New of Putting Greens of Atlanta, in Buford, Georgia on marketing
and selling quality turn-key installations
How did you get into putting green installations?
Researched all manufacturers for personal green at home and chose AllPro’s
Product, because it is more natural and great customer support. Price
was secondary after quality. After entertaining at home, friends started
asking how they could get one and something clicked in my head to start
a business after retiring from the corporate world.
How many installations have you done in the Atlanta area?
75 – 100 or more at this point both residential and commercial
What is your target customer?
80% high income home owners
What kind of advertising do you do to reach your target customers?
Advertise in Atlanta homes and lifestyles magazine, half page ad that
circulates monthly to high end homeowners along with tradeshows and
referrals from golf course architects and current customers.
What is the biggest selling factor that you offer your clients?
My own reputation as a great contractor in the area. You are only as
good as your word, so you should always live up to your word. Your customers
will appreciate you going the extra mile to make their experience great.
What are the average size, cost and profit margin you receive
froma typical green installation?
16’x26’ green costing $6,000-$7,000 with an average margin
of 63% -65%
Do you find it easy to up-sell otherlandscaping services such
as hardscaping or water features?
Definitely, the people are buying my reputation and trust. They want
additional landscaping around the green. Usually the first question
a customer will ask me is what can you do as far as landscaping? That
is a great lead in to a sure close on other services.
What is your process for selling the greens?
Initial phone conversation explaining installation, then a no obligation
consultation and laying out the green with an extension cord in their
yard, (they need a visual, it gets them excited!) take measurements,
at that point they increase or decrease size, then we look at when to
What is your secret to successfully closing a sale?
Establishing a trusting relationship with the customers, asking for
the order and explaining that we run a 3 week installation schedule
and need to get them on the schedule to have the project done in a timely
How has the referrals sent to you by All Pro helped your business?
Tremendously, I have closed 95% of the referrals All Pro has sent me.
How do you think tradeshows have impacted your sales?
Tremendously, allows face to face encounters with potential customers,
I can explain the install process & warranty,they will usually fill
out a contact sheet for a free consultation.
In your last tradeshow, how many solid sales would you say
you walked away with?
12-15 solid sales, still closing sales from the Home and Garden show
in Atlanta. That number is increasing everyday that I do a consultation.
How did the cost of the booth compare to the sales profits
I spent $750.00 on the booth rental and the sales started at $38,000
for six greens along with an additional$5,000 in landscaping around
them. One sale will pay for the cost of the booth and then some.
What advice would you give otherson how to be successful at
Be personable, be knowledgeable, and trade shows are not the time to
go for the close. It is a time to provide knowledge and establish a
relationship. You will beable to better close a sale one on one at their
home during a consultation.
What other ways of marketing have been effective for you?
Providing a commission for any sales brought in by associates, friends
or current customers and making sure they have brochures to pass on.
Establishing relationships with golf course architectsin the area and
working off their referrals.
What sets you apart from other installers in your area?
Reputation and living up to my word.Some contractors do not show up
on time or finish on time and I always deliver to my customers what
they want and expect.Projecting a professional image to my customers
at all times makes them more comfortable with me.
Do you think customer referrals play a big role in your sales
Most definitely. If I keep my current customers happy they will refer
me and keep me in mind for anyone that admires their green and wants
one of their own.
How do you keep thosereferrals alive?
Offering incentives, commissions,paying attention to detail and not
cutting corners on their installs. Always listening to my customers
needs and concerns, so that I can do the best job possible and avoid
any call backs.