rope-a-dope
Branched out member
- Location
- Asheville
Oh and finding uses or making stuff with wood/waste makes those customer dollars go further back into communities and local economies.
How do you add value?
- Thread starter ROYCE
- Start date
evo
Been here much more than a while
- Location
- My Island, WA
I've sprouted a grip of trees from seeds that I've collected, The intention is the pot them up as giveaway replacement trees. I think I will just toss one in the truck in the am roll out, do the job, and most the clean up before I ask "Where can I plant your new tree?"..
On bids sometimes, I can tell if the client has had someone else out and is shopping around. Its then when I mention that I can do better on my price if we don't do xy or z (buck wood, clean up, chipping, ect). Often these details aren't discussed with other companies, and people are willing and able to do what they can themselves to keep costs down.
I try to take time to listen to people, I budget at least 20 minutes or more per bid for a new client. I have many clients which we are on hugging terms. But it's a small community, where I can't leave the house without running into 10 people I have worked for, on the schedule, or what not. This sells it for many people, I even take my son with me on bids. It's some father, son time, and more often than not people understand this. I think it helps folks to see that they are supporting a local with a family.
Mailchimp, is a great tool. I import my client email list, and give periodic open letters, or updates from everything from new major tool acquisition to Christmas thanks, and other updates such as "your support has made it possible for us to do XXX."
Another strategy is only to fill half day or full day block time. Say a job is going to take 6.5 hours, instead of up selling to a full day I down sell to only a half day, and come back for the remainder when the season changes. I will tell them straight up that that if I schedule in block time like this, I can charge a little less because I won't have to try to fill in 2 hours here or there. This frequently generates add-ons, and keeps me on their radar. It's easier for people to write a $1000 check every 2-3 months, than one $2000 check once a year.
On bids sometimes, I can tell if the client has had someone else out and is shopping around. Its then when I mention that I can do better on my price if we don't do xy or z (buck wood, clean up, chipping, ect). Often these details aren't discussed with other companies, and people are willing and able to do what they can themselves to keep costs down.
I try to take time to listen to people, I budget at least 20 minutes or more per bid for a new client. I have many clients which we are on hugging terms. But it's a small community, where I can't leave the house without running into 10 people I have worked for, on the schedule, or what not. This sells it for many people, I even take my son with me on bids. It's some father, son time, and more often than not people understand this. I think it helps folks to see that they are supporting a local with a family.
Mailchimp, is a great tool. I import my client email list, and give periodic open letters, or updates from everything from new major tool acquisition to Christmas thanks, and other updates such as "your support has made it possible for us to do XXX."
Another strategy is only to fill half day or full day block time. Say a job is going to take 6.5 hours, instead of up selling to a full day I down sell to only a half day, and come back for the remainder when the season changes. I will tell them straight up that that if I schedule in block time like this, I can charge a little less because I won't have to try to fill in 2 hours here or there. This frequently generates add-ons, and keeps me on their radar. It's easier for people to write a $1000 check every 2-3 months, than one $2000 check once a year.
southsoundtree
Been here much more than a while
- Location
- Olympia, WA
Royce, a picture speaks 1000 words. A 10-20 panel slideshow, of tough jobs, low impact, before and after, clean equipment and crew ( including a composite family shot), etc. would be great. Have a timeline on jobs.
You'll have the opportunity to wow them, then tell them how you couldn't promise the service you promise and put your name on each job without the crew. Having trained, safe professionals working like a team let's you do more the client while protecting your crew, so they can feel certain their going to their kids college graduation. Blah blah blah. No need to go into how the job gets done, really. They're seen enough pics to get the idea.
You'll have the opportunity to wow them, then tell them how you couldn't promise the service you promise and put your name on each job without the crew. Having trained, safe professionals working like a team let's you do more the client while protecting your crew, so they can feel certain their going to their kids college graduation. Blah blah blah. No need to go into how the job gets done, really. They're seen enough pics to get the idea.
flyingsquirrel25
Carpal tunnel level member
- Location
- South East, PA
I use the local card too... a lot. There is a movement in our area to shop local, and most of my work is within 10 miles.
Also whenever I'm out and about I try to say hi to clients. Even if I'm on a fire truck at 3 am. They always appreciate a familiar face when they are having a bad day.
In addition, when selling work, I try to educate the customer about what I am suggesting and what they should expect when upon completion. Sell to the current research/standards so to say. Many times this will get them to thinking and I get "what about this tree over here" or "let's go look at that one too".
