http://builderradio.com/blog Business, Sales and Marketing resources for Realtors, remodelers and new home sales professionals Sun, 13 May 2012 21:13:13 +0000 en hourly 1 http://wordpress.org/?v=3.3.2 Selling More Homes: The Monday Morning Sales Meeting for New Home Sales Professionals brings you sale tips and techniques to help you sell more homes. Our audio sales training seminars can help you sell more homes. Jerry Rouleau & Scott Stroud no Jerry Rouleau & Scott Stroud admin@builderradio.com admin@builderradio.com (Jerry Rouleau & Scott Stroud) 2006-2010 The Monday Morning Sales Meeting for Real Estate and New Home Sales Specialists real estate, new home sales training, real estate sales training, builder blogs, selling more homes podcast, BuilderRadio, Selling More Homes Media http://www.builderradio.com/images/snhplogo_small.jpg http://builderradio.com/blog http://builderradio.com/blog/?p=4115 http://builderradio.com/blog/?p=4115#comments Sun, 13 May 2012 21:01:55 +0000 Administrator http://builderradio.com/blog/?p=4115 http://builderradio.com/blog/?feed=rss2&p=4115 0 new home sales training We speak with Ross Robbins, The Homebuilder Coach - Sometimes pop culture and clichés provide just the words we need to remind ourselves of some basic truths as we are spinning our wheels when selling new homes. We speak with Ross Robbins, The Homebuilder Coach Sometimes pop culture and clichés provide just the words we need to remind ourselves of some basic truths as we are spinning our wheels when selling new homes. Aphorisms such as “Luck is when preparation meets opportunity” have survived because they hold real meaning. The problem is, for most of us, is that we think we have nothing to do with our luck…it just happens to us. So let’s talk about getting prepared. The past few years have been a very, very tough time for new home sales people and for their employers, home builders. While a number of markets have had moderate activity far more have been stagnant or even non existent for new home sales. So it is tough for us to spend what little money we have to become prepared. Heck, we are focused on basics like survival. I understand yet I ask you to think about this cycle in another way. History shows us that out of every economic downturn a new upward cycle will emerge like a Phoenix rising from the ashes. So, it is not a matter of if this upward cycle will come, rather it is a question of when it will come and how strong it will be. By most estimates, which includes NAHB economists, we are already in a recovery, albeit a very weak one for our housing sector. In effect they are saying “The sun will come out tomorrow. Tomorrow, I love ya tomorrow; you’re only a day away!” Well, maybe it is time to prepare. That means education and training. Builder Radio is a great place to start the process as the range of experts whose work is available at your fingertips can get you started in whatever area of this business you need help. Then you can go to those experts’ websites for a bigger menu of the training they offer. Or check in with your local Sales and Marketing Council for other educational opportunities. I have been through five downturns in my career in this industry and each time my opportunity coming out of the down cycle was in an area that was new to me…a twist on an old idea. In each case I needed to prepare with some study and in each case I found what I needed from my local homebuilder association and SMC. As the educational arm of the National Sales and Marketing Council, the Institute of Residential Marketing has so many courses that one will fill the need you might have to begin competing effectively in the new economic upturn. While education and training is more difficult to find these days, NAHB is currently working on one key course CSP to go online. It will be available in late fall. I cannot speak for others, but I was willing to pay significant sums for good training. I saw, among others, Dave Stone and Tom Richey with their sales processes and Briggs Napier, Jr. with his marketing approach. Later there was CSP and the MIRM courses and I paid for every one of these sessions. I was a veritable sponge, soaking up the wisdom and experience of the masters of our industry. My dad taught me some important lessons besides getting to school the hard way. He taught me to take responsibility for my skills and attitudes myself…that nobody was as invested in me as I was and I should operate accordingly. So, I spent my own money, usually when I didn’t really have much to spare. I did it for three reasons. After working at several different things that weren’t right for me, I came to the housing industry and found my home. Because I knew I was going to stay and build a career, I found it made a lot of sense to invest in my success for the future. If this isn’t your home, this might be a great time to find the thing that does make your bell ring. If, on the other hand, this tough part of the cycle hasn’t dimmed your enthusiasm for this great industry, it is really time to get yourself ready for the next part of the cycle and insure yourself the best chance to profit from it with skills, knowledge and confidence you will find from the courses offered by IRM and your local SMC. Jerry Rouleau & Scott Stroud no 3:15 http://builderradio.com/blog/?p=4100 http://builderradio.com/blog/?p=4100#comments Mon, 07 May 2012 12:11:45 +0000 Administrator http://builderradio.com/blog/?p=4100 http://builderradio.com/blog/?feed=rss2&p=4100 1 Jeff Shore,leadership,management,mystery shop,negotiate,price,sales We speak with Jeff Shore, Shore Consulting - Jeff Shore has worked with new home sales teams from across the country.  Now, he's expanded his reach to include the United Arab Emirates.  He joins us this week to discuss his recent trip abroad, We speak with Jeff Shore, Shore Consulting Jeff Shore has worked with new home sales teams from across the country.  Now, he's expanded his reach to include the United Arab Emirates.  He joins us this week to discuss his recent trip abroad, what he saw from new home sales teams in Abu Dhabi, and to talk about Sales Leadership, negotiation, and how to increase the performance of sales teams in this week's program. Listen to the audio interview with Jeff.  Notes from the interview are posted below: 1. Everybody Negotiates. Even in the best market we can expect buyers to ask you to sharpen your pencil and push you for the best deal you can deliver.  But, in a buyer's market, negotiations can get out of hand. This past February Jeff Shore reported on data that was accumulated during 2011 regarding the buyer trends in the new home market and what builders were doing to meet buyer demand.  The report indicates that the majority of homebuilders negotiate on price 75% of time.  Only 30% of builders claimed that they don't negotiate price at all. However, those that don't habitually negotiate price meet or exceed their business plan goals 93% of the time as opposed to only 20% for those that regularly negotiate.  And if there is a broker involved, there is a much greater chance of that you'll be asked to negotiate, often starting from an unrealistically low point. The Realtor's job is to be the buyer's advocate and to get them the best deal they can.  As with buyers, if we don't help them see the value in our homes, they'll go to price as the sole point of negotiation.  So, deals brought to us with Realtor involvement often begin as low-ball offers. What to do:   "If you want to protect your margin, the first thing that you have to do is to dismantle that unrealistic low-ball offer.  We have to make sure that we're managing expectations from the front end of the conversation to prevent those low offers," say Shore. When you're working with brokers, there needs to be a separate conversation that says, "We truly hope that you'll encourage your buyers to make an offer.  But, if you're planning on coming in with a price that's substantially below our asking price, then please understand that this will only upset your buyers because the offer will be summarily rejected.  So, if you're looking to negotiate price, you need to think in terms of a few thousand dollars and not tens of thousands." "Give clear direction that sets the tone for the Realtor before they structure an offer as to what their expectations should be.  If the broker is left on their own without any guidance from you, you're going to get a low offer." It's equally important to set realistic expectations for buyers.  When they ask if what your current discounts or incentives are, or if there is any room for negotiations, you can answer that there may be a small margin depending upon when they are willing to close and the plans and options the choose. 2.  Sales Leadership The Pulse Report asked managers to rate the overall talent of their sales teams.  Only 6% rated their team as below average.  On the other hand, 74% of sales managers rated their teams as average or above. Yet, only 41% reported that their team met their business plan.  Obviously, these numbers can't represent a true average. So, where's the disconnect?  It has a lot to do with how much time sales managers spend in the field with their salespeople.  The more connected the sales manager is to the daily activities of their team and the more time they spent working with, training and coaching individual sales counsellors, the more realistic the managers were in their overall evaluations. Another revelation was that the more often that managers mystery shop their teams, the less likely they were to overrate them.  