Taking Sales Performanceto the Next Level

“Project Selling”

Scott PannellDir. of Business Development

4/19/10

Presentation Overview

• Controlling the Technical Sales Process• Types of Specifications• Bid Process• Taking Sales Performance to the Next Level• Converting ECBs to HECPs

Project Selling Essentials

Control all aspects pertaining to the sale of products and/or services all

the way through the sales cycle from inception to close…

First Things First

Decision makers want to structure a plan, then solve their problem by:

– specifying and prioritizing their needs with a list a criteria; then

– evaluating, rating, and comparing the different solutions; and

– selecting the best matching solution.

First Things First…hunting• Gather as much information as possible about the customer’s

problem.

• Understand their habits, their nature and the way they react to certain factors is the key to a successful project sell.

Controlling the Technical Sales Process

• SEE THE PEOPLE!

• Move the relationship away from …

– Peddler / vendor / supplier

• To where you want it to be ...

– Problem solver

– Partner

• Communicate our value proposition

• Be a True Asset to his/her business

Value Proposition“In the Ground, On the Ground & By Your Side”

• Great People…solutions driven• Innovative Products • Product Training• Marketing Support• PS3 & Soil Testing• Leads and Specification Support• Business Partnering and Sales Support

Customer Value Chain “Decision Makers”

OWNER SPECIFIERGENERAL

CONTRACTORDISTRIBUTOR SUB-

CONTRACTOR

The Selling Process can involve each of these “Decision Makers” in any order and are

equally important….

Specifier-Civil/Site EngrArchitecturalHydraulic WasteGeotechnical

Distributor/Contractor – Seeding or GrassingGrading ContractorCommercial BuildingGolf CourseGeneralWasteGradient Paving

Owner-Federal AgenciesState DOT’sCountiesCitiesAirport AuthoritiesSchool DistrictsDevelopersEnergyLandfill

• What are they trying to accomplish with their site?• Who are the players…have they hired a geotechnical

engr, civil site engr, general contractor, etc?• Who is regulating you? • What is the project budget?• What is the erosion control budget?• Start and completion dates?

Project Information Gathering

Identify Project Needs

• Establish background facts with a few well focused questions

• Define their needs through further questions• Identify the ‘Need behind the Need’• Validate the needs with the customer (Yes, the

Specifier is a customer)• Listen, Listen & Listen “Until it Hurts!”• Deliver our Value Proposition

Types of Specifications

Ø Sole Source Profile SpecØ Fair Advantage Profile SpecØ Generic Spec

Which do we want?

Sole SourceA specification based on a single manufacturer’s product. This is a proprietary specification that one manufacturers' name and/or brand names are listed explicitly in the specification…only one product is acceptable.

Fair AdvantageA specification based on product performance, physical and installation properties; allowing multiple manufacturers to bid the project but gives the “advantage” to one. Brand names are not mentioned.

GenericThis is a competitive specification or open specification, allowing multiple products to bid the project. Typically based on minimum industry standards allowing for a non-propriety specification.

Types of Specifications

Types of Specifications

Sole Source Spec Example

Sole Source Spec Example (cont’d)

Fair Advantage Spec Writing

Fact #1: Owner/Specifier want multiple suppliers quoting, encouraging competition

Fact #2:Not all products are created equalFact #3: Profile has superior products and demands higher

marginsFact #4:You must be the problem solverFact #5:Specifier wants to use your product…

“Relationships are the key”

Fair Advantage Spec Writing

Fair Advantage Spec Writing

Fair Advantage Spec Writing

Generic Spec

Generic Spec

Ø Pre Bid: 10-30 days before bid

Ø Working the bid letting up to 7 days before award

Ø Post-bid/job award

Moving to the Bidding Process…

Controlling the Selling Process

Be cognizant of the inter-workings of the relationships…

• Who has alliances with whom? • Who are the real decision-makers, both before,

during and after bid? • They all have the ability to either work for us or

against us. • It’s up to us to make sure they believe that we are

providing the most value all along the chain.

• Project goes to advertisment• 10 to 30 days prior to bid opening• Obtain a copy of the spec and civil drawings• Spec Review and Maintenance-Fortify/Defend-

Upgrade-Attack • Alert our distributors and contractors• Create goodwill with adversarial contractors

Pre Bid Analysis

• Coach your Distributor on the project specifics and decision makers involved.

• Verify that the distributor has plans and/or has done a complete take-off.

• Look at the plans globally to see if there are any opportunities for additional product applications ”Package Selling”…rip-rap (GreenArmor).

• Have soil tests been completed? If not, offer our services.

Pre Bid Analysis

Bid letting up to 7 days before award

• Weekly calls to maintain specs, control competitive info– All decision making players

• Identify all prospective bidders• Identify any sub-contractors• Work the bidders list• Minority requirement on project? What percentage?

– Who are the MBEs, WBEs, Disadvantaged ?

• Verify competitive information from more than one source• Verify quantities and ask for order subject to them being

low. You may offer better price if they sign going into bid.• If they won’t sign, plant the seed for the VE proposal - trial

close again subject to them being the low bidder. Hopefully you become an ally vs. peddler.

• Attend the letting with your distributor - minimum your distributor should attend.

