Commercial sales are crucial for driving growth in the restoration industry. Securing contracts with businesses and commercial properties opens up significant revenue opportunities for restoration companies. However, selling to commercial clients presents unique challenges compared to residential work. There are often multiple decision-makers involved with varying priorities. Clients also have concerns about business continuity planning and minimizing costly operational disruptions in the event of a disaster. Successfully navigating the commercial sales process requires understanding these client needs, offering a compelling value proposition, and employing tailored sales strategies. By following the right sales process, restoration professionals can position themselves for increased commercial success.

Effective Sales Prospecting

Effective prospecting lays the foundation for a robust commercial sales pipeline in the restoration industry. By leveraging specialized tools and data-driven strategies, companies can efficiently identify and prioritize high-potential commercial targets.

Prospecting platforms like Apollo.io, Reonomy, and CoStar are excellent platforms to find contact information for initial contacts. These tools provide access to comprehensive databases of commercial properties, decision-makers, and contextual information crucial for tailoring outreach efforts. With features like advanced search filters, contact verification, and integration with Customer Relationship Management (CRM) systems, restoration professionals can streamline their prospecting workflows.

We recommend the following sales cadence:

1. Identify your ideal persona based on geography, role, seniority, and more. 
2. Using these criteria, pull contact information from one of the above platforms. Aim to get around 500 contacts before running sales outreach.
3. Import these contacts into the CRM of your choice so that you can manage all of the leads from one central platform. We recommend Pipedrive. We use it ourselves and use it with our SMARTLaunch partners.
4. Upload this information into the marketing automation platform of your choice. These platforms can be multi-channel or single channel and can target any one (or all) of the following: LinkedIn messages, Emails, and traditional mailers. 
5. Craft the right message, message structure, and CTA for the messages being sent to get the best conversion rates.
6. Evaluate the data at every stage of the process to see what is working and then double down on that.

This initial subset can then serve as the focus for the first prospecting cadence, enabling a concentrated and efficient allocation of resources. As the sales pipeline matures, the prospecting efforts can expand to encompass a broader range of targets, ensuring a consistent flow of new opportunities.

Building Brand Awareness

Capturing the attention of potential commercial clients is the critical first step in the sales process. By implementing a strategic multi-channel outreach approach, restoration companies can effectively increase brand visibility, establish meaningful connections, and position themselves as trusted industry experts.

Email

For example, personalized email campaigns allow for targeted outreach tailored to specific industries or pain points. By leveraging data gathered during the prospecting phase, sales teams can craft compelling messages that resonate with each recipient’s unique needs and challenges. These personalized touchpoints can serve as powerful conversation starters, differentiating the company from mass-marketing efforts.

Newsletters

Informative newsletters offer a valuable opportunity to showcase the company’s expertise while providing educational content that addresses common concerns among commercial clients. By consistently delivering insightful industry updates, case studies, and best practices, restoration companies can establish themselves as thought leaders and trusted resources.

Snail Mail

Direct mailers and “lumpy mail,” while traditional, can still play a role in a well-rounded outreach strategy. Creatively designed and strategically timed mailers can grab the attention of busy decision-makers and serve as a tangible reminder of the company’s offerings. These mailers, especially lumpy mail, have the closest thing to a 100% open rate that you’ll find in marketing. They are certainly more expensive, but you’re almost guaranteed to get eyes on your brand.

Networking Events

For a more personal touch, informal meet-and-greets and other networking events can be powerful relationship-building tools. Meeting someone face-to-face and personal recommendations are the two most impactful ways to generate new sales and are therefore important for restoration sales. These face-to-face interactions allow for open dialogue, fostering trust and, most importantly, giving the other person an opportunity to like you and your business from the beginning.

LinkedIn

Finally, LinkedIn is one of the best platforms to make contact with businesses that may be interested in your suite of services. The platform has the spirit of a social network and therefore communications here are less formal than through other media like email or phone calls. It’s easier to strike up a conversation with other people and, since the platform is created for professional use, it often comes with the tacit assumption that sales pitches are okay or even expected.

Securing the Meeting

While building brand awareness is crucial, the ultimate goal is to secure meetings with key decision-makers. This step requires a strategic approach, a compelling and relevant offer while effectively addressing common objections. Throughout the outreach process, it’s crucial to maintain a focused approach, emphasizing the needs of the commercial property and why a meeting can help solve those problems. The goal should be to pique their interest and demonstrate the potential value of a collaborative discussion, rather than attempting to deliver a full-fledged sales pitch prematurely. 