There are times though when you can give all the value in the world and it is not going to do you any good. I priced 15 Arborvitae to be planted yesterday, sent the quote and got a response in 15 minutes. ''We have a price for $100 per tree". I even told the guy about spacing, explained the planting process and all. The tree wholesale is $75, I can only imagine what that planting is going to look like.
Also whenever I'm out and about I try to say hi to clients. Even if I'm on a fire truck at 3 am. They always appreciate a familiar face when they are having a bad day.
In addition, when selling work, I try to educate the customer about what I am suggesting and what they should expect when upon completion. Sell to the current research/standards so to say. Many times this will get them to thinking and I get "what about this tree over here" or "let's go look at that one too".
There are times though when you can give all the value in the world and it is not going to do you any good. I priced 15 Arborvitae to be planted yesterday, sent the quote and got a response in 15 minutes. ''We have a price for $100 per tree". I even told the guy about spacing, explained the planting process and all. The tree wholesale is $75, I can only imagine what that planting is going to look like.
If you could express what you just wrote in a bulleted list a little more refined and minimalized, awesome, that would mean everything to me as a client.
Sent from my XT1254 using Tapatalk
- Location
- San Diego
Explain how you will protect their property in detail. Explain how you clean up. Explain the wrong way to do a job and prove that you will do it the correct way.
Eplain the alternatives to removal or options after removal.
Eplain the alternatives to removal or options after removal.
treehumper
Carpal tunnel level member
- Location
- Ridgefield, NJ
What adds value is different but similar for each client. Different because it's the client's value system, similar because they are the clients you are targeting. Start with why your current clients have hired you. I would think many of them have told you why they went with your company or, more importantly, why they called you back.
From this you can see what your typical client values of the things you do and the way you present yourself. If this led to work that is generating the kind of revenue either in man-hr rate, daily revenue or profit margin/job that you desire then that's what you need to focus on both in featuring it your marketing material and in qualifying a prospective client. Knowing who your clients are and why is the greatest value to your business.
Feature: what you offer or do
Advantage: how its better than your competition (faster, efficient, professional, low impact, etc…)
Benefit: what it means for the customer
And it's only a benefit for that customer if they value that.
We do a lot of extras within the community, communicate the familial aspect and provide tokens of appreciation for our client's business too. The tokens we send out after the work is completed isn't adding value but building brand loyalty. It may seem a subtle difference it matters to understand it. Nobody is going to say, at least not seriously, "I'm going to hire them to do my tree work because I like their maple syrup!" If they do start saying that, start another business and sell that syrup!
From this you can see what your typical client values of the things you do and the way you present yourself. If this led to work that is generating the kind of revenue either in man-hr rate, daily revenue or profit margin/job that you desire then that's what you need to focus on both in featuring it your marketing material and in qualifying a prospective client. Knowing who your clients are and why is the greatest value to your business.
Which means what to the customer? Can you describe what the benefit to them is?
"Best" is a relative term and as such is a moving target. By using this term it's forcing you to explain yourself. (as you did here) Skip that and go to something else that better describes the return you give for the money spent. In that way you won't be trapping yourself.
Again, what's the benefit to the client? Some will see this as equating to expensive since they are paying for all that nice stuff. By having "nice equipment" what does that enable you to do for the customer. This would be the advantage of the feature which leads to a benefit for the customer.
So what you're saying is you do what you say you'll do? In light of another post about a client not being happy though the crew did what was described, this needs to be honed to better reflect that you connect the clients objectives clearly with the work that will be performed.
Feature: what you offer or do
Advantage: how its better than your competition (faster, efficient, professional, low impact, etc…)
Benefit: what it means for the customer
And it's only a benefit for that customer if they value that.
We do a lot of extras within the community, communicate the familial aspect and provide tokens of appreciation for our client's business too. The tokens we send out after the work is completed isn't adding value but building brand loyalty. It may seem a subtle difference it matters to understand it. Nobody is going to say, at least not seriously, "I'm going to hire them to do my tree work because I like their maple syrup!" If they do start saying that, start another business and sell that syrup!
Dr. Cornwallis
New member
- Location
- Tampa
I've found when doing removals that most people, key work being most... people really don't care about anything other than price. The higher the risk the more they care about all of the other things but price seems to be the number one driving factor. They don't care about how you look, how you work, what kind of equipment you have, or even if you're licensed and insured, all they care about is that the tree is gone and as cheaply as possible.
