The first step in the Green Dot sales process is to get the opportunity. The second step is to do something with it. That something involves developing a scope or design.
The scope phase in the sales process is a stumbling block for many because they underestimate or misunderstand the downstream impact.
Here are the rules:
- Keep your costs of sales to a minimum
- Sell standards: Minimize re-creating the wheel
- Respect the downstream impact
If you're selling landscape maintenance, sell a standard scope. It's extremely difficult to manage a portfolio of accounts if they all have a different scope. So, don't.
Develop a "Standard Minimum Scope" for your area that specifies the number of mows, number of prunings, frequency of edging and weed control, etc. You know better than your clients what they need.
There may be a short menu of "additional" services, i.e., additional lawn care applications or seasonal color installations, or other items, but keep it short! Your standard minimum scope should provide enough service so that you will be comfortable standing by the product.
If you're selling to homeowners, the standard scope approach should be straightforward. Homeowners that want every-other-week mows or to do their own pruning and weed control are trouble. It's difficult for you to manage, and when it looks bad, you're getting part of the blame, even if they create the issues.
If you’re selling to commercial properties, they're likely to have their own scope. If their scope is embedded in their contract, attach your standard scope as an addendum and let them know that it represents a far better value and is priced the same as their scope (provided the scopes are similar).
The scope provided by commercial property managers could have been written by someone in another part of the country, or it could be far more services than what's needed. Let your prospect know.
Selling a standard keeps your costs (time) down and sets you up for success when it comes to producing the work.
If you're selling landscape design, start by providing a concept graphic with a price range. For example, provide images of the fire pit feature and let the client know it's about $7,000 - $12,000 depending on their material choices. This approach helps you to solidify the clients' interest level and budget.
If they're enthusiastic, you can drill into the material options together, and this will strengthen your relationship and credibility. You can generate a plan view with specifics from there. But starting with a detailed plan before you have a firm handle on their interest level or budget is a recipe for spending a lot of time with no sale.
And by the way, develop a good fire pit plan and stick to it. Develop the dimensions, prep, and infrastructure scope and re-create it every time. The options are brick, paver or stone, stone type, and adjacent landscape planting. Dimensions, prep, and firebox can be the same every time.
Selling a concept plan rather than a final plan saves time and keeps your sales costs low (you won't have spent too much time on the projects you fail to sell). Developing standard build "kits" streamlines estimating and producing the work.
Don't stumble over scope development and design! Develop processes that keep your cost of sales minimized, standardize your offerings and keep the downstream production consequences in mind.