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Growing your Home Performance Business Steps to Sustainability

2011

Blaine Fox

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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.

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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?

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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:

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Cost Per Customer Acquisition

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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.

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Retail Marketing Strategies

• X• X• X

Internet Marketing

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Heat maps from user eye tracking studies show us how people view web pages. Note the “F” pattern.

Good Design will Guide the User

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Retail Marketing StrategiesGuerrilla Marketing

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Guerilla Marketing

• Community , Health Fairs

• Striking vehicle wraps

• Door hangers-canvassing , site signs

• Cross marketing • Public Marketing

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Retail Marketing Strategies

• The List • The Creative • The Offer

Targeted Direct Mail

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Improving Fundamental Sales Performance

• Value proposition

• Needs-Based Selling

• Features & Benefits

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Standard Needs

• Security • Save money ; Increase wealth • Increase self esteem• Avoid work / Pain• Save time • Peace of mind

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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

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People buy to satisfy NEEDS !

• What are the benefits ?

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Personnel: The Right People in the Right Positions

• XX• XX• XX

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Personnel: The Right People in the Right Positions

• Live to work – • Integrity • Craftsmanship• Pride in work

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Rewarding the Behaviors You Want

• Jobs come in On-Time

• Low Callbacks • High Customer

Satisfaction metric

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Thank You !

2011

Blaine Fox

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Never underestimate who’s online