Sales

Ep.125: Building Meaningful Customer Personas with Aimee Pagano

The concept behind developing a customer persona is pretty simple – get to know your audience better so that you can build a more meaningful relationship with them, both as a client and a prospect.

The output of that analysis is inevitable company growth and client retention. So how do firms, of all sizes, build meaningful personas to shape the way they go to market?

In this episode, Aimee Pagano talks with Victoria and Mark about the process of building these vital tools and what a remodeling firm can do with them.

Aimee is the Senior Digital Advisor at HighRoad Solutions, a smartech data integration company for associations. She has 20 years of marketing and communications experience and her specialties include persona development, content strategy and generation, lead gen, and website development / optimization.

Victoria, Mark and Aimee talk more about:

  • What a customer persona is and how remodeling firms would use it.
  • What the building blocks are for customer persona development.
  • Working without data.
  • What you do with the customer personas once you’ve developed them.
  • Who should be involved when going through a customer persona exercise.
  • And more…

Ep.118: How to Use Podcasting to Further Your Brand and Fuel Your Pipeline with Phil Pelucha

Because of the success of our podcasts (PowerTips Unscripted and The Tim Faller Show) we are often asked by our Roundtables members and contacts in the industry about the power of podcasting.

Clearly we are advocates of this medium and today we talk more about how you as a business owner can build your brand and pipeline by adding podcasting to your marketing plan.

Today’s guest is Phil Pelucha Phil, CEO and Host of Billionaires in Boxers, an international group of successful entrepreneurs. Phil is based in Capetown, South Africa and is a Creative Producer on movies, TV & events as well an international podcast host and coach who shares his insights into creating and monetizing empowering content.

Additional Resources:

Billionaires in Boxers Podcast on Spotify
Billionaires in Boxers Facebook Group

This Episode Sponsored by: Wellborn Cabinet

Wellborn Cabinet is the featured sponsor for this episode of PowerTips Unscripted. Thank you, Wellborn Cabinet!

Ep.116: Getting the Biggest Bang Out of Your Marketing with Susan Raisanen

If you have more than one salesperson, then odds are you have a round-robin policy of lead assignment. But that could be doing your sales team and your marketing department a disservice.

Susan Raisanen joins the show today to share how tracking and assigning leads, based on sales strengths, can make a difference in performance and in your bottom line.

Susan is the President of Profit Finder Pro Software and works with business owners and managers to help them understand that tracking just a few simple numbers in sales and marketing can make the difference between a company being profitable… or not.

Susan is also the Director of Sales & Marketing for TraVek Inc., an award-winning design-build remodeler in Scottsdale, AZ, and a long-term Roundtables member here at R/A!

In this episode, Victoria, Mark and Susan talk more about:

  • The difference between Marketing and Advertising and how it affects tracking
  • How much efficient marketing can add to the bottom line
  • What numbers should you be tracking
  • Once you get the numbers from tracking, what you do with them
  • Whether or not you should cut your marketing during downtimes
  • And more…

Mentioned in this Episode:
Susan’s Book: Track It To Crack It: The Ultimate Guide to Unlocking Your Company’s Full Profit Potential

Susan’s Phone #: (800) 972-6952

This Episode Sponsored by: Wellborn Cabinet

We are excited to have Wellborn Cabinet joining us as a featured sponsor for PowerTips Unscripted. Wellborn has been a huge supporter of Remodelers Advantage for years and it is great to have them involved in our growing podcast. Welcome, Wellborn Cabinet!

Ep.115: Using Public Speaking Skills to Master Any Sales Pitch with Brenden Kumarasamy

As a business owner, you have undoubtedly read plenty of books and maybe even taken a course or two on sales and how to sell to homeowners. However, most have avoided or over-looked strengthening their public speaking skills.

In this episode, Victoria and Mark explore the correlation between more persuasive public speaking skills contributing to a more effective sales approach when dealing with prospects and clients. Vic and Mark welcome Brenden Kumarasamy to the show to take a deeper dive on the art of public speaking.

Brendan has trained hundreds of companies and individuals in the art of public speaking and is the host of MasterTalk; a YouTube channel focused on professional communication and presentation.

Victoria, Mark and Brenden talk more about:

  • How remodeling business owners can build better relationships with their clients.
  • Communication strategies that they can use to sell more deals.
  • Why building personas is so important when speaking with potential leads.
  • Using pace to connect with your client.