During this stage, sales teams will inevitably encounter objections or hesitations from potential clients. These objections must be anticipated and sales reps should prepare for common concerns, such as the perceived lack of need for a comprehensive plan or doubts about the value proposition. By addressing these objections head-on with empathy, providing relevant case studies, and reinforcing the potential risks and liabilities of inaction, restoration professionals can increase their chances of securing a meeting.

The Winning Pitch

Securing a meeting with a commercial client is a significant achievement, but delivering a compelling sales presentation is crucial to converting that opportunity into a closed deal. An effective pitch requires a strategic blend of technology, discovery, tailored messaging, and a strong emphasis on comprehensive business continuity planning. 

Leveraging technology can elevate the professionalism and impact of a sales presentation. Tools like PowerPoint or interactive presentation software can create visually engaging experiences, while video conferencing platforms like Zoom enable seamless remote collaboration when necessary. However, it’s essential to strike a balance, ensuring that technology enhances the message rather than becoming a distraction.

Before diving into the core pitch, conducting a thorough discovery phase is paramount. This involves asking open-ended questions to gain a deeper understanding of the client’s specific needs, challenges, priorities, and existing preparedness measures (if any). Active listening and probing questions can uncover valuable insights that inform the tailoring of the presentation.

Tailoring the pitch based on the client’s unique circumstances is critical to resonating with their specific pain points and decision-making criteria. For clients with minimal or no existing disaster preparedness plans, the focus should be on solutions that minimize downtime, mitigate risks, and ensure business continuity in the face of disasters or disruptions. This may include emphasizing the value of comprehensive Emergency Response Plans (ERPs), site assessments, and on-site equipment readiness.

Conversely, for clients with partial plans in place, the presentation should highlight how the restoration company’s services can complement and enhance their existing efforts, filling gaps and providing a cohesive, end-to-end solution.

Closing With Confidence

After delivering a compelling sales presentation, the final hurdle lies in closing the deal with confidence. This stage requires a delicate balance of addressing lingering objections, establishing a clear decision timeline, and fostering a sense of shared responsibility in the prospective partnership.

Inevitably, some clients may still harbor reservations or objections, even after a thorough presentation. It’s crucial to be prepared to address these concerns head-on, with empathy and a solutions-oriented mindset. Once objections have been addressed, the focus should shift to establishing a clear decision timeline. This involves respectfully inquiring about the client’s decision-making process, key stakeholders involved, and any specific deadlines or milestones that need to be considered. 

Throughout the closing process, restoration companies should reinforce the notion that the proposed partnership is a mutual responsibility, with shared goals and vested interests. Restoration professionals should emphasize their commitment to the client’s success, position themselves as long-term partners, and encourage the client to have a sense of ownership in the relationship. This collaborative approach can help overcome any lingering hesitations and foster a deeper level of trust and buy-in.

Building Lasting Relationships

While closing a deal is a significant accomplishment, the true measure of success lies in cultivating lasting relationships with commercial clients. By adopting a customer-centric approach and consistently delivering exceptional service, restoration companies can foster trust, loyalty, and long-term revenue streams.

Promptly implementing the agreed-upon services and solutions is paramount in establishing a strong foundation for the partnership. Timely execution demonstrates the company’s commitment to the client’s needs and sets the tone for future interactions. Restoration professionals should prioritize clear communication, adhere to established timelines, and proactively address any potential roadblocks or concerns that may arise during the implementation phase.

In the case of commercial clients with multiple locations or franchises, nurturing strong relationships can lead to repeat business and opportunities for growth. By consistently delivering exceptional service and demonstrating a commitment to the client’s success, restoration companies can solidify their position as the preferred partner for future projects or emergency response needs across the organization.

Conclusion

Successful sales efforts require a systematized approach, a deep understanding of the prospect’s needs, and a familiarity with the products and services being offered. One of the easiest ways to get a foot in the door at commercial properties is by offering emergency response plans (ERPs) with platforms like Restoration ERP. Our platform gives restoration companies one of the easiest possible sales pitches for a commercial property–a plan and centralized knowledge base for whenever disaster strikes. This allows restoration companies to minimize the “ask” while maximizing the value provided creating an easy and seamless sales environment. For more information about how to use Restoration ERP to grow your business, contact us or schedule a demo today. Our customer success team is standing by ready to answer any questions you may have.