With your marketing plan building awareness amongst your prospective customers, some will begin to advance into the consideration stage of their buyer’s journey. Just as in the awareness stage, U.S. Lawns has designed programs to help you convert those leads into appointments, the next step in securing commercial clients.
U.S. Lawns understands that many business owners, especially those in the start up phase, don’t have the resources to assign a dedicated person to prospecting activities. As such, the Direct Sales Dial-Up (DSDU) team was created to increase the efficiency of your business development efforts by acting as an extension of your operation. The DSDU team makes calls to your prospective customers on your behalf, identifying the decision makers and setting appointments so that you can begin your efforts with a warm lead that is ready to consider your service offering.
Understanding the importance of building a sales focused culture from the start, we are happy to offer our Accelerated Territory Management (ATM) program to new franchisees who join the U.S. Lawns network. The ATM program is an enhanced service offering by the DSDU team under which a dedicated agent will make hundreds of monthly calls on your behalf, setting as many appointments as possible to create a surge of sales activity in a short period of time. Daily reporting and a shared CRM platform will offer valuable reconnaissance on opportunities to help you effectively penetrate your market. This frees you up to focus on building relationships and helping clients with their individual needs.
Three months of the ATM program is covered as part of the initial prospecting fee that is included in your startup expenses. At the end of the three month period, you can invest in more time with the ATM program, transition into a lead nurturing program, or scale down to the standard DSDU service offering.
The lead nurturing program is designed to be a “set it and forget it” lead nurturing campaign to continue to develop the opportunities identified in the ATM program. The team will continue to set appointments on your behalf, as they develop the opportunities identified in your market through follow-up calls and email marketing campaigns that allow you to stay in front or your prospective clients.
Under the standard DSDU service offering, which is currently provided to franchisees as part of their monthly marketing fund contribution, a DSDU agent makes calls to the top 75 targeted customers in each territory on a monthly basis.
The various DSDU service levels are part of U.S. Lawns’ personalized and comprehensive approach to support that is designed to help you reach your goals at every stage of your development at a pace that is right for you. This means you can invest in more time with the ATM program at any time should you feel it necessary. This option is ideal for any business owner who would like to pursue a focused growth phase and is available as a supplemental program to all of our franchisees at any time.
Where many independent landscape business owners struggle to grow past a certain level, U.S. Lawns has developed the programs, systems and processes to help its franchisees grow a large, sustainable commercial landscaping business. The DSDU team, along with the ATM and lead nurturing programs, are examples of the tools we offer that allow our franchisees to leverage our national resources and support to help them grow their business and build their client list at a faster pace.
Up next in the blog series, we’ll take a look at the U.S. Lawns’ Business Developer program and how a relationship driven sale can not only help you win in the decision stage, but also set you up for a lasting customer relationship.