By Stephen Ashkin

Last month’s Issue of DestinationGreen (Issue 7) discussed the difference between Time Management and Project Management. And if you haven’t read it yet, we’d encourage you to go back and read it.

In this month’s Green Selling Tip we want to lay out the actual steps that we have found are essential parts of the project, so that you can manage them to a successful sales outcome.

Please keep in mind that the whole concept of project management does not equate to control. You cannot force your prospect to do something that they do not want to do. But you do have the ability to manage the events, time, people and other issues that can increase your chances of success.

1. Identifying the decision makers – Often it takes more than just a purchasing person to approve a switch to a Green Cleaning person. Selling to someone who can’t make a decision is often a complete waste of time. So step 1 is identifying the decision makers and setting up a meeting with all of them. And it is completely acceptable (if not essential) to ask a prospect; “if we meet all of your needs, can you make the decision to switch to our Green Cleaning program, or do others need to be involve?”

Far too many sales people waste far too much tome by selling to people who can’t buy. Please don’t fall into this trap!

2. Defining Green Cleaning – as we discussed in our Green Selling Tips in Issue 5 and Issue 6, each market segment defines its desired outcomes in different terms and it is essential to help your prospect clearly understand “what’s in it for them” and to begin establishing the ‘scope of the project’. Keep in mind that it is this ‘scoping’ issue that will ultimately determine whether you end up selling them just their Green chemicals or the entire Green bundle as described in the Green Selling Tip in Issue 2.

And when you get the first buying signal, don’t pull out the bottle of ‘magic green miracle cleaner’ and try to close the sale. Don’t just settle on making a quick sale of a single PRODUCT, when the real goal is to sell them the complete bundle. So be patient and go for implementing an entire program. And as you might imagine, this will have an enormous impact on your sales and commissions.

3. Defining the Process. For a large project, you will need to break it down into a series of manageable small steps. We need to help the prospect ‘see’ that they can do it, that it’s not going to be that hard, and that you will reduce the chances of it failing (please don’t be naïve, most people including our prospects fear failing).

Remember, your prospect won’t expect miracles (everything being done overnight) unless you leave them with this impression. So for big projects, break it down into realistic steps, manage the timetable and manage their expectations. You can get everything done and sell them everything as long as everyone understands and agrees on the process. But this is exactly why you need to be a good project manager -- but it’s worth it!

4. Audits. Frequently the first step in the process is an audit to evaluate the current conditions of the building (often called benchmarking). Here we want to identify current building issues, unique occupant needs, training requirements, along with an inventory of chemicals, paper, equipment and other products where we have opportunities to replace their traditional products with green alternatives. Once the audit is completed a plan can be developed.

5. Developing a Plan. Ultimately we want all of the chemicals, but what about installing all of the dilution control equipment and training the custodians. We also want all of the paper products, but what about hanging all of the towel and tissue dispensers. Then there’s the equipment – high-filtration vacuums, efficient extractors, buffers and burnishers with vacuum attachments and the equipment list can go on.

And of course there are the trashcan liners, entryway mats, micro-fiber cloths and flat mops, and the list could go on. But the point here is that there are lots and lots of things to sell and do – and we really haven’t even really considered the training of the custodians. Thus, develop a plan and depending on the size of the project, use the necessary steps that get you to the finish line.

Remember, success isn’t achieved by just working hard. Rather it is often best determined by those people who are the best at getting things done – especially in complex projects. And remember, you do NOT have to do everything yourself. Your prospect can help and you may be able to rely on suppliers, your managers and other for help at different steps in the project. But it’s up to you to establish the steps in the plan, making sure everyone is onboard, on the right page, and with the right expectations. And if you do this, step-by-step
you will succeed!

Good selling.