Saturday, June 15, 2024
Work on your marketing so more of your ideal clients see your work
Business File

Win more jobs when clients are holding back!

By John Corban

Enquiries have been at a peak for the last few years, however, with the media reporting interest rate and cost of living hikes, some prospects and clients may be reducing their original spend or even delaying a project. The market is still strong, and most homeowners would have gained increased equity in their properties during COVID and want to transform their outdoor space. So, what can you do to ensure the schedule stays full for many months ahead?

Step 1: Work on your marketing
Write down a list of strategies that can boost your profile and help potential clients see your work. Some ideas are:

  • Voice-over reels – work on videos that highlight projects with voice-overs. A voice-over will explain what is being filmed in terms of the design, materials, and plants.
  • A “before and after” reel – shows the massive transformation.
  • Aesthetic reels – videos with music showing the beauty of your completed project.
  • Different sized gardens – reels showing different sized projects that could suit your clients, and which may also suit different budgets.
  • Information reels – highlighting gardens with new materials being used, and new design trends, are educational and informative.
  • Professional photographic images – panoramic, close-ups, team member introductions, special events.
  • Update your website with videos and professional images.

Step 2: Revise your whole sales process

Qualifying questions

  • Refine your qualifying process, and spend more time on the phone asking the right questions to the prospect.
  • Before the site meeting, organise your laptop with images and videos to help captivate the prospect based on how they have described their potential job.

The initial meeting

  • Remind yourself that this is not a sales meeting, it’s just a conversation. Engage the prospect, asking questions and really listening to what they say. Respond with educational information that will help them understand the best ways to transform their space, and with what materials and plants. By asking more questions you will build a better understanding of what they really want, and don’t want, while building rapport.
  • Use the information and show images of materials you used in similar projects to inspire and captivate the prospect. Show them 3D renders, as well as “before and after” images to demonstrate what is possible.
  • Talk Budgets. Don’t be afraid to talk about the budget and if needed, suggest the range to build their space could cost.
  • Work with them to help them get the best possible outcome (aesthetically) for an investment that suits them.

After the design has been created, create a construction quote, then present both.

  • Offer your client two design plans and construction quotes (obviously the less expensive quote will have some additional features removed, or less expensive materials selected). By doing this, you are showing them you will do all you can to meet their needs and budget.
  • Show how working with your team will be a transparent, flowing, easy-going relationship providing the highest quality work. If you can show them how your work never has to be redone, and the entire team are respectful, polite, and professional, with the client’s contentment being the number one focus, you will win a greater number of quotes.

Plan your entire sales process and focus on each prospect giving them 100% of your attention and knowledge, so they want to engage you to do their project. Work on your marketing so more of your ideal clients see your work. Stay proactive and if you spend more time on these two areas, you will keep your schedule full.

John Corban
Business Coach for Landscapers,
Horticulturists and Nursery owners
Mob: 0433 27 1980

Main photo: Work on your marketing so more of your ideal clients see your work

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