Marketing

The Delicate Art of Qualifying Remodeling Leads with Chip Doyle- [Best of Powertips Unscripted]

Leads! Lead! Leads! Business is good, leads are coming in. But are you over-qualifying, under-qualifying, or doing it just right? 

Chip Doyle’s got research that says 30-60 percent of business is lost because the initial phone call is handled incorrectly. So if you’re not doing it just right, you’re leaving money behind.

In this episode, Chip’s back with Victoria and Mark to break down the best practices for lead evaluation over the phone, and what to leave for the salesperson to handle in the prospect’s home.  

Chip Doyle wrote Selling to Homeowners — The Sandler Way, a best-selling industry book, and has been offering Sandler training for 20 years. He has worked with hundreds of remodeling companies across North America — including many of our Roundtables members and RA University members, and many other RA programs.

The most fundamental mistake many remodeling companies make — especially in this hot market — is mismanaging leads over the phone. Over-qualifying leads mean you’re actually losing money, says Chip. He says the salesperson’s job is to go out and get “no”s. Getting into the home is key, but too many owners wear too many hats and don’t have enough time to devote to sales calls. The result is being too stringent during the initial phone calls. Chip talks about how to qualify your prospects the right way, including:

  • Predictive qualifying
  • How long the initial call should take
  • Who should do the qualifying
  • Training the qualifier, or LIP
  • Ensuring that the homeowner has a positive experience on that first call
  • Finding out the client’s pain points while on the phone
  • Making and confirming appointments
  • And more …

Growing a High Volume Remodeling Business with Jake Schloegel- [Best of Powertips Unscrpited]

Many remodelers dream of one day building a high-volume remodeling company. Others aren’t sure it’s worth the effort.

In this episode, we talk to Jake Schloegel about what it takes to grow a high-volume remodeling business. Why build it? Who should be involved? What are the expectations?

Jake is the Founder of Schloegel Design Remodel, an award-winning Design/Build firm in Kansas City. He started in 1980 as a one-person company and has grown it, with the help of his team, to an operation exceeding $14 million in revenue annually. The company is now managed by Jake’s son, Charlie Schlegel, and his business partner, Chris Peterson.

Jake has been a facilitator and instructor for Remodelers Advantage for years and is very active in the remodeling community, having served as president of NARI from 1990 through 1992.

Victoria, Mark, and Jake talk more about:

  • Jake’s business and what prepared him for growth.
  • Who helped Jake in building the company?
  • The key components necessary for sustainable growth.
  • Why Jake wanted to achieve high volume.
  • What Jake would do differently if he could have some do-overs.

Ep.185: Getting To An 8-Figure Remodeling Business With Ben Juncker

Special guest Ben Juncker discusses the lessons he learned and actions he took to go from a roofing employee to the owner of a multimillion dollar business and a best-selling author.  After being in business for a while and buying out his partner, he realized that profits are more important than revenue and that he needed to start looking at his business at the macro level.  He started focusing proper staffing and creating processes, which led to meaningful growth.

Ben started his company, Craftsman’s Choice, in 1998 and became a James Hardie siding contractor in 2000. Since that time Craftsman’s Choice has grown continuously to become one of the nation’s top James Hardie Remodelers, completing over 175 jobs per year. They have won James Hardie’s prestigious President’s Club award every year since its inception in 2015.

Ben, Victoria, and Mark discuss the importance of:

  • Knowing what is happening on job sites
  • Building accountability into all processes and systems
  • Leveraging technology, specifically Customer Relationship Management (CRM) tools
  • And more…

Ep.164: Focusing on What Matters Most with Spencer Powell

The most common marketing mistake host Mark Harari sees is a focus on tactic without regard for strategy.  It is important to avoid adopting new fad marketing tactics, and start with a strategic foundation.  Guest Spencer Powell agrees, and he is here to share how to focus on what matters most to your business so that you can use marketing to increase profit.

Spencer is the CEO of Builder Funnel & the author of the book, The Remodeler Marketing Blueprint. Spencer began his marketing journey by helping his uncles’ remodeling division grow from $2M to $10M in 4 years & now helps remodeling companies create sustainable, repeatable marketing plans.

Victoria, Mark and Spencer talk more about:

  • Developing strategy
  • The importance of tracking/measuring
  • Taking the necessary steps for successful strategies
  • And more…

For the Marketing Pro on Your Holiday Gift List...

Ep.162: Digital Marketing Tactics for Hiring with Danielle Russell

There is one challenge most remodelers have been facing since long before the pandemic, and that is the labor shortage. 

So, what are you doing to find and attract the best talent? Marketing isn’t only used as a tactic for finding sales leads, but also attracting the best talent, and guest Danielle Russell is here to share how you can use digital marketing to find that talent.

Danielle is the President of Builder Funnel, a digital marketing agency serving remodelers like you for over a decade. She’s here to share some of her top tips that worked for Builder Funnel as they grew alongside their clients and the industry over the past year and a half.

Victoria, Mark and Danielle talk more about:

  • Increasing brand awareness
  • Building a culture and reputation
  • The “always hiring” mentality
  • And more…

How Much Does a Bad Hire Cost Your Business?

The Remodelers Advantage Hiring Edge Program helps you hire key team members more effectively using a unique combination of TriMetrix DNA Assessment Tools and experienced, hands-on business coaching. Our mission is to improve your hiring process and help you attract the talent your company needs and deserves.