It is critical for sales managers to know what goes on in the field, even the strengths and weaknesses of individual salespeople. Jerry Rouleau & Scott Stroud no 29:16 http://builderradio.com/blog/?p=4065 http://builderradio.com/blog/?p=4065#comments Sun, 15 Apr 2012 22:03:26 +0000 Administrator http://builderradio.com/blog/?p=4065 http://builderradio.com/blog/?feed=rss2&p=4065 0 follow up,referral sales,referrals,sales Part 2 of our conversation with S. Robert August, Northstar Synergies - There are many reasons to follow-up with a buyer some of which have been addressed. As a reminder, please note the following reasons: Call or write as a courtesy. Part 2 of our conversation with S. Robert August, Northstar Synergies There are many reasons to follow-up with a buyer some of which have been addressed. As a reminder, please note the following reasons: Call or write as a courtesy. People like ... Jerry Rouleau & Scott Stroud no 20:03 http://builderradio.com/blog/?p=4050 http://builderradio.com/blog/?p=4050#comments Sun, 08 Apr 2012 11:27:26 +0000 Administrator http://builderradio.com/blog/?p=4050 http://builderradio.com/blog/?feed=rss2&p=4050 0 call back,follow up,nurture,sales By Robert August - Attracting a steady stream of new buyers into your business is a main focus of most builders and businesses today.  But, what we do with those prospects - how we nurture their interest and lead them through the sales funnel - really... By Robert August Attracting a steady stream of new buyers into your business is a main focus of most builders and businesses today.  But, what we do with those prospects - how we nurture their interest and lead them through the sales funnel - really defines our sales success.  In short, it's all in the follow up.  Here are some thoughts, strategies and techniques that will help you build strong and profitable relationships with your buyers. Setting the Stage Many sales coaches and managers believe that it is best for prospective buyers to fill out the prospect asset management cards upon coming into a sales office. They say that it helps them obtain more accurate information right away. My preference is to ask the qualifying questions and write the notes on the card directly throughout the qualifying and demonstrating phases of the meeting. The more the buyer sees the salesperson write the questions, the more comfortable the buyer will become with her/him. Just think about this point for a moment. Now, if a doctor does not take notes when visiting with the patient, how does the patient feel?  The answer is simple ~ the patient feels that the doctor is not taking the patient seriously. Also it is easier reading your handwriting or printing rather than the buyer’s. You will also notice to complete all of the areas on the card whereas the buyer may choose to leave areas unanswered. Another tactic is to have the buyer fill out the card at the end of the meeting. Usually the buyer has become more relaxed with the salesperson and will provide more qualified information and more reasons for each area of the card. For example, upon meeting a salesperson most buyers provide one reason for coming to visit~ signs/drive by. This reason is simple. It is the last point of contact the buyer experienced prior to walking into the sales/discovery center. Yet, at the close of the first meeting most buyers will provide salespeople with more than one reason they visited. Prior to leaving the meeting the salesperson should review the questions that have been left unanswered for the buyer. The answers may have been known by the salesperson but it gives her/him the reason to contact the buyer. Always leave questions unanswered so that you can earn the right to contact the buyer. Most buyers only want to leave their email address. Please get all of their contact information and use the phone whenever possible when replying to the buyer. Emails have often become impersonal while speaking to a buyer provides you the ability to understand the buyer through tacit and nonverbal communication. The initial follow-up call should be made within 24 hours. Salespeople should really make the first call within two hours of the visit. When the buyer receives word from the salesperson quickly it reinforces the interest of the salesperson in the buyer. Getting the Buyer to Return Prior to calling please review the card. Make sure you have as many answers complete for the buyer’s questions and you know how to communicate them properly. If you don’t have answers you should still call the buyer within two hours. The visit that they had with you will be fresh in their minds. They will appreciate the call regardless of how many answers you have for them. You may simply thank them for visiting you, tell them you are still working on obtaining their information, and ask them for comments and questions about their visit with you.   The Call Back Have a mirror or reflective glass next to your phone. Look into it.  Smile and retain the smile while you are visiting with the buyer. A smile can be seen over the phone. Identify yourself with first and last name and the company with whom you are affiliated. Ask if this is a good time to visit ~ not a bad time. If it is not a good time for the buyer to visit ask for several times that would be suitable for the buyer to visit with you via phone or in person at the sales/discovery center. Jerry Rouleau & Scott Stroud no 25:56 http://builderradio.com/blog/?p=4023 http://builderradio.com/blog/?p=4023#comments Sun, 01 Apr 2012 16:03:05 +0000 Administrator http://builderradio.com/blog/?p=4023 http://builderradio.com/blog/?feed=rss2&p=4023 0 Business,changes,Facebook,new We speak with Don Grandy, Founding Partner of Q3 Marketing: - On March 30 Facebook rolled out a new page design for all businesses, brands and organizations using the site. This new page design is known as ‘Timeline, We speak with Don Grandy, Founding Partner of Q3 Marketing: On March 30 Facebook rolled out a new page design for all businesses, brands and organizations using the site. This new page design is known as ‘Timeline,’ because it organizes a page’s content in reverse chronological order. In addition to a updated and more image-centric layout, business pages have new administrative features and functions that allow for greater publishing control and increased insight into visitor activity. It is important for all businesses to be aware of these changes and make any necessary adjustments! The Major Changes Image-centric layout (cover image: 850 × 315 pixels) ‘Timeline’ structure (reverse chronological), as well as new ‘Milestone’ feature New admin panel features Basic admin panel always at top when logged in showing recent activity More prominent About section More controls on how posts are displayed (star, pin and highlight stories) No more default landing page tabs What was previously known as a “page tab” or “landing page” is now called an “app” Apps/tab pages are now 810 pixels wide (up from 520px) New Look And Feel The first thing you'll see are the two enormous images at the top of the page—the cover and profile photos—as well as the timeline itself. (In fact, if you want a pithy summary of the new page design, this will do: image-heavy Under the two featured images is a film-strip of thumbnail photos; these are your Page Apps. (‘Apps’ is a bit of a misnomer; for most users, these apps will simply be page tabs that lack any special app-like functionality.) Other visual changes: the ‘About’ section is given much greater prominence. Your photos, events, and custom apps are now easier for people to find. “Pin” And “Star” Content You or your designated page admin can now “pin” one post to the top of your page so that fans can see it “above the fold” for up to seven days (or until new content is pinned). Pinned content is marked with an orange flag. Your business can also mark posts as “starred.” When you star a post, it expands to widescreen, drawing more visitor attention on your timeline. Tip: To hide a post from your feed, hover over the top-right menu of a post, click the drop-down menu and choose hide story to remove the story you're looking at. Friend Activity Now, when people visit your new business page, they’ll see how their personal Facebook friends have interacted with your page. Friend activity used to be located in a sub-tab, but now it’s front and center, just below the About section. If users tag your business page in one of their posts or check in at your business' location, the people they originally shared with will see these stories highlighted on your timeline. HubSpot helpfully puts this change in context: “In a nutshell, this means that your page will now include more elements of social proof; if a visitor to your page sees that he/she has friends who have interacted with your page, they might be more enticed to stick around and become a fan themselves.” Social proof is powerful stuff! Most Important: Think Visual In the new design, your cover photo (located on your front page) will be an expansive 850 × 315 pixels. Your app pages (previously known as tab pages) will be 810 pixels wide, compared to the current 520 pixels. Because images will appear larger and more prominently on your page, it’s essential that you post great visual content for your fans and visitors. Use photos, charts, infographics, and other imagery to take full advantage of Facebook’s new layout! What’s more, the new layout gives increased prominence (and thus increased visitor attention) to posted photos—much more than they did in the old “wall” layout. You can take advantage of this change by posting photos along with status updates, adding oomph to your updates. Need help updating your Facebook page... Or defining a successful Facebook strategy? Jerry Rouleau & Scott Stroud no 21:50 http://builderradio.com/blog/?p=4008 http://builderradio.com/blog/?p=4008#comments Sun, 25 Mar 2012 22:49:35 +0000 Administrator http://builderradio.com/blog/?p=4008 http://builderradio.com/blog/?feed=rss2&p=4008 0 change,control,new home sales,tension,training We speak with John Ace Underwood, Selling Edge P.R.O. - Understanding the nature of change is critical for sales professionals, particularly today when we can’t afford to lose even one sale. - Every day sales people are out there trying to get people... We speak with John Ace Underwood, Selling Edge P.R.O. Understanding the nature of change is critical for sales professionals, particularly today when we can’t afford to lose even one sale. Every day sales people are out there trying to get people to make changes of some kind in their lives.  