Precast Show 2019

ABOUT PROOF MANAGEMENT

SELLING AND
MARKETING PRECAST • Established 1972
PRODUCTS AND • PROOF speakers have made over 4000
presentations
SERVICES • PROOF has spoken to or worked with over
Monroe Porter 250,000 construction people
Proof Management Consultants • PROOF offers
• Seminars
• Sales & Marketing, Financial & Business
• Consulting
• Networking groups

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Introduction: Marketing is the organizational

ABOUT YOUR SPEAKER
process of identifying, developing & providing
your services to potential customers including:
• Been doing this for over 30 years
1. Identifying and matching your capacity to the most appropriate
• Specializes in contracting customer base
• Taught seminars in the US, Australia, New
Zealand, England and Canada 2. Understanding requirements and limitations such as
geographic, financial, technical and other constraints.
• Comes from the industry & versatile
3. Development of a plan and message to reach, attract and retain
targeted customers-distribution, product information, branding,
etc.

4. How to sell and close the deal.

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BUSINESS TO BUSINESS SALES

AND MARKETING IS VERY MARKETING MYTHS
DIFFERENT FROM CONSUMER
MARKETING • “Build a better mouse trap and they will
come”-This assumes the customer is
Commercial/business Business to unhappy with their current mouse trap.
to business business sales is • “Technical superiority prevails over
marketing success is never about the packaging and distribution.” This
driven by your ability actual job but rather assumes people can see and identify
to target the narrow about how each your product superiority.
market of potential particular • “Salespeople build margins through better
customers who are organization’s relationships.” Frequently poor
most likely to buy buying process salespeople are a conduit for negotiating
your product and works. a lower price.
services.
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NPCA 1
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WWW MARKETING FOR BEGINNERS….

What’s your message Consider a part time marketing person..

Who’s your target • Implements NPCA tools
• Helps identify a date base you want to contact and
Who’s going to get it done specific customer list
• Most small business lack staff
• Business to business marketing expertise is lacking • Send creative messages to your target group
• A defined group of people will buy your services, • Creates lunch box presentations and info as sales
identifying and marketing to that group makes sense. tools
• Tele-markets and invites customers to events

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BRANDING & IMAGE

EPIC MARKETING FAILURES
BUILDING
The goal of market branding and image • The Edsel-1957 car of the future
development is to make your business and • Overpriced, ugly, not futuristic and ugly-lost 350m
product significant in the targeted market place • Apple Lisa 1983
through a consistent and unique presence. • 50m in research converted to 10,000 units, out of
reach of their consumers and commercial was not
their market
The first rule of marketing, “if people can not see
a perceived difference in your product, they will • Hot Wheels and Barbie Computers
buy based on price” • Product didn’t work, at $599 each it left 3100
customers unhappy. Was outside of company’s
core competency

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WHO’S YOUR REAL

COMPETITION?
• Direct-other precast companies
• Frequently small companies are
consumed competing for orders and
jobs against one another
• Indirect-alternative products
• More progressive companies see an
opportunity to promote alternate
products and gain market share

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NPCA 2
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WHO’S YOUR TARGET? PULL VS. PUSH MARKETING

End User Specifies PULLS product
• Contractors and buyers of your product
• Architects and engineers who specify products PULL
• Property owners who use the products
• Farmers and ranchers

Identify your best customers. Next make a list of

other companies that match that profile and PUSH
pound that list.
Contractor/Supplier PUSHES product

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EVOLUTION OF SALES VALUE PRODUCT STRATEGY

Price Established Price Established

By Bidding By Bidding
Process Process

Cheaper Commodity
Proactive Pre-bid Reactive Value Added Products Seek to
Developing Filling Order to Products Seek Break
Winning Bidder Specification Specifications
Unique Specification
Prior to Job
Relationship by Helping
Engineer & Architect Fulfil
the Owner’s Needs

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THE NEW RESIDENTIAL THE NEW RESIDENTIAL

BUYING CHAIN BUYING CHAIN
Consumer Consumer
Real Estate Sales Real Estate Sales
Developer Developer
Architect & Engineer Architect & Engineer
Builder Builder
Subs Subs
Distributor & Suppliers Distributor & Suppliers
Manufacturer Manufacturer
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NPCA 3
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THE NEW COMMERCIAL BUYING COMMERCIAL BUYING CHAIN

CHAIN REALITY
Owner Owner
Value Varies Architect Architect
For Each Engineer Engineer
Player General General
Within Contractor/CM Contractor/CM
The Chain Subs Subs
Distributor Distributor
Suppliers Suppliers
Manufacturer Manufacturer
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PARTNERING…MATCHING RELATIONSHIP
TIME TO RESOURCES DEVELOPMENT
PROSPECTS
Long Term Personal Long Term Personal
Short Term Business Long Term Business
ORDERING

