What Clients Want

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What Clients Want

  1. 1. What Clients Want: How to Find it, How to Get Paid for it Brett Dillon RESNET Conference 2011, Orlando FLTuesday, March 1, 2011
  2. 2. What Clients Want: How to Find it, How to Get Paid for it Brett Dillon RESNET Conference 2011, Orlando FL Quality Passion KnowledgeTuesday, March 1, 2011
  3. 3. Have Pain Diagnose the Pain Treat the PainTuesday, March 1, 2011
  4. 4. Have Pain • New Construction • Existing HomesTuesday, March 1, 2011
  5. 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 MarketingTuesday, March 1, 2011
  6. 6. Existing Homes • High utility bills • Comfort • “I think there’s something wrong with my house”Tuesday, March 1, 2011
  7. 7. Diagnose the Pain • Active Listening • “In addition to that...”Tuesday, March 1, 2011
  8. 8. Treat the Pain • Help solve their problemsTuesday, March 1, 2011
  9. 9. Do You Have What They Want?Tuesday, March 1, 2011
  10. 10. What is Your Product? • HERS Ratings?Tuesday, March 1, 2011
  11. 11. What is Your Product? • ENERGY STAR® labels & certificates?Tuesday, March 1, 2011
  12. 12. What is Your Product? • Energy Audits?Tuesday, March 1, 2011
  13. 13. What is Your Product? • Your Test Results?Tuesday, March 1, 2011
  14. 14. What is Your Product? • Your Knowledge?Tuesday, March 1, 2011
  15. 15. What is Your Product? • Us or Them?Tuesday, March 1, 2011
  16. 16. What is Your Product?Tuesday, March 1, 2011
  17. 17. Customer Builder Municipality Homeowner Service Testing Ratings AnalysisTuesday, March 1, 2011
  18. 18. Product-Market Mix • Strategic Objective • Potential • PrioritizeTuesday, March 1, 2011
  19. 19. Who Are They? • Demographics • Where do they live? • Income? • RealityTuesday, March 1, 2011
  20. 20. Why Are They? • Psychographics • Perceptions • About themselves • About the world • Motivation • Functional • EmotionalTuesday, March 1, 2011
  21. 21. Types of Buyers • Interpersonal • Want attention • Objective • Systems & Technology • Introverted • Get to the pointTuesday, March 1, 2011
  22. 22. Buying Preference • Value • basic (“good”) • Performance • comparative (“better”) • Experimental • superlative (“best”)Tuesday, March 1, 2011
  23. 23. Price Top Priority Don’t Care Pay more for More 33% 33% 33%Tuesday, March 1, 2011
  24. 24. Meet Their Perceived NeedsTuesday, March 1, 2011
  25. 25. Brett Dillon www.ibsadvisorsllc.com @thebrettdillon @ibsadvisorsllc info@ibsadvisorsllc.com 210-448-1106Tuesday, March 1, 2011

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