If they don’t understand the nature of that change process, they will never get the results they are looking for. Change is the central activity of the human experience. Humans are adaptive by nature, and to adapt means to change.  In fact, Steven Hawking said that “Adapt or die” is the universal ultimatum So, effecting change is the purpose of every salesperson.  If you can’t facilitate change, you’re not going to get paid very well in sales. Resistance. The point is that people are NOT, by nature, resistant to change. Yet every salesperson has the feeling that their prospects are resistant to something.  You can tell by their behavior, their body language, or their openness or lack thereof.  What causes that response if it is not their resistance to change? People are not afraid of making a change or buying something; they are afraid of buying the wrong thing, whether that’s a house, a boat, a car, anything. Control. So when people give you resistance, it isn’t because they don’t want to buy or make a change, it’s because they don’t want to give up control of what they buy.  Too often, buyers feel that their salesperson is going to try to sell them something that they don’t want… And, too often they’re right! Why?  Because most sales training programs teach salespeople that they should always be in control of their prospects.  That is the biggest problem in the world of selling today, and it costs salespeople more sales than they can possibly imagine. Salespeople have been taught to believe that they and the customer are fighting over control and that one will win and the other will have to lose by default. We know that this is being taught.  If not, then why are so many people afraid of sales people?  Why do they go shopping for cars on Sunday when there are no salespeople to pressure them? Why do they drive around looking for homes without a Realtor? Because they think that the salesperson is going to try to manipulate them into doing something that they don’t really want to do. So we tend to base our sales relationships on this inherent conflict and struggle over control.  But, here is the secret that no one seems to know or acknowledge: If you will simply let the prospect be in control over what they get, then they will gladly relinquish control to you over the process by which they get it. Once you look at the control issue in that way, all of the so-called conflict over control goes away. And when that conflict is gone, all of a sudden people have no resistance to change – it’s what they really want. Ask yourself:  Why would someone resist you if they knew you are there solely to help them find what they are looking for? Homebuyers will fight to maintain control over what they will buy and, even more importantly, whom they will buy it from.  But they will give their business to the individual that allows them to explain with great clarity what it is that they want, what is important to them and what is not important to them. Tension So, control determines what people buy and from whom, but tension determines when people buy. Now, tension isn’t what you might think it is, or what Bayer aspirin wants you to think it is.  Tension is nothing more than the level of physical, intellectual or emotional activity a person is experiencing at any given moment in time. There is no good or bad tension; there is only productive tension and unproductive tension. It just depends on what result you are trying to produce. Think of it this way:  In sales, we are always trying to get a response from our prospects, are we not? We either want them to take some form of action, Jerry Rouleau & Scott Stroud no 28:19 http://builderradio.com/blog/?p=3999 http://builderradio.com/blog/?p=3999#comments Sun, 18 Mar 2012 21:04:38 +0000 Administrator http://builderradio.com/blog/?p=3999 http://builderradio.com/blog/?feed=rss2&p=3999 0 baby boomers,buyer profile,empty nesters,new home sales,retirees We speak with Michael Crosby, Crosby Real Estate Associates - The first members of the Baby Boomer generation are now 68 years old.  With past generations that would have meant that they had already purchased their retirement homes and were no longer ... We speak with Michael Crosby, Crosby Real Estate Associates The first members of the Baby Boomer generation are now 68 years old.  With past generations that would have meant that they had already purchased their retirement homes and were no longer a viable market.  Not so the boomers. Unlike previous generations, the boomers aren’t looking at 65 as a retirement age. For some, the economic turmoil of the past few years has put retirement out of reach.  And, many of those who have retired still feel vital and energetic, so are embarking on second careers. As a result, studies show that 60% of those retiring over the next 10 years of so plan to retire in place.  The remaining 40% do plan on moving into a new home more suited to retirement, and these will be a major force in the housing market at least through 2020. What Active Adults Want: Crosby sites statistics that are clear on what builders should be offering retirees and active adults: 55% want a single family detached home Average size:  1,900 sq. ft. 38% prefer a completely open floor plan 50% want a visually open floor plan, with knee walls dividing room spaces 79% prefer a single story ranch layout 51% are looking for 3 bedrooms, one of which will serve as a home office 46% would like a 2-car garage with bonus room above Among the features that mature buyers are looking for are additional storage spaces and easy to open windows.  They appreciate hi-tech energy efficient HVAC systems, but not the complicated thermostats that often go with them; they’d prefer a system that’s easy to understand and set. Plan for your market. As Crosby points out, empty nesters and active adults will require specific features that provide the benefits of comfort and enjoyment of their later years.  But other buyer groups will be shopping for specific benefits.  The key to success for builders is to understand your market and buyer profiles. In the case of retiring homebuyers, the key to earning their business is to keep your homes simple, comfortable, properly appointed and affordable.  Retirees are often concerned with utility costs since they are on a fixed income.  So, in the homes Crosby builds for the boomer market in Delaware, he uses geo-thermal systems which reduce heating and cooling costs by 60% or more. “Once you know what your buyer profile is,” says Crosby, “then you simply design and build around that.  That’s all there is to it.” For more information on building and selling to baby boomers and retirees, consult the NAHB’s 50+ Housing Council. Jerry Rouleau & Scott Stroud no 18:14 http://builderradio.com/blog/?p=3976 http://builderradio.com/blog/?p=3976#comments Sun, 11 Mar 2012 19:25:55 +0000 Administrator http://builderradio.com/blog/?p=3976 http://builderradio.com/blog/?feed=rss2&p=3976 0 Business,growth,management,Marketing,planning We speak with Jeff Prager – Backroom Management Services www.BackroomManagement.com - Jeff Prager is a CPA turned entrepreneur. In fact, he owned and ran one of the largest homebuilding companies in Denver. As you can imagine, We speak with Jeff Prager – Backroom Management Services www.BackroomManagement.com Jeff Prager is a CPA turned entrepreneur. In fact, he owned and ran one of the largest homebuilding companies in Denver. As you can imagine, keeping an eye on the money might be second nature for an accountant, but Jeff has developed a system of metrics for measuring and managing businesses that he calls the Seven Numbers Framework. he ever created his own business management and accounting software that keeps track of these 7 Numbers - along with all other business vital statistics.  As he explains, it’s not just about the money – it’s about all the other numbers that lead to a profit… or the lack thereof. Listen to the audio to get the full interview with Jeff, or review our notes below: "I look at businesses by examining 7 simple numbers. When I do, I see stories. I see headlines.  The numbers are there in plain red and black. They tell anyone who bothers to look, exactly what the business needs to do next. My success comes from the fact that I learned how to read those numbers, and I developed tools and techniques to help other people read them as well. But, that isn’t the whole story.  