Here’s an excerpt of an e-mail I received yesterday from an InnerCircle member:

Hi Barb

 

How was your weekend?  I listened to one of your InnerCircle audio interviews on finding leads. I got to tell you that I have 11 tapes from different speakers when I went to the Alca shows. I liked your talk better then all of them. I had no idea you have no background in Horticulture.

I also like offices as the best place to looking for new accounts ( law firms and accounting firms Included) .  What I really found interesting was when you were mentioning that the bigger companies always had sales plans and the smaller ones did not. But I respect most was that you understand where the one-man companies such as my own is coming from. Great job…

One of my clients wanted to dress up the reception area with another plant but wanted something a drop different so I put in a 10 inch dish garden and I also put in a Bromilia ( orange) with that red ceramic container. Those 2 plants made a hit. Before the lobby had 2 floor plants 10 inch Chinese evergreens in 12 inch Vista pots. Now these 2 plant I just got were a great addition. I have my marketing and sales plan ready but I am waiting for your feelings on the sales letter and My different plan programs.  Once again thanks for looking over my sales letter.

 

Paul

That E-mail Got Me Thinking…
Since starting the InnerCircle several months ago, I’ve had a chance to connect with several small interiorscape companies that otherwise wouldn’t have made it on my radar screen. 

What’s interesting is how the bigger companies get all the press.  But the fact is small interiorplantscape companies taken together are serving and estimated 100 million dollar market.

When Small & Large Interior Landscape Companies Collide
During InnerCircle conference calls, where large and small companies have a chance to interact, it’s interesting to see the dynamics between the two.  Here’s small sample of points that have come to my attention:

• Small and large companies have the same business challenges only on a different scale (more on this later)
• Small companies benefit from being exposed to the experience and inspiration of the larger companies.
• The large companies benefit from the energy, passion and fresh approach of the smaller companies.
• Small companies are often learning business building for the first time, but the large companies are re-learning business building which can be even more valuable.

For Small Companies It’s A Matter Of Creating Scalability
Just as the difference between a dollar and a million dollars is only a matter of scale, so is the difference between large and small companies.  Small companies that want to grow need to develop the business skills of scale.  To do it they need to transfer the work they do themselves to systems, processes and other people.  It’s the only way to go beyond the physical limitations of a single person.  To scale, you need to build a machine.  You can’t travel very far and fast without a machine.  Would you rather walk to Bahmas or take a plane?

For Large Companies It’s A Matter Of Managing The Complexities Of Scale
Employee’s, legal, transportation, operation, sales, marketing all become more difficult to control as a company gets larger.  The challenge for larger companies involves managing the scale they’ve created so that they can optimize the machine to scale even more.

The Building Blocks of Smart Decisions

Hurry Up and Wait
You’re not the largest company in the world so every month you mail out those invoices to your clients and then wait and wait and wait.  Meanwhile you have employees to pay, gas and electricity, rent, insurance, and so on.  If only you could speed up the wheels of bigger businesses and get your check ASAP.  Well, here are a few tips on how to get paid – faster!

 Tip 1 - All contracted services such as leases, guaranteed maintenance, blooming programs etc. should be billed monthly.  Understand that most companies have budgets and each month your invoice gets compared to the planned number and stamp, stamp, gets okayed for payment.

 Tip 2 - Don’t place one time charges for plants and planters etc. on the same invoice as monthly services.  This may cause your invoice to get bumped out of the payment process so they can “research”.  Holds everything up.  Bad, bad!

 Tip 3 - Charge for your Monthly Service at the beginning of each month.  Most of us know this tip, but I still find companies charging after the fact.  Big mistake!  Adds another thirty days to the cash flow scenario.

 Tip 4 - Bill quarterly or even, semi-annually in advance for small accounts.  The fifty buck a month restaurant can be sent a bill at the beginning of each quarter for one hundred and fifty bucks.  Saves you and the client time and postage and you get the dollars upfront.

 Tip 5 - Consider accepting credit card payment.  One swipe and the funds are in your account.  Nifty!

 Tip 6 - In one of Xerox’s recent ads a study report states that color added to invoices results in 30% faster payment than with black and white copies.  Now it was their study, reported in their ad but what the heck, why not try it?  With today’s hi-tech capabilities doing this is within most small company’s capabilities and it just might work!

Tip 7- Think about sending out invoices a few days before the first of the month.  Earlier receipt might get you paid quicker.

 There you have it.  Seven  tips to get what’s owed you faster.

 Now go out there and get ‘em Tiger.

