Lead Follow-Up is Your First Customer Service Test

by Erik Cofield in Articles 12/29/2008 11:52:00 AM
Content Provided By Mike Lyon- www.doyouconvert.com

What a powerful speaker Nicky Joy is! In a recent speech, she had a phrase that was extremely relevant. “Follow-Up is your first customer service test.”How true! So many sales executives have trouble following up after a motivated buyer has graced their doorstep. With that being the case, one can only assume all of those internet and phone leads are not getting the royal treatment they deserve. If your sales are all that you want, great for you, but consider the questions below. Nearly every sales person I have met could do better, even if they are already pretty good!

Buyers are more than a little reluctant to walk through that door considering the economic climate and all the related variables. But they are still shopping! Add to that an already busy schedule full of soccer games, oil changes, church, cooking dinner, dance recitals and limited family time and it becomes obvious why doing their initial research on the web has become so prevalent and more important for them, and for you! Your new customers are using the internet to shop, research, compare and narrow down their choices. Ultimately, they use the process of elimination to narrow down their selection to an average of 2-3 builders or homes. Then, they’ll probably reach out to you digitally and ask those final comparison questions. By the time they get in front of your face, many times they are somewhat qualified, and treating them that way is essential to your profitability.

It is at this critical moment that you have an opportunity to gain—or lose—a customer. You are being tested. How you follow-up is setting the standard for both you and your company. You are the face of your company at this point, regardless of the quality of your product, price point or other variables.

Consider these questions and then ask yourself if you would pass or fail the follow-up test. More...

Manage Complaints with the FFF Principle

by Erik Cofield in Articles 12/23/2008 1:59:00 PM

The Feel, Felt, Found principle was developed long ago and it works in multiple scenarios of all interpersonal relationships including prospects, customers, vendors, family members etc. One key to both warranty and successful project management is communication. It also happens not to be a strong suit among many in the residential construction industry. Effective communication can make up for a mistake, or enhance an already great product. It can deflect anger, redirect someone’s future actions. Not to mention, effective communication is tied to your profitability in the sales process. 

FEEL, FELT, FOUND: Any time someone speaks to you, AND, you want to redirect their language, or thoughts, or actions, try this out. Here is a sample conversation between a consumer customer (Customer) and builder’s project manager or superintendent (PM) regarding a warranty claim: 
Customer     “John, all of my plants have died. I just moved in not even 30 days ago. What kind of junkie plants does your company use?”
PM                “Mrs. Smith, first, let me communicate that I understand how you FEEL.”
Customer     “I don’t think it is right that I now have to do all new landscaping, because of your fault.”
PM                "I understand how you FEEL. I would have FELT the same way. I would not want to replace all my plants after all the hassle of moving in as well.  What I have     FOUND in the 22 years I have been doing this, is that sometimes customers focus on making a quality home on the inside, but simply forget to wrap their plants during a freeze. It is an easy thing to do. Although I understand how you FEEL, and would have FELT the same way too, what I have FOUND is sometimes things have to get fixed or replaced from easy actions we take, or didn’t take.
 

At first read, one may think this is amateurish at best.  But when you use this More...


BuildTopia Launches BT Lead

by Erik Cofield in News and Events | Press 12/10/2008 5:18:00 PM
BuildTopia launches BT Lead to help struggling construction industry businesses through hard times
Tailored system deployed to builders, remodelers, trades, brokers and associates

ROCKVILLE, MD – BuildTopia, Inc., provider of the industry’s most widely used Web-based residential construction management software, announces BT Lead, a new product for every segment of the struggling construction industry to improve communication with their leads and prospects. BT Lead not only improves business performance now but is designed to expand with companies as business improves.

BT Lead incorporates best practices to assist builders in generating more leads and converting a greater percentage of those into buyers.  As an industry specific web based lead and prospect management system, BT Lead is feature rich with follow-up campaigns, codes, workflow and processes designed specifically for sales in the homebuilding industry. The product also interfaces with Web sites and third party generation companies, such as New Home Source and others, automatically adding new leads to the builder’s database. 

SEE THE FULL PRESS RELEASE AT: BuildTopia_BTLead_PressRelease_120808.pdf (29.91 kb)


5 Money-Shots Decision Makers Must Have, Be or Do

by Erik Cofield in Articles 12/10/2008 12:37:00 PM

You are in business so maybe you know it all, but probably not. Those who think they do are the scary ones for the rest of us. The bailout packages are painful reminders that money and success are not always tied together, nor does a top tier position validate one’s ability. 