The things you listed are important, and they're things that I do as well, however, I do them to appeal to a very small percentage of potential clientele, there's also a subliminal aspect to it. Some people would tell you they don't care about presentation but subconsciously they do.
You win some and you lose some and at the end of the day, some people are willing to work for nothing.
Sent from my iPhone using Tapatalk
The things you listed are important, and they're things that I do as well, however, I do them to appeal to a very small percentage of potential clientele, there's also a subliminal aspect to it. Some people would tell you they don't care about presentation but subconsciously they do.
You win some and you lose some and at the end of the day, some people are willing to work for nothing.
Sent from my iPhone using Tapatalk
This is an absolute excellent post! Very well said Treehumper. This is what I always strive to do but never feel I do it right. Congrats to you, for understanding this well enough to apply it as you speak with your customers.
treehumper
Carpal tunnel level member
- Location
- Ridgefield, NJ
Thanks Tanner. It's not always easily applied but it's what I strive for. Often it's reflecting on what I've heard and observations made that inform me of the value proposition of a prospective client. There have been times where I've challenged their values to see if I'll have a chance at converting them to our client profile. I'd rather they come over to my way of thinking than to capitulate to their misguided wants. If they don't then I'm not going to lose direction or feel I've sold out.
- Location
- Norwalk
I have found that how you present yourself and the estimate to them is very important. Doing the little things like Showing up on time, dressed professionally, and your posture when talking to someone goes a long way.
*Call back right away - even if you can't make it out right away to look at their tree calling them back fast can stop them from calling someone else and lets them know they are important to you
* Dress professionally - we wear collard matching shirts (cost us 50$) and clean pants. set yourself apart from the "guy with a chainsaw who can cut down trees"
*Posture- make them feel comfortabel and let them know you are confident in what you are saying. Stand next to them and point out things to them that you are looking at so they better understand what you plan on doing.
*breaking down the bid- we separate all the prices for our customer (Tree, Hauling wood, Stump grinding, Stump clean up, backfill). this way they see a lot more little numbers and can better understand what goes into the Large number. Also, a lot of times they will decide they can clean up the stump themselves to save money (and that way we don't have to go back to do it Ha!)
I also read a book back in college by Dale Carnegie called "how to win friends and influence people" really helped me in sales.
*Call back right away - even if you can't make it out right away to look at their tree calling them back fast can stop them from calling someone else and lets them know they are important to you
* Dress professionally - we wear collard matching shirts (cost us 50$) and clean pants. set yourself apart from the "guy with a chainsaw who can cut down trees"
*Posture- make them feel comfortabel and let them know you are confident in what you are saying. Stand next to them and point out things to them that you are looking at so they better understand what you plan on doing.
*breaking down the bid- we separate all the prices for our customer (Tree, Hauling wood, Stump grinding, Stump clean up, backfill). this way they see a lot more little numbers and can better understand what goes into the Large number. Also, a lot of times they will decide they can clean up the stump themselves to save money (and that way we don't have to go back to do it Ha!)
I also read a book back in college by Dale Carnegie called "how to win friends and influence people" really helped me in sales.
- Location
- Oregon
There is some great stuff in here!
I love the syrup gift idea.
A couple things I've found useful in differentiating -
Differentiation starts before they even pick up the phone. It's your reviews and testimonials. It's your blog posts. It's your website. It's your marketing materials. It's the word-of-mouth referrals that you don't just hope happen but drive. It's all the backend stuff. And with the right setup, most of your phonecalls are coming from people who are already sold on you. Imagine that! Showing up to the estimate and being able to just talk trees and not feel like you're just another price in a list. (the race to the bottom "who can have the cheapest price). Because your brand already has and is selling for you. With a well thought out sales pipeline, you'll reek of value. (weird, I never spelled out reek before. Who knew it was spelled like that...)
Sure, people want the tree gone, but believe me - most want more than just "no more tree." The clients you're looking for want to know they can trust you, they want to know you're not just a guy with a chainsaw. There are plenty of people who just want the rock-bottom price. Those people should (ideally) be screened out in the initial phone call or educated away from that mentality. If somebody is fine with Joe Blow and his chainsaw and his no shirt and spitting and cussing while he crashes a tree over their yard cause he's cheaper - Great! they'll save some money and have some work to do afterwards. And you'll save some time (=money) because you never went to their house for an estimate in the first place. In fact - if your branding hit just the right home run, they never even called you in the first place because you smelled expensive. It's all about driving the right phone calls. Not just making the phone ring.
