Opportunities in the
Commercial Market
Mid- Atlantic 2007 – 2009
$2,500.000 +
► Chillers - $ 450,000
► Cooling Towers – $
600,000
● Not just sumps/hot decks [CR for
supports]
Getting Started
The ENECON
Way
This is a Career Not a Job
• Study (During NON-Selling Hours)
• Learn how to use the sales tools that
you are given
– Newsletters
– Third Party Tests
– Product Tech Sheets
– Process Instructions
– Power Point Presentation
– ENECON Business Center
Be Professional
• 1) Know the names of each product
• 2) Know your territory
– Direct Markets
•
•
•
•
•
Commercial
Industrial
Water/Waste Water
Power
Marine
Belly to Belly
• 1st day out – Cold Call
Office Buildings
Hotels
Hospitals
Motels
Small Industrial Parks
Small Waste Water Plants
Places you can do a “Walk About”
Be Prepared to Sell the
Film
• The films and PPT take the telling out
of the selling
• The films and PPT are geared to
interest the prospect and to prompt
him to ask questions
• The films are always ready to sell
• Sell yourself first
Preparing for Monday
• Practice your “Elevator Pitch”
Goal- Get the decision maker to
agree to a presentation
“Hi, I’m Matt with Enecon, we fix
things that can save you time,
aggravation and money.”
Get the Prospect to ask a question
Schedule a Sales Call
If calling on a Commercial Account and
you can do an introductory Presentation
show the Enecon Everywhere
- GOAL- to schedule a FULL Sales Call
If possible schedule for early AM or
afternoon, not 11 – 12 in the morning
Great! You Booked An
Appointment…NOW
Qualify to Confirm:
“ One last suggestion –We have (or
ENECON has) developed a facilities
maintenance survey and it is four simple
questions. It will take you about 2 or 3
minutes to fill out. Your answers will help
me be prepared for the key issues that
are most important to you. When I
receive it back it will confirm our
appointment on (Date/Time) at
(location).”
Email Qualifier/Appt Confirmation
Hello (name),
It was a pleasure speaking with you today. If you could take a moment
to answer the questions below it will enable me to prepare for our
meeting together. To begin simply hit reply to this email within 24 hours.
The questionnaire will serve as confirmation of our scheduled
appointment on (Date/Time) at (location).
1. What area(s) of your facility and its maintenance would you like to
improve?
2. How do you deal with the effects of erosion, corrosion, chemical
attack and wear at your facility?
3. Do you prefer to repair or replace damaged or underperforming
equipment?
4. What are your most effective methods to repair and maintain your
fluid flow equipment?
Thank you,
Matt Goldberg
Vice President Eastern Region
Cell: 215-280-7510
Stay Organized
• Enter all contact information
from cold calling as soon as
you are done for the day
–Start a customer data base
for phone call appointment
setting and for email
campaigns and customer
event marketing.
PHONE Prospecting
Plan on calling the Commercial and
Waste Water Markets in your territory
to get appointments.
Plan on structuring your time each day
around phone calls to get
appointments and “cold calls” to get
appointments and contact information.
Structured Phone
Prospecting
• Goal: Get a LIVE Conversation
with a “Suspect” to get an
appointment.
• Be Prepared to have a Conversation
OR to leave a Voicemail.
• This can be a 4 Step Process
Conversation - Intro
• Hi [SUSPECT_FIRST_NAME], My name is
[USER_FIRST_NAME] [USER_LAST_NAME] and
I’m with ENECON Corporation.
• Is my name familiar to you? (*)
• (*) If when you ask “Is my name familiar to
you?” They say “No should it be?” counter with
“Not necessarily; however, we are members of
a number associations nationally and we work
in about 60 counties around the world, so
sometimes people are either familiar with the
company or the local representative.”
Conversation – Intro Part 2
• Do you have a minute for me to tell
you why I called?
• “We’ve been very successful working
with companies in the Commercial
Real Estate Industry (Healthcare
Industry) to help save money by
fixing things rather than replacing
them.”
Conversation - Credibility
• Recently we worked with a client in an Office
Building and saved them $2,700.00 by training
their staff on how to repair a piece of equipment
in-place rather than replacing it. (**)
• (**) If they ask what the repair was: It was an
Air Handler Shaft Repaired In-Place. The Bearing
had spun out on the shaft and we taught them
how to rebuild the shaft in the damaged area
without having to remove the shaft.
