Our April mastermind session focused on the Spring Sales and Demo Process. We’re incredibly fortunate to have two seasoned professionals joining us to share their wisdom: Tyler Schake from TNT Mobile Wash in Kearney, Nebraska, and Justin Crawley with Applying Pressure in Louisville. Both Tyler and Justin bring unique perspectives and proven strategies to the table, and we’re excited to unpack their insights. Please log onto the Operator Page to view this video discussion.
Setting the Stage: Introductions and Background
To kick things off, we asked Tyler and Justin to provide a little background on their respective businesses and how their sales processes have evolved over the years.
Tyler Schocke, representing TNT Mobile Wash, shared that his company is celebrating its ninth year in business this June. He highlighted a significant shift in their sales approach: “As far as our sales process, it has changed. I feel like I used to maybe give more demos than I do these days, because of our online presence we have, it kind of sells a little bit more for us than having to give the demo. Seems like they’re sometimes sold by the time we get there after they kind of check this out online.”
This is a powerful testament to the impact of a strong digital footprint in today’s market. Tyler’s experience underscores the importance of investing in online visibility and reputation management.
Justin Crowley of Applying Pressure emphasis on demos the value of hands-on demonstrations in building trust and showcasing the quality of service. He also acknowledged the shift in their approach to opportunities: “I think that we grab on to opportunities now more so than we did in the past just because we’re more confident in our team and our system. So before you wouldn’t have probably caught me like stopping a truck driver at a company that I’ve been interested in getting in the door at. But now, mean, the whole team, everybody is on board with that.”
This highlights the importance of team buy-in and a shared sales culture within an organization.
The Power of Online Presence: TNT Mobile Wash’s Success
Tyler’s emphasis their digital transformation: “The last couple of years, we’ve really hit Google really hard trying to collect reviews, trying to get our Google business page really built up. Like I said, pictures reviews, good reviews with pictures clients. Ever since we really started focusing on that, that’s really helped out a lot.”
This provides a roadmap for businesses looking to enhance their online sales. Key takeaways include:
- Google Business Page Optimization: A well-maintained Google Business Page is essential for local visibility. This includes accurate information, high-quality photos, and consistent updates.
- Review Generation: Actively soliciting and encouraging customer reviews is critical. Positive reviews build trust and credibility, influencing potential customers’ decisions.
- Visual Content: Incorporating pictures and videos into online profiles and marketing materials can showcase the quality of work and provide a more engaging experience.
Tyler’s success demonstrates that a strong online presence can significantly reduce the reliance on traditional sales methods, streamlining the sales process and attracting a steady stream of qualified leads.
The Enduring Value of Demos: Applying Pressure’s Approach
While online marketing plays a crucial role, Justin’s approach underscores the continuing importance of demos, particularly in establishing trust and demonstrating the system.
Demos offer several key advantages:
- Tangible Proof of Quality: Demos allow potential customers to see the service in action, providing tangible proof of its effectiveness and quality.
- Building Trust: Demonstrations provide an opportunity to build rapport and establish trust with potential clients.
- Addressing Concerns: Demos can address specific concerns or objections that potential customers may have.
Justin’s willingness to “grab onto opportunities” and his team’s confidence in their ability to deliver strong demos has been a key driver of their success.
Spring into Sales: Seasonal Opportunities
The discussion then turned to the significance of springtime for building a customer base. Tyler offered his perspective: “I just think there’s a natural spring cleaning feeling when the sun starts shining and especially if you’re from where I’m from, where it snows and we get that road salt and coming out of winter, those trucks are just a different color than they should be half the time. Some companies are getting their yearly inspections and we come wash and get them looking clean and maintained.
Tyler’s insights highlight the spring season demand for services like ours. Key factors include:
- Post-Winter Cleanup: The need to remove road salt and grime accumulated during winter creates a surge in demand.
- Inspections and Compliance: Spring often coincides with annual inspections and compliance checks, further driving the need for cleaning services.
Justin added his perspective: “I feel like there’s multiple reasons, not only just being dirty, It’s a great time to get that before and after effect on the customer. But we’ll come in a lot of times in spring and the customer says, well, we haven’t even seen the other wash company for like a month or two. We found that it’s a good time to get in just because there’s a lot of wash providers, at least in our area that I guess get the wintertime blues. They dropped the ball hard around this time.”
Justin’s observations reveal another crucial aspect of the seasonal dynamic:
- Competitor Inconsistencies: Some competitors may reduce their service levels during winter, creating opportunities for reliable providers to gain market share.
- The “Wow” Factor: The dramatic difference between a dirty, post-winter vehicle and a freshly cleaned one creates a strong positive impression.
