Your objective is to uncover weak points in your client’s relationship with your competition. If the relationship could be better, your client will openly express displeasure. Politely inquire as to the value of solving the problem in that relationship. "Why do you continue to hire them?" When the conversation is controlled properly, you client will let you know exactly how to earn more business from him.

Tactic 3: Increase your client’s budget How many of your clients understand how to maximize the service life of their parking lot? How many are spending enough money to maximize the service life of their parking lot? Few clients understand the long term damage created by cracks and pot holes.

If you educate your customers on the physics of asphalt pavement, the diseases that shorten its life, and the cures that extend it, you will most likely convince them to start budgeting far more money for pavement maintenance. Naturally, if you’re the one who educated them how to make wise pavement maintenance spending decisions, you are going to be the first one they trust with their repair needs. People buy from people they like and trust. It’s human nature.

Here’s what you need to do. Download the PASER Manual for Asphalt Roads from the Transportation Information Center of the University of Wisconsin – Madison. Take photos of problem areas in your client’s lot. Sit down with your client, explain the PASER system, show your client pictures of the areas that he hasn’t budgeted for repair, and offer to create a multi-year maintenance plan. Prior to creating the report, reach agreement with your client that he pay for the report upon delivery (consider $400 per lot) but you will credit the cost towards the first repair job for the associated lot. This is a perfect way to spend your winter free-time. Create your spring and summer sales leads in November, December, January and February.

Tactic #4: Get Referrals The fourth tactic for increasing sales from a customer requires you to alter your thinking about your customer’s role in your business’ future. Your customers represent far more than mere sales. Good or bad, they control the fate of your company.

If your customers are upset with your services, they will convince 10 others to avoid you. If they are absolutely thrilled with your services, they will convince 10 others to hire you. If they are mildly pleased with your services, they might convince 10 others to hire you, but only if you ask them to.

If you consistently under-perform, word will get out. If you consistently over-perform (deliver great value) word may get out, but only if you prod it. So, the fourth tactic to increasing customer sales is to implement a customer referral system.

You need a referral system that is going to consistently remind your current clients that you are interested in adding new clients. In order to do that, you need to be sending cards, letters, or emails on a set schedule. The ideal timing is immediately after the first project you perform for them and then every two months thereafter.

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