Steps to Successful Parking Lot Promotion
Philip KresgeSr. Director, National Resources
National Ready Mixed Concrete Association
Thank you to our Sponsors
General Instructions
• Login problems: Call: 800-263-6317– Webinar ID #124-965-803
• Attendees should mute (*6) their lines until they want to speak
• Please do not place call on hold (music)
• Ask questions on the phone– Don’t type questions in the box
Topics of Discussion
• State of the Market
• The Five Steps– Prospecting– Utilizing ALL Your Tools– The Change Order– Remember ALL Your Options– Making the Call – Tips to Stay Professional
Today we are in
unfamiliar territory
46.6% increase
Concrete is the Preferred Paving Material
• Preferred initial cost
• Preferred life-cycle cost
• Preferred status as environmentally friendly
• LEED friendly
Concrete enjoys a position never before experienced by our industry
We Must Capitalize on Our Position
What will we learn today?
Nothing we don’t already know!
We know what we should be doing!
Maybe we’re not doing it because . . .• Overwhelmed
• Complacent
• Preconceived notions
Steps to SuccessfulParking Lot Promotion
Prospecting
Prospecting
• The Usual Suspects– Dodge Reports– Construction News– Local Networking
Available Through
Partnership of NRMCA and Your
State Association
Project SearchBy Name, Value, State, City, Value, Type, Etc.
Project Listing Alphabetical by City
Project Contact and Decision Makers
Contact Your State Association
for More Information and Access
Only the most foolish of mice would hide in a cat’s ear
Only the wisest of cats would think to look there
Don’t overlook the obvious
• Mid-job / Next-job recommendation– Landscaper, in the midst of installing
a lawn, suggests a rock wall to reduce runoff
– Caterer, serving a summer party, reminds client that Christmas is only five months away
Review Current Projects
Review Upcoming Projects
• Someone will be asking for a price for footer/floor– What about parking lot?– Flowable fill possibilities?
Utilize ALL Your Tools
Utilize ALL Your Tools
Concrete Delivers!
• For Owners– Durability– Economical– Safe– Upscale
Appearance– Environmentally
Friendly
Concrete Delivers!
• For Designers & Specifiers– Preparing the
Subgrade– Material &
Proportions– Thickness– Jointing– Construction
Practices
Concrete Delivers!
• Environmental Benefits of Concrete
• 20-slide PowerPoint show printed for use in one-on-one presentation
• Alternative to using laptop/projector for less formal presentations
• Help for the technologically impaired
• Within everyone’s comfort zone
Low Tech Pitch Book
• Promoter time may be limited at introductory meeting• 10-15 minutes• No time for full-blown
presentation
Low Tech Pitch Book
The specifier sees full
presentation pages for clear communication of images and major points
The promoter views a smaller version of the specifier page, along with other useful notes and
background information
• Concrete Parking Lots– Over 1,000 sold
• Flowable Fill– Initial orders (300)
being distributed now
• Pervious Concrete (TBA)
• Environmental Benefits of Concrete (TBA)
Low Tech Pitch Book
• Design Comparison
• Life Cycle Cost Comparison
Concrete vs. Asphalt• Apples-to-apples
comparison of pavement design should always be considered
• Quantification in $ allows for a better business decision on pavement choice
Reference Library
Reference Library
WWW. NRMCA.ORG
Design Details
• 26 different details
• Three formats– .dwg– .dxf– .jpg
• Step-by-step instruction
• Customizing tips– Setting defaults– Customizing
reports
Parking Lot Design
Assistance Program
Parking Lot Design Assistance Program
• Free service offered to specifiers through local promoters
• To encourage and support specifiers that are willing to try concrete
• Assistance provided by consultant hired by NRMCA
• Suggestions for sub-base, thickness, design details, jointing, specifications, maintenance, etc. using ACI 330, NRMCA CPA software, ACPA or PCA guidelines
Sample Design Suggestions
The Change Order
• By definition, promotion is a long-term investment
• Influencing a thought process
• Sales is a more immediate process
• We usually differentiate between the two
• Change Order more akin to sales than promotion
• An everyday occurrence in our promotion efforts
Promotion vs. Sales
Promotion Dogma
• “Getting in early is key to successful promotion”
• “Once the job is in Dodge reports, it’s too late”
• It’s never too late!
