Post on 02-Jun-2015
transcript
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Follow me on Twitter@dougdeluca2
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Email me at: doug_deluca@simonton.com
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Housekeeping• Restroom breaks – go as needed• In the interest of others, phone ringers off please• To minimize paper waste, this presentation is available online
Please withhold questions until end of each section if possible
Phoenix Branch Home Depot Exteriors
Simonton Review April 2014
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1. Increase Leads2. Increase AOV3. Increase Closing %
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WhatWhereWhyWhenHow
Sales overview
Why do I need a sales strategy?
• Keeps you on course easily
• Methodically cover important information
• Engage the customer, ask questions
• Credibility as an Industry Expert
• BETTER CLOSING %!!
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Knowing my customer’s mindset will increase my ability to help the “Buyer” buy
Decision making criteriaFour customer “Must-Haves”
1. Confidence in the
Manufacturer/Product
2. Confidence in the
Company/Local Service
Provider
3. Confidence in the Associate
4. Price/budget range
Why Manufacturer/Product?
• Do it right the first time• Financial staying power/warranty • Quality = longevity
Financial Stability
Fortune Brands Home and Security Division
FBHS#1 or #2 product nationally in every category
Financial Strength
Source: http://in.finance.yahoo.com/news/fortune-brands-home-security-reports-200200044.html
Awards and Financial Strength
• Average house cost $1459• Average wages $2500• A gallon on gas .15 cents• Cost of new car $1120• Great Alaska Earthquake 7.4• BBC started• The first Vespa was manufactured• First microwave oven invented• First class postage .03 cents• Born:
• George W Bush• Sally Field• Freddie Mercury• Cher• Donald Trump • Sly Stallone• Steven Spielberg
Longevity and strength - Simonton
Confidence in the manufacturer - summary
The Industry’s
Best Overall Value
Proposition
Industry’s shortest, most dependable lead-times
World class manufacturing
National sales and service levels
Industry-leading warranty
Consumer understanding
Proven track record of service
95% “Perfect” orders delivered on time
The premier trade brand chosen by professional remodelers and builders
Consistently delivering the best since 1946
Why Company/Service Provider?• Staying power • Longevity = good business
• Support your local business
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* Theirnetworth.com
• The WORLD’s largest home improvement retailer• $55B* net worth = financial strength• Nationwide infrastructure
Why the Associate?
• Salesperson vs. Advocate
• Credibility gains confidence
Most lost sales are lost here
Is your solution
the best option for
the customer?
Why Price/Budget?
Value always
trumps price Customers usually
have an idea of
budget rangeFinancing = easier pill
to swallow
Buying Behavior
$$$ $$ $
What % choose B?
A B C
1. The most expensive (dream) option
2. Your target option
3. Their budget option
Position Yourself
$$$
$$
$
Option 1 – “Dream Option”
“If money was no object”
Bay/bow windowWood grainHardware upgradeFrench Door vs. Patio DoorEnergy Efficient glass upgrade
If you don’t present it they cannot choose it – and some will!
Option 2 – “Target Option”
• Meets needs• Exceeds budget 10-30%• “Best bang for the buck”
Value always trumps price
Done right, this is where most of your customers will end up
Option 3 – “Budget Option”
At least .01 below budget!
• Respect• Effort • Do it right
Price Summary
• The dream option can increase your average order value significantly. • Your target option is usually where you will land. • The budget option shows the customer the respect they expect from a consultant
with good character.• Include a financing option/monthly payment.
Presenting three options and monthly financed payments will significantly increase your closing percentage
What’s your take?
Are these the criteria you
need?
Manufacturer/ProductService Provider
Associate Budget
Speak the customer’s language
Benefits
Stories
Metaphors
Resources
Personal
Features VS. Benefits
“Which means to you…”
“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”~Theodore Levitt
Value
Give the customer a reason to spend more money
Features VS. Benefits
”A benefit is only a benefit if the customer sees value in it.”~Doug DeLuca
Double Hung
¾” Stainless Steel Constant-Force
Coil Balance Allows for a maintenance free, system
for sash stability.
Multiple Chambers Profile
Vinyl profiles are filled with 13 dead air chambers that increase window insulation
and aides structural integrality
Tilt in/Lift out SashAllow sash to tilt in for easy cleaning
Supercept Spacer SystemMakes for low conduction rates, moisture-resistance and thermal
efficiencyContoured Extruded Lift RailsAllows for easy opening –no matter how
big the window.
Flush Mounted Tilt LatchesFor a clean, smooth sash rail.
Dual Air LocksFor ventilation
Cam LockUnique designed secure
window lock
Fusion-Welded Frame and Sash
Profiles and sashes are fused together to create a weather tight, strong one-
piece unit.
Accessory GrooveFor the addition of decorative
trim & to aid in installation
3 ¼” FrameAllows to fit most
openings
⅞” Insulated Glass Unit
Double pane, Double strength glass with
Low E and Argon Gas for increased energy
performance
6500
Exterior Frame
Meeting RailMakes for a tight seal with
our patented Inter-locking/Over-lapping
design
Extruded ScreensFor strength and durability
Getting comfortable
Practice!!!
Research shows that it takes 21-28 days until a habit is formed. Try these actions for a month and it will become second nature to you.
Review
Crucial Points:• Four decision-making criteria – customer buy in• Three price options• Get comfortable
Put what you have learned here into practice over the next month and watch your closing percentage and AOV increase!
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Questions?
