Hit It Big With Commercial Work
by Cam Roberts of Laser Pavement Solutions
If you started your business only focusing on residential work, a transition to commercial seal coating and striping can have the appeal of the Las Vegas strip to a contractor - the bright lights of a high-profile property, the challenge of beating the odds of other commercial contractors vying for the high-stakes jobs, and of course, a “Jackpot” of a 5 figure or 6 figure payday.
The approach for getting quality commercial leads will differ from residential leads, however. Here are 4 strategies and 2 mental points to remember so you can hit it big in 2024!
STRATEGY #1 - DELIVER COLD CALLS WITH WARMTH
When reaching out to a new commercial prospect, don’t try to “sell” them a service right away. Ask questions about how they have approached their asphalt maintenance in the past, what have they liked or disliked from previous service experiences, and what sort of contractor they value working with. Research effective cold call and email scripts and templates to make this efficient and predictable.
STRATEGY #2 - GRAB A SHOVEL AND DIG THROUGH OLD LEADS
If you are not using a CRM software (Client Relationship Management) software, this is a great time to start. Reach out to commercial property managers and decision makers that you have spoken with before, sent quotes out to before, or, even better, ones you have done some work before. Someone who rejected a proposal from you 2 years ago may very well be interested today, especially if they had a bad experience.
STRATEGY #3 - DON’T BE WALDO - MAKE IT EASY TO BE FOUND
Many commercial decision-makers who don’t have a reliable contractor will contact the top-ranked websites in your market, factoring in things such as positive Google reviews. The more prospects that you can funnel to your website, the better opportunity to convert warm leads to sales.
STRATEGY #4 - BECOME A COMMERCIAL PROPERTY STORYTELLER
In order for commercial customers to know that you can help them, you have to tell that story. Post content on your social media and websites that focus on commercial properties. Highlight things in this content that showcase your ability to perform commercial work. Here’s something easy to try on your next post - instead of writing “Here is a recent McDonald’s we sealcoated”, write “Our team knows how important it is to deliver quality commercial asphalt maintenance in a busy commercial environment, such as this McDonald’s we recently sealcoated. Our unique approach to commercial projects ensures no disruption to your business so that you can focus on what matters most - serving your customers.”
MENTAL POINT #1 - IT AIN’T ABOUT THE MONEY.
Remember, most commercial decision-makers are not spending their own money - they are spending company money. They do not always value a lower price. Many value a contractor who solves problems proactively, protects their time, and is someone they can trust to get the job done right.
MENTAL POINT #2 - LET’S BE FRIENDS.
Your goal when having conversations with customers is to build long-term, meaningful relationships - not just make a sale. Relationship-based selling provides significantly more profit to the company over the long term.
Venturing into commercial work can be lucrative. Don’t roll the dice and hope that leads will come to you. Go all-in with these strategies and mental points so you can hit those commercial jackpot jobs!