If you send estimates to your prospects via email, then these documents would accompany the estimates as attachments. If you present your pricing in person, these are documents that you would review with your prospect while you present your pricing to them.
Some examples of Bonus Bid Documents and items to include with your pricing are:
Testimonials – Include a document with testimonials from happy customers. If possible, include their photo and photos of the project.
Case studies – Project profiles and case studies of previous projects that are similar to your prospect’s project can give them the confidence that you’ve completed projects similar to theirs. Be sure to include multiple, high quality photos of your work. Before and after photographs tell a very good story about the project and show the possibilities of what you can do for them.
Videos – Include links to your YouTube video(s) or a video on your website. The videos could be of various topics such as a collection of testimonials, a specific project that you’ve completed (including before, during and after footage), or an educational video of you or someone from your company explaining – in plain English – the benefits or various types of polishing. If you often meet with your prospect face-to-face, you could leave them with a flash drive or CD that includes your video(s) and digital pictures.
References – Include a list of references who are similar to your prospect. Many people develop trust and confidence in a company when it offers up referrals before being asked. In my experience, most prospects don’t contact the references – but they feel better having received them.
Points of Difference – Include a document that distinguishes you from the competition or other alternatives to polishing. Explain quickly and concisely what sets you apart. What makes your company better than others? Why is polished concrete the best option for their particular project? Make this information very easy to understand. If you have a unique process that you’ve developed from experience over the years that is a benefit to the customer, then be sure to communicate that. Make a strong case as to why they should choose your company.
Create a standard set of documents or attachments that you send out with every estimate for each type of prospect. If you work for various types of customers, have a specific bundle for each type.
For example, if you are meeting with a plant manager to present your proposal for their warehouse floor, bring along case studies or project descriptions of other warehouse projects. Include the company name, location, plant manager name and contact information, project square footage, before and after photos, and how they benefited from utilizing your company. If you are emailing your estimate to a residential designer, include testimonials from your residential clients and include project photos from residential work that you’ve completed.
When your prospect sees completed projects and testimonials from people they identify with, they gain a level on confidence in you and your company that is hard to beat.
Your goal with these Bonus Bid Documents is to make it as easy as possible for your prospect to choose your company over any other options they may have. Put together a bundle of documents and begin including them with every estimate you submit. You’ll see your closing ratio improve and you’ll get more work.
Both of these marketing tools are extremely budget-friendly and easy to implement. When you begin using visuals and information that is geared specifically to your individual prospect types, you will be well on your way to becoming a more profitable polishing contractor.