• Don’t assume that all orders and commitments come after the letting, so why work the letting up-front.

Bid letting up to 7 days before award

Post-bid/job award

• Contact the second and third low bidders to verify competitive information. Was Profile the low bidder?

• Visit low contractor immediately or have your distributor do so.– Determine if general contractor can purchase direct– Determine if sub-contractor or MBE will purchase– If general contractor won’t purchase direct, will he

mandate that the sub purchase from Profile’s distributor?

• Ask for the order subject to award or approval of product – this does obligate him unless he is awarded the project or our product is approved.– If he does not sign now, you know the game is

on – its Price Shopping 101– Introduce the VE option build credibility – ally

vs. peddler– Trial close again subject to award or product

approval

Post-bid/job award

• If not successful, revisit specifier to reinforce specification and determine the mindset on holding the specification. – If the engineer will hold the specification, stick

to your guns or price.– If the engineer will not hold the specification,

you know the price is going to be the issue. Revisit the contractor in person and close. Be prepared!

Post-bid/job award

• See the People…ask questions and listen• Individual Hustle• Create value for the decision makers• Ask for the order…close • Manage after the sale• Build lasting relationships• Improve on time management

How do We Take Sales Performanceto the Next Level?

Manage after the Sale

• Manage expectations in relation to the value

proposition

• Deliver on customer service fundamentals

• Problem solve any product / installation issues

• Maintain up to date knowledge on job & customer

status

• Follow up, follow up, follow up!

Create Lasting Value with Win–Win Relationships!

Converting ECBs to HECPs

Why do we want to break a blanket specification?

• Because it is the lowest hanging fruit• There are lots of blanket jobs to attack• We have options that make sense• Because we can!

The Shift is On!

Profile offers a family of hydraulically applied erosion control products (HECPs) that are cost effective, environmentally superior options to rolled erosion control products (RECPs) on slopes and other areas where erosion control and soil stabilization are desired

Advantages of HECPs vs ECBs• Superior erosion control performance• Better growth establishment• Ease and speed of application• Reduced grading costs• Project cost savings• Improved site aesthetics • Environmental superiority

• Recycled wood and paper • No nets• No toxins

When is the best time to go after a blanket specification?

A. Before the bid process?B. At the time of bidding?C. After the project has been awarded?D. All of the above?

When is the best time?

Why “A” is the best option

• Before the pre-bid is a great time. • You identify the clients’ needs and influence the

specification based on performance, efficiency and economics.

• The engineer and owner are the main targets. • This is what we do in Market Development!

Why “C” is the next best option

• After the bid has been awarded. • The contractor is the main target and you can

partner with your distributor to accomplish this.• Partner with the contractor to submit a VECP• You lay in the weeds until the time is right and

generally you have less competition.

Why “B” is least desirable option

• We missed our chance to influence spec going into the bid

• Engineer resists change at time of bid• We generally do not have a partner at that time –

because no one has been awarded the contract• We tip our hand!

Identify Key Information

• Project name, location, size and timing• Design engineer/regulatory agencies involved• Copy of the specification• Distributor partner(s)• Obtain bid list • Sort by general contractor, sub-contractor and

suppliers

Conversion Process – Pre-Bid

• Review project plans with the engineer or owner• Review current product choices and highlight

advantages of a change• Show cost, environmental, soil management and

growth improvement values• Make it easy for them to change the specification

right on the spot – local case studies and approvals really help

Conversion Process – After Bid • VECP is submitted by the contractor• Draft cover letter to the key influencer or request

for VECP (customized template)• Include printouts from PS3 calculations• Include supporting technical/marketing info• Attach product specifications

Product Positioning

Hydro-Blanket BFMProfile BFM

Single or double-netted ECBs

Flexterra FGM Superior to single or double-netted ECBs

CocoFlexET-FGM

For long-term performance = straw/coconut or coconut ECBs

Terra-Matrix SMMEco-Matrix SMM

Cost effective choice for less demanding ECB applications

Why a BFM = ECB?

• Performance• Installed Cost

VECP Analysis• Enter project into PS3

• Enter site data into program• Run numbers on blanket & Profile HECP• Export project reports for comparison• Distributor contacts contractor with results• Contractor contacts key decision makers to offer a

formal VECP

Environmental Considerations

• No nettings – Wildlife entrapment – Aesthetics– Double netted ECBs > 175 lb/ac into

environment • Ecotoxicity of Profile HECPs

Wildlife Entanglement

Trout Fish SnakesEndangered Lizard

Endangered Blue Heron

Application Advantages

• Speed of application• Efficiency with hydroseeding equipment• Less manpower needed• No walking up the slope and installing staples • Safety

Submittal Components:

• Submittal cover letter – we prepare for contractor• Project Summary Report• Supporting Information for Profile® BFM• Application Guide• Brochure• CAD Details• Certification Letter• CSI Formatted Data Specification• Product MSDS

Follow-up

• Get feedback on how the project is going• Get photos of installation and after shots• Communicate positive results to the

engineer/owner/key influencer• Move on to next project

The Shift is On!

• How can we accelerate this change? • By reaching out to the contractor community!

Don’t be afraid to take on a blanket specification

• We have the tools• We have the technology• We have the performance

Let’s put the hammer down!