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Growing your Home Performance Business Steps to Sustainability Blaine Fox 2011 1 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. 2 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? 3 Retail Marketing Strategies In order to master the strategies of retail marketing, you must first ask yourself these 3 questions: 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? 4 5 Cost Per Customer Acquisition 6 Retail Marketing Strategies Identify your target customers. • 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. 7 Retail Marketing Strategies Internet Marketing • X • X • X 8 Good Design will Guide the User Heat maps from user eye tracking studies show us how people view web pages. Note the “F” pattern. 9 10 Retail Marketing Strategies Guerrilla Marketing 11 Guerilla Marketing • Community , Health Fairs • Striking vehicle wraps • Door hangerscanvassing , site signs • Cross marketing • Public Marketing 12 Retail Marketing Strategies Targeted Direct Mail • The List • The Creative • The Offer 13 14 Improving Fundamental Sales Performance • Value proposition • Needs-Based Selling • Features & Benefits 15 Standard Needs • Security • Save money ; Increase wealth • Increase self esteem • Avoid work / Pain • Save time • Peace of mind 16 Model of Communication Sender/ Service Contractor Receiver/Homeowner 2. Message 3. Communication Channel 1. Personal Filter 4. Personal Filter Source: June Cable & Victoria O’Donnell, University of North Texas 17 18 People buy to satisfy NEEDS ! • What are the benefits ? 19 Personnel: The Right People in the Right Positions • XX • XX • XX 20 Personnel: The Right People in the Right Positions • Live to work – • Integrity • Craftsmanship • Pride in work 21 Rewarding the Behaviors You Want • Jobs come in On-Time • Low Callbacks • High Customer Satisfaction metric 22 23 Thank You ! Blaine Fox 2011 24 Never underestimate who’s online 25