The Wallace Group

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					                INTRODUCTION:
    Developing Market Segment Specific Proposal

While Most Contractors In Today’s Marketplace Generate
   Quality, But Relatively Generic, Proposals.
Few Company’s Engineer Their Proposals To Identify With A
   Potential Customers Specific Situation Within A Specific
   Segment of the Market.
This Presentation Is Designed To Help Landscape Service
   Contractors Distinguish Their Proposals From Their
   Competitors.
 Distinction Is Realized By Developing Proposals That Are
   Personalized To The Conditions and Circumstances Of An
   Individual Client In A Specific Segment of The
   Marketplace.
Developing Market Segment
         Proposals
  The Seven Steps to Creating
  Market Segment Specific
  Proposals

Step One:
  Learn About Your Potential Customer’s
  Industries:
   Financial Health Current & Long Term
       Industry Job Growth – Current & Projected
       Earnings Trends
   Growth Potential Current & Long Term
     Vacancy Rates - current & projected
     Absorption Rate – current & projected
   Opportunities – Consolidations/mergers,
    Technical Break Through
   Threats – Regulatory Oversight,
    Consolidation/Mergers, Functional
    Obsolescence, etc
   Industry Specific Destructive Habits
  The Seven Steps to Creating
  Market Segment Specific
  Proposals

Step Two:
  Learn About Your Potential Customer’s
  Local Property(s):
   Financial Health Current & Long Term
       Funding Status (if applicable)
       Vacancies- Current & Projected (if applicable)
       Rental Rates – Current & Projected (if applicable)
       Capitalization Rates - Current & Projected (if
        applicable)
   Growth Potential Current & Long Term
     Local/Regional Vacancy Rates and Projected Rate
      Trend
     Absorption Rate/Velocity – Current & Projected
     Local/Regional Market ‘Jobs’ Trends – Positive
      Jobs Growth/Negative Jobs Growth (decline)
  The Seven Steps to Creating
  Market Segment Specific
  Proposals

Step Two: Continued
  Learn About Your Potential Customer’s
  Local Property(s):
   Location Value, if applicable (are the
    properties in good locations)
   Keep or Sell/Flip (learn if the owner(s) plan to
    keep property short term or long term)
   Threats – Regulatory Interference &
    Regulatory Oversight,
   Consolidation/Mergers – Property Sale
   Life Cycle of Property – Life Cycle of
    Landscape (Age)
   Property History – Ownership Turnover,
    Management Turnover, Regulatory History
    (Contamination, Compliance, etc), Litigation
    History, Retrofit & Property Upgrade
    History, etc.
  The Seven Steps to Creating
  Market Segment Specific
  Proposals

Step Three:
  Learn About Your Potential Customer’s
 Business Style:
   Contract History – Loyalty to Service
    Providers, Walletshare Attitude of
    Customer, Typical Contract Duration,
    Litigation Events, etc.
   Communication Preferences – Venues and
    Frequency
   Quality Control Methodology & Frequency
   Service Recovery Expectations
   Dispute Resolution Style
   Walletshare Attitude
   Degree/Level of Field Expertise
   Networking Attitude
  The Seven Steps to Creating
  Market Segment Specific
  Proposals

Step Four:
  Verify/Confirm Your Assumptions:
   Interview Current Customers in like market
    segment
   Solicit Feed Back – From Potential Customers
    (if we did ‘This’ would it improve our chances
    of success?, etc.)
   Be Hyper Observant – Watch Everything That is
    taking place in your targets market segment
    and target marketplace/area
   Review Client Related Published Data –
    Published Reports, Published Advertising,
    etc.
   Match What You have Learned To The
    Customers ‘Value Chain’ (what the customer
    thinks of when they wake-up each morning)
  The Seven Steps to Creating
  Market Segment Specific
  Proposals

Step Five:
  Think Like Elmer:
   Develop a Client Specific, Property Specific
    Assumption List (financial health, short &
    long term goals of Owner/Manager, current
    expenditures for like services, willingness
    to enter long term contracts, etc.)
   Empathetically Engineer Client Specific
    Specifications (Crawl Behind the Eyes of the
    Buy/Customer)
   Learn and Use Their Language (Customers)
   Reflect – What ‘You’ Do If The Property
    Belonged to You?
   Seek Council – On Large Assignments, Seek an
    Advisor
  The Seven Steps to Creating
  Market Segment Specific
  Proposals

Step Five: Continued
  Construct Value Chains:
   Customer/Constituent Vale Chain (see
    attachment ‘A’ – Typical Constituent Value
    Chain)
   Market Segment Value Chain (See attachment
    ‘B’ – Typical Market Segment Value Chain)
   Develop Value Chain Strategy – Move Up Chain
    Strategies
  Investigate Demand Chain:
   Low Cost Service Provider Status
   Dumb Taxes
   Stretch Management
   Develop Demand Chain Strategy
  The Seven Steps to Creating
  Market Segment Specific
  Proposals

Step Six:
  Construct Client Specific Proposal:
   Specifications (Value Engineer if provided by
    Customer)
   Term & Conditions (user Friendliness)
   Pay Schedule Strategy (if applicable)
   Surprise Management Solutions (life cycle &
    plant health care related, product
    consistency, etc.)
   Long Term Cost Management Solution (service
    contract & responsible enhancement Program)
   Contract Duration (single year/multiple Year)
   Risk Management (site safety, cost
    management,, etc)
   Hot Button Management Solutions (as
    identified by customer)
  The Seven Steps to Creating
  Market Segment Specific
  Proposals

Step Seven:
  Present Your Proposal:
   Speak The Customers Language
   Get Money Out of the Way First
   Assert Command & Control (over client
    identified hot button/concerns)
   Discuss Network Partnering
   Discuss Trusted Advisor Role /Communication
    & Corporate Trust
   Command Competency Trust – Subject Matter
    Expertise
   Listen
   Overcome Obstacles (as expressed by client)
   Ask For the Business
   Assumptive Close (so if I do this or that, I can
    get the contract)
The Seven Steps to Creating
Market Segment Specific
Proposals

  Sources For             Networking
    Information:           Partners
   On Property           Industry
    Management             Associations
   Trade Magazines       Internet
   Business              Personal
    Journals               Observations
   News Casts             (Local Market
   Chambers of            Place
    Commerce               Observation)
   Friends & Family      Annual Reports –
    In Like Business’s     Publicly Traded
                           Companies –
                           REITs,etc.
                           Journals

				
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