How to identify which bids to target and how to position yourself for success
A quick recap we are in the selling in commercial flooring series:
Today: preparing for the gc sale
Two big elements for today’s topic on preparation:
Not everyone is a good target. Do not go the bid board and chase the next shiniest object!
You need a focused strategy. So how do we id the best targets?
Go to our past sales/booking reports
Id top gc’s by revenue
Id top gc’s by gross profit dollars
Having identifoied where the money cones from at the gross level, let’s look at the effort it takes (and therefore support costs and your time) to win those bids
We need to look at the pipeline which is one or the four key competencies flooring compnbaies must master
Id activity by gc
Id conversion rate by gc.
This research will give you insight on where to focus and you can create your ideal customer success attributes:
In summary you can score yourslef across 3 dimensions of ideal fit:
Not all customers are good
Do not fish in the wrong pond!
Ok let’s move to value proposition
Fancy words. What do they really mean
You need to be aligned with your customers success—not your success!!
If you are not helping your customer to be successful you are not creating any value
It has nothing to do with how long you have been in business or how sexy your website looks.
Identify your customer success criteria by asking them!
For a gc they may include:
Your ability to spell out how you create value gets much easier when you have a segment focus.
The facilities manager of a hospital worries about:
So talk about how your approach overcomes the above problems!!!!
A simple value proposition then may be:
We are acme finishes. We are flooring ninjas. You will never know we were there!
We have a bonus –sales by the numbers newletter on how to sell value.
Next week we will cover winning the gc sale