Qualified Remodeler helps independent remodeling firms to survive, become more professional and more profitable by providing must-have business information, namely best business practices, new product information and timely design ideas.
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to sales in that pricing projects necessitates understanding the costs associated with each project and the costs of doing business. "Know what your price is and stand your ground. Far better to lose a project because you are more expensive than someone else than to win it on a low bid and either lose money or a referral because you had to increase the price later. You are selling quality and relationships," Kehler says. "Charge for design drawings and never leave them with the client. Understand the time and effort that went into creating the design is a cost that shouldn't be given away. I can't count the number of times remodelers have told me afterward that charging for the design draw- ings helped qualify the prospect and increased their business. Once the client has paid for your services, they are onboard." | "ese are the fundamental "musts" needed during any sales meeting," Kehler says. "You don't need to take everything but be able to guide the prospect to your website where they can review references, referrals, samples of pre- vious projects and a list of your core services." Part of running a business, from Kehler's perspective, is identifying personal strengths; many remodelers are likely more comfortable with the crafting and building side than the business side. If you as a remodeler would rather focus on running jobsites, then perhaps you could outsource and/or hire someone to handle the sales side for your company. But, he cautions, running a business means being educated on all aspects, regardless of where your strengths are applied on a daily basis. "If you own the company, you must at least be knowledgeable about every aspect of the job. ere is absolutely no excuse today for anyone not knowing the skills necessary to do any part of the project," he says. Hand-in-hand with ensuring you are edu- cated is understanding the difference between margin and markup, Kehler adds. is relates to Kehler, the Dale Carnegie Sales Training Course identifies a five-step cycle: attention, interest, conviction, desire and close. "We have a sales cycle and need to ask enough questions to discover where the client is in that cycle. If a couple shows up in your showroom with a roll of drawings under their arm, you can skip the attention and interest steps since they are clearly already past that," he explains. "It is your job to "convince" them you are the right firm to make the dreams on those drawings come true. How do you do that? By asking more questions. Your job as a salesperson is to discover the why and fill that need." IDENTIFY STRENGTHS It perhaps seems counterintuitive but Kehler encourages professionals to look in at them- selves and their companies to strengthen their sales abilities. He believes there is a need for identifying a company's target market and having a business plan. e business plan should include a market- ing section, which can include details regarding a company website, materials and campaigns. QualifiedRemodeler.com QR July 2016 21 QR has teamed up with NARI to create a convenient way to earn credits toward your recertification. After reading this issue's article, take the test for CEUs at QualifiedRemodeler.com/10441422. © 2 0 1 6 Delta Faucet Company We make the difference for remodelers. A technology activated by touch, in styles that match clients' tastes. Delta ® Touch 2 O ® Technolog y—the first of its kind— lets users start and stop water fl ow simply, by tapping anywhere on a faucet's spout or handle. Available in more styles than ever, including our modern, elegant Trinsic ® Collection, it's a breakthrough that enhances kitchen remodels, and captivates clients. Learn more about our innovative styles, technologies and support at DeltaFaucet.com/Pro For more info circle 61