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.
Scott Gruher / Sales Benchmark Index / September 3, 2013
The goal of prospecting – gain access to a high quality potential buyer
A lot has changed in sales over the past 50 years. One thing hasn’t. Referrals continue to be the highest quality leads. However, most sales organizations are awful at generating referrals. I will explain why.
3 Reasons Why You Aren’t Getting Enough Quality Referrals
- Accountability – your team can ask for them. The customer will tell you he’s done it, but you never know for sure.
- Not Effective – no process exists. When sales people have to invent their own method each time, they ignore it.
Dave Evans / ClickZ / August 28, 2013
As a universal motivator and measure of success, an increase in sales with all other things remaining equal is hard to beat. And if there is a basic model that describes the fundamental challenge facing marketers in building sales, it’s the purchase funnel. From awareness to consideration to purchase, nearly any customer journey can be mapped onto this classic model.
Start with awareness – the “entry” to the purchase funnel – and the methods for driving awareness. Advertising is certainly key, as are visibility (think “location, location, location”),Read More
Nina Patel / REMODELING / August 14, 2013
Mapping the reach of referrals
When Lori Bryan, vice president and COO of Marrokal Design & Remodeling, in San Diego, created a chart to show the reach of a specific client, she was surprised to find that $4.7 million worth of work over 12 years had resulted from a $100,000 project. The first clients, the Smiths (all client names have been changed for this article), heard about Marrokal from a radio ad. “No matter how much it cost for radio that year, it paid off!” Bryan says.
That original job led to two other raving-fan clients who referred much of the additional work. Johnson referredRead More
John Caulfield / BUILDER / August 14, 2013
Marketplace Homes plans to experiment with a way to have a salesperson show new homes remotely.
Mike Kalis can’t figure out why builders don’t act more like retailers.
Kalis, the managing partner of Michigan-based Marketplace Homes, thinks builders, like dealers, need to extend the hours and days they make their models—which are their “stores”—available for viewing. And he believes he’s figured out a way to help builders do just that.
The 10-year-old Marketplace has made a name for itself by offering to list prospective buyers’ existing homes for 1% or lease those homesRead More
Tom Rousseau / August 15, 2013
Believe Einstein said if you can’t explain it to your grandmother then you don’t really know the subject. He did say that before a lot of grandmas graduated with MBAs and Ph.Ds. in more modern times but the point is when developing a story you need to share with PowerPoint – you have to know your subject.
Why? Because with each and every slide you put together, you should ask yourself what is the “so what?” of that slide to your audience. Last night I was wrapping up a story around what content I was going to present at four different 2013 Hanley Wood Business Media Divisions National Sales meetings:Read More