Conversation – Benefit to
Suspect
• More important than the cost savings, they
were up and running by the next morning
and their tenants were never aware there
was even a problem in the building. (***)
• (***) If they say they don’t have issues
with shafts, ask if they ever have issues
with leaking pipes or their chillers, cooling
towers, concrete – potential trip and fall
hazards, leaking elevator pits, water leaking
through the concrete in their parking
garage.
ASK FOR APPOINTMENT
•
• “[SUSPECT_FIRST_NAME], long story short
we provide solutions to problems ranging from
repairing leaking pipes to extending the life of
chillers and cooling towers, concrete repair, etc.
• I would like to meet with you to learn about the
problems that are a pain for you.
• Could we possibly carve out 20 or 30 minutes
next week to meet or would the following week
better suit your schedule?”
PUSHBACK? – PUSHBACK!
•
If you get “pushback” …”I’m too busy”, “I don’t have time”, etc.
counter with –
•
“I understand, we are all crunched for time these days; but,
typically with clients in the Commercial Real Estate and Health
Care Industry we can help them:
•
•
•
Save money
Decrease downtime
Increase energy efficiency
If we can set aside 20 to 30 minutes sometime in the next two
weeks for me to learn more about types of problems that typically
cost you time and money, we might have some solutions to issues
you are currently facing now or problems that may come up in
the future. Is there a 20 to 30 minute block of time we can set
aside this week or next?”
Great! You Booked An
Appointment..NOW
Qualify to Confirm:
“ One last suggestion –We have (or
ENECON has) developed a facilities
maintenance survey and it is four simple
questions. It will take you about 2 or 3
minutes to fill out. Your answers will help
me be prepared for the key issues that
are most important to you. When I
receive it back it will confirm our
appointment on (Date/Time) at
(location).
Email Qualifier/Appt Confirmation
Hello (name),
It was a pleasure speaking with you today. If you could take a moment
to answer the questions below it will enable me to prepare for our
meeting together. To begin simply hit reply to this email within 24 hours.
The questionnaire will serve as confirmation of our scheduled
appointment on (Date/Time) at (location).
1. What area(s) of your facility and its maintenance would you like to
improve?
2. How do you deal with the effects of erosion, corrosion, chemical
attack and wear at your facility?
3. Do you prefer to repair or replace damaged or underperforming
equipment?
4. What are your most effective methods to repair and maintain your
fluid flow equipment?
Thank you,
Matt Goldberg
Vice President Eastern Region
Cell: 215-280-7510
Voicemail
• Four Step Process to determine if the
Suspect is going to be turned into a
Prospect with in the next 4 weeks or
be “reshuffled for 6 months”
• Suspects if interested, will most
often call back on the fourth and
“final” message.
1st Voicemail
•
•
Hello [SUSPECT_FIRST_NAME], My name is [USER_FIRST_NAME]
[USER_LAST_NAME]
I’m with ENECON Corporation. My telephone number is [USER_PHONE].
•
We work with companies in the Commercial Real Estate and Health Care Industry to
help them explore ways to repair existing equipment in lieu of replacing it.
•
We recently worked with a client in an Office Building and saved them over
$3,000.00 by training their staff in how to make an in-place repair.
•
More important than the cost savings, they were up and running by the next morning
and their tenets were never aware there was an issue in the building.
•
[SUSPECT_FIRST_NAME], we provide solutions to problems ranging from repairing
leaking pipes to extending the life of chillers and cooling towers.
•
I would like to meet with you to learn about the problems that tend to be a pain for
you.
•
Please call me.
•
Again, my name is [USER_FIRST_NAME] [USER_LAST_NAME] I’m with ENECON
Corporation. My number is [USER_PHONE]
st
1
Email
•
Hi [SUSPECT_FIRST_NAME],
•
ENECON focuses on saving facilities in the commercial property
management industry time, money and manpower by employing
high performance rebuilding and coating systems to repair and
preserve machinery, equipment and structures.
