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Advice From Industry Experts: Ramp Up Sales and Marketing
 Tom Stephani, S. Robert August and Bill Becker ― industry veterans who have been through market shifts more than once ― will discuss what changes you should make to your sales and marketing in order to thrive in today’s market during an upcoming audio conference.
The hour-long teleconference, “Ramp Up Your Sales & Marketing in a Changing Market,” will begin at 2:00 p.m. EST, Jan. 9 and is available free to NAHB members.
Stephani, August and Becker will counsel participants to be proactive and adjust their sales and marketing processes. This includes assessing and changing their sales team and how they work with prospects, reducing their inventory, shopping the competition more effectively and more.
The conference will include a 40-minute presentation, followed by 20 minutes of questions and answers from participants.
Think Like a Retailer
Builders who haven’t made any changes to their sales and marketing approach in response to the changing market need to do so — yesterday, says Becker, MIRM, CMP, managing director and president of the William E. Becker Organization in Teaneck, N.J.
He will share insights on how to develop a marketing plan that focuses on moving forward, and discuss how to re-evaluate that plan and adjust it if necessary.
“We’re in the retail business. The three things that keep people coming back are: ‘new,’ ‘grand opening’ and ‘free,’” Becker says. “Retail makes money by having something new every day.”
Keeping models fresh and offering new events on a consistent basis are crucial, he says.
Begin Building a Strong Customer Base Now
“Now is the best time to execute new sales and marketing campaigns,” says August, MIRM, CMP, Master CMP, of the S. Robert August Company, Inc., in Greenwood Village, Colo.
During the conference, he will discuss how to overcome objections, build a stronger customer base and initiate unique and distinct sales and marketing programs for the business-to-consumer and business-to-business markets.
“You’ll be able to adapt these concepts to a profit-building marketing campaign for your business, regardless of your size,” says August, who has weathered six adjustments since he’s been in the industry.
Slight Adjustments Can Improve Your Conversion rate
Moderator and veteran builder Stephani, CGB, CAPS, MIRM, CMP, of William Thomas Homes, Inc./CCC, Inc., in Crystal Lake, Ill., who also has been through numerous market shifts, says that small changes can make a big difference.
“Just some slight adjustments can improve your conversion rates and help you adjust to a changing market,” he says. He also encourages builders to look for solutions that go further than incentive packages. “Incentives are just one part. Let’s be better salespeople,” he says. “Let’s make sure the soft contracts turn into hard contracts.”
Finally, Stephani cautions, the worst thing builders can do is lose hope. “We have to make sure that people understand the sky is not falling; it’s just a little cloudy.”
Conference Topics
The 40-minute presentation will cover:
- Minimizing objections: Understanding buyer needs, wants, abilities and fears
- Innovation: Offering incentives to buyers and employees
- Assessing your sales team
- Strategizing appropriate product mix: Shopping the competition
- Reducing inventory
- Maximizing lender relations
- Cutting costs
To Register
For more information, or to register for the free “Changing Market” audio conference, click here, e-mail Wil Heslop at NAHB, or call him at 800-368-5242 x8472.
Teleconference materials will be e-mailed to registered participants in advance.
The conference is co-hosted by NAHB’s National Sales and Marketing Council and Biztools, NAHB’s business management comprehensive resource on the NAHB Web site.
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