1
Growing your Home Performance Business Steps to Sustainability
2011
Blaine Fox
2
Today’s Take aways
• Retail marketing strategies for generating energy audit and retrofit leads.
• How to improve sales performance to convert leads into audits and audits into retrofit work
• The labor management principles that will ensure profitability and long-term success.
3
Setting the Stage
• Imagine a market (your market) where there are no stimulus monies or funding of any sort to support your business. It’s just your company and the market. How would you run your company? What would you differently? How profitable would you be?
4
Retail Marketing Strategies
1. Who is my target customer? Who is most likely to buy my products and services?
2. What’s the best message to get them to act?3. What’s the most efficient medium to deliver that
message?
In order to master the strategies of retail marketing, you must first ask yourself these 3 questions:
5
6
Cost Per Customer Acquisition
7
Retail Marketing Strategies
• All homeowners are not created equal.
• Homeowners who live in homes that are 25 years old or older tend to be in greater need of improvement.
• Homeowners with household income of $75,000 tend to be more open to making these improvements, primarily because they can afford them.
Identify your target customers.
8
Retail Marketing Strategies
• X• X• X
Internet Marketing
9
Heat maps from user eye tracking studies show us how people view web pages. Note the “F” pattern.
Good Design will Guide the User
10
11
Retail Marketing StrategiesGuerrilla Marketing
12
Guerilla Marketing
• Community , Health Fairs
• Striking vehicle wraps
• Door hangers-canvassing , site signs
• Cross marketing • Public Marketing
13
Retail Marketing Strategies
• The List • The Creative • The Offer
Targeted Direct Mail
14
15
Improving Fundamental Sales Performance
• Value proposition
• Needs-Based Selling
• Features & Benefits
16
Standard Needs
• Security • Save money ; Increase wealth • Increase self esteem• Avoid work / Pain• Save time • Peace of mind
17
Source: June Cable & Victoria O’Donnell, University of North Texas
Model of Communication
Sender/ Service Contractor Receiver/Homeowner
2. Message
3. Communication Channel
1. Personal Filter 4. Personal Filter
18
19
People buy to satisfy NEEDS !
• What are the benefits ?
20
Personnel: The Right People in the Right Positions
• XX• XX• XX
21
Personnel: The Right People in the Right Positions
• Live to work – • Integrity • Craftsmanship• Pride in work
22
Rewarding the Behaviors You Want
• Jobs come in On-Time
• Low Callbacks • High Customer
Satisfaction metric
23
24
Thank You !
2011
Blaine Fox
25
Never underestimate who’s online