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Brian Altmann, CAPSPresident

DBS Remodel, Inc.

brian@DBSremodel.com

Selling, Estimating and

Closing The Deal...

If I Only Knew This 30

Years Ago!JLC Live Providence 2017

Continuing Education CreditsInforma Exhibitions is a registered and/or recognized education provider with

The American Institute of Architects Continuing Education Systems. Attendees

can earn credit upon completion of this program provided you sign in with

appropriate license number on forms provided at the seminar room check-in

tables. Electronic Certificates of Completion for all attendees will be available

7-8 weeks post show.

This course is registered with AIA CES for continuing professional education.

As such, it does not include content that may be deemed or construed to be

an approval or endorsement by the AIA of any material of construction or any

method or manner of handling, using, distributing, or dealing in any material or

product.

Questions related to specific materials, methods and services will be

addressed at the conclusion of this presentation.

Copyright Materials

This presentation is protected by US and

International copyright laws. Reproduction,

distribution, display and use of the presentation

without permission of the speaker is prohibited.

© DBS Remodel 2017

Learning Objectives

Upon completing this program, the participant should be

able to:

The Scope of the Job, Part 11. Outline the step-by-step approach to selling

remodeling successfully and for a profit

2. Develop a prospect needs assessment and build value

and trust

3. Discover how to become your client’s paid consultant

and differentiate yourself

4. Demonstrate ways to help clients visualize the project

Part 2

Writing The Job ScopeEstimating The Project For Profit

Closing The Deal

The Presentation…Building ValueCharging For “The Estimate”

Designing The Project

Part 1 Course Objective

Introduce a Value Building sales process that Provides comfort, trust

and excitement to your prospect while providing you, the remodeler, a step

by step approach to successfully selling remodeling for a Profit.

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Company

IndividualProcess

Components of Success

$

Prerequisite to Success in Sales

Successful sales starts with a healthy company. The power to effective consulting is in having your company be able to stand behind all of your claims. Therefor, the key to success with sales is having your business on a firm foundation. This is how we start to Build Value.

Organize your company well and your sales will flourish

Examples of a Firm Foundation

• Exceptional Customer Service• Warranty Program• Consumer Education/Protection• Long Term Happy Employees/Great Culture• Staying on the Job Until it’s Done!• Super Friendly Receptionist/Staff• Superb Trade Partners and Vendors• Focus on Jobsite Cleanliness and Organization• BuilderTrend Communication Software• Punctuality• Testimonials• Sales Process

A Successful Sales Consultant...

FriendlyAsks Key QuestionsGreat ListenerPatientResilientCaring/SensitivePunctualConfident PassionateCharmingSelf Disciplined Thorough/DetailedThoughtfulTrustworthy

Homeowners Need Serious Help!

Put Yourself In Their Shoes

Investment Required

Design

Coordinating

Lending

Process

What’s Included/ What isn’t

Selections

Incorporate these needs into your company!

Homeowner’s Have Fears!

Take $ And Run

Abandonment

Cleanliness

Cost Overruns

Poor Workmanship

Items Not Included

Poor Communication

Build Value centered around these fears!

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Priced Based SellingTreating your product or service as a commodityno differentiation (fungible)

Lowering price sets precedent for future transactions

No place in a serviced based industry

Reduction in marginsCan your product/service be

mutually substituted?

What Is Value Based Selling?Takes into account needs and wants of the customer.

An approach that is centered around listening!

Situation where customer less focused on price and more ready to realize and appreciate the benefits.

Provides customer the understanding and rationalization that they are making a worthwhile investment!

Interview prospects and clients...they

will tell you everything that you need to

know about Building Value!

Qualities looking for in remodeler?

Why hired?

Appreciate most?

Appreciate least?

Every aspect of your business MUST be sprinkled with Value!

Create a Value Rich Company

Frame your offer so that price is only a small fraction of the value they will

receive.