Here are 5 “Money Shots” you must not only know as a business owner, division manager, or team leader, but you must live, breathe and dream. They must be innate.  You must have them, control them, and co-exist with them. No matter your industry, or segment in this industry (builder, associate selling to builders, realtor), these are must-haves for you to be a profitable leader. 

1)-Communication
If legislation changed tomorrow, and you know it will at some point, are you able to immediately reach out to every contact type with a custom message to out maneuver your competition? Your ability to effectively communicate in mass at a moments notice is a crucial element tied to profitability. There is dysfunction in most companies, large and small, when it comes to communication. Whether internally to dozens of departments or your staff meeting of 4 people, since immediate effective communication is tied to your profitability you must position your company for success. Yesterday would have been a better choice, but you still have today. 

2)-Efficiency More...


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Your Customer Relationship Management System (CRM) - Comprehensive 26 Points of Q&A

by Erik Cofield in Articles 12/3/2008 12:13:00 PM

I have compiled the 26 most relevant questions I have received from builders regarding CRM, marketing, systems and more.  This should be required reading for your ENTIRE sales AND marketing force, not to mention the C level.  From amateur to very sophisticated questions, dealing with boomers, kiosks, older sales professionals, systems, and acronyms such as SEO and PPC, the following 26 points provide information you must know. Check it out for yourself. You may be surprised by the questions or perceptions your own staff would generate.

You can make money with a CRM system, or lose $ without one. 

Contact me at ecofield@buildtopia.com if you want custom content for your company, division, HBA, BIA. Many of my speaking engagements are becoming customized.

What is a lead management system?Any system or set of process to manage leads, but typically thought of as a software program, from a simple contact management system to a comprehensive program that manages the entire customer lifecycle, from lead, to prospect to buyer, to homeowner.  The answers to ALL of these questions, presume you are speaking about a CRM system that is comprehensive. If your system only handles leads, but not prospects, buyers, contracts, options, and more, then you will have to narrow some of these answers to specifically match your system.  

How does a lead management system work?It varies widely, in fact, vastly.  From software that is shrink wrapped, bought off the shelf and loaded on your computer to comprehensive web based applications you log in to in order to use, these systems offer very basic to entire enterprise wide functionality. 

Is there a source where I can find out what CRM and other terms like SEO and PPC stand for?The Internet. The great equalizer. Sites like dictionary.com help, and of course NAHB.com and others. 

How do you use sign-in cards in a system or electronic data base?Keep in mind that sales people rarely interact with a prospect while in front of the computer, at least in a sales capacity.  Therefore, hard copy cards are still used on tours, etc.  However, once the sales person returns to the office, model, etc., they enter the data in to the system. If they know what they are doing, they should be easily able to manipulate the system to help them with marketing campaigns, by prospect type, etc. More...

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BuildTopia Turns 10 years old at IBS 2009 - Come see us in Booth C4378

by Erik Cofield in News and Events 12/2/2008 9:30:00 PM

10 Years and Screaming Strong!

Make sure to see what surprises we have in store to celebrate 10 years in business!

Stop by booth C4378 in the Central Hall.

The Birthday presents start in January! It's a reverse birthday party - you get the presents!

Let's party like a 10 year old!


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Increase Profits by Reducing Job Site Theft

by Erik Cofield in Articles 11/24/2008 6:01:00 PM

Content from: Ken Manisco, Intelligent Estimates, Atlanta Georgia

Job site theft has always been a frustrating and costly element of home building but it really stings for builders during a slow housing market.  It seems thieves will steal anything that isn’t nailed down and sometimes that doesn’t even deter them.  Based on a survey completed by Builder Magazine, the top items stolen from job sites included copper wiring & pipes, lumber, appliances, A/C units, power tools and windows.  Builders typically have numerous items on or near a job site that may be taken by thieves.  Anything can be targeted but this list includes the most valuable items, items installed or stored outside and items that require little or no installation.

