Last time on Bink’s Business Blog, I discussed creating a profit plan for the new year. The profit plan is your tool for achieving the financial goals of your business or your personal household. The three steps to creating your 2015 Profit Pan were to (1) start at the finish line—what do you want to achieve financially in 2015, (2) list the three to six most valuable activities (MVAs) that will help you achieve your goals, and (3) get those activities scheduled!

The one MVA that will enhance your bottom line and help you achieve your financial goals is your ability to effectively articulate what your product or service does for the customer.

Ask yourself this question: “What does our product/service DO for those who buy it?” Does it save them money? Does it enhance their lifestyle? Does it free up time? Does it create an outdoor living space that serves as an entertainment center for friends and family? Does it stroke their ego or improve their status?  Does it solve a problem or satisfy a desire?

When you get right down to it, people buy products or services for only one of two reasons—to solve a problem or satisfy a desire. Think of the last thing you purchased. Whatever it was, it was likely purchased to solve a problem you were experiencing or to satisfy a desire you had!

Your customers are not buying landscapes. They aren’t buying landscape maintenance or irrigation repair. They don’t buy shrubs and trees and turfgrass. They don’t buy water features, lighting systems or hardscape patios. They don’t buy what it is; they are buying what those services will do for them.

Many people attempt to sell “what it is” instead of “what it does” for the prospect. “We have the highest quality maintenance service.” (Get in line…EVERYBODY claims high quality!) “We offer the world’s best hardscape patios!” (Really? Compared to what?) “Nobody beats our price when it comes to sprinkler systems!” (Do you really think PRICE is the only thing that matters?)

Once you determine what your company can do for your prospective customers, and you figure out how to effectively articulate your company’s value proposition as a solution to your prospect’s problems or desires, you will find your sales will increase and your bottom line will be greatly enhanced!

For a copy of our free eBook—Selling Skills for the Landscape Professional, which explores this MVA and many others—send an email to jbinkele@ewingirrigation.com and we’ll deliver you a copy.