Both Tyler and Justin emphasize that springtime presents a unique window of opportunity for businesses.
Building Long-Term Relationships: Recurring Deals and Customer Retention
The conversation then shifted to the importance of securing recurring deals and building long-term customer relationships. When asked about qualifying customers, Tyler explained, “I try to get them on a recurring deal. And most, I can. There are some that just won’t go past quarterly. We just picked up one. I really pushed for every two weeks at first. I just could not get him to budge on a quarterly deal. And I don’t like to go past monthly, honestly. But they had enough trucks. You just price accordingly and make it worth it.”
This highlights a key sales strategy:
- Prioritizing Recurring Revenue: Securing recurring deals provides a stable revenue stream and reduces the need for constant customer acquisition.
- Negotiation and Flexibility: Being willing to negotiate and offer flexible service schedules can help close deals.
- Pricing Strategies: Pricing should be tailored to the frequency and volume of service.
Justin echoed this sentiment, emphasizing the importance of clear communication and setting expectations: “I want to make sure that they understand what a fleet wash is, a maintenance wash. There’s some key things that you can pick out. If they’re going after more of a detailed wash and don’t have a proper understanding of a maintenance wash. I try to see those things based off what they feel from the last wash provider or any past complaints.”
This underscores the need for:
- Customer Education: Clearly communicating the services offered and setting realistic expectations is crucial for customer satisfaction.
- Identifying Customer Needs: Understanding the customer’s specific needs and pain points allows for a more tailored and effective sales pitch.
Balancing Sales and Service: Efficiency and Profitability
The discussion also touched upon the challenges of balancing sales efforts with service delivery, particularly in areas with varying route density. Tyler shared his experience in serving smaller towns surrounding Kearney: “I will say it is tough first when going to a new town. You don’t have route density built up and it does make it hard. It’s not worth it at first but over time you keep at it. Go out to that town wherever you’re at and drop off business cards and brochures. Sure enough, you know some are gonna bite and boom there you got a couple more when you’re in town”
This highlights the importance of:
- Strategic Expansion: Expanding into new areas requires careful planning and a long-term perspective.
- Persistence and Consistency: Building a customer base in a new area takes time and consistent effort.
- Cost-Benefit Analysis: Businesses must carefully weigh the costs of serving remote customers against the potential revenue.
Justin also addressed the challenges of profitability when serving customers in different locations: “Even to this day, I don’t let a 20-mile radius restrict us. We have accounts that are four and a half hours out, but we charge for it. If that company was to come to me and ask, why are you charging? I have a full breakdown of exactly why we charge to get up there. Of course they could get somebody that lives right down the road or is up in that area, but if they want us up there, then it’s got to make sense.
Justin’s approach emphasizes:
- Transparent Pricing: Clearly communicating travel costs and other surcharges is essential for maintaining customer trust.
- Profitability as a Priority: Businesses must ensure that all jobs, regardless of location, are profitable.
- Strategic Routing: Optimizing routes and scheduling can help minimize travel time and maximize efficiency.
The Importance of Professionalism and Preparation
Both Tyler and Justin stressed the importance of professionalism and preparation in the sales process. Tyler emphasized the need to “get out there as fast as possible” when a lead comes in, meet the customer in person, and provide a vendor packet with all necessary information. He also highlighted the importance of being able to handle online portal systems and payment systems, noting that this is a common challenge for smaller operators.
Justin echoed this sentiment, emphasizing the need to be “prepared and confident” and to “show your face” and “shake their hand.” He also cautioned against being “nervous” or “not confident”, as this can make it difficult to get past gatekeepers and build trust with potential clients. Justin and his team have complete confidence in the BioClean System and don’t hold back from a sales mindset.
Key Takeaways for Sales Success
The discussion between Tyler and Justin provided a wealth of valuable insights for us to improve our sales and demo processes. Here are some key takeaways:
- Embrace a Multi-Channel Approach: Combine online marketing, demos, and other sales strategies to reach a wider audience.
- Prioritize Customer Experience: Make it easy for potential customers to learn about your services and do business with you.
- Build Strong Relationships: Focus on building trust and rapport with potential clients.
- Be Prepared and Professional: Come prepared to meetings with all necessary information and present yourself in a professional manner.
- Follow Up Consistently: Don’t give up after the initial contact. Follow up regularly to stay top-of-mind.
- Know Your Numbers: Understand your costs, pricing, and profitability to ensure long-term success.
- Continuously Improve: Regularly evaluate your sales process and identify areas for improvement.
By implementing these strategies, this spring you can increase your sales effectiveness, build a strong customer base, and achieve sustainable growth.