For many years this was all directed internally, within the company. As we have grown and become more involved with other organizations we have realized a real thirst for this information outside our doors. But for a long time we just did not have a means to transfer this knowledge.

The Case Institute of Remodeling is our vehicle to help spread our culture of training to others. An example of this is the Sales, Marketing and Production Summit coming up in February in Washington, DC. This used to be a Case only event but this year we have decided to open it up to a limited number of individuals. Our focus this year is on responding to the changing homeowner. Maybe your clients are different, but we have seen a change in client behavior. As a result we have made substantial changes in our marketing, sales and production strategies to respond to this new environment.

The start of a new year is a good time to take inventory of yourself personally and your organization as a whole. How are you adapting your strategies for a changing marketplace? Where do you go for ideas, guidance or the reassurance that you’re making the right moves? I would suggest that you consider attending the Summit. I can’t promise you that we will have all of the answers, but I will promise it to be time and money well spent. We’re a little different than other sources of education. We are not consultants or professional trainers. We are remodelers- designing, selling and producing projects. We Do It Everyday.

It is a tough time to be in the home remodeling business. Average job size is down, financing is harder to get, and the phone just isn’t ringing like it used to. I have been talking with other remodelers about the situation and they are really starting to worry. Everybody is looking for the magic bullet- the secret to creating more opportunities. The problem is that they are approaching the situation like it was still 2006. Unfortunately, the world has changed; the strategies and tactics that used to work just aren’t cutting it anymore. Direct mail, ads in local magazines and other general marketing efforts just don’t work. All the easy stuff is done.

So what do we do? I think there are two choices- stick with the old ideas and sit by the phone or change the strategy. If general marketing efforts are failing, it’s time to get personal. Host a Project Celebration party at a completed project. Where else are you going to get the opportunity to meet a large group of people who are marveling at the quality of your work? Mine your past clients, they have trusted you before and they can play an important role in your future- if you keep the relationship alive. Reward them with a gift of your services or product, especially if they refer someone. If you have done a great job for them they will be happy to promote your company. Find the right tools/ strategies to keep them as advocates long after the project is finished.

At first glance, these are pretty simple concepts. But dig a little deeper and it’s a huge cultural shift (at least for us!). The shift is to move away from general marketing efforts being responsible for creating opportunities and move toward salespeople creating their own leads. The salesperson cultivated the relationship with the client. Who better to maintain it and have it grow to include their coworkers, family and friends? If this more personal approach is going to get us through this storm, the salesperson needs to be at its center.

This transfers quite a large responsibility to the salesperson- are they up for the challenge or will they be left behind in this new world? There’s more to the story too- the days of ordering taking have ended. Salespeople need to sharpen their skills in this new environment. But that’s a topic for another day….

What are you doing to create business for your company?

Maybe I’m unique, but I don’t want to be sold; I want someone to help me buy. I want someone to ask the questions required to determine which product or service best matches my need. Then I want that person to educate me about what my options are. I like options. After going through this process, I feel that I have all the information needed to make the right decision. I’m ready to buy.

This is exactly the approach we take when we work with clients. Ask questions, educate, present options and then let them buy. A very simple example of this might be a client that has rotten exterior trim. Some companies would decide what needed to be done to fix or repair the situation and present a contract based on that solution. We would take a different approach. We would talk with the client about what caused the problem- maybe it was a maintenance issue like caulk or paint. We would then advise the client on a few different ways to resolve the problem. The low cost option might be to cut out the damaged section and patch it with new material. Another option might be to replace the entire piece in order to avoid any joints between new and old materials. The final option could be to remove all of the trim and replace it with pvc material that will not decay even if it is not well maintained. After this education, the client is armed with the information they need to make the decision that is right for them. They are ready to buy.

That’s how we do it. Do you think clients want to buy or would they rather be sold a solution?