Change Order
• Substituting a specified building material with concrete.
–Asphalt–Wood–Steel
• Job specific
• Time sensitive
What does your
customer want?
The only way to
know is to listen!
What are the Hot Buttons?
• Aesthetics
• Energy Efficiency
• Initial Cost
• Life-cycle Cost
• Unique Design
• Sustainable Development
Listen to customers’ wants and decipher their needs
Teach customers to want what they need
Teach customers to want what they need
• Energy Efficiency • ICF Construction
• Low Maintenance
• Concrete Parking Lot
• Aesthetics • Decorative Concrete
Make Suggestions
• Use your professional expertise to provide insight• Provide alternatives to existing designs• Present new technology
– Self consolidating– Pervious– ICF
• Demonstrate benefit to owner– Quality– Economy– Safety
Change Order can be most successful if you . . .
• Solve a problem for your customer
• At the time they are thinking about it
• Do it easily and quickly
• Selling Solutions!
Ask for the Order
• Mid-Job / Next Job Recommendation • You are already bidding the job• You are already supplying the job• Decision maker may consider
alternatives if beneficial – Mobilization costs reduced– Construction schedule
• “Would you like fries with that?”
Smith TransportRoaring Spring, PA
• Originally steel building with asphalt pavement
• Footings, floors, etc. 3,500 yd3
• Converted to Tilt-up + 5,000 yd3
• Asphalt to Concrete + 4,000 yd3
• Total Concrete 12,500 yd3
• 250% increase after project was put out to bid• “Would you like to Biggie Size your order?”
Remember ALL Your Options
Roller Compacted Concrete Pavement
Pervious Concrete
What can be done with an existing
asphalt parking lot?
Consider Whitetopping
Making the Call
Making the Call
• On introductory meeting with prospect– “If I can just have 10-15 minutes of your time . . .”– Utilize Pitch Book– Touch on the highlighted benefits of concrete
parking lot– The Close – “I’m sure now that you can see why
you should consider a concrete parking lot for your project(s)”
If the Customer has Concerns . . .
• Use your professional expertise to provide insight
• Be a Resource Director– Offer to provide support / data as needed– Offer referrals as appropriate
Offer CPA ComparisonGather Information• Project size• Intended use
– Light or heavy duty– Projected Average Daily Truck Traffic
• Is there an existing asphalt specification/design?
• Have Construction Mgrs., GC’s, etc. been selected?
• Time frame?
Making the Call
• Make follow-up appointment• Leave behind appropriate Concrete
Delivers! Brochure and Local Project Profile (if applicable)
• Take info back to your office to work out particulars– Get answers to client’s questions – Design/Life Cycle Cost comparison with
Concrete Pavement Analyst
Making the Call
• Running Concrete Pavement Analyst– Gather relevant info
• Local concrete and asphalt costs• Contractor input on in-place costs
– Run CPA comparison– Print results and prepare for presentation to
client
Making the Call
• Give it a more Professional Look!
Making the Call
• Follow-up visit with complete promo package– Answers to client’s questions w/ supporting
data– Concrete Pavement Analyst results
Making the Call
• Listen to Customer’s Reaction – Offer Assistance
• Presentation to others involved in project • Centralized Design Assistance Program• Referrals
– AFTO
Not an easy task
• Much of the world has its defenses up to keep out new ideas
• Customer’s preconceived notions– Concrete is too expensive– Concrete is too difficult to place– Concrete cracks
Are we too focused?
• Sales call to get P/O for concrete footings, floors
• Pays no attention to customer’s comments about– Material price instability– Manpower issues – Construction delays
Are we too focused?
• Sales call to get P/O for concrete footings, floors
• Misses at least three opportunities– Tilt-up concrete– ICF construction– Flowable fill
• What about the parking lot?
A Word of Caution
• Stay Professional
• Keep Your Promotion Message Positive
• Focus on Benefits of Concrete
• Sell the Right Solutions
• Handle Asphalt’s Weaknesses with Care
• Mediocrity Always Attacks Perfection!
www.ConcreteParking.org
• Benefits• Applications• Resources• Links• Publications• Pervious Concrete• Concrete vs.
Asphalt
www.ConcretePromotion.org
• Parking Lot Strategic Plan• BUD Program• Link to Parking Lot
Design Assistance Program
• Photos• Project Directory• Promoter Directory
Questions?