Thursday, March 24, 2005

Closing On 20% More Sales: A Case Study

How to Make More Money with Less Time and Effort

by David Krock, President, Krock Business Development
Copyright (C) 2005 All Rights Reserved.

Looks like the Sales Accelerator system we put into place at Competitive Lawn Service is doing its job, so the owner doesn't have to.

Background note: Competitive Lawn Service originally came to me in February of 2003 for help in designing a system for hiring new and seasonal employees. Our solution involved a basic qualification and interviewing process, combined with Day 1 training that allowed each employee to reach top-level performance and better serve the company mission.

This January (2005) we were again contacted to help increase profitability and sales closing rates.

Some of the core problems:
  • Estimates weren't being completed because of lost information, resulting in lost sales to competitors.
  • The volume of estimate requests was so high, sales reps had little time to follow up with prospects, resulting in more lost sales to outside forces.
  • Key sales data was not captured, crippling management decision-making ability.

Following some basic exploratory research, we crafted a system to aleviate each concern, as well as some hidden sales obstacles.

The recipe:

  • Business process documentation and redesign to target areas for improvement and innovation.
  • A custom database designed to capture, analyze, and act upon prospect, sales, and marketing data.
  • Actionable coaching to empower daily employees to become more efficient and engaged in the business' objectives.
  • Copywriting and design of several direct mail and promotional marketing pieces that significantly increase prospect inquiries and purchases.

As of today, we're 2 weeks into the implementation phase of the project. I'll post results as they happen. So far the feedback from Competitive Lawn is good:

"I just like working with Dave. He is so energetic and packed full of ideas to make our company more efficient, effective and profitable. The Estimate Systm he put in place is working like a charm, and now we're so much more organized and on top of the sales and marketing programs."

Sarah Sallee, Office Manager, Competitive Lawn Service, Inc.