•
Whether the problem is with a chiller water box and tube sheets,
deteriorating cooling tower basins, leaking pipes & roof
penetrations or spalling concrete, etc we make a wide range of
products and provide turnkey installation services that frequently
present a very cost effective solution when compared to a
“conventional” repair.
•
I would propose we have a quick telephone conversation to discuss
the potential value of a thirty minute meeting in the near future. If we
decide there is a mutual benefit to getting together we can schedule a
time so we can learn more about your organization, your challenges
and see if we might be able to offer any solutions.
•
Please call me to discuss. [USER_SIGNATURE]
2nd Voicemail
•
Hello [SUSPECT_FIRST_NAME], My name is [USER_FIRST_NAME]
[USER_LAST_NAME] I’m with ENECON Corporation. My telephone number is
[USER_PHONE].
•
We work with companies in the Commercial Real Estate and Health Care
Industry to help them reduce liability by addressing safety issues.
•
We work in 60 counties around the world to provide unique solutions to
problems ranging from deteriorated concrete to leaking pipes.
•
We recently worked with a client in the commercial real estate industry to
rebuild and coat a stairway that had become both unsafe and unsightly.
•
I would like to meet with you to learn more about your organization, the types
of issues that typically cost you time, money and / or pose a safety issue
•
Please call me.
•
My number is [USER_PHONE]. Again, my name again is [USER_FIRST_NAME]
[USER_LAST_NAME] I’m with ENECON Corporation. My telephone number is
[USER_PHONE].
2nd Email
•
SUSPECT_FIRST_NAME],
•
Repairs in the commercial property management industry present
a unique set of challenges because ideally they need to be fast,
efficient, cost-effective and have as little impact (noise, odor, etc)
on your personnel as possible.
•
The materials we manufacture often provide a faster turnaround
time than a conventional repair; they cost less and have very little
impact on the occupants of the facility.
•
We are unique, in that we have the ability to offer hands-on field
training to your staff in the application of our products or provide
you with a complete turnkey solution to your problem.
•
Every facility has its own distinctive set of issues; therefore, I
would like to schedule a meeting to learn more about the
challenges you historically face and see if there might be areas
where we can offer solutions as future needs arise.
•
Are you available for a thirty minute meeting next week or the
week following? Please call me to discuss.
[USER_SIGNATURE]
3rd Voicemail
•
•
•
•
•
•
•
•
•
•
•
•
•
Hello [SUSPECT_FIRST_NAME], My name is [USER_FIRST_NAME] [USER_LAST_NAME]
I’m with ENECON Corporation. My telephone number is [USER_PHONE].
We have a very successful track record helping companies in the Commercial Real Estate
and Health Care Industry save time and avoid potentially unhappy tenets.
We recently worked with a client in an office building to stop hydrostatic water pressure
from entering one of their elevator pits. As a result we kept the City Elevator Inspector
from shutting down the elevator.
This project was completed working at night over the course of several evenings so as not
to impact the tenets.
I would like to share with you how we have been able to save other companies in the
Commercial Real Estate and Health Care Industry time, money, reduce their risk and keep
their tenets happy.
Please call me.
Again, my name is [USER_FIRST_NAME] [USER_LAST_NAME] I’m with ENECON
Corporation. My telephone number is [USER_PHONE].
3rd Email
SUSPECT_FIRST_NAME],
•
[
•
Historically we work with Facilities Maintenance Managers and Building
Engineers to:
•
•
1.Explore ways to avoid costly equipment replacement.
2. Shorten the turnaround time needed for repairs to machinery,
equipment and structures.
3. Reduce the need to undertake expensive rehabilitation projects.
•
•
We have worked with clients such as: CB Richard Ellis and Hines Property
Management to provide solutions for repairing equipment and structures
as opposed to replacing them.
•
Our solutions are often less expensive, require less downtime and provide
a more efficient finished product than a conventional repair or even
replacement.
•
I would propose we have a quick telephone conversation to discuss the
potential value of a thirty minute meeting in the near future. If we decide
there is a mutual benefit to getting together we can schedule a time so we
can learn more about your organization, your challenges and see if we
might be able to offer any solutions.
•
Please call me to discuss. [USER_SIGNATURE]
4th and “Final” Voicemail
•
Hello [SUSPECT_FIRST_NAME], My name is [USER_FIRST_NAME] [USER_LAST_NAME]
I’m with ENECON Corporation. My telephone number is [USER_PHONE].
