News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
When Sales Disappoint, Ask Yourself: Where Does It Hurt?
Craig Webb / Remodeling / August 5, 2014
Think of Tom Rousseau as a surgeon for corporations with a specialty in marketing diseases. REMODELING’s parent company hired him a few years ago as executive vice president of strategic marketing services. In that job, he helps our sales team diagnose and cure sales ailments at building product manufacturers. But while Rousseau’s clientele often counts its revenues in the hundreds of millions of dollars, his way of looking at trouble in the corporate body can help cure what ails you, too.
Rousseau’s first advice is to stop trying to diagnose yourself with that standard question “What keeps you up at night?” Instead, ask “Where does it hurt when I try to sell my services?” Odds are, Rousseau says, you feel pain in one of four areas: