, they become more receptive to the idea of further exploring your service offerings.
Moreover, when you fix the initial value communication problem, other conversion rates naturally improve. The potential for long-term customer relationships grows exponentially when customers feel that your business understands their unique challenges and is committed to providing solutions.
To successfully implement this value driven approach, train your salespeople to master the art of communicating value to customers. Equip them with the tools and language they need to convey the benefits of that initial meeting effectively. Emphasize the importance of empathy and active listening to truly comprehend the customer’s needs.
Effective communication of value is the linchpin to unlocking customer engagement and driving successful sales. By branding your initial conversation with customers and addressing the underlying question, "What’s in it for them?" you can set the stage for fruitful, long-term relationships with potential clients.
Remember, we are in the safety and fear business – customers seek assurance and value, and by delivering on these fronts, you will witness a significant transformation in your sales process. So, go ahead and reimagine your sales approach today, and watch your sales pipeline flourish with eager and satisfied customers.
Jack Jostes is the CEO of Ramblin Jackson, the snow and landscape marketing agency that helps landscaping companies attract more qualified customers with professional branding, digital marketing, sales consulting, website design, and search engine optimization. Email him at jack@ramblinjackson.com.