Two Courses Available to Strengthen Your Sales Team

On August 10th our Becoming a Great Salesperson – a 6-week course kicks off with instructor, Craig Deimler, leading the way. Click Here for More Information + Registration >>

R/A Roundtables and Remodelers University members have access to SalesEdge, an ongoing sales training course lead by Jeff Borovitz from Sandler Training. Click Here for More Information >>

This Episode Sponsored by: Wellborn Cabinet

We are excited to have Wellborn Cabinet joining us as a featured sponsor for PowerTips Unscripted. Wellborn has been a huge supporter of Remodelers Advantage for years and it is great to have them involved in our growing podcast. Welcome, Wellborn Cabinet!

Ep.114: What Bull Durham Teaches Us About Achieving Goals

Goals are critical to success in business—they focus attention and give your team a clear understanding of what you’re trying to achieve. But oftentimes, the goal is all we see. And looking at nothing but the end goal can overwhelm and lead to failure.

Fortunately, the 1988 film Bull Durham holds the secret to achieving your business goals, no matter how large they may be.

In this week’s episode, Mark and Victoria discuss the lessons learned from the film, as well as some practical ways you can implement the advice in your business.

Introducing Our New Sponsor; Wellborn Cabinet

We are excited to have Wellborn Cabinet joining us as a featured sponsor for PowerTips Unscripted. Wellborn has been a huge supporter of Remodelers Advantage for years and it is great to have them involved in our growing podcast. Welcome, Wellborn Cabinet!

Ep.105: Break all the Rules and Close More Deals with Jeff Borovitz of Sandler Training

The world is rapidly changing, and many of the old rules no longer apply. It is imperative that we change how we sell our services to stay ahead of the change curve.

Today’s guest, Jeff Borovitz with Sandler Training, has been on thousands of face-to-face sales calls and has dialed the phone over 100,000 times to schedule appointments, follow up, and close sales. 

In this episode, Jeff gives us permission to break all the traditional “sales” rules so that you can close more deals. Jeff shares:

  • The rules you should be breaking.
  • What is a pattern interrupt is and how it helps get the sale.
  • What a PALO is and how it is a critical component of every sales call.
  • And More… 

Ep.102: Developing a Sustainable Niche to Support Your Passion with Wright Marshall

One of the strongest ways to differentiate your business in your market is to have a niche. 

Wright Marshall’s company, Revival Construction, has always focused on one highly specific niche and is constantly refining its team and systems to be the leader in that segment.

In this episode, Wright will share his approach with Victoria and Mark, and why following his passion for historic architecture helped him create a successful remodeling business.

In May 2000, Wright Marshall formed Revival Construction Inc. in Atlanta, GA, dedicated to renovating and restoring Atlanta’s older homes. The company focuses on classically designed whole-house renovations, and additions to houses built before WWII in the intown areas of Atlanta. Revival’s mission is to build beautiful homes and lasting relationships. Wright’s also a longtime Roundtables member.

Wright minored in architectural history in college, and planned to build for a while before going to architecture school. He didn’t go. Instead he concentrated on remodeling and building additions on older homes, allowing him to follow his passion for classical architecture and run a successful business. While there were other companies doing it in his market, they weren’t doing as well as he thought he could. Wright concentrated on providing a better customer experience in that niche, as well as: 

  • Determining if your passion can be a sustainable business
  • Working with architects
  • Why design-build doesn’t have to be in one company
  • Building your reputation in the niche
  • Defining success in hiring
  • Investing in estimating
  • The importance of discipline
  • Setting smaller, realistic goals
  • The advantages of finding your niche
  • And more …

You can also learn why Wright chose the name Revival for his company, and also get to hear a little bit of an Allman Bros. song. Also, give yourself a little time to look through Revival’s Project Portfolio — there are some beautiful examples of Wright’s work.

Become a Master

Our MasterClass courses are two-day sessions of rich, interactive information with plenty of hands-on instruction. We limit our classes to 12-18 people, giving you ample opportunity to work one-on-one with the instructors. All our instructors are well-known respected industry experts and some of the best in their fields of expertise. Learn more about our MasterClasses in marketing, the design process, bookkeeping, and project management.

