Presentation Manual – Today’s Essential Tool for In-home Sales Why do we need a presentation manual? Many ask that question, they believe that it is a tool the “hard closers” use to win the war in sales. I don’t think it is a war, we sell our goods and services when the customer sees Read more
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Presentation Manual – Today’s Essential Tool for In-home Sales
Why do we need a presentation manual? Many ask that question, they believe that it is a tool the “hard closers” use to win the war in sales. I don’t think it is a war, we sell our goods and services when the customer sees value in what we bring to the table. Some people learn audibly, when you tell them something, they internalize it. Some are visual, they must see it to believe it. Some are experiential, they must put their hands on it. So I would have all three types covered, tell them, show them, and put something in their hands.
What is the purpose of a presentation manual? To validate (Validate: to declare or make legally valid, to give an official sanction, to establish the soundness of.)
three things: the company, the products, and ourselves. We must show that the company is the right company to do the customer’s work, that the products will do what is needed in their home, and that we will do what we said we would do, and have the necessary competence to do what is needed.
Here are the elements needed in a presentation manual. Section one:
1. To validate the company, we need a company resume. It will show how we are different. We train our employees, we have been in business for ___ years.
(just a side bar, even if you have been in business for 6 months, let the customer know how much combined experience your entire company has. Total up all the years all of your employees have in the industry, that is your total experience.)
We are licensed, bonded insured. Show all licenses, current insurance certificates, show awards received. In fact, answer the phone, Hinshaw heating and cooling, 2003 Fort Collins contractor of the year winner, how can we help you? It shows that you are unique, and special.
2. Web site, FaceBook business page, all the social marketing. You do need a business FB page, not your personal page. Show how you are connected to the community, use your FB page to show your support for community projects in addition to how you market your business.
3. Training. Show the customer the money you spent last year on training. It may be staggering, after you consider how much labor you pay for the employees to attend training, and how much you are giving up in lost revenue. Show a total amount, and let the customer know, that you simply cannot afford not to train your employees.
4. Awards given to company and employees. Show the industry awards that you have received, as well as the certificates for the employees. Not everyone will earn them, less will show the customer each certificate. So you do to eliminate some more of the competition.
5. Value of our installation. Show the studies that indicate how few of these systems actually go in correctly. They are found on the internet, or attend one of our training programs, you get several studies there. Show the customer the small percentage (10% or less) of the systems that are installed correctly. Then show them your installation checklist, start-up log, or whatever paperwork you have when you complete an installation. If you don’t have an installation check-list, put one together today. Use it, and show it to the customer.
6. Problems are not solved by equipment alone. We must find more than just a new box to solve the comfort needs of our customers. Instant hot water, unlimited hot water, steam showers, all can enhance our lives. What is the difference between a $20 faucet, and a $200 faucet. Emotion. I am building a new home, I understand fully how emotional it gets when picking out plumbing, some arguments I will not win, so I just accept it. On the heating/air conditioning side grills, registers, air flow, sound, IAQ, energy savings, and lots more need to be considered to bring real comfort to the consumer. So ask the questions to discover what they need, then show them a package that includes that in their installation. Have a set of packages to illustrate what may be needed, more than just a new hot water heater, furnace or A/C.
7. Literature. We do not do a good job in our industry with literature. Show the customer the brochure for your products, and then show them how they will get the comfort they wanted right on the brochure. If sound was a big deal, show them the features that prove it is a quiet unit. Unlimited hot water, show how you can provide that with this new system.
8. Accessory literature, like the equipment. Show the client how they can change the comfort in their home with these accessories. Don’t assume they will not take advantage of the full package, let them make that decision.
9. Manufacturer’s warranty literature. Show the customer how the products they are looking at are protected by a superior manufacturer’s warranty.
10. Your warranty. Extend the warranty on the items you install for the same length of time as the manufacturer’s warranty. Everything. No small print. Include a note that says the one thing that allows you to include this excellent warranty is a maintenance agreement, all they need to do to keep the warranty in effect is to renew the maintenance agreement each year.
11. Your maintenance agreement. Include a one year agreement with each installation, and show them a sample in the manual. Include a brochure on why it makes sense to have a maintenance agreement, all the reasons.
12. Energy savings calculation. Include an estimated energy savings calculation in your manual. It should be part of the package, but not the major reason. Energy savings are affected by weather, cost of utilities, and most importantly, how they run the system. Include it, but explain why it is an estimate. We can save them the cost of heating the water, perhaps even save them on water consumption. Give examples and have testimonies to review.
13. Financing. Show how affordable these systems are, “starting at $73 per month”. Offer financing on every job. Every one. Even your friends. Do not suppose that they need it or don’t just offer it. Get more than one financing program put together, one for the C and D credit challenged family. There are more of them out there now then ever before, but they have a right to be comfortable too.
14. Pyramid of power. Show how they cannot get what you offer anywhere else on the planet. Your package includes: the company, your installation, the perfect product for them, and you. Show how it is not possible to duplicate that at another contractor.
15. Our promise to you. A letter that says your home is as important to you as our installation is to us, and we will treat it with respect. We will be there when we said we would, and spend the amount of time needed to do the job correctly. And we’ll clean up. Completely.
So there you have it, an outline for a presentation manual. This is just a rough template, not meant to be the final version. It must be customized for your company, for your employees, for yourself. Please don’t call it a pitch book, that is demeaning. Call it a presentation manual, and use it on each sales call. You may not need it all, but better to have some items you didn’t need than to not have something that will be needed. Thanks for listening, we’ll talk later.