I also discovered how to give those numbers massive power with what I call the ‘8 P’s or Pillars’ and ‘6 Success Factors’ that are common to all thriving businesses.  I still use these tools today to evaluate businesses and opportunities and to maintain control of my current businesses:  7 – 8 – 6. And, here  I’m giving you the keys to the kingdom. #1 is the Number of Leads coming into your funnel.  Since all income comes from customers, you need a consistent, healthy stream of new prospects entering your pipeline.  The Number of Leads measures this stream and will tell you how effective your marketing is.  The better you are at getting new leads, the faster your business can grow and the healthier you’ll be. #2 is your Sales Conversion Rate – the number of leads that actually become customers.  This number will tell you how effective your sales process is.  This is a critical part of your income stream.  Since most of us love to do what we started our business to do – but hate to sell, this is a number we tend to overlook.  Don’t make that mistake!  Too many businesses are great at marketing and poor at sales.  Remember this, no sales, no money. #3 is your Customer Retention Rate – how many current customers will continue to do business with you after the first transaction. The more customers you keep, the less new customers you need to get.  That could lower your costs per transaction.  When you form a relationship with a customer, are they a ‘customer for life?’  Or do you think of it as a more short-term relationship?  Even high-ticket buyers, like homebuyers, should be looked at as long-term repeat buyers.  After all, you want your business to be around for the long haul, don’t you? #4 measures how many times during a given period of time will a customer do business with you, or the average Number of Transactions per customer.  Again, too often we think in terms of one big transaction.  Think of your local auto dealership, though.  They sell a car for a large dollar amount, but they offer parts and service that keeps buyers coming back on a regular basis.  In fact, that dealership makes more on the subsequent transactions than they do on the sale of the vehicle!  Homebuyers purchase a home, but then often there is remodeling, additions or even routine maintenance that can add to your bottom line. #5 measures your Average Price or Ticket per Transaction. In any given visit, how much will each customer spend on your goods or services.  If you measure that, you can begin to answer the next question, “What can I do to make that number bigger?”  Is it by raising your prices or selling more goods and services every time you work with that customer. So, numbers 3 through 5 tell you the lifetime value of a customer. Jerry Rouleau & Scott Stroud no 19:58 http://builderradio.com/blog/?p=3962 http://builderradio.com/blog/?p=3962#comments Sun, 04 Mar 2012 21:46:37 +0000 Administrator http://builderradio.com/blog/?p=3962 http://builderradio.com/blog/?feed=rss2&p=3962 0 Email marketing,Marketing,mobile marketing,new home sales training,social media We speak with Dennis O’Neil, O’Neil Interactive - In the first few days of January, Jeff Shore of Shore Consulting and Dennis O’Neil of ONeil Interactive began asking sales and marketing leaders across North America to participate in the Pulse 2012 pr... We speak with Dennis O’Neil, O’Neil Interactive In the first few days of January, Jeff Shore of Shore Consulting and Dennis O’Neil of ONeil Interactive began asking sales and marketing leaders across North America to participate in the Pulse 2012 project. The Pulse 2012 was a comprehensive survey of leaders on the front lines of new home sales. With unprecedented participation from nearly 300 managers and executives, insightful and actionable data was collected and reported on what’s hot, what’s not, and where the biggest opportunities lie for our industry to do more in 2012. After a detailed analysis of the results, Shore Consulting and ONeil Interactive compiled their findings into five key takeaways, published The Pulse 2012 report, and presented those findings in to a group of builders in Orlando. Margin protection: Are we negotiating ourselves out of business? It’s no surprise that the majority of builders were negotiating a lot in 2011. Most builders said 50-75% of all of their sales were negotiated, and they reported a similar rate of broker co-op sales. What was surprising was how these two numbers correlated with poor business plan performance. Are we overusing these tools? Pursue Peak Performance: Leaders who consistently measure individual performance see the world differently. Among The Pulse 2012 survey questions were the topics of mystery shopping, competitive versus shared sales floors, and turnover rates. Each of those questions alone yielded no surprises, but together they revealed which sales managers had a more accurate assessment of their team. Find the Searchers: New media marketing efforts need to be reevaluated. An overwhelming number of builders, 78% of respondents, stated that they were going to participate in social media marketing efforts in 2012. That high adoption rate required a very critical look and, after close examination, Dennis O’Neil found a gaping hole in the strategy of many builders. Focus on the Future: Email marketing IS mobile marketing. The survey respondents shared a lot about their marketing plans for 2012, but a large number seemed to be ignoring the impact mobile phones are having on consumer behavior. In fact, one key finding showed that most builders are not connecting their use of email marketing to the ever-growing adoption of smart phones, and creating a poor brand experience for the home shopper. Don’t Kid Yourself: It’s time to get real about the performance of our teams! Examining the correlative data, Jeff Shore noted a disturbing disconnect between the perceptions and the realities of salesperson performance. In the report, Jeff shares some key insight about the role of the Sales Manager and how the industry can do better in 2012. Listen to the podcast to hear Dennis O’Neil discuss the report in detail and share what these findings reveal about the state of the housing industry.  And visit http://pulsepresentation.com to download the full report and watch the complete video of Jeff Shore and Dennis O’Neil presenting the results in Orlando. Jerry Rouleau & Scott Stroud no 38:33 http://builderradio.com/blog/?p=3951 http://builderradio.com/blog/?p=3951#comments Sun, 26 Feb 2012 13:13:32 +0000 Administrator http://builderradio.com/blog/?p=3951 http://builderradio.com/blog/?feed=rss2&p=3951 0 new home sales training,selling,skills,tips We speak with Kerry Mulcrone, Kerry & Company - Handle them carefully, for words have more power than atom bombs. --Pearl Strachan - Your words are the most powerful tool you have in your sales toolbox.  Choose the right words - strong words that pai... We speak with Kerry Mulcrone, Kerry & Company Handle them carefully, for words have more power than atom bombs. --Pearl Strachan Your words are the most powerful tool you have in your sales toolbox.  Choose the right words - strong words that paint vivid pictures tied to emotions - and you can make your home stand out and come alive for your buyers.  Choose weak words, and you might as well  be talking to yourself. Kerry Mulcrone, a secret shopper, sales trainer and coach to the housing industry, has heard her share of 'weak words' from salespeople.  I asked Kerry to explain the difference, and how to create a WOW experience with Words Of Worth. Listen to the interview to hear Kerry explain it in her own WOW, or keep reading to get my overview: Kerry observed that salespeople that had stronger words - language that was able to paint a picture and convey concepts - were more believable and able to get customer agreement much more quickly and often.  "Customers more readily open up when they perceive they're dealing with a professional," she notes, "and the way to be perceived as a professional is to use strong words." Language is a habit.  When we develop a habit of using powerful words, we can WOW buyers and more quickly develop trusting relationships.  WOW words can overcome negative attitudes and create desire and excitement - in both the customer and ourselves.  If you're not connecting with buyers the way you feel you should be, it might be because you don't have the right sales vocabulary. "Take the sales process, break it down, and implement great words within every level. Basically rescript yourself with better verbiage," suggests Mulcrone. "Think about the words that you use all the time.  How many of them are slang?  Do you say 'sales agent' instead of 'sales representative'?  'Paperwork' rather than 'Purchase Agreement'?  Find the best word you can use to portray what you're trying to accomplish, then layer that with positive, exciting words - fabulous, fantastic, etc. - and begin integrating them into every phase of the sales process." How often do you hear salespeople greet a prospect that comes into your sales center with the question, "So, you're out looking at model homes today?" Duh! That's pretty obvious. Mulcrone considers that a perfect waste of a great opportunity. "Don't waste your questions.  You only have so many key questions you can ask, so use strong words to make them count.  A more effective greeting would be, ' I'm so excited that you came today! What brings you out?'  Using a word like 'excited' is much more powerful that simply saying, "Hi, I'm Kerry.  Thanks for coming in today." It also sets a positive attitude.  "Attitude leads to interest; interest leads to engagement. If you don't have buyer engagement as a new home sales professional, you have nothing.  Until someone is emotionally engaged, chances are they aren't paying attention to what you're saying.  As a sales professional, you're looking for those 'Aha moments' that get your prospect interested and excited. Then you know you have their attention." Adaptive Language Choose your words to fit the customer, the product and the situation.  "Those word might change from neighborhood to neighborhood, even from floor plan to floor plan.  If you're using the same lines today that you were five years ago, you're working on the wrong thought process.  Both your thoughts and your words need to be refreshed and renewed every time you bring out a new plan or product, or every time your buyer dynamic shifts. Today's strong words must address incentives and pricing, because that's what today's buyers are looking for.  So you have to figure out when and how to let them hear those words.  That's completely different then it was seven years ago." Script Your Words "Everybody is adverse to scripting and role playing," says Mulcrone.  "But that's what you have to do. Jerry Rouleau & Scott Stroud no 25:06 http://builderradio.com/blog/?p=3939 http://builderradio.com/blog/?p=3939#comments Mon, 20 Feb 2012 00:03:44 +0000 Administrator http://builderradio.com/blog/?p=3939 http://builderradio.com/blog/?feed=rss2&p=3939 0 homebuilders,Marketing,new home sales training,strategies,success By: Jason August, North Star Synergies, Inc. - It's 2012, an election year.  As consumer confidence rises, so does slow but measurable growth in new home demand. - From sole proprietorships to public corporations, By: Jason August, North Star Synergies, Inc. It's 2012, an election year.  As consumer confidence rises, so does slow but measurable growth in new home demand. From sole proprietorships to public corporations, businesses in the home building industry have significantly pared down their operations.  Now is the time to reengage in your marketplace and grow your buyer base. At this year's International Builders Show, in addition to a great amount of optimism, exhibitors showed innovation and creativity.  Today's home builders have a wealth of tools to choose from to define product, to market and sell, and to track construction. To succeed in the next economic phase, DOUBLE: 1) Define your company, 2) Orient your company for growth, 3) Use defined objectives as milestones toward this growth, 4) Base all decisions on your goals, and on what defines you as a company, 5) Learn your buyers' Unique Buying Proposition, 6) Experience matters most. Define your company: You've weathered the changes over the past few years.  At one time, your company may have had a clear focus.  However, in order to make the sale, we've found a lot of builders have recently tried to be all things to all buyers.  They end up spending too much time and resources creating unique solutions for each buyer.  At the same time, since they're competing with all other builders, they lose their ability to define themselves as experts, and end up competing on price. Effectively compete by targeting a niche market.  Choose your niche through market research before deciding on the product you'll offer.  A few years ago, a local home builder built a spec home with a nine car garage, because no one else in the market was offering such a large garage.  It didn't cross his mind that no one else offered it because the market didn't demand such a garage.  In the end, the home ended up selling for approximately the same price as it would have with a three car garage; the market didn't see value in the additional six spaces. Another builder built small luxury homes in the suburbs.  The homes weren't just at the top end of the local market within a ten mile radius, they were more than 150% of the cost per square foot of the next most expensive competition.  And, they sat.  After market adjustments, the premium they ended up selling at turned out to be comparable to the sale prices of the next most expensive competitor. Don't underestimate the importance of comprehensive market research!  buyers vote on what's most important to them, every day, with their wallets.  By understanding how they've voted, you can define your company around the true needs of your target market, instead of trying to force your market to fit into your product. Orient your company for growth: You've established an effective target market.  Your buyers know who you are and what you stand for.  Now orient your company for growth. Too often, we've seen companies struggle with grandiose visions.  One company recently spent two months developing and preparing to launch a marketing campaign based on a budget of $200,000 per month.  When the time came to execute the plan, funds fell short and additional resources were required to retrofit the plan to a realistic budget.  Make sure you have sufficient financial resources to accomplish what you set out to accomplish!  Proper planning will help immensely.  By reviewing budgets and cash flows in advance, you'll be able to rightsize your near term goals, and grow from there. Optimize your company for growth by focusing on deliverables you already know how to achieve, and by offering what your target market wants.  Likely, you may be able to upsell your target market through higher margin options and personalized change orders. Use defined objectives as milestones toward this growth: At this point, you have defined your company.  Perhaps you have a vision, mission, and values. Jerry Rouleau & Scott Stroud no 17:06 http://builderradio.com/blog/?p=3927 http://builderradio.com/blog/?p=3927#comments Mon, 13 Feb 2012 13:20:16 +0000 Administrator http://builderradio.com/blog/?p=3927 http://builderradio.com/blog/?feed=rss2&p=3927 0 Builders Show 2012,IBS,NAHB What a week!  I’m back from 6 full days at the International Builders Show.  It was one of the most positive and upbeat builder meetings in years, and it was inspiring to speak with builders from across the country who ‘get it’ and who’s businesses hav... What a week!  I’m back from 6 full days at the International Builders Show.  It was one of the most positive and upbeat builder meetings in years, and it was inspiring to speak with builders from across the country who ‘get it’ and who’s businesses hav... Jerry Rouleau & Scott Stroud no 8:21 http://builderradio.com/blog/?p=3904 http://builderradio.com/blog/?p=3904#comments Thu, 02 Feb 2012 20:22:46 +0000 Administrator http://builderradio.com/blog/?p=3904 http://builderradio.com/blog/?feed=rss2&p=3904 0 Business,business finance,CFO,lending,managment,Martin Mercer We speak with Martin Mercer, B2BCFO® - Builders are the quintessential entrepreneurs. - Instead of taking some cushy office job or working in a factory, you choose to take the high-risk road of running your own business, We speak with Martin Mercer, B2BCFO® Builders are the quintessential entrepreneurs. Instead of taking some cushy office job or working in a factory, you choose to take the high-risk road of running your own business, dealing with the realities of staffing, dealing with subs, weather and volatile market conditions in the hopes of a high reward.  That's not something many are willing to do. Yet, many of us are here because we have a passion for building homes, not for the logistics of running a business.  Martin Mercer, of B2BCFO®, warns that therein lies a 'danger zone' that has sunk many an entrepreneur.  Marty is a Certified Public Accountant and an Attorney with over 25 years of experience in business management, financial planning, information technology, and software development, and he joins us to talk about this danger zone and what we can do to avoid it. Cash is King The problem is that most of us don't have years of experience in multiple businesses to draw from, so we don't see the rocks beneath the water.  "Most small businesses fail, not because of a lack of sales, but because they run out of cash," says Mercer.  "The Danger Zone is when the cost of operating your business grows to the point where it exceeds the amount of cash that is coming in." This can happen when business is good and we're growing.  We take on the expense of expansion, adding new equipment, investing in new or better resources because the business is there, then suddenly, it isn't.  There's a hiccup in sales or deliveries and we find ourselves 'under water', unable to meet the cost of growth. Finders, Minders and Grinders The key to avoiding the danger zone is to first understand what to watch for, and then understand how each of the members of our organization function to keep ahead of the danger.  Rather than assigning this task according to a typical organizational chart, Mercer suggests we separate our team into three types of functions:  Finders, Minders, and Grinders. Finders:  These are the people that live in the future; the visionaries of the company.  Entrepreneurs and business owners are nearly always finders, as are salespeople - they find the sales and keep their focus on goals, objectives and growth.  They 'find' the business that keeps the funnel full. Minders live in the past.  They are the ones that keep track of 'what just happened' and take care of clerical, bookkeeping, service issues and accounting. Grinders are focused on the here and now.  