Website Resources
Easy to find and use condensation brochure found in the Service Solutions tab and then under product care
Research and professional third
party recommendations
for humidity content within the
home
http://www.jdpower.com/microsites/simonton/
http://www.jdpower.com/microsites/simonton/
A great resource for your customer from a third party! This includes information on the rankings, how Simonton was rated and even includes a great video for the
customer to watch and learn.
http://www.jdpower.com/microsites/simonton/
http://www.jdpower.com/microsites/simonton/
Not only will your customers see the power of these rankings, but they will also be able to see how Simonton rated in all categories
http://www.jdpower.com/microsites/simonton/ratings.htm
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Understanding and Up-selling glass packages
“More than meets the eye”
Energy Efficiency
Window performance is made up of multiple factors.
A few to consider;• U-factor (or R-value)• SHGC• VT• Air Infiltration
U-Factor
According to Wikipedia, U-factor is described as;
“The U-factor (sometimes incorrectly referred to as "U-value"), is the overall heat transfer coefficient that describes how well a building element conducts heat. It measures the rate of heat transfer through a building element over a given area under standardized conditions. The usual standard is at a temperature gradient of 24 °C, at 50% humidity with no wind[6] (a smaller U-value is better at reducing heat transfer).”
U-Factor
• U-factor is how well the window reduces heat transfer through the materials it is made from.
• This can also be summarized by using the term conductivity.
• Windows with a smaller U-factor rating conduct less heat.
SHGC
According to Wikipedia, SHGC is described as;
"Solar Heat Gain Coefficient (SHGC)" is used in the United States and most commonly refers to the solar energy transmittance of a window or door as a whole, factoring in the glass, frame material (wood, aluminum, etc.), sash (if present), divided lite bars (if present) and screens (if present).”
SHGC
• SHGC refers to how much the window allows solar energy transmittance through the window.
• SHGC refers to the increase in temperature in a space that results from solar radiation. The amount of solar gain increases with the strength of the sun, and with the ability of any intervening material to transmit or resist the radiation.
• Low E is the largest contributing factor to SHGC rating improvements
SHGC
The NFRC says,
What is Solar Heat Gain? The Solar Heat Gain Coefficient, also know as SHGC, measures the
rate of heat gain through a product. Therefore, the lower the SHGC, the lower the amount of solar heat gain. In hot climates where air-conditioning bills are a major concern, choosing windows with lower SHGC will reduce the amount of heat that comes in from the outside.
Visible Transmittance
• Visible Transmittance (VT) measures how much light comes through a product.
• VT is expressed as a number between 0 and 1. The higher the VT, the higher the potential for daylighting.
Air Infiltration ratings
• Beginning in 2014, Energy Star will require published testing to be included on the NFRC sticker
• Currently reporting of these test results are optional
• Our reporting will state Simonton will state: ≤ .3
Air Infiltration ratings
What does an air infiltration rate mean?Air leakage is measured by physical testing of a standard sized
window. The test window is installed on a large wall. On one side, a vacuum is of 75 pascals (1.57 psf) is applied. This corresponds to approximately a 25 mph wind blowing perpendicularly to the window. Flow meters measure the rate of air leakage. This is divided by the total window area to get a reading (in the U.S) in cfm/ft2 to the nearest tenth (i.e., a test value of 0.17 would be given a rating of 0.2). The best possible rating by the NFRC is 0.1, as they will not round to 0.
Air Infiltration ratings
Does air infiltration rating affect heat bills?
If a manufacturer elects to have its product tested, it cannot have more than 0.3 cfm/ft2 of air leakage. If this maximum is met, the energy loss through air leakage is likely considerably less than that through heat loss (ASHRAE 2005 Fundamentals, P. 31.55). Nonetheless, air infiltration has a major effect on perceived performance of the window. Even at the passing value of 0.3, disturbing drafts may be felt.
Air Infiltration ratings
How to get the most out of air infiltration
– Remember, style is the best way to eliminate air infiltration• PW, CSMT, DH, Slider
– Remember that more weather stripping = more resistance
– 6500 > 6200 > ClearValue
Energy Efficiency Overview
The NFRC has created a document to better understand energy efficiency. It can be found at http://www.nfrc.org/documents/ReplacementWindows.pdf
Performance relativityWINDOWS
Material Description U Factor
Clear Glass Single Pane 1.22
Double Pane .70
Brick 8” .41
Concrete 12” .55
Door Insulated, Steel .65
Wood, 1” thick .64
http://www.combustionresearch.com/Infra-Spec/infra-spec/uvalue.html
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Top Home Improvement Lead Sources
Canvassing8 Point Method
Direct Mail (Letter, Post Card, Brochure)Installation Invitation
TV & RadioSocial Media
Home Shows, Events & MallsReferrals
D30
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=Project Address
8 Point System
Lead Generation - Referrals
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Referrals
How do I get my customer to tell others?
Lead Generation - Referrals
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Referrals• Most companies utilize referral
bonuses• Most do not ask – ask EVERYONE• Best closing rate of all leads• Back end of installation is appropriate• Get comfortable, practice!
“I want to let you know how thankful I am that you trusted us with your project. The very same courtesy and service you received is how
we treat every customer. Can you think of a couple of people who may want some information on our energy saving windows?”
Lead Generation – D30 Best Practices
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USE http://vantagepointe.simonton.com
http://vantagepointe.simonton.com/
This is where your customer can learn all about VantagePoint
This is where your customer can schedule an appointment
Lead Generation – D30 Best Practices
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Leverage THD Relationship
You hold the keys to a bigger paycheck
AOV Closing %
Leads
What will YOU choose to do??
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Follow me on Twitter@dougdeluca2
Facebook discussion groupwww.facebook.com/vantagepointediscussion
Look for me on
Email me at: doug_deluca@simonton.com
Get today’s presentation online!!www.slideshare.net/slideshow/embed_code/