•
We work with companies in the Commercial Real Estate and Health Care Industry to help
them save time, money and reduce potential liability.
•
I’ve called you on several occasions to schedule a time to introduce myself and my
company in person. I know you are quite busy and because I haven’t heard back from you I
am assuming this is not a good time for us to have a conversation.
•
I don’t want to make a pest of myself, so I will not be calling again. However, if time allows
I might try to touch base with you in about six months.
•
If you’ve been meaning to call back and simply haven’t had the chance, I would welcome
the opportunity to share with you how we’ve helped other Commercial Property
Management Firms.
•
Please call me if you would like to discuss.
•
Again, my name is [USER_FIRST_NAME] [USER_LAST_NAME] I’m with ENECON
Corporation. My telephone number is [USER_PHONE].
4th and “Final” Email
•
•
•
•
•
[SUSPECT_FIRST_NAME], we have a very successful track record
of helping companies in the Commercial Real Estate Industry save
significant amounts of time, money and address critical safety
issues.
Our company is quite unique, in that we have the ability to offer
hands-on field training to your staff in the application of our
products or provide you with a complete turnkey solution to your
problem.
I've called and e-mailed you a few times to schedule a time to
introduce myself and my company in person. I know you are quite
busy and because I haven't heard back from you I am assuming
this is not a good time for us to have a conversation. I don't want
to make a pest of myself, so I will not be calling or e-mailing
again. However, if time allows I will try to touch base with you in
about six months.
If you have been meaning to call back and simply haven't had the
chance, please give me a call or send me an e-mail and we can
discuss some of the issues that historically cause you problems.
[USER_SIGNATURE]
Be Prepared for the Sales Call
•
GOOGLE THE SUSPECT
•
Presentation Folders
–
–
–
–
–
Product Brochures
Specific Newsletters
Presentation Cards
Order Form (filled out in advance)
Do you have a laptop/DVD player, extension cord,
business cards, sales order form?
Customize the Power
Point
Practice Your Meeting Set Up
Meeting Set Up/Film
Intro
“Thanks for taking the time to invite me in today.
I also want to thank you for responding to our
pre-meeting email. (Pause) I have a video I
would like you to see- it shows how we offer
industrial strength solutions for repair and
maintenance needs all around the
world.(Pause)
Chance are you just may see some solutions that
can be applied to issues you are dealing with
now. After the video- we can talk about the
responses in your email and any applications
that might have caught your attention- sound
fair?” (Pause) – START THE FILM
Know where you are going
• Schedule your cold calling in close
proximity to your full presentation
• Know where you can sit in your car
during the day and make the phone
calls necessary to make appointments
and follow up calls
• Know where you can get Internet
Access
It’s Show Time
Arrive Early
Set up the Conference Room the way you need to be successful
(Establish Control)
Position yourself in the room where..
You can watch the people during the film SO..
You can see who is taking notes, etc.
Test Laptop – Have Film/PPT’s both Open and ready
Have sales tools displayed
Product Samples
Brochures/Pens/pads
Note pad
Which Film?
• Commercial Accounts
Enecon Everywhere
• Industrial/Power/Marine/WaterWastewater
ENECON Worldwide
Meeting Set Up/Film Intro
“Thanks for taking the time to invite me in today.
I also want to thank you for responding to our
pre-meeting email. (Pause) I have a video I
would like you to see- it shows how we offer
industrial strength solutions for repair and
maintenance needs all around the
world.(Pause)
Chance are you just may see some solutions that
can be applied to issues you are dealing with
now. After the video- we can talk about the
responses in your email and any applications
that might have caught your attention- sound
fair?” (Pause) – START THE FILM
REMEMBER
• The Film maintains the credibility
that YOU established by getting the
sales call.
• HOWEVER
• The Film does NOT sell for you…
• So after the Film is over
• YOU MUST…
START A CONVERSATION
If the Suspect does not bring up an issue you can start with….
•
“ In your email you mentioned that __________ was something you
wanted to address – could you describe how __________ is affecting your
facility? “
•
“What in the video caught your attention?”