Finally (and this is powerful stuff here)... include two line-items on your estimates in addition to the work ones. Both of these have the potential to cut right through the commoditization of removals. Here are the line-items that can increase your conversions:
1. Cleanup: with a blurb about what a completed jobsite looks like and what to expect from us. Written right, this can be a powerful selling tool. Many companies fail to mention this and still more don't put it into their written estimates. Sure, we all probably include something like "Debris: chip and haul," but this is much more than that. Careful here though... with some tactful writing you can totally set yourself apart and amplify the fear that the other guys won't clean up so well. But you never want to bag on the competition.
2. Property Protection Measures: I have a blurb pre-written that talks about how we know their properties are important to them and here's what we plan to do to protect THEIR property. I just fill the blanks with a bulleted list:
i.e.
-Dismantle tree using rope-controlled rigging system to minimize impacts to garden bed beneath tree
-Lay down plywood to protect lawn
-put plywood "teepee" over rhododendron
-use screen while grinding to contain flying stump grinding debris
Okay, so you're thinking "yea, but what about when it's not a big gnarly removal and there isn't any property protection stuff?" There's always something. If you're just pruning - you can include things like -Climb trees in "tree-friendly" manner - (not using spikes on our feet) to ensure we do no harm to the trees; -Make proper cuts to ensure trees can recover quickly... you get the idea. This communicates boat loads of value that your competitors probably didn't think to mention, even if they offer it all. AND it's written right into the estimate so your new clients can stare at it and feel warm and fuzzy. Of course, once you write in the property protection measures you bloody well better do that stuff, but it works nicely too because it gives some frame of reference to your crews about what you expect them to do. Have them check that on every job and make sure they're following through.
Lots more but my fingers are tired. Let me know if you want to talk about any more of this stuff. If you need help creating or implementing any of it, I'd be glad to work with you on refining all this and more. Reach me here or at canopybrandmanagement@gmail.com
I love the syrup gift idea.
A couple things I've found useful in differentiating -
Differentiation starts before they even pick up the phone. It's your reviews and testimonials. It's your blog posts. It's your website. It's your marketing materials. It's the word-of-mouth referrals that you don't just hope happen but drive. It's all the backend stuff. And with the right setup, most of your phonecalls are coming from people who are already sold on you. Imagine that! Showing up to the estimate and being able to just talk trees and not feel like you're just another price in a list. (the race to the bottom "who can have the cheapest price). Because your brand already has and is selling for you. With a well thought out sales pipeline, you'll reek of value. (weird, I never spelled out reek before. Who knew it was spelled like that...)
Sure, people want the tree gone, but believe me - most want more than just "no more tree." The clients you're looking for want to know they can trust you, they want to know you're not just a guy with a chainsaw. There are plenty of people who just want the rock-bottom price. Those people should (ideally) be screened out in the initial phone call or educated away from that mentality. If somebody is fine with Joe Blow and his chainsaw and his no shirt and spitting and cussing while he crashes a tree over their yard cause he's cheaper - Great! they'll save some money and have some work to do afterwards. And you'll save some time (=money) because you never went to their house for an estimate in the first place. In fact - if your branding hit just the right home run, they never even called you in the first place because you smelled expensive. It's all about driving the right phone calls. Not just making the phone ring.
Finally (and this is powerful stuff here)... include two line-items on your estimates in addition to the work ones. Both of these have the potential to cut right through the commoditization of removals. Here are the line-items that can increase your conversions:
1. Cleanup: with a blurb about what a completed jobsite looks like and what to expect from us. Written right, this can be a powerful selling tool. Many companies fail to mention this and still more don't put it into their written estimates. Sure, we all probably include something like "Debris: chip and haul," but this is much more than that. Careful here though... with some tactful writing you can totally set yourself apart and amplify the fear that the other guys won't clean up so well. But you never want to bag on the competition.
2. Property Protection Measures: I have a blurb pre-written that talks about how we know their properties are important to them and here's what we plan to do to protect THEIR property. I just fill the blanks with a bulleted list:
i.e.
