I’m often asked when the “selling season” begins for selling snow & ice management contracts. My answer is always the same: sales is a year-round, never-ending process without a defined season. On the other hand, there is a natural cycle that occurs in any sales process, and especially in such a seasonal business. This blog discusses this year-round sales cycle and where we are in that cycle currently.
As the winter season wraps up, snow sales pros are meeting with clients to obtain feedback and lay a solid foundation for contract renewal. In-person meetings are sought but sometimes not possible. Sometimes, the renewal occurs at this meeting, which is wonderful thing unless you missed an opportunity to raise prices or make other changes to the contract. Ideally, those changes are made before contract renewal. But my point is that some renewals occur in April or May – well before what one might expect to be the “snow selling season.”
The next step in the year-round sales cycle is to review each account for profitability, price increases, contract modifications, operational changes, etc. This “contract review” step is very important but often overlooked or performed haphazardly. In fact, it is so important, that the Snowfighters Institute will be covering this topic in detail during a webinar, scheduled for July 1. Click here for details and to register. Specifically, we will be discussing the price increase dilemma: whether to raise prices and by how much.
Now that the account has been reviewed and the renewal is ready to go, snow sales pros set up meetings. Again, in-person meetings are sought (always!). If a proper foundation was laid at the previous meeting, clients are expecting to have a renewal presented to them. They understand the urgency and how it benefits them to get this renewal signed earlier than later. Many renewals are signed in June or July using this approach. Of course, not all clients are able to renew this early but it sure is a good feeling knowing that all renewals are in the hands of clients so new sales may be pursued without having renewals in the way.
After renewals have been presented, snow sales pros are able to focus on new business. This isn’t to say that they haven’t been focused on new business because they have. They understand that selling is a year-round endeavor and they are always seeking new business opportunities. But the renewal process does take some time and energy. Once it’s complete, that time and energy may be redirected.
As this summer cycle progresses, you will want to “keep score” of actuals versus goals. For renewals, a goal should be established for your renewal rate and what that means in dollars. Each week, progress should be assessed on a sales scorecard. And every time another renewal occurs, the operations team should be notified so that they are able to incorporate that account into their operational planning.
It’s June. Where should you be in the sales cycle? Winter clients should have been met with in person. Contract reviews should be in process. Attend our webinar to gain some additional insight into this contract review process. Once finished, renewals may be presented. If you’re feeling some urgency, you should. It’s a race and you want to be at the front of the pack, not trying to locate your running shoes.
Now go forth.
About the Author:
- Phil Harwood is a leading snow industry consultant and Snow Commander of the Snowfighters Institute, twice honored with the prestigious Snow Industry Commitment Award by SIMA.
- Phil brings over 40 years of industry experience as a snow business owner, manager, and consultant, combined with a law degree, executive MBA, and BA in marketing. Combining his education and experience, he offers unique insights and proven solutions.
- Phil is the founder of Tamarisk Business Advisors LLC and Tamarisk Legal Advisors PLLC. He is a licensed attorney, based in Grand Rapids, Michigan.
- Phil will be the lead presenter at the upcoming Forum for Sales educational and networking event, being held August 6-7, 2025 in Milford, Massachusetts. Click here for more information or to register.
- Phil will also be leading the OPS Management educational and networking event, being held September 10-11, 2025 in Dayton, Ohio. Click here for more information or to register.
