Our survey shows that 70% of lot traffic originates as customers drive by the lot. I took this opportunity to interview Jaeson Leverkuhn of Spartan Structures about his lot.
What do you do to make your lot inviting?
“A manicured lawn and bright vivid feather banners to give movement at the street causing customers eyes to be drawn to my sales lot.”
“I also rotate buildings around on my lot to create a sense of movement and appeal to check out what is going on here. I can’t always order buildings when I’m at maximum capacity. So keeping movement on my lot to make people say ‘hey, they always have a good turn over on buildings, let’s check them out.’”
“I put seasonal decor on a few of my buildings like wreaths on a couple of windows in the front of the sales lot facing the road during December.”
“During the summer, I’ll also place large hanging ferns on buildings with porches. I basically treat my road frontage as my “window display” like you would see in retail shops in the mall. I just have a really big window!”
What is your criteria to determine how many, color, style, color, etc. for your inventory?
“I listen to my customer’s needs and watch what sells faster on my sales lot. From there I’ll order buildings with more neutral colors or more bold colors.”
“I also pay attention to the new homes being built in the area. I watch the color choices and add a few buildings with colors I find consistent or popular with those newly built homes. I watch color choices in mobile home lots as well.“
I visit with some dealers who have considerable down time between customers. Personally, it would drive me nuts! How do you spend time between customers?
“Down time? What’s that all about? Never heard of it. Ha ha!”
“I’m lucky to have a great location on a well traveled street. This helps keep me busy on a daily basis.”
“When I am not waiting on customers I’m putting Craigslist ads up and updating my sales lot’s Facebook page with pictures and status.”
“I pay attention to my competitor’s sales ads, pricing, and what they have to offer the customer, so I can be two steps ahead of them. One step ahead is never enough.”
“I am always looking for new and fresh ways to promote my lot, because like you, down time drives me crazy.”
You are one of your company’s top producers. Take me through your process from initial contact to closing the sale. I realize we cannot treat people as one size fits all, but what are some keys to closing the sale?
“I can’t tell you all my secrets! Ha ha!”
“I greet every customer as if they are my only customer for the day. That customer and the needs the customer has for a portable building are my main concerns. I am not going to waste my time selling them something they can’t use.”
“I explain the pros and cons to some of their “must have” items if I feel I can offer them something that is a better match for what their needs are. Most of the time, they are unaware of the products and add-ons we offer for the inside and outside of their future building.”
“Closing the sale is one of the easiest parts when you stand behind the quality of your products and the value they are receiving. Customers need that assurance that they are investing in a product that will last them many years. After closing the sale, I send thank you letters to my customers. I not only gain my customer’s loyalty but I also inspire my customers to promote Spartan Structures to their friends and family.”
Interview by Terry Taylor, BLI Customer Representative