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Show Evidence of Value Why Value Based Selling?

The incredible cost to be in business!

To help us attain our margins

Gain respect and credibility

This approach will influence you to build a stronger, more sustainable company

Be a Value Building Machine!

I build value then sell anddeliver as Promised. To this day I continue to invest in Value Building methods, experiences and touches that are intended to blow away the competition. The only option for sustainable success. BA

The Lazy LoserThe LL continually gives up and drops

his/her price just to make the sale. Instead, build a better company with

Value Laden Incentives that makes your offer irresistable to your

customer.BA

The Value Centered Sales Process

Pre-Qual

Intro

Kitchen

TableTour

CPE Close

Design Scope

Review

Sale CloseEstimate 1. A rough calculation, as of work to be done

Rough 1. Done hastily or incompletely

2. Crude or unfinished condition

Websters Dictionary

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An Estimate…

has no value

should be free

very few details

client no better off

client’s need more help than what they get from a free estimate!

Eagle Contracting

Estimate

Rear Deck…$16,550.00

– Tear out old deck

– 12’ x 16’ new deck

– Steps to grade

– Trex floor on angle

– Composite rails

– Gate @ top of stairs

– Lattice skirt below

This is an Estimate...

Mrs Jones...based on what I see here and

with the details that we have discussed

today, I view this as an investment of up to

30K on the upper end and certainly no less

than 16K as entry level.

Lets Start Thinking About Our Approach

We don’t want to just submit a worthless document…and we don’t want to give

valuable documents/education away for free. We need to come up with a system that benefits both parties. Offer your prospect a

service that is worth investing in.

Stop The Madness Comprehensive Project Evaluation (CPE)

It’s what all homeowners eventually need

DesignCost

AnalysisJob

Scope

Creates great communication

Builds value

Creates excitement!

DesignHow will the new bath flow?

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What is it going to look like? Find the Perfect Architect!

The Job Scope

BAThe Crown Jewel of the ContractBA

The Job ScopeA precious document that clearly

defines precisely what the consumer is purchasing. Leaving no stone unturned, this line by line summary outlines the

step by step components of all work to be completed, as well as expressing what is

not included and what is to remain untouched.

Backbone to contract

Precise project description

Builds value

Protects all parties

Creates exceptional communication

A MAJOR key to success!

Job Scope Coyote Construction Services, Inc.

We are pleased to submit the following proposal for the Smith Bath Tile project…

Total Investment: $950.00

Thank You for considering us!

Proud to be a NAHB Professional

www.CCS.com

Remodeling the Hudson Valley for over 25 years!

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Job Scope• Protect all finished floors during construction• Access home through side door as per homeowners request• Remove and reset exstg. water closet- install new wax seal• Tear out exstg. ceramic floor and marble saddle

Clean exstg. sub floor of all thinsetInclude tile tear out @ bath linen closet

• Install Ditra premium uncoupling waterproof membrane over sub floorFasten to sub floor w/ modified thinset

• Ceramic tile floor (min. 8” x 8”) over DitraAll tile cuts to be done @ driveway (wash daily)$325.00 tile purchase allowance (includes tax)Adhere tile w/ premium Superflex unmodified thinsetGrout all joints w/ Mapei Opticolor epoxy grout

Install tile on diagonal

Borders or accent tiles cut in not included

Remove/ reset exstg. vanity to tile underneath

• Install new primed pine 3 ½” colonial base trim @ perimeterPaint new trim w/ 2 coats California Elements premium latex- semi gloss

• Remove all debris from site• Provide client w/ workers comp and liability certificates

Job Scoping Thoughts

• This is where most problems occur…Unclear Specifications/Unequal Expectations

Ambiguity Puts Homeowner In Vulnerable Position

• Pride yourself in exceptional Job Scoping…it’s where the $ is!

• Tell a chronological story vs. a list

of specs!

• Review with client for full clarity

and to build tremendous value!

