Steps to Successful Parking Lot Promotion Philip Kresge Sr. Director, National Resources National Ready Mixed Concrete Association

Thank you to our Sponsors

General Instructions Login problems: Call: –Webinar ID # 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 Successful Parking Lot Promotion

Prospecting

The Usual Suspects –Dodge Reports –Construction News –Local Networking

Available Through Partnership of NRMCA and Your State Association

Project Search By 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

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 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

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

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

Energy EfficiencyICF Construction Low Maintenance Concrete Parking Lot AestheticsDecorative 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 Transport Roaring Spring, PA

Originally steel building with asphalt pavement Footings, floors, etc. 3,500 yd 3 Converted to Tilt-up + 5,000 yd 3 Asphalt to Concrete + 4,000 yd 3 Total Concrete 12,500 yd 3 250% 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

On introductory meeting with prospect –“If I can just have 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 Comparison Gather 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

We can fall prey to our customer’s objections

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?

Choose Your Battles Wisely “We couldn’t agree more with your points regarding economic and environmental responsibility. Based upon those criteria, we determined that impervious concrete, combined with underground percolation storage, would be the most practical method of holding and treating stormwater from the planned... site. Therefore, we will stay with our original design” impervious concrete original design

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!

Benefits Applications Resources Links Publications Pervious Concrete Concrete vs. Asphalt

Parking Lot Strategic Plan BUD Program Link to Parking Lot Design Assistance Program Photos Project Directory Promoter Directory

Questions?

Thank You! Phil Kresge Sr. Director, National Resources