They are the ones that grind out the work - construction workers, framers, subcontractors and foremen. All three are equally vital to any company.  The danger to a business is when the finders stop 'finding' because they become too busy 'minding and grinding'. "When the 'finder' first starts in business, there is no work to perform.  They are able to spend 90% of their time in finding activities.  And they get predictable results - they start getting jobs.  Then, they have to supervise or perform the work until they grow to where they can hire others to do that, which means they're only spending 80% or 70% of time in 'finding' activities," explains Mercer. But as the business grows, the 'finder' becomes encumbered with still more tasks - supervising more jobs, hiring more people, training those people, keeping track of finances, etc.  The business owner sees his or her role change to 'minding' the business instead of looking ahead.  And that's where the danger zone becomes a real threat.  You can still have sales and still see growth, but if you're not bringing in enough cash to meet your expenses, the business can spiral out of control. The #1 Finder Every business owner should see their first role as that of the Chief Finder. "The business owner should be spending 90% of their time finding new business," says Mercer. "You're the only one who can sit down across from a major developer or customer and say 'We've got a deal'. Jerry Rouleau & Scott Stroud no 22:39 http://builderradio.com/blog/?p=3890 http://builderradio.com/blog/?p=3890#comments Mon, 30 Jan 2012 00:22:31 +0000 Administrator http://builderradio.com/blog/?p=3890 http://builderradio.com/blog/?feed=rss2&p=3890 0 conflict resolution,difficult customers,litigation,new home sales,problems By Dr. Joanne Baum                   New! Watch the Skype video interview here. I’d like to introduce you to the idea that a “difficult” client is usually a client with a strong “position” about some aspect of the real estate project you are invol... By Dr. Joanne Baum                   New! Watch the Skype video interview here. I’d like to introduce you to the idea that a “difficult” client is usually a client with a strong “position” about some aspect of the real estate project you are involved in.  They are not really “difficult,” they simply feel very strongly about what is happening.  Looking at them as a “positional client” helps me remember they feel very strongly about something and when I can identify their strong feelings, what they are about, and what they want to see happening, I can work with them by keeping in mind that the intensity of their position is what is getting in the way of solving the problem, not the problem itself. I begin with listening very carefully to them, really ‘getting’ what they are saying, reflecting back to them what I heard them say, and asking them if I have heard them accurately before I start offering solutions.  They want to feel understood and heard.  They don’t want to be placated or told what to do. They need to know you are taking them seriously.  They won’t know that unless you let them know you understand all of what they are saying – the content of what they are saying and the emotions behind the content.  This may take a while but it is easier and more productive than butting heads and arguing. A Positional Client: Doesn’t feel like anyone has “understood” how critical their situation is Is sure of their perspective Resists your attempts to present a different perspective Has thoughts that are more like “beliefs” Wants you to do their bidding rather than following your advice Has little empathy or compassion for you Tends to take a lot of your time and is not open to your ideas Remember: Positional people do not give up their “positions” until they feel truly ‘heard.’ A “yes… but” doesn’t do it nor does cutting them short with facts.  If they are telling you so much at once that you cannot keep track of it all, slow them down by saying something like: “I really want to hear and understand what you’re saying so far. Are you meaning or are you saying __________________?” So what does work?  Slowing yourself down, calming yourself, listening patiently, reflecting back what they said, and expressing genuine empathy by saying something like: “I can understand when you tell me all that you just did how important _______is to you.”  Or, reflect back to them what you just heard and tell them something like: “Now I understand how important that is to you,” or possibly, “I am impressed with how strongly you feel about what you just said.” AND THEN PAUSE…. You are not agreeing with them.  You are not telling them they are right or wrong; you are not passing judgment on them.  You are simply telling them you heard what they said and you understand, given their perspective, why they think what they think. They in turn feel ‘heard’ by your non-judgmental, empathetic response.  You just introduced important neutrality into the setting which has a calming effect.  Unconsciously, the person will begin to feel more open to you and what you have to say, because you have not immediately told them why they are wrong…and you have heard them.  Caution: don’t rush the advice here. This is the time to have genuine empathy and compassion for your client’s position.  You don't have to agree, just have empathy and compassion for his/her sense of reality and what discomfort that has caused them.  You don’t have to do anything here except express that you really get what they are saying; you see their position. Empathy is sitting with someone’s upset or discomfort, not taking it on, but being present for their frustration, etc. As I am empathizing with someone I ask them if I’ve heard what they are saying accurately.  If I haven’t, I ask them to tell me more. This may take several times back and forth.  They appreciate my efforts to understand their position completely. Jerry Rouleau & Scott Stroud no 5:02 http://builderradio.com/blog/?p=3857 http://builderradio.com/blog/?p=3857#comments Mon, 23 Jan 2012 00:24:42 +0000 Administrator http://builderradio.com/blog/?p=3857 http://builderradio.com/blog/?feed=rss2&p=3857 2 confidence,creating,genuineness,new home sales training,sencerity,trust Guest Post by Dana Keller - Trust: (n) Reliance on the integrity, strength, ability, surety, etc., of a person or thing; confidence. Confident expectation of something; hope. Confidence in the certainty of future payment for property or good... Guest Post by Dana Keller Trust: (n) Reliance on the integrity, strength, ability, surety, etc., of a person or thing; confidence. Confident expectation of something; hope. Confidence in the certainty of future payment for property or goods received; credit: to sell merchandise on trust. A person on whom or thing on which one relies: God is my trust. Trust is absolutely critical in home sales. Purchasing a home is not only the highest dollar investment your buyers will typically make, but the most intense emotional investment they make as well. If buyers trust you, you’ll enjoy: Significantly increased conversion ratios and overall sales numbers Comfortable and ease in your sales presentations, as well as all conversations with your buyers throughout the build. A partnership with your buyers when you encounter challenges I had never thought of myself as a sales person before starting in new home sales. I fell into my first job – it certainly wasn’t by design. But right from the start, I was successful. So I took a step back, wanting to find out why; what was I doing that was working? When I asked my buyers why they bought from me, they all said they trusted me. So of course the next question was why did they trust me? The answers can absolutely be learned and integrated by anyone. Here are three main ingredients to developing trusting relationships: Generate Genuine-ness Examine yourself. Who or what types don’t you like, rub you the wrong way, turn you off, elicit negativity from you – you have develop that awareness before you can change it. The example I give is that I hate strong New York accents  (sorry to all New Yorkers out there). When someone walked in my sales office with that accent, I immediately focused on the accent and stopped listening to what the person was saying. Make a list of the things you know irritate you Start debriefing after your presentations – when you’ve felt it didn’t go well, or you noticed you didn’t like that person – and figure out why, what didn’t you like – even in your personal life, when you’re out in the world – start noticing what you don’t like. Make a list of those things so you can start being aware. When I train on this topic in person, I show slides of people – all different kinds of people, in all different types of dress etc.  I ask those watching to write down the first thing that comes to their mind after seeing the photo – they do so in private and don’t share with anyone. I want them to uncover their prejudices, “baggage” so they can be aware going forward. Acknowledge our shared human experience. Unless they’re socio- or psycho-paths, everyone you encounter is, in reality, just like you – they have fears and passions and hurts and good and bad experiences, disappointments, regrets – they’ve been “screwed” in life by some people and some circumstances, and they’ve been championed by others. Try to remember that when someone walks in your office, they’re bringing all that stuff with them – and empathize with their life journey, knowing it’s in all likelihood not much different from yours – or perhaps a lot worse! Curiosity instead of Judgment – practice the following: When you find yourself judging the person standing in front of you, change that judgment statement in your head to a question. For example, instead of thinking: “Gosh, she sure is arrogant and stand-offish”, try:  “Hmmm, I wonder why she’s closed and protective – what is she scared of, or how has she been hurt?” Then make it a game – to find out as much as you can about why she’s the way she is. Bob Schultz talks about the Columbo approach – be Columbo and be curious.  