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Design vs. High Pressure

Homeowners want to play an active role in their remodeling projects, rather than just be “played” by a salesperson.

You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.

― R. Buckminster Fuller

You know you’re doing something right when you come to your job site and your customer has posted a notice on the front door because they have received so many compliments and inquires it’s causing daily interruptions.

Empowered Clients Feel Like They’re Part of the Process

Design is not accidental, nor does it occur in a vacuum. The more you empower your potential clients, the more they feel part of the process, and the more likely they’ll want to hire you. People are tired of the “canned” sales pitch. Nevertheless, companies continue to sign up for “Home Improvement Sales” seminars, that promise to increase closing ratios, but fail to deliver.

This never rang truer than with Millennials. Like no other generation of consumers before them, they crave authenticity and autonomy. The one-call close is dying. So let’s give it “last rights” and a proper burial.

A Thousand Years Ago, Everyone Knew the World Was Flat

Why does this make you uncomfortable? Because it goes against what you’ve learned and practiced your entire career. Time to face reality. A thousand years ago, everyone knew the world was flat. Five hundred years ago, everyone thought the earth was the center of the universe. And when you woke up this morning you thought the only way to sell home improvements was to use high pressure.

Surprise!

Asking people repeatedly for money may work if you’re doing a fundraiser for Public Television. But as an in-home salesperson you’ll soon find yourself on the outside looking in. What has changed? Simple. The consumer is no longer willing to succumb to price drops, “act-now” specials, and phony urgency ploys. And the internet has armed a formerly unaware populace against all such manipulative tactics and tricks.

Yeah, yeah, I know, you closed a big siding deal last night on a first call, and I don’t know what I’m talking about. Well, P.T. Barnum would have something to say about your unfortunate prospect last night. And, sorry, P.T. There just aren’t as many suckers being born these days. Meanwhile, ask me how much repeat business and referrals that suckered client is going to provide you.

The technology keeps moving forward, which makes it easier for the artists to tell their stories and paint the pictures they want. ~ George Lucas

Technology and the Home Remodeling Sales Presentation

Technology is playing a big part in today’s home remodeling sales presentation. Gone are the days of the two-hour-plus demonstration, exaggerated company story and drawn-out product demo. Today’s clients have the attention span of a ferret on crystal meth. And they have little to no patience for the obsolete shenanigans of the industry “pushers”.

You better have something shiny that will get their attention and engage them before you set sail on a voyage of old-school selling methods.

Just The Facts

Maybe it’s due to the popularity of HGTV shows like Property Brothers, House Hunters, Fixer Upper, etc. But people want to play an active role in their remodeling project instead of being talked to by a sales person. They want real content, not rhetoric. For example, by snapping a picture of a customers’ home and using design tools like Renoworks and Design Visualizer, today’s exterior remodeler can show them exactly what their home will look like.

Instead of sitting across the kitchen table, modern day remodelers are able to work together with their customers on the design of their home.

The technology keeps moving forward, which makes it easier for the artists to tell their stories and paint the pictures they want.

― George Lucas

About Mike Damora

Mike Damora is vice president of sales and marketing at K&B Home Remodelers, in Randolph, N.J. You can follow him on Twitter @madamora catch him on Drift.

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