•
“I was curious, what area(s) of your facility and its maintenance would
you like to improve?”
•
“How do you currently deal with the effects of (let’s say) erosion, corrosion
or chemical attack?”
•
“How have you addressed the repair of ___ so far? You may have seen
some damaged concrete on the way into the appointment.”
•
“How do you typically like to work with vendors when it comes to your
maintenance needs?”
Tool Box Items
–SpeedAlloy - Leak Extinguisher
–DurAlloy+ SpeedAlloy -Mechanics Repair
Kits
•
•
Eneseal Products
DuraQuartz
These are 1st Time Close Products
PAIN = SALES
• Prospects must hear themselves talk
about their problems
• Decisions to buy are made
emotionally
• Prospects must be connected to their
problems emotionally
• Prospects fix problems for their
reasons, NOT Yours!!
Example of Pain
• Suspect says “ Tell me about that
DuraQuartz product from the video”
• You Say, “Are you currently having
any concrete issues?
• Suspect ”Yes, our loading dock has
areas that are damaged”
• You Say ”How does that loading dock
damage affect you?”
Need or Want
• Once the Suspect describes his
“pain” ask one more question.
“Is this something you need to fix now
or something that you want to fix
down the line sometime?”
URGENCY IS KEY
Show Them Newsletters
– Once a prospect emotionally
connects with their problems and
shows a sense of urgenecy….
– NEWSLETTERS help the prospect
intellectually justify buying
– WHY
– We have solved similar problems
for similar companies
WRITE it down
• Have your filled out sales form out and
ready
• Write the product that they have shown
interest down
– They will see you do it
– Establish where the product will be used
– Ask to see the area after the conversation
is completed
– Move on to next “issue” – in conversation
After you look at the
“problem”
• ASK for the Order
• They expect you to
• That is why you are there
• Do it!
Bone Yard
• If no sale has been made ask to see
the plant/facility
– Shows your interest in THEM
– Chance for establishing rapport
– Chance to meet others in facility
– YOU WILL SEE AREAS TO SELL
SOLUTIONS
Its not over!
“Who Else?”
• Ask for a referral to someone they know
• Ask who handles the water treatment Ask
who handles the HVAC
• Ask what associations he/she belongs to
• Who is their Safety Engineer
• Schedule to work with his guys to
provide “hands on” application training
before you leave
Send Follow Up Thank You
EMAIL
• Include Newsletters
• Include a review of what they bought
or what they were interested in
buying
• Establish when you will be back in
front of them
Replicate Yourself
• Indirect Markets- Those
companies and/or individuals
that are already doing business
with the Direct End Users
– Mechanical Contractors
– Water Treatment Companies
– Pump Repair Shops
– A + E Firms
– Think outside the box
FEET on the Street
• How many sales people does the InDirect Suspect have?
• What are the responsibilities of the
sales people?
• Cultivate the sales people
• YOU are helping each other
6-7 Sales Calls per week
• Our best Sales People spend 14
hours of “Belly to Belly” face time
with customers each week
Marketing The “You” Brand1) INCREASE YOUR EXPOSURE
Associations:
Hospitals:
Commercial:
Education:
Mechanicals:
Facility Engineering:
HVAC:
Power:
Water/Waste Water:
2) Create SUSPECT LISTS
www.ashe.org
www.boma.org
www.ifma.org
www.appa.org
www.mcaa.org
www.afe.org
www.ashre.org
www.nape.org
www.utilityconnection.com
It’s Free – Use It
• LinkedIn- Join it, ask your prospects
to join it, find groups with in it,
Pumps, Facilities Maintenance, Power
Plants, etc.
• Article Publishing- Trade Magazines
Email Marketing
• 1 time a week send a new and
interesting Newsletter to your
customer/suspect base.
– Mechanical Contractors
– Power Plants
– Commercial, etc.
This keeps YOU in the Customer/Suspect’s
mind, even if you are not visiting in person
more than 2-3 times per year.
Customer Events
• After 6 months (Be Organized)
• Pick a hotel convenient to where you
have made sales and have prospects
• Send email invites
– 6 WEEKS (Save the date)
– 1 MONTH
– 2 WEEKS
– 2 DAYS BEFORE LAST MINUTE
DIRECTIONS, ETC