-Dismantle tree using rope-controlled rigging system to minimize impacts to garden bed beneath tree
-Lay down plywood to protect lawn
-put plywood "teepee" over rhododendron
-use screen while grinding to contain flying stump grinding debris
Okay, so you're thinking "yea, but what about when it's not a big gnarly removal and there isn't any property protection stuff?" There's always something. If you're just pruning - you can include things like -Climb trees in "tree-friendly" manner - (not using spikes on our feet) to ensure we do no harm to the trees; -Make proper cuts to ensure trees can recover quickly... you get the idea. This communicates boat loads of value that your competitors probably didn't think to mention, even if they offer it all. AND it's written right into the estimate so your new clients can stare at it and feel warm and fuzzy. Of course, once you write in the property protection measures you bloody well better do that stuff, but it works nicely too because it gives some frame of reference to your crews about what you expect them to do. Have them check that on every job and make sure they're following through.
Lots more but my fingers are tired. Let me know if you want to talk about any more of this stuff. If you need help creating or implementing any of it, I'd be glad to work with you on refining all this and more. Reach me here or at canopybrandmanagement@gmail.com
Contracts need to be carefully worded to some extent. For example, here's a story handed down to me from the local tree men in my area. At one time they were all on the same crew "eons" ago. The whole job is done. Tree removed, brush chipped, yada yada. The boss goes to the door to collect a check. Old lady strolls out and says "I'm not paying till the whole tree is gone!" As she's pointing at flakes of saw chips mixed in with the grass. The boys were there for an hour or so on their hands and knees picking it out until she was satisfied.
Just a memory I thought I'd share. BTW welcome to the buzz canopy.
Just a memory I thought I'd share. BTW welcome to the buzz canopy.
- Location
- Oregon
Absolutely! Good point. I considered that when I wrote mine and have it worked out. Careful writing is key with these.
Thank for the welcome. I've been lurking around the buzz for years as roguearbor. Set up a new name with a different focus. I've learned a ton from the buzz!
NorCalBrock
Branched out member
- Location
- Chico
Keep it simple and only address what they are curious about.
Here are some of my humble suggestions from my experience in sales, which others have highlighted in detail:
At the bid -
1. Build (genuine) rapport - not slimy ass kissing
2. Ask open ended questions What & Why - Ex: What are the 3 most important things our company can do to earn your business?
3. Specifically address how your company can best achieve those desires.
4. Close - directly ask for their business and follow up.
We have been called out to somebody ready to hire. Everyone's time is valuable. Engage and address their desires and concerns verbally, with handouts or pictures, and the. Follow up with media.
You are getting bigger and might be able afford to hire a digital media consultant to make 3-4 SHORT YouTube videos that address:
1. What value is (price really)
2. Accreditation
3. Safety
4. Community Engagement
Send a thank you email with links to those videos that touch on what they said was important and how you do it.
Create a tri-fold to put in their hands that addresses their concerns at the point of sale
Keep a slide portfolio on an iPad to show if they have questions about equipment or ability to do the job.
Follow up even if you didn't earn it this time and ask what the deciding factor was - thank them and ask them to consider in the future.
Sent from my iPhone using Tapatalk
Here are some of my humble suggestions from my experience in sales, which others have highlighted in detail:
At the bid -
1. Build (genuine) rapport - not slimy ass kissing
2. Ask open ended questions What & Why - Ex: What are the 3 most important things our company can do to earn your business?
3. Specifically address how your company can best achieve those desires.
4. Close - directly ask for their business and follow up.
We have been called out to somebody ready to hire. Everyone's time is valuable. Engage and address their desires and concerns verbally, with handouts or pictures, and the. Follow up with media.
You are getting bigger and might be able afford to hire a digital media consultant to make 3-4 SHORT YouTube videos that address:
1. What value is (price really)
2. Accreditation
3. Safety
4. Community Engagement
Send a thank you email with links to those videos that touch on what they said was important and how you do it.
Create a tri-fold to put in their hands that addresses their concerns at the point of sale
Keep a slide portfolio on an iPad to show if they have questions about equipment or ability to do the job.
Follow up even if you didn't earn it this time and ask what the deciding factor was - thank them and ask them to consider in the future.
Sent from my iPhone using Tapatalk
I've mentioned this before somewhere here. In the beginning my partner used to send out a simple x-mas card to all the past years clients. He gets so many calls now he doesn't advertise at all. No business cards, or even the pre-mentioned cards. His trucks are also nameless and always have been.