Ep.154: How to Make Podcasts Your Most Valuable Marketing Tactic with John Corcoran

So, you’ve been thinking of starting a podcast for your business.

While it is one of the best reasons to gain notoriety and establish value for your community of clients, starting a podcast doesn’t mean it will bring success all on its own.

Guest John Corcoran is here to share his tips and tricks for how to make podcasts your most valuable marketing tactic.

John Corcoran is the co-founder of Rise25, an agency that helps businesses generate qualified leads, referrals and strategic partnerships using podcasts, and lead generation using LinkedIn and content marketing.  He is also an author, a former Clinton White House writer, and is on a mission to make the world a smaller place, through connections.

Victoria and John talk more about:

  • Building relationships and creating connections
  • Generating content
  • The value of podcasts
  • And more…

Be the Lobster - A Marketing Masterclass

Based on his bestselling book, Lobster on a Cheese Plate, Mark Harari leads this intensive masterclass that will cover everything from positioning, messaging, building a marketing plan, measurement, customer research techniques, and more.

Held in-person at the R/A Headquarters in Maryland on August 9-10, 2021, this class is designed to help all levels of marketing expertise excel.

[ Click for More Info & Registration ]

Ep.148: How to Compete Against BIG Competitors and Win with Mark Harari

You shouldn’t have to slog through a dry, term-laden textbook  to successfully market your business.

So in this episode, Co-Host turned guest, Mark Harari takes a deeper dive into his new book, “Lobster on a Cheese Plate,” a practical handbook that shows how to effectively market your business. Or, as the book’s subtitle states, “how to stand out, attract the best clients, and win every sale that comes your way.”

Mark is an accomplished speaker and writer, as well as the Vice President of Remodelers Advantage, President of R/A Marketing Inc., author, and co-host of this podcast.  He provides strategic direction for Remodelers Advantage’s internal and external marketing and communications programs, in addition to being responsible for the company’s brand identity, and ensuring marketing alignment across all channels.

Victoria and Mark talk more about:

  • The “six stones”
  • How narrowing your focus can broaden your appeal
  • Marketing plans VS. marketing budgets
  • And more…

Links from this episode:
Lobster on a Cheese Plate on Amazon
Lobster on a Cheese Plate Audiobook on Amazon’s Audible

Ep.144: The Three Most Important Skills in Sales Management with David Mattson

Sales management can be one of the hardest jobs in a company, especially if you are both a player and coach.

Sales managers are constantly focusing on how to improve their business, their team and themselves, and could use some tips along the way. 

Guest David Mattson joins Victoria and Mark in this episode to share the best practices to incorporate into succeeding as a sales manager.

David Mattson is the CEO of Sandler Training and also a former speaker for the Remodelers Advantage Roundtables.  David has written 5 best selling books on sales management and is also releasing another called, “Scaling Sales Success -16 Principles for Sales Leaders.” 

As a distinguished author and CEO, David brings his knowledge of world-class sales, sales management tactics and actionable strategies into this episode.

Victoria, Mark and David talk more about:

  • Onboarding salespeople as a small business
  • Tips on coaching
  • Advice for new sales managers
  • What it means to “Tap Into Their Why”
  • And more…

Documents Mentioned During this Episode: 

Explore More Sandler Books

And Speaking of Books... Lobster on a Cheese Plate is Now Available as an Audiobook

Ep.141: The Remodeler Marketing Blueprint with Spencer Powell

For many remodelers, digital marketing is the “voodoo” magic. With so many options, where do you begin? Well, Spencer Powell has the answer.

In this episode, Spencer dives into his new book, The Remodeler Marketing Blueprint. He talks about everything that you need to know about being found online, successfully.

Spencer is the CEO of Builder Funnel and founder of Builder Funnel Academy, author, and radio host. Spencer has been a longtime guest and sponsor of the show, and gives listeners even more knowledge about marketing in the remodeling world in this episode.

Victoria, Mark and Spencer talk more about:

  • How this journey began.
  • How marketing has changed over the years.
  • What the marketing blueprint looks like for remodelers.
  • The biggest mistakes remodelers are making today.
  • And more…

Ep.138: Focusing Your Communication Style on Customer Satisfaction with Dave Yoho

Effective communication is measured by outcomes. Communication without an outcome is like traveling without a destination. The communication techniques used in selling are frequently more disastrous than helpful.

In this episode, Dave Yoho will expound upon several powerful communication techniques that have a psychological background, and have been proven to lead individuals to the outcome(s) they desire.

The measure of all communication is the outcome achieved. If you are not receiving the outcome desired with your communication – change what you are doing.

Dave Yoho is the president of Dave Yoho Associates, a widely recognized small business consulting company. He sits on the board of public companies, has appeared in over 100 video training series and has made over 5,000 speeches in all 50 states and 17 foreign countries.

Victoria, Mark and Dave talk more about:

  • Proven communication/sales tactics that a salesperson can use to find success.
  • The importance of persuasive language in the sales process, and some examples of how it is used.
  • Using customer satisfaction selling to introduce trial closes, and effectively close against price.
  • The most common reason for the failure of veteran salespeople.
  • Learning more about these powerful communication/sales tactics
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