Ep.101: The Delicate Art of Qualifying Remodeling Leads with Chip Doyle

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 means 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
  • Why not to talk budget during the lead take-in
  • Ensuring that the homeowner has a positive experience on that first call
  • Finding out the client’s pain points while on the phone
  • Why the time frame of the job is a fair question
  • What a Volvo in the driveway or piano in the home can tell you
  • Making and confirming appointments
  • And more …

Let us know if you’d like to participate in Lead Intake Person training, send Mark an email at: mark@remodelersadvantage.com with LIP in the subject line. If we get enough interest, we’ll get Chip to teach the class.

Did You Know: Chip Doyle is a Featured Instructor with R/A…

We have Chip on our schedule for two upcoming programs. The SalesEdge program is for RA members who qualify, and the weekly topics will be tailored to the collective strengths and weaknesses of the limited number of participants for maximum results. See more about SalesEdge.

The Client Management Training for Designers, Architects & Project Managers is a program that will empower your team to lead your clients throughout the project, and not just take orders. It’s a multi-week course that can be taken in the comfort and convenience of your office using the phone, email and/or webinars. Get more information about Client Management Training for Designers, Architects & Project Managers.

Ep.96: Tiered Growth: Understanding Metrics and Recognizing Signs to Set Profitable Sales Goals with Michael Hodgin

Most people would consider a company jumping from $1.5 million to $3 million in revenue a growing organization. However, when we look beyond gross sales, those numbers don’t necessarily mean it grew. It could even mean the company is less profitable — and ultimately less successful — than it was before. 

Michael Hodgin says planning for, and implementing, tiered advances are a better strategy for deliberate, healthy growth.

In this episode, Michael discusses his tiered increase growth strategy with Victoria and Mark. For healthy growth, he says you have to set and meet certain goals for sales, job costs, systems and performance before taking the next step.

Michael is a general contractor and business consultant living in the Rogue Valley of Southern Oregon. He started his first construction company as a one-man-show in 2000, eventually growing Coleman Creek Construction to include a successful team of 15. Michael joined Remodeler’s Advantage in 2016 in an effort to deliver the greatest possible value to his clients. Investing in the development of efficient systems for his own business inspired the creation of his consulting agency, Maestro’s Toolbox

Micheal says that your company’s gross sales should bump up to the next milestone only once your teams have mastered sales, pre-construction, and production systems at their current revenue level. That puts a company in a stronger position to handle the inevitable increase in workload. He talks about how to accomplish healthy, tiered growth for you remodeling company, including:

  • The infrastructure milestones to hit
  • Taking deliberate steps
  • The importance of setting goals 
  • Focusing on hitting those goals
  • Proving your success 
  • Nailing down all your job costs
  • Managing slippage
  • Building the foundation for growth
  • The metrics that tell you that you’re ready for the next step
  • Stepping away and delegating
  • And more …

Planning your growth, setting targets, and understanding why and how you hit them will spur the right kind of growth for you and your company.

Ep.95: Being Honest Online with Taylor Rennick

Honesty is truly the best policy when it comes to your website and social media presence. In a sharing economy, your prospects want to know everything about your company before they even pick up the phone. 

We’re breaking down why transparency online is important, and how it can lead to more jobs.

In this episode, Taylor Rennick discusses the importance of being honest and transparent online with Victoria and Mark, and tells you how it can create more leads, and eventually more revenue. 

Taylor is an inbound marketing strategist at Builder Funnel — one of our partners here at Remodelers Advantage.

As part of her job, Taylor spends hours every day looking at remodeling company websites. Some are good, some not so much. And some seem a little shady, using project photos that aren’t theirs or lying about project pricing. Remodeling is intensely personal, and has to be sold as a service, not a product, Taylor says. Being transparent is the key. Taylor talks about the information prospects want to know, and how they want to find it, and why you’ll get more prospects, including:

  • Developing content to educate your audience
  • Explaining your process
  • Talk about cost on your website
  • What you should offer on your blog
  • What audience data can tell you
  • Positioning your company as a thought leader
  • Updating information to stay accurate
  • Reaching people where they are in their buying process
  • And more …

Taylor says you can find free resources to help you in all your online marketing on Builder Funnel’s site.

MASTER NAVIGATION
MASTER NAVIGATION