1. What Clients Want:
How to Find it, How
to Get Paid for it
Brett Dillon
RESNET Conference 2011, Orlando FL
Tuesday, March 1, 2011

2. What Clients Want:
How to Find it, How
to Get Paid for it
Brett Dillon
RESNET Conference 2011, Orlando FL
Quality Passion Knowledge
Tuesday, March 1, 2011

3. Have Pain
Diagnose the Pain
Treat the Pain
Tuesday, March 1, 2011

4. Have Pain
• New Construction
• Existing Homes
Tuesday, March 1, 2011

5. New Construction
• 2009 IRC • Poorly trained staff
• Sales slump • Poorly trained subs
• Materials cost ↑ • Customer satisfaction
• Construction schedule • Call-backs
• Purchasing vs • Product salespeople
Marketing
Tuesday, March 1, 2011

6. Existing Homes
• High utility bills
• Comfort
• “I think there’s something wrong with
my house”
Tuesday, March 1, 2011

7. Diagnose the Pain
• Active Listening
• “In addition to that...”
Tuesday, March 1, 2011

8. Treat the Pain
• Help solve their problems
Tuesday, March 1, 2011

9. Do You Have What
They Want?
Tuesday, March 1, 2011

10. What is Your
Product?
• HERS Ratings?
Tuesday, March 1, 2011

11. What is Your
Product?
• ENERGY STAR® labels & certificates?
Tuesday, March 1, 2011

12. What is Your
Product?
• Energy Audits?
Tuesday, March 1, 2011

13. What is Your
Product?
• Your Test Results?
Tuesday, March 1, 2011

14. What is Your
Product?
• Your Knowledge?
Tuesday, March 1, 2011

15. What is Your
Product?
• Us or Them?
Tuesday, March 1, 2011

16. What is Your Product?
Tuesday, March 1, 2011

17. Customer Builder Municipality Homeowner
Service
Testing
Ratings
Analysis
Tuesday, March 1, 2011

18. Product-Market Mix
• Strategic Objective
• Potential
• Prioritize
Tuesday, March 1, 2011

19. Who Are They?
• Demographics
• Where do they live?
• Income?
• Reality
Tuesday, March 1, 2011

20. Why Are They?
• Psychographics
• Perceptions
• About themselves
• About the world
• Motivation
• Functional
• Emotional
Tuesday, March 1, 2011

21. Types of Buyers
• Interpersonal
• Want attention
• Objective
• Systems & Technology
• Introverted
• Get to the point
Tuesday, March 1, 2011

22. Buying Preference
• Value
• basic (“good”)
• Performance
• comparative (“better”)
• Experimental
• superlative (“best”)
Tuesday, March 1, 2011

23. Price
Top Priority Don’t Care Pay more for More
33% 33%
33%
Tuesday, March 1, 2011

24. Meet Their Perceived
Needs
Tuesday, March 1, 2011

25. Brett Dillon
www.ibsadvisorsllc.com
@thebrettdillon
@ibsadvisorsllc
info@ibsadvisorsllc.com
210-448-1106
Tuesday, March 1, 2011