Transcript Blaine Fox - Growing Your Home Performance Business

Growing your Home Performance Business
Steps to Sustainability
Blaine Fox
2011
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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
In order to master the strategies of retail marketing, you must
first ask yourself these 3 questions:
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?
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Cost Per Customer Acquisition
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Retail Marketing Strategies
Identify your target customers.
• 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.
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Retail Marketing Strategies
Internet Marketing
• X
• X
• X
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Good Design will Guide the User
Heat maps from user eye tracking studies show us how
people view web pages. Note the “F” pattern.
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Retail Marketing Strategies
Guerrilla Marketing
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Guerilla Marketing
• Community , Health
Fairs
• Striking vehicle
wraps
• Door hangerscanvassing , site
signs
• Cross marketing
• Public Marketing
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Retail Marketing Strategies
Targeted Direct Mail
• The List
• The Creative
• The Offer
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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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Model of Communication
Sender/ Service Contractor
Receiver/Homeowner
2. Message
3. Communication Channel
1. Personal Filter
4. Personal Filter
Source: June Cable & Victoria O’Donnell, University of North Texas
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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 !
Blaine Fox
2011
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Never
underestimate
who’s online
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