BUSINESS
SFM : You mentioned that some people are just looking for the best price and they ’ re not really into developing that relationship . What do you think are the most important factors for sports field managers when it comes to their equipment and supplies needs ? Is it budget ? Brand ? Convenience and availability of product ? Something else ? And where does the relationship with their vendor / supplier rank in that ? Churchill : Again , you could ask six different people and get six different answers . My first step after trying to build some level of trust is to guide the conversation and provide information or knowledge . It ’ s asking the questions , showing interest , and showing some empathy for the problems that they face every day . You build that trust level by being a resource and being someone they can talk to or that they trust enough to go beyond just talking about the products or services that they need . It ’ s providing information , giving them the data or the specs , and then offering multiple solutions to fit their needs . There ’ s more than one recipe for chocolate chip cookies , and they ’ re all good . The same holds true with identifying turf management options . It ’ s providing them the information that puts them in a place where they can make an intelligent decision on what they buy . And , yes , it often comes down to price . If I have two comparable products that address the same need , except one is close to double the price , that may require a separate conversation . The adage , “ you get what you pay for ” is seldom disproved . There ’ s a reason why the two products are significantly different in price . It ’ s my job to provide the facts and explain the differences to help the field manager make the best purchase decision for them and their facility .
SFM : How much does the relationship vary based on the level of play and the related budget ? Do you take a different approach with K-12 sports field managers than you do with parks and rec professionals , colleges and universities or professional sports stadiums ? Churchill : They certainly are different . When you ’ re talking about K-12 schools , municipalities or parks and rec departments , you know they have very strict guidelines on their purchasing policies . I have a very dear friend who I ’ ve known for more than 25 years . He is a good customer of mine ; but if my bag of fertilizer is 10 cents more per bag than the other guy , he ’ ll buy from the other guy . I get it .
As a vendor or a sales rep , you have to understand that what they buy might be their decision , but who they buy it from might be totally out of their hands . That falls mostly within K-12 and any other taxsupported institution . Private schools , colleges and universities and pro teams may have a little more flexibility and can make that decision on their own . You have to know what the customer ’ s purchasing policy is , respect it and follow along . sportsfieldmanagementonline . com January 2025 | SportsField Management
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