Unlock Your Potential: 4 Steps to Cross-Sell More Business

Unlock Your Potential: 4 Steps to Cross-Sell More Business

One of the most common goals that I hear from our clients is the desire to sell more Plant Health Care work, so I put together my list of 4 steps to effectively cross sell additional services to your customers. Whether you would like to perform more tree risk assessments or sell firewood and mulch to your existing customers, the approach is essentially the same.

Targeted Service – Defining what service you are looking to cross sell to your current customers is the first step. To determine if a particular service is appropriate to begin a cross selling campaign, ask yourself the following:

Is this service a strength for our company? If not, what will help it become a strength?
Can we handle an influx of additional requests for this service?
What challenges could arise if we have increased interest in this service?
Are we known for this service already or do we have to educate our customers?
Does our ideal client need this service on a regular basis?

It Is Not About the Sale – It is very important to understand that cross selling additional services should NOT be strictly about the revenue generated from the new service. Instead, the focus should be on the relationship with the customer. When customers hire your company for more than one service or product you will generate much more customer loyalty. These loyal customers will become your promoters and tell others about your organization, driving growth within your ideal clientele.

Training – Not everyone is meant to be a sales person, however, everyone within your organization that has contact with your customers should have a basic understanding of the services you provide and how it can benefit your customers. From the receptionist to the crew foreman, train your team members on the “why” your services are important. A few ideas to help your employees begin a cross sell conversation are:

Emphasize that healthy trees eliminate hazards to your customers and help increase their property values. Proper tree care is much more than pruning and a Certified Arborist can help your customer determine the course of action for their trees.
Use an Amazon approach: Whatever your cross sale service is, combine that with what your ideal client would also purchase for an easy transition into providing additional services. For example; those that have had their trees pruned, also have their trees fertilized. Or, those that have their trees removed also purchase firewood from us.

Reward employees for cross selling additional services. Create a monetary reward for a team member that goes beyond their normal job duties to cross sell your desired service.

Special Offer or Pricing – If your desired cross sell service is new to your organization or one that your customers rarely request, you probably will have to create a special offer or pricing structure to gain interest in the service. This can be a limited time offering for trunk injections or a multi-service discount if they also purchase mulch from you. Be creative with the offer to engage your customer into taking action with your desired cross sell service.

Cross selling additional services to your current customer base can be the hidden secret to growth for your organization. Use these 4 steps to unlock your company’s cross sell potential.

Written by: Eric Petersen

4 Ways to Tell if your Marketing Strategy is Actually Working

4 Ways to Tell If Your Marketing Strategy Is Actually working

Before I share with you how to know if your marketing strategy is working, you must actually have a marketing strategy. To me, having a marketing strategy means promoting your business in defined direction to achieve growth. This includes a clearly stated revenue goal from a specific set of services and clientele. If you haven’t developed a strategy yet, check out our white paper, 3 Ways to Branch Out Your Marketing. Let’s face it – your strategy won’t be perfect right away and will certainly evolve over time, but establishing a desired result and way to achieve it is vital to begin.

Use the following 4 ways to ensure your marketing strategy is functioning the way you want it to.

Website Visits – The first place someone goes to find out information about your company is your website. It doesn’t matter if they were referred to you or found you through one of your marketing pieces. Your website is your chance for a great first impression. If you are confident about your website, begin to track the number of visitors to your site by using Google Analytics. This tool can break out where the visitors are coming to your site from and how long they stay on it. If you haven’t spent time updating and refreshing your website, check out our 5 Tips for a Better Website and make your website a priority.

Click Throughs – Your website must have a “Call to Action” on it to allow your customers to request a proposal for tree work or purchase firewood/mulch directly. When your website is set up correctly, the number of click throughs are easy to measure. You can also create custom landing pages specific to one service and track results from each specific page.
Closing Ratio – This is more of a management metric than a pure marketing metric, however, if you see that your company is getting more chances at jobs, but you do not see an increase in sold jobs, training of the salesperson may be a solution you need to explore.

Job Analysis – Each month it is very important to look back at the jobs that were finished and analyze them around the questions below. Give a score to each job to track how well these jobs are fitting within your goals for your organization. Each “YES” answer earns 1 point. Your goal is to have as many 3 point jobs as possible.

Was the work performed a targeted service?
Was the client within your targeted clientele profile?
Were the jobs done within the time budget set by the salesperson?

Now that you understand some of the data that will help you determine if your marketing is working, you must start tracking it. Use the current month to establish the benchmark for each of these areas and work towards improving on them every month into the future. After tracking these for a few months, you will begin to see clearly what you need to improve upon. Make sure you share this information with your team so they can take some ownership into improving what they do to move the organization forward.

Of course the ultimate goal is to perform more jobs within your targeted services, for your targeted clientele, and done on time and within budget. When this starts to happen and everyone on your team begins to realize that your company is growing intentionally, you will see the momentum pick up and your business will rise to the next level.

Written by: Eric Petersen