You Can Tell a Book by its Cover - Right?
Ever watch people at Borders?  Some know which book or author they want from the get go.  These are the lucky ones.  The rest of us just meander through the aisles looking at the book covers with a glazed look on our faces.   Sometimes we’ll stop and read a blurb but, for the most part, we just keep staring at the covers hoping one will “speak” to us.  Now true, there is a visual short hand code for some types of books.  A Hunk of the Year/Fabio lookalike holding the swooning maiden in his arms screams, “I am a Romantic Novel”. Another cover is showcasing swarms of airplanes or submarines.  Graphically, it is telling you its about War or Spies.  The best series of covers in recent times that communicated to the prospective reader was the DUMMIES collection.  Gardening For Dummies, Computers for Dummies, whatever the topic, the title told you exactly what was inside.  So, what does this have to do with Interiorscape sales?  Well, I believe that too often we ‘scapers write out a bid or proposal with lots of words and numbers and forget that this alone does not sell the content.

We Need a Presentation that is In Keeping with our Product 
For example, a few pictures of the proposed plants and containers go a long way, but still fall short of eliciting any “WOW” factor.  The best presentations I’ve ever seen include computer generated or hand drawn renderings of the plants in the planters located in the actual space along with a list of plant material, containers, and any other accessories.  Add to this a well done cover using high end paper goods, architectural font for the printing and a packet heavy enough to give off a “thump” when landing on a desk and that is what the well dressed Presentation wil wear.

With Today’s Technology
Even the smallest of companies can look like one of the big boys.  A computer program that generates industry graphics is that next hired salesperson and
best of all,  this is the very best salesperson you could ever hire.  One that never sleeps, goes on vacation, or asks for a raise.  A one time expense that after it has paid for itself, just keeps giving and giving.  Companies that have bitten the bullet and bought the program AND taken the necessary training - report great results and  that the program quickly pays for itself.  It takes you off the bookstore shelf as a “me too” and makes you a star.

 Look at it This Way
It is no different than going to a high-end restaurant where the chef spends almost as much time creating an architectural wonder as a mouth pleasing dinner.  They know that Presentation is everything!!!
The good news is that years ago there were no computer programs for our niche industry. Most of us cut up every Interiorscape Magazine we could get a hold of to get plant pictures. Now thanks to Tom Creedham and Joe Cialone of Tropical Computers www.cdplants.com, ‘scaper computer programs exist.  Just tell‘em Barb sent you.

Now go out there and get’em Tiger.

The First Of Four
We just published the first issue of our four part sales series. 

Issue One: The Art & Science of Interiorscape Sales is focused on sales fundamentals. 

Starting With A Solid Foundation
The issue addresses developing the proper point of view for plantscapers to build their sales departments. 

And it makes no difference whether that department is a sales force of one (the owner) or 101.  The fundamentals, mindset and approach is the same.

The InnerCircle 3-in-1 Sales Approach
The Art & Science Of Interiorscape Sales also introduces the frame work for streamlining the interiorscape sales process. 

It’s about making three separate sales in each presentation which creates a powerful equity effect for your potential customer. 

Quick Excerpt
Here’s an excerpt from the newsletter that shows what the InnerCircle 3-in1 Sales Approach achieves:

How To Get It
"Growing Success:  The Art and Science of Interiorscape Sales"is included with an InnerCircle Membership. 

If you’re not an InnerCircle member you may purchase the issue via direct download for a limited time only.  The price is $79.95.  You can request your copy here.

What’s Inside…
Here’s some more of what you’ll find inside the eleven page, Growing Success Newsletter - The Art and Science Of Interiorscape Sales:

• Defining sales excellence.

• How perception, pain, pleasure and emotion influence a prospects buying decisions.

• Identifying your prospect’s three key needs.

• Using The InnerCircle 3-in-1 sales Approach to reduce plant and product price sensitivity and beat competitors.

• Building your credibility indirectly to close more sales.

• How to use your current customer’s competitors to get more qualified leads.

• 56 tips for increasing your sales

• And much, much more…

On another note, spring is the best time to dust off your sales processes and identify what’s working and what’s not.  After all, the plantscape industry is growing - so be sure to grab your piece of the pie.

According to this story "Interior Landscaping: Thriving ‘interiorscaping’ industry installs and maintains indoor greenery",  By Julie Bawden-Davis of the Freedom News Service. - If you’re a plantscaper, you’re in the right industry at the right time.  Here’s a clip from the piece:

“Many people are surprised to discover how big the interior landscaping industry is,’’ said Julie Davis Farrow, co-owner with her husband, Mark, of Plantscapers Inc in Irvine, Calif.

The industry even has its own term for creating green spaces inside — interiorscaping.

“Interiorscaping is a billion-dollar business that’s just starting to come into its own,’’ said Farrow, who opened her company in 1981. “Interior landscaping has grown alongside the interior-design industry, and we often work closely with them. Interior plants used to be an afterthought, but now architects and designers are planning for indoor gardens.’’

Here’s the full story.   Happy Spring!