• Be The Only One

The “Investment”

Exact pricing from specific criteria

Not a “Ball Park” price!

Optional upgrades/alternatives

Share process to your comfort level

- profit margin, mark up, etc….

Cost Analysis It is my job to put my clients in a position

to succeed with their remodel

I will do so as their paid consultant!

Great 1st Impression!

Lead

Qualification

Schedule

Introduction

Appointment

Confirm

Appointment

Be On

Time

Thank you for inviting me

to your home!

The Warm Up

Removing your shoes

Starting with warm up conversation

Finding a comfortable place to sit and

discuss project

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Get Writing!

Collection Phase

Summary from Homeowner about project!

What is inspiring you to remodel?

Ever hired a professional…what was that like?

What qualities are you looking for in a Remodeler?

Concerns, fears, expectations?

Reiterate what you heard!

Please tell me what you know about our

company?

Brief Company Overview

Focus on responding to their pain

Keep brief and to the point

Company Introduction

Credentials

References

Testimonials

Public Seminars

Commitment to Education

Building TrustShort

Be enthusiastic!Get back to the tableBecome their PAID consultant!

Is It A Good Fit?

Respectfully ExitProvide Tips/Be Helpful!

If you had to choose between

High QualityLow Price

Great Service

...which TWO of these would be most important to you?

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Budget

• Is there a budget range that we should be

respectful of?

• Pre-Qualify…Tell them what it won’t cost

• Always deliver the higher value first

Where do we

go from here?

• What Will Our Home Look Like After The

Remodel… Design

• What Will Be Included And Or Not Included

In Our Proposed Project… Job Scope

• What Will The Investment Be For My

Project… Cost Analysis

The Essentials Behind A Sound Remodeling Decision

Contract

DesignCost

Analysis

Job Scope

Comprehensive Project Evaluation (CPE)

Would you buy this car?

I can only draw a

picture of it...and tell a

story. So I better do a

great job!

We can’t test drive your new kitchen!

I would be excited to provide all of this as a professional service

to you . We call this a Comprehensive Project

Evaluation (CPE)

The OfferClose the deal...

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Understand precisely what you are purchasing

It is exactly what homeowner needs!

Minimize risk…proceeding with caution

Erases all ambiguity by leaving no stone unturned

Best money you’ll spend on entire project

The Value of the CPE for homeowner

Exclusive service that only you are offering

Cost reduction strategies are become managable

Promote an “All In” approach

Builds trust with prospect

Mini project allows you to evaluate potential client

Eliminate Tire Kickers

The Value of the CPE for Remodeler

Compensation for your time

Stand out as a professional

Value Building Machine!

Improve self esteem…become respected

Offer a service desperately needed in industry

Improve closing ratio

The Value of the CPE for Remodeler

Close the deal...If I don’t hire you, I’ve wasted my money

Why pay you when I have 3 free estimates?

Whether you pay me, someone else…or get it for free…you need!

Share CPE testimonials…written and video

Better alternative?

Consider the investment incurred just to hire architect/ designer

Offer a Money Back Guarantee!

Not a revenue stream for remodeler

Overcoming Objections

Share Your Story

Some folks will never see the value

Many convinced they shouldn’t pay for “estimates”

Let it go…they may come back

You are weeding out tire kickers, professionally

Tweak process and costs as required to succeed!

Learn to be proud of your success and failures!

Close the deal...

For Those That Decline...

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Thank them for their trust and the privilege!

Take neat/detailed site measurements

Digital pictures of existing conditions

Job scope development- use questionnaire

Define expectations of future meetings

Set next appointment...call to confirm!

CPE Signing...What’s Next?

Get them excited with design!

We must be able to offer design!

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Get them excited with design!

Brian Altmann, CAPSPresident

DBS Remodel, Inc.

brian@DBSremodel.com

JLC Live Rhode Island 2017

Questions

This concludes the Continuing Education Program