SALES

Short Term Business Long Term Business

PARTNERING Short Term Personal Short Term Personal

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THE RELATIONSHIP BUILT Market Planning

THROUGH THE OPTIONS
Professional
Partner A. Market at Large: B. Your Customer
A. Market Share
Competent Dominant Relationship:
Personal Relationship

Average D. Current Customer Status

Partner Occasional
Prospect
Ordering
Preferred B. Credit Sales
Good
Average Partner
Poor: Short/Long term
Imager C. Growth customers:
Base
C. Competition Growth-percentage of market share
Your strong position Growth-customer’s ability
Business Relationship Your weak position

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NPCA 4
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MARKET PLANNING
REVENUE CALL TRACKING
WORKSHEET
MARKET AT LARGE CUSTOMER RELATIONSHIP
A. B. C. D. E.
Customer Market
Share Class
Credit Competitor
Status
Current
Customer
Growth
Potential
Priority
Accounts
Mon Tues Wed Thu Fri

Totals

Weekly Total
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BUSINESS TO BUSINESS ADVERTISING……

TARGET, TARGET, TARGET AND TARGET LEVERAGING

Branding….point of sale and targeted Commodity versus Specialty Products

presentation Leveraging: Your ability to gain commodity or
Formula for success: Target your audience and price sensitive product sales through specialty
spend money to directly message it products and services.
Direct Promotions…some examples we have
used
• Rock, rock, rock
• Can you dig it? We can.

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CHALLENGE OF COMMUNICATING
TYPICAL SALES STRATEGIES SYSTEM VALUE
• Value-engineer or architect specifies and does • A product that appears cheaper may cost more
not accept equal/or long term or for installation
• Fulfills the project need • Most salespeople cannot communicate
• Provides knowledge and specs systems cost
• Role of sales is to educate and make
architect/engineers life easier-lunch & learns, • Many contractors don’t really understand
specs, etc. systems costs
• Contractors tend to equate time to $
• Our example, masons
could not tell you the cost

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NPCA 5
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Contractor Opinions
SALES VALUE 100%

If your sales people 80%

cannot provide value, 60% 51% 49%
56%
48%
all they bring to the 40%
40% 32%
equation is price & 14%
20%
someone for the customer
0%
to negotiate with. What % calls on you once a month or more
What % rarely or never calls you?
What % do you feel really understands your business?
A strong economy is What % usually wastes your time?
creating over takes. What % adequately understands the business they are in?
What % offers you technical support and information?
What % provides you with new business contacts and leads?

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Q. Of the sales reps who currently work with, what % do you have
confidence in that you would offer them a prominent position in your RELATIONSHIP SELLING
business?

15-29% A simple reality is much of a distributor or suppliers

Over 30%
marketing cost is in sales salaries
5-14%
44% Less than 5% Business to business sales success is not about
Sales Reps the job but rather how people buy things
Three types of sale relationships
22% • Social
16% • Operational
18%
• Business

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SAMPLE BUSINESS SALES MENU TO

KEY SALES COMPONENTS SEARCH HOW PEOPLE BUY

Selling is communicating your profession to “ Everybody does things differently and

solve customer problems and/or fulfill their before proceeding, do you mind if I ask a few
needs. questions to makes sure I get this right for
you. Some people already have a budget,
Keys to Selling others are getting prices to build a budget,
• Strategy others are gathering prices to pass to a third
party like a home office. Others, if the cost is
• Positioning under a certain amount others simple want to
• Conversational Skills place an order. So I can give you what you
need, help me understand how your process
works.”

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NPCA 6
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PROFESSIONALS ADAPT TO
CUSTOMER BUYING LOGIC
CUSTOMERS
• People buy from who they like & respect • Extrovert
• People love to buy things but hate to be sold • Amiable
• People buy based on their logic not yours • Pragmatic
• People buy because they believe you will • Analytical
solve their problem or fulfill their need, not
because they technically understand

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NEGOTIATIONS…ABOUT HOW
ACTIVE LISTENING
PEOPLE BUY
• Listening with a purpose
• Menus Flinchers
• Restatement Higher Authority
• Broad questions
• Help me understand Good guy/Bad guy
• Tell me more about that
• Concluding questions
Nibblers
Hot Potatoes
Take Away
Ultimatum
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THANKS
SELLING AND
I am more than happy to speak with anyone and MARKETING PRECAST
answer your questions.
PRODUCTS AND
SERVICES
PROOF Management Monroe Porter
www.proofman.com Proof Management Consultants
804 267-1688

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NPCA 7