More Q&A from our March 2013 Webinar

As promised, we will now continue to respond to some of the questions we received from our latest home improvement webinar on shows and events.

Q: I don’t agree with not having salesmen at the shows. They are the ones who keep business flowing and they are more knowledgeable about our products and services versus a show crew. I really didn’t see that as a helpful tip, more of a dangerous tip.

A: I thank you for your candor and your input – – my answer is twofold.

  1. All our current research (the last 3 to 4 years) indicates that when properly scripted show personnel are used with management supervision and leads are “set” by a call center or someone similarly trained in a smaller company, the quantity of leads increases exponentially. This is also supported when we “shop” various shows and keep records of what systems/methods are the most effective (more on this later).
  2. The fact that you don’t agree is evidence that you believe your plan is better, and I have no argument with that – – as long as you are getting the full benefit by using your salespeople and are maximizing the number of leads you get at shows (which includes those for immediate presentation and those for follow-up, including database).

Two thoughts on the latter: First, the most effective salespeople by their very nature will want to know as rapidly as possibly whether this is (by their interpretation) a good/hot/qualified lead. Second, all of our current research indicates that when the prospect is spending more than 10 minutes with the lead taker then he/she is getting involved with issues such as how a product is installed, how it’s made, etc. This when combined with war stories containing numerous first person statements are what might make that salesperson successful when selling. However, it obviates for the most part the possibility of developing more nebulous (less qualified) leads where the prospect may be displaying little interest which is often interpreted as, no interest or, “I need the product but I don’t want to be visited by a salesperson.”

Our research further indicates that scripted show promoters who can answer the questions regarding the best way to have one’s house evaluated (see example below) may bring about a lead that is less qualified in the salesperson’s eyes, but with proper training will bring “maybe’s” who can be converted to a “yes”.

Here is an example of powerful scripting when setting the lead:

“Our representative will come to your home and do a careful examination of the conditions.  He will access what you want to have done – or need to have done – and – if our company can provide such services we will give you an accurate written proposal on what your investment would be.  And if we cannot provide such services we will try to provide you with sources that may be able to fulfill your needs.”

The above is only a snippet of a good script, and should be used in place of “we’ll come out and give you an estimate” or something similar, which is what everyone else says, seldom realizing that the word estimate is frequently interpreted as “ballpark” or “guess.” A script which includes the previous verbiage becomes the foundation of what your salespeople will say when meeting prospects at their home. As an example, the salesperson at the house for the first time and as early as possible asks:

“Did my company explain what we’re going to do for you today without obligation?”

[after they answer]

“We will look at what you want to have done and need to have done and if we can provide the services that you require we’ll provide you with an accurate written proposal on what your investment would be. And if we cannot provide such services we will try to provide you with sources that may be able to fulfill your needs.”

Again, this is only a snippet. These phrases are structured on a psychological study which is based on neurolinguistic programming.

Finally, while we thank you again for your inquiry, it was not our intent to attempt to convert you. Remember, if you are getting maximization out of your current methods, continue doing what you’re doing. However, I do suggest that when you get the opportunity, try our methods and measure one against the other; you may be in for some pleasant surprises.

Q: Do shows allow people to stand at the entrance to hand out literature?

A: Many of the larger shows have rules (standards and practices), check those out first.  Some of the smaller shows do not.  We have had clients who have been successful in handing out a layout of the show which shows the numbers of the booths and locations (these are usually made available by the show’s producers).  They hand it to each entrant and then have a sticker on the front which says “See us at booth 64” or in lieu of that they wear a name tag badge which says the same thing.

We will expound upon these topics at our upcoming programs in Orlando and Washington D.C. Visit www.hipsummit.com to learn more.

Continue to stay tuned for more answers to the excellent questions we received.

I learned an abundance from your canvassing training. Thank you so much for helping us revise our methodology!

Lynann Everett, Interactive Marketing Manager
RbA of Northeast PA

Immediately after your training, I ran my first solo appointment and got the order for $16,088! I beat out a reputable local remodeling company whose bid was $4000 less and was referred to by the customer as a slightly ‘better’ product.

Sara Zarndt-Brickey, Operations
Re-Bath of Illinois

Dave Yoho Associates provided guidance, advice, best practices, and support to our entire staff. Our company has improved across every level after working with them.

Cris Keeter, Owner
All-States Exteriors

Dave Yoho Associates are the leaders in business consulting and sales training for the industry. We utilized their services to grow from a small business to averaging over $10 million annually.

Wendy Patterson, Co-Owner
Patterson Homes & Construction

We are grateful to have Dave Yoho Associates work with our entire team. I firmly believe the improved performance of our event marketing team is directly tied to your coaching over the last couple of years.

Scott Barr, Steward
Southwest Exteriors

Your consultant introduced many thought-provoking, exciting concepts that were implemented and drove our net profit. We look forward to a long and prosperous relationship with Dave Yoho Associates!

Mark Watson, Owner
Exterior Medics

The advice we received from Dave Yoho Associates enabled us to increase our volume with 19% less leads in the first year alone!

Joe Francis, President
Shiner Roofing, Siding and Windows

I’ve been a client of Dave Yoho Associates since opening my business six years ago. In that time, their training program and sales methods have helped us build a successful organization. Their system is the best I’ve seen so far in any industry!

Ken Sherman, Owner
Brookstone Windows & Doors

I want to thank the entire team at Dave Yoho Associates for meeting with our Canvassing Managers last week. The knowledge we learned in only one day was invaluable.

Jason Hollister, Proximity Marketing Manager
RbA Southard Corporation

We have been working a long time to reach a “million-dollar month”, and this September we finally accomplished our goal! The Dave Yoho Associates model and training tools are without a doubt the keys to our success.

Chuck Cometti, General Manager
RbA of Central New York

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