Write down questions to incorporate into your presentation that will help you find out why someone is exhibiting fear or protectiveness. Q: “Have you ever worked with a builder before? Would you mind sharing with me how that was – was it a good experience or a bad experience?" Jerry Rouleau & Scott Stroud no 1:53 http://builderradio.com/blog/?p=3845 http://builderradio.com/blog/?p=3845#comments Sun, 15 Jan 2012 22:35:03 +0000 Administrator http://builderradio.com/blog/?p=3845 http://builderradio.com/blog/?feed=rss2&p=3845 0 sales funnel automation,sales process,service,training We speak with Mark Magoon, Sales Manager, UVAIRx - True or false:  Top-performing salespeople are mavericks.  They shoot from the hip.  They instinctively know how to read customers and what to say and do to get the sale. - Sales guru, Tom Hopkins, We speak with Mark Magoon, Sales Manager, UVAIRx True or false:  Top-performing salespeople are mavericks.  They shoot from the hip.  They instinctively know how to read customers and what to say and do to get the sale. Sales guru, Tom Hopkins, b... Jerry Rouleau & Scott Stroud no 21:12 http://builderradio.com/blog/?p=3833 http://builderradio.com/blog/?p=3833#comments Sun, 08 Jan 2012 19:44:51 +0000 Administrator http://builderradio.com/blog/?p=3833 http://builderradio.com/blog/?feed=rss2&p=3833 0 attitude,Jeff Shore,motivation,sales,training We speak with Jeff Shore, Shore Consulting - It's a brand new year.  A clean slate.  A blank canvas. - How will you make 2012 different - better - than 2011?  What will it take for you to make this a great year? - We speak with Jeff Shore, Shore Consulting It's a brand new year.  A clean slate.  A blank canvas. How will you make 2012 different - better - than 2011?  What will it take for you to make this a great year? Jeff Shore is one of the most in-de... Jerry Rouleau & Scott Stroud no 27:21 http://builderradio.com/blog/?p=3813 http://builderradio.com/blog/?p=3813#comments Sun, 01 Jan 2012 20:51:19 +0000 Administrator http://builderradio.com/blog/?p=3813 http://builderradio.com/blog/?feed=rss2&p=3813 0 achieve,achievement,focus,goals,new years resolutions We speak with John Hersey and Beverly Belury, Contagious Leaders Coaching Club. - John Hersey and Beverly Belury are sounding a wakeup call that many simply aren’t ready to hear:  “Have you heard of the ‘New Normal’?  Well, We speak with John Hersey and Beverly Belury, Contagious Leaders Coaching Club. John Hersey and Beverly Belury are sounding a wakeup call that many simply aren’t ready to hear:  “Have you heard of the ‘New Normal’?  Well, everything is new and nothi... Jerry Rouleau & Scott Stroud no 26:56 http://builderradio.com/blog/?p=3784 http://builderradio.com/blog/?p=3784#comments Sun, 25 Dec 2011 23:21:56 +0000 Administrator http://builderradio.com/blog/?p=3784 http://builderradio.com/blog/?feed=rss2&p=3784 0 http://builderradio.com/blog/?p=3756 http://builderradio.com/blog/?p=3756#comments Sun, 18 Dec 2011 22:45:42 +0000 Administrator http://builderradio.com/blog/?p=3756 http://builderradio.com/blog/?feed=rss2&p=3756 0 http://builderradio.com/blog/?p=3741 http://builderradio.com/blog/?p=3741#comments Sun, 11 Dec 2011 15:06:29 +0000 Administrator http://builderradio.com/blog/?p=3741 http://builderradio.com/blog/?feed=rss2&p=3741 1 coaching,Jason Forrest,management,new home sales,sales,training We speak with Jason Forrest, J Forrest Group - Last week Jason started us out with a discussion of the difference between Sales Management and Coaching - one is defensive and the other is offensive.  The defense prevents the other team from scoring, We speak with Jason Forrest, J Forrest Group Last week Jason started us out with a discussion of the difference between Sales Management and Coaching - one is defensive and the other is offensive.  The defense prevents the other team from scoring, but it's the offensive actions that put points on the board and money in our pocket. Rather than publish my notes from this part of the interview with Jason, I feel it's important that you hear it yourself.  So, below is an excerpt from Jason's blog.  Really, you've got to listen to him explain it in person to get the full impact of what hes' teaching. It will be time well spent, I promise. - Scott 6 Degrees of Accountability 1.  Circumstances – The market 2.  Results – Alibis and excuses; goals 3.  Activities – Model tours, presentations, Realtor visits, contracts 4.  Processes – Steps and Sequence of activities; 5.  Presentation – The selling message; delivery 6.  People – A persons internal belief system The X-Factor Advantage Energy Enthusiasm Swagger… ‘Bring it’ Total Shift: 80% of coach’s time on salesperson’s beliefs: People, presentation & processes 10% - Activities 5% - Circumstances 5% - Results _______________________ Order Jason's books from the BuilderRadio bookstore: The 40 Day Sales Dare for New Home Sales Creating Urgency in a Non-Urgent Market Jerry Rouleau & Scott Stroud no 28:39 http://builderradio.com/blog/?p=3718 http://builderradio.com/blog/?p=3718#comments Sun, 04 Dec 2011 21:33:06 +0000 Administrator http://builderradio.com/blog/?p=3718 http://builderradio.com/blog/?feed=rss2&p=3718 1 coaching,Jason Forrest,performance,sales,Sales management,training We interview Jason Forrest, J Forrest Group - Managing - Defensive Strategies Coaching - Offensive Strategies - Most sales managers spend 99% of their time with salespeople in defensive mode - dealing with the particulars of sales that are already m... We interview Jason Forrest, J Forrest Group Managing - Defensive Strategies Coaching - Offensive Strategies Most sales managers spend 99% of their time with salespeople in defensive mode - dealing with the particulars of sales that are already made - terms, scheduling, etc.  Too little of a manager's time is spent coaching salespeople on how to make more sales. This is completely backwards, according to Jason Forrest, President of  J Forrest Group and author of Creating Urgency in a Non-Urgent Market and The 40 Day Sales Dare for New Home Sales.   Instead, managers should spend 80% of their time coaching sales professionals on the sales process - "moving the ball forward" rather than "managing reports." Part 1 of my 2-part interview with Jason Forrest is featured on this week's podcast.  If you are in the habit of skipping the audio and just skimming my written notes on this blog, please - make an exception this week and next week.  Listening to Jason explain his points in person is well worth the time.  After all, what's the next sale worth to you? Below is a reprint of the blog post Jason wrote on which this interview was based, reprinted with permission: Gain the Win or Prevent the Loss? Posted on: October 24th, 2011 by Jason Forrest New home sales managers: do you manage to gain the win or to prevent the loss? Defense is “An action of defending from or resisting an attack,” an “attempt to protect/defend against opposition” or a “barrier against attack.” When leaders of sales teams manage defensively, they are just trying to survive in the market. Rather than simply putting her head down and hoping for the best, an offensive coach attacks, steals sales from competition, and makes things happen. Offense is “the action of attacking,” or “the team or players who are attempting to score or advance the ball.” I talk to clients all the time who try to tell me that they take this kind of proactive approach to managing the sales process. But when I dig a little deeper, I find that they’re sitting in their offices, taking phone calls from sales consultants, and talking about customer offers. During those calls, they have one overriding goal—get the deal to the finish line without getting creamed and losing a ton of profit. In football, this approach would be like being in a goal-line stance; knowing that you’re about to get scored on; and doing all you can just to hold your opponents to a field goal. Managing offensively means considering the people (their attitudes, beliefs, and fears) and the process (coaching sales professionals through where the sale stopped, what decision needs to happen to move this prospect forward, and how they can improve the new home sales presentation). There just aren’t enough market sales (new home sales that would happen with or without the persuasive efforts of sales managers and sales professionals) for us to make our goals each month. Market sales can be counted by an admin—six-figure employees should be making X factor sales happen. This week, you can either count sales by managing reports or you can create sales by moving the ball forward, one coaching call at a time. Choose wisely—your company’s success depends on it! _______________________ Order Jason's books from the BuilderRadio bookstore: The 40 Day Sales Dare for New Home Sales Creating Urgency in a Non-Urgent Market Jerry Rouleau & Scott Stroud no 26:08 http://builderradio.com/blog/?p=3704 http://builderradio.com/blog/?p=3704#comments Sun, 27 Nov 2011 22:34:13 +0000 Administrator http://builderradio.com/blog/?p=3704 http://builderradio.com/blog/?feed=rss2&p=3704 0 negotiate,Negotiation,new home sales,objections,price,strategies,training We speak with Myers Barnes, Myers Barnes Associates, Inc. - "What's your bottom line best price?" "What deals are you offering today?" "Knock $50,000 off and we can talk." - We keep saying that selling has changed, We speak with Myers Barnes, Myers Barnes Associates, Inc. "What's your bottom line best price?" "What deals are you offering today?" "Knock $50,000 off and we can talk." We keep saying that selling has changed, but Myers Barnes is clear about how it's changed:  It's a buyer's market.  