Flipping Parking Lots
to Concrete – Part Two
Philip Kresge
Sr. Director, National Resources
© Copyright 2008 - NRMCA
Part Two Agenda
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Pavement comparison
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What makes the products different
Why do pavements fail
Realistic design concept
Concrete Pavement Analyst
Promotion Best Practices
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Making the Call
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Design
Comparison
Life Cycle Cost
Comparison
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Comparing Concrete and Asphalt
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Product Differences
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Portland Cement Concrete
Hot Mix Asphalt
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Bituminous Concrete
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Both use sand and stone
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How these raw materials are bound
together make the difference
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Concrete
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Industrial strength glue as binder
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Inorganic – Does not break down
Gains strength over time
Creates a rigid pavement
Low maintenance costs
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Asphalt
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Uses “Scotch-tape like” adhesive (requires
pressure)
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Organic adhesive – breaks down due to heat, water, &
UV rays
Becomes weaker over time
Requires costly seal coats & overlays to
replenish this “adhesive”
Creates a flexible pavement
Results in high maintenance costs
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Pavement Failure
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Not due to # of years
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Due to stress of carrying loads
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Vehicle traffic
Heat / Cold
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Concrete’s rigidity spreads the load
over a large area and keeps
pressures on the subgrade low
6,600 lbs
pressure < 29 psi
6,600 lbs
pressure
 290 psi
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Design Thickness
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Design for purpose (adjust thickness)
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Passenger vehicle parking
Truck lanes
Loading areas
Truck parking (sand shoes/dollies)
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Increase thickness
Thickened beam
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Minimum Concrete Thickness
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Passenger cars & Panel or Pickup Trucks
•
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Driveways & Parking Areas (light trucks)
•
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4”
5” to 6”
Heavier trucks (use design tables)
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How Do We Make an Accurate
Comparison of Equivalent Design?
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By using structural layer coefficients
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A relative number assigned for the value of
1” of material
Using proper values is critical in order to
achieve accurate output
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Using Structural Numbers for
1” of Material
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Concrete = 0.50
Surface Asphalt = 0.20 to 0.44
Bituminous Base = 0.10 to 0.34
Aggregate Base = 0.07 to 0.14
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For Example:
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5” Concrete Pavement
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1.5” Surface Asphalt &
6” of Bituminous Base
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5” X 0.50 = 2.50 SN
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1.5” X 0.38 = 0.57
6.0” X 0.32 = +1.93
2.50 SN
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Concrete vs. Asphalt
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Apples-to-apples
comparison of
pavement design
should always be
considered
Quantification in $
allows for a better
business decision on
pavement choice
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Concrete Pavement Analyst
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Uses Customer Inputs
Compares Asphalt and
Concrete designs per
industry standard
specifications
Also compares Local
Design Criteria
Provides design and lifecycle cost comparisons
Allows user to make a
more educated decision
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Three Different Graphs
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Design Summary Graphs
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Car parking area
Truck & drive area
Cost Summary Graphs
Break Even Analysis Graphs
All Cost Graphs Provided in 3 Views
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Current costs
Inflated costs
Present value costs
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Reference
Library
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Reference
Library
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Design Details
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26 different
details
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Three formats
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.dwg
.dxf
.jpg
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Information
Request
Form
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Step-by-step
instruction
Setting defaults
Customizing tips
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Promotion Best Practices
What’s
in Your
Toolbox?
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Concrete Delivers!
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For Owners
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Durability
Economical
Safe
Upscale
Appearance
Environmentally
Friendly
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Concrete Delivers!
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For Designers &
Specifiers
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Preparing the
Subgrade
Material &
Proportions
Thickness
Jointing
Construction
Practices
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Low Tech Pitch Book
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20 slide PowerPoint
show printed for use
in one-on-one
presentation
Alternative to using
laptop/projector for
less formal
presentations
Help for the
technologically
impaired
Within everyone’s
comfort zone
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The specifier
sees full
presentation
pages for clear
communication
of images and
major points
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The promoter
views a smaller
version of the
specifier page,
along with other
useful notes and
background
information
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Parking Lot
Design
Assistance
Program
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Sample Design Suggestions
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Making the Call
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Introductory meeting with Prospect
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“If I can just have 10-15 minutes of
your time . . .”
Utilize Pitch Book
Touch on the highlighted benefits of
concrete parking lot
The Close – “I’m sure now that you
can see why you should consider a
concrete parking lot for your
project(s)”
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What does your customer want?
The only
way to
know is to
listen!
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What are the Hot Buttons?
• Aesthetics
• Energy Efficiency
• Initial Cost
• Life-cycle Cost
• Unique Design
• Sustainable Development
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Listen to customers’ wants
and decipher their needs
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Teach customers to
want what they need
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Muncy Homes – Muncy, PA
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Owner looking to upgrade gravel lot
Spec’d asphalt paving
Team identified “hot buttons”
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Low maintenance
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Life-cycle cost
Taught owner to want what he
needs
Owner chose to pay $500,000 over
asphalt bid
Initial proposal
2
3
 550,000 ft =12,000 yd
 Owner added 4 acres
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Change Order can be most
successful if you . . .
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Solve a problem for your customer
At the time they are thinking about it
Do it easily and quickly
Selling Solutions
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Make Suggestions
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Use your professional expertise to provide insight
Provide alternatives to existing designs
Present new technology
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Fiber Reinforcement
Composite Design
 Pervious and Conventional
Demonstrate benefit to owner
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Quality
Economy
Safety
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Gather Information
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Project size
Intended use
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Light or heavy duty
Projected Average Daily Truck Traffic
Is there an existing asphalt
specification/design?
Have Construction Mgrs., GC’s, etc.
been selected?
Time frame?
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Make a Follow-up Appointment
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Leave behind appropriate Concrete Delivers!
Brochure and Local Project Profile (if
applicable)
Take info back to your office to work out
particulars
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Get answers to client’s questions
Design/Life Cycle Cost comparison with Concrete
Pavement Analyst
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Making the Call
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Running Concrete Pavement Analyst
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Gather relevant info
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Count on your Team
 R/M Producer
 Contractor
 Local concrete and asphalt costs
 Contractor input on in-place costs
Run CPA comparison
Print results and prepare for presentation to client
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Give it a more
Professional
Look!
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Closing the Deal
4 Easy Steps to Remember at Buying Time
1. “Tune your Radio to WIFM”
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WIFM – “What’s In it For Me?”
This is the favorite and only station your
client listens to
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Know why they are buying
Remind them why they are buying
Talk to them about how this deal will help them!
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2. Ask for the Deal
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You have identified your clients needs
You have presented a consultative solution to
their needs
Selling Solutions
You have earned the right to ask them to buy
your recommended solution…So Ask!
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3. Stop Selling
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Your clients know what they want
They asked you to provide it and you did!
The more you talk the more they think you
are not done providing the solution
Stop talking and let them decide to decide
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4. Close the Deal
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Closing is about confidence
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If your client feels you have confidence in your
solution, they will have confidence in your solution
Confidence comes from preparation
Role play your final presentation and prepare
answers to objections
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A Word of Caution
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Stay Professional
Keep Your Promotion Message Positive
Focus on Benefits of Concrete
Sell Solutions
Handle Asphalt’s Weaknesses with Care
Mediocrity Always Attacks Perfection!
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Questions?
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For more information
Vance Pool
vpool@nrmca.org
281-557-8415
Philip Kresge
pkresge@nrmca.org
610-966-7220
www.ConcretePromotion.org