by Marvin Joles
You finally got that sales meeting with the manager or property owner of that commercial asphalt lot you have been driving by for the last year. It’s large, in need of repair and you are just the person for the job. The excitement about this possibility is overwhelming. What should I point out first? What questions should I ask? I wonder if they are disgruntled … what do I say if they are?
I honestly used to get “analysis paralysis” when I first came upon these opportunities, and to be completely honest with you, I fumbled the ball early on. I mean, I spent most of my early years on driveways and trying to break into commercial work. I started right out of high school and still couldn’t grow facial hair. I wouldn’t even have taken me seriously then. On those driveways though, and early shots at commercial, I honed my craft and evaluated myself after every “pitch” that went wrong. Nowadays we are fortunate in our industry to have experienced mentors, coaches and pros to help us fast track sales success. Today, I’m going to share a few tips with you I have learned on my own and from my peers in the industry to help you to snag some early success on those opportunities that come early this season. Let’s go!
When meeting a potential asphalt services customer on their property for the first time, you or your salesperson should focus on these top three things:
Listen and Assess the Property’s Needs
Before pitching any services, take the time to actively listen to the customer’s concerns and assess the property. This shows that you care about their specific needs. Ask questions about any existing issues (cracks, potholes, drainage problems, etc.), the property’s traffic patterns and their goals for the asphalt (durability, aesthetics or specific requirements like ADA compliance). Understanding these details will help you offer tailored solutions and demonstrate that you have the expertise to address their unique situation.
Provide Expert Advice, Not Just a Sales Pitch
Customers are often looking for guidance when it comes to asphalt services. Share your expertise with them in a non-pushy way, explaining the best options based on their budget and needs. For example, discuss the differences between sealcoating, resurfacing and full replacement, and which option would be most cost-effective and durable for their specific scenario. This builds trust and positions you as a knowledgeable professional who’s there to help, not just to sell.
Build Rapport and Establish Trust
Building a relationship with the customer is key, especially in a field like asphalt contracting, where the work is often a significant investment. Be personable, respectful and professional. Take the time to show that you’re genuinely interested in solving their problems and that they can count on you for high-quality work. Trust is crucial for getting repeat business and referrals, so focus on long-term relationship building rather than just closing a sale.
If you can balance listening, offering valuable advice and building rapport, you can leave a lasting impression and increase the chances of securing the job and building a long-term working relationship that can lead to more work and a better relationship down the line. I have been fortunate enough to turn clients into friends over the years, by always putting the person before the sale. As I once said on one of my podcasts, “Being nice is profitable.”
As always, if you have any questions, insight or criticisms about this article or anything in it, please feel free to email me at marvinjoles@gmail.com, and of course, reach out to me using any form of social media (@marvinjoles).
Stay In The Mix.
~ Marvin
Marvin Joles is the owner of Wis-Coat Asphalt Maintenance. Visit his website at: https:/marvinjoles.com