People today expect you to negotiate.  And since your buyers don't know what else to place value on, they want to start with price. If you don't understand this and know how to respond, it could mean that you give away all your profits just to make a sale.  But price isn't your only point of negotiation.  In fact, as Myers points out in his new book, Secrets of New Home Sales Negotiation, it isn't even close to the top of the list. Listen to the audio as Myers Barnes recaps some of the key points of his new book.  Below are my notes from our conversation: "Negotiation has nothing to do with dropping prices or wheeling and dealing; it has everything to do with holding profits," begins Barnes.  "It's also about holding comparables in your neighborhood." When someone buys a home from you, they begin building equity.  But every time you negotiate price on a home, everyone in the neighborhood loses a bit of their equity.  "So, the greatest meltdown of profits, margins and buyer equity is the inability to hold your price." "It's not a matter of if you're going to negotiate, it's how well you negotiate.  50% - 70% of new homes are sold through Realtors.  What's their real title?  It's 'Buyer's Agent.'  Their job is to get the best deal that they can for their buyer.  So, we know they are going to be asking for a discount.  After all, wouldn't you?" Barnes new book offers some effective negotiation strategies to focus the buyer's attention on value and protect your margins.  Among them are the following: 1. Deflect There's a right time and a wrong time to negotiate.  "When a customer asks about discounts before they've even seen your home, there's no basis of value," says Barnes.  "So you have to deflect their question.  You have to get them to like your home first - before you begin the negotiation process.  So if someone comes in and begins the conversation with, 'Are you offering any incentives on your homes today?' you might say: We don't have any incentives across the board, and we don't discount our homes.  However, there might be some incentives on certain specific homes.  It might be a few hundred dollars or it might be a few thousand dollars, but it will vary and it will depend upon the home you select and the time frame in which you're moving.  Once you decide on a particular home, then I'll be able to talk to you about incentives that might apply to your particular needs.  But first, we need to select a home. 2.  The Wince If your prospect tells you that another builder is offering steep discounts or promotions, stop, look surprised and say, "Really.  They're really offering that much?  Why do you think that they're willing to cut their prices by so much?" This response from you forces your buyer to reason on why your competitor is so quick to cut his prices.  They can only conclude that either they are desperate, in trouble, or that their prices were too hight to begin with.  Either way, it can't be good for them. Then, Barnes says to follow that up with this dialogue: "Let me ask you, is the home the single most important investment of your life?  (Buyer: "Yes.")  Then, are you comfortable making the single largest investment of your life with someone who is having a hard time selling homes?" The Discount Myth "A discount is really just a price apology," states Barnes.  It means that you tried to get away with overcharging your prospect to begin with, but then had to come clean and give them the 'real' price. And in reality, if a builder cuts the price of a home from $350,000 to $300,00, that's what it's going to appraise for, so that's the real value.  So, Jerry Rouleau & Scott Stroud no 27:18 http://builderradio.com/blog/?p=3689 http://builderradio.com/blog/?p=3689#comments Sun, 20 Nov 2011 21:14:44 +0000 Administrator http://builderradio.com/blog/?p=3689 http://builderradio.com/blog/?feed=rss2&p=3689 0 convert internet leads,leads,marketing automation,online,sales funnel automation,web design We speak with Lee Goff, CEO, GetUWired.com - Picture a brand new Ferrari... with an empty gas tank and no brakes.  It may be beautiful, but it's completely unusable without the essentials that make it work. - We speak with Lee Goff, CEO, GetUWired.com Picture a brand new Ferrari... with an empty gas tank and no brakes.  It may be beautiful, but it's completely unusable without the essentials that make it work. Most builder's websites are similar - they might look good, but they lack some necessary equipment to make them perform the way we want. Lee Goff has been helping entrepreneurs and small businesses refine and implement successful marketing campaigns for over 10 years.  He is currently the Chief Web Officer for Jay Conrad Levinson's Guerilla Marketing and is CEO of GetUWired.com, a marketing strategy and automation company.  On this week's podcast, Lee shares his best online marketing tips for small businesses looking for big profits.  Listen to the audio interview as you review my notes of our conversation below: 1.  Your online image is the most important face you have.  Hire a professional to craft it. You probably wouldn't hire your teenage nephew or your next door neighbor's kid to represent you in court, so why would you entrust your online image to them?  They may know how to build a website, but do they understand how to make that site attract qualified buyers and convince them to engage with you? A professional Internet Marketing firm understands that the marketing strategy has to be built first, then comes the 'techie' stuff.  When hiring an Internet Marketing Firm, Goff recommends that you 'do your due diligence.  Get references; call them; check their price points; check their testimonials; read their case studies." 2.  Develop your Plan. This is the #1 mistake that Goff sees businesses make today - that they get in a hurry to go online without having a plan in place to follow and implement.  "Do your research.  Develop your plan.  Get a strategy in place," says Goff. Your internet Marketing firm should be instrumental in helping you create effective strategies  utilizing current online tools and techniques.  But, if you're not getting the results you feel you should, then make a change.  "If you're not getting communications back from your Internet Marketing team; if you're not getting due-diligence follow up and the level or respect that you should as a business owner, then fire them.  It's a simple as that." 3.  Maintain Control of your Online Marketing. What if you had to fire your online marketing team?  Or what if your webmaster suddenly left?  Would access to your website leave with them? Goff recommends the following precautions: Make sure you own your own domain name (URL) and that you have the login credentials for it; Make sure you own your own hosting account and access to it.  If you don't understand how to log in to your account, delegate this to someone your trust in your company; Make sure everything that is connected to your online presence is legally in your name and purchased with your credit card.  This includes domains, hosting, licensing keys to software, etc. 4.  Know Want People Want; Make it Easy for Them to Find It. Internet Marketing professionals know the tools that are available to help you engage your buyers - and how to make them work for you.  One tool that Goff employes for his clients delivers Usability Data; it tells him exactly what people are interested in on your website, what pages they view, what they respond to, where they enter your site, where they leave your site, and much more.  "When you have that data," says Goff, "then you can fine tune your marketing to become more and more effective to convert more customers." 5.  Send a Clear Message When prospects view your website, are they clear on exactly what benefits you offer them?  Goff cites five 'must haves' for every website: a.  Tagline - A  5 - 7 word statement the clearly states what you do for your customers.  "This is literally the soul of your company or marketing message," says Goff. b.  A '3-Second Hook' - Eye-popping photography, Jerry Rouleau & Scott Stroud no 37:06 http://builderradio.com/blog/?p=3678 http://builderradio.com/blog/?p=3678#comments Sun, 13 Nov 2011 20:02:35 +0000 Administrator http://builderradio.com/blog/?p=3678 http://builderradio.com/blog/?feed=rss2&p=3678 0 home,new,Realtor,sales,selling,skills We speak with Roger Fiehn, Roger Fiehn & Associates - Nobody is pretending that this is the best housing market ever.  However, while the majority are taking a 'sit and wait for the market to recover' attitude, a small, We speak with Roger Fiehn, Roger Fiehn & Associates Nobody is pretending that this is the best housing market ever.  However, while the majority are taking a 'sit and wait for the market to recover' attitude, a small, active minority have stopped wh... Jerry Rouleau & Scott Stroud no 34:21