Each time something is taken from your job site it comes right out of your profit, twice.  An item that is stolen has to be purchased again and sometimes reinstalled.  Typically a job site theft causes a significant loss of time and many times thieves do damage removing items from the house.  Most of the time the theft is too small to claim on your Builder’s Risk policy but big enough to hurt.  So what can builders do to minimize theft? More...

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Are you .mobi? Engage New Customers with a .mobi Web Site

by Erik Cofield in Articles 11/19/2008 2:29:00 PM

Many who travel are using smart phones and sometimes look things up on the web from their small handheld phone or PDA (portable data appliance). Once you have tried to look at a big site on a small phone, you can understand it is frustrating, especially when you simply wanted basic information such as a phone number or address.

Enter .mobi

The .mobi ending is like a .com, or .net.  The concept is to have a site that is mobile friendly. Think of a stripped down version of your site, with few graphics, etc. Basically, a business will create a very lean simple version of their Web site so it is more compatible with Web phone users.  One example I like is Blue Tangerine Solutions, which you can see at www.bluetangerinesolutions.mobi.  Remember to leave out the .com and replace it with a .mobi. Since they are a great web development company, this is no surprise. But other companies have their .mobi versions too.  Check out www.sequim.mobi/build.html or www.cnnmoney.mobi or this Philadelphia builder http://www.thp.mobi/. More...


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Use Customer Preferences to Make More Money NOW, and on Future Product Offerings

by Erik Cofield in Articles 11/3/2008 1:24:00 PM
Is there a place on your website (My Portfolio, My Account, Favorites, etc.), where customers can register and save favorite communities and floor plans, searches, etc.? If so, you have a goldmine that may be untapped. This database of information has tremendous potential but is often overlooked, because focus is usually on customer leads. However, you can make money from it. The information in this database is a great pre-sales tool, and can help you with your web development efforts too. It can also help you fine tune your product offering and profit margins. By taking the following steps you can increase the value of this untapped resource. 
  1. Cross reference your lead database with your Portfolio database and find your hottest prospects - If someone has been on your site repeatedly, is saving favorites, and has requested information, they should receive extra attention from a sales associate, or better yet, change their lead type to identify them, perhaps as a VIP lead. One thing to note here - privacy is a huge issue for customers on the web today. While it is appropriate to share with a customer that you are aware of their interest in a plan or community, you don’t want to say that you know they registered at 2 a.m., they’ve visited your site ten times, and they have fourteen plans saved. If you sound like Big Brother is watching them you’ll turn them off.  More...

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Move on from Invoice Based Cost Control

by Beau Engman in Articles 10/20/2008 9:06:00 AM
By Beau Engman, CEO, BuildTopia

Lots of builders manage costs by coding invoices to jobs as they come in with little or no reconciliation to budgets much less purchase orders.  By doing this, they never have a clear view of their total cost until the job is done.  This was good in 2005, but not in 2008 and beyond.  Builders spend considerable time reconciling invoices, managing approvals of invoices, payments of invoices, and all from, and by, a stressed out AP department.  In summary, living off the invoice has the following challenges:

  1. Blurry picture of costs (you can’t see what has yet to be invoiced) and corresponding margin.
  2. Labor intensive AP Process
  3. No way of measuring and improving bidding, contracting, and purchasing performance.
  4. Very difficult to get consistent cost data that can be compared across different jobs.

Solution 1:  Pay off Purchase Orders. Tell trades (subs) there is no longer a need to send invoices.


You do not need a fancy software system to do this.  In the 70’s and 80’s people had binders where they hand generated purchase orders on 3 part paper and kept one of the copies in their binder.  Having a purchase order ensures you agree on the scope and the cost before you commence work.  If you have a purchase order for everything that you need to buy, then there is no need to have trades send invoices, you can just pay off the po’s as the work is completed.  By utilizing the discipline of purchase orders, you have an accurate picture of all your committed costs (open and approved purchase orders). Software makes it even easier. This is not a pipe dream, it’s a decision.


If that is too much for you and you think you need an invoice, here is another way.


Solution 2:
  Have trades print their invoices from the vendor site from approved purchase orders.  In this manner, any dispute about what can be invoiced is handled in the field between trade partner and the project manager approving purchase orders, not the AP department. Doing it this way also ensures no variances, and all numbers will reconcile perfectly.


Beau Engman is the CEO of BuildTopia, an international, widely used, comprehensive residential construction management system. 
www.buildtopia.com


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