Upon graduating from the University of Missouri at Rolla, Jim started his career with the Trane Co. After several sales positions, he moved to Phoenix, where as manager of Trane’s residential division, he enjoyed a 50% market penetration. Jim’s background includes positions as President of one of the oldest and largest air conditioning companies in Arizona, residential start-up specialist for the Carrier Corporation, and an officer in a Carrier owned service agency.
For nine years Jim served as Vice President of a 23 year old residential and light commercial service and replacement company, running their sales and installation division. During his time there, his division grew 300%, replacement sales topped $3,000,000 per year, and company closure rate exceeded 60%. So how good is Jim? Even though Jim’s price was always 10% to 50% higher than his competition, his closing ratio on replacement systems averaged a phenomenal 80%! He enjoys training sales, technical, and management team members with companies that want to increase profits and grow to the next level.
Jim has provided high-results training for clients from Calgary, Canada to Adelaide, Australia. Jim retired from the contracting business in 1999 when he formed his own training company, Sales Improvement Professionals, dedicated to bringing his real-world experience to help enhance your sales and marketing efforts. He offers many seminars for sales and management teams, as well as Basic Business Boot Camp, a three day program designed to discover what a company needs to charge to cover overhead and make a profit.
He may be reached at:
Sales Improvement Professionals, Inc
1281 E. Magnolia, #D-145 Fort Collins, CO 80524
Ph: 970-482-5622 jimhinshaw@siptraining.com www.siptraining.com
Natural Gas Facts by Sheryl Long You probably know that natural gas is good for your business, but it is also good for the United States economy. Check out these statistics from the American Gas Association. Jobs, Jobs, Jobs Homes and business served by American Gas Association (AGA) members are the largest consumers of natural Read more
Natural Gas Facts
by Sheryl Long
You probably know that natural gas is good for your business, but it is also good for the United States economy. Check out these statistics from the American Gas Association.
Jobs, Jobs, Jobs
Homes and business served by American Gas Association (AGA) members are the largest consumers of natural gas in the country and the industry as a whole employees nearly 3 million people.
- 622,000 jobs are directly involved in exploring for, producing and distributing natural gas (direct employment). Natural gas distribution employment provided between 116,000 and 122,000 (nearly 20%) of these direct jobs.
- 723,000 additional jobs are created in industries such as agriculture and manufacturing that support and supply goods and services to the natural gas industry (indirect employment).
- 1.5 million jobs are supported when direct and indirect natural gas employees introduce the income back into the economy and create demand for further goods and services (induced employment).
For more information, visit http://www.aga.org/our-issues/playbook/Pages/default.aspx
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Employment Impact
The number of direct jobs created by the natural gas industry increased 20% between 2006 and 2008.
The natural gas industry employs people in all 50 states.
The natural gas industry’s value-added economic impact totaled $385 billion in 2008, or 2.7% of U.S. output. In addition, the gas industry provided $70 billion of direct income for workers in 2008.
The industry projects that the Marcellus shale gas play alone will result in approximately 160,000 additional jobs by 2015.
Natural Gas Appliances: Selling the Safety Angle by Sheryl Long From time to time, technicians will interact with a potential customer who is afraid of natural gas. This fear can have a number of causes, but to make that natural gas appliance sale or installation you need to put that person’s mind at ease. Make Read more
Natural Gas Appliances: Selling the Safety Angle
by Sheryl Long
From time to time, technicians will interact with a potential customer who is afraid of natural gas. This fear can have a number of causes, but to make that natural gas appliance sale or installation you need to put that person’s mind at ease.
Make sure you are familiar with the safety standards of our industry and can address any related safety issues that might arise. The safety information below can become a powerful selling tool for closing these sales.
Natural gas safety
The United States’ natural gas pipeline delivery system is one of the safest and most reliable in the world. Extensive industry safety programs are in place and are overseen by state officials and the U.S. Department of Transportation.
Natural gas utilities support the Common Ground Alliance (CGA) whose mission is to reduce damages to underground infrastructure. Since the inception of CGA in 2004, there has been, roughly, a 40 percent reduction in excavation damages to natural gas systems.
Natural gas utilities also have multiple measures in place to ensure the safety of everyone. These measures include built-in system safety mechanisms, regular inspections, operator qualification requirements, and damage prevention and public education programs.
Built-in Mechanisms
-System flow rate and pressures are continuously monitored to stay within safe operating ranges.
-Mechanical regulators control flow and if pressure rises above a set point, they close off the flow.
-Relief valves are installed on pipelines to vent gas harmlessly if a line becomes overpresurrized.
-Another regulator at the residential meter reduces pressure to under ¼ pound. This is less than the pressure created by a child blowing bubbles through a straw in a glass of milk.
Inspections
-Pipe and fittings used for natural gas go through extensive inspections at many stages, from the manufacturing process all the way to the actual installation.
-After pipe is installed in a home or business, it is tested at significantly increased pressures beyond normal operations.
-All interior piping work is inspected according to requirements of the Florida Southern Building Code, plus additional local and regional jurisdiction inspections also may apply.
-When the natural gas service is actually turned on, the local utility tests to ensure that the pressure is correct and that there are no leaks in the system.
-Pipelines are surveyed with leak detection equipment at regular federally-specified intervals.
-Gas appliances are approved by nationally recognized testing centers to ensure they meet national safety standards.
Appliance Safety Technology
-Water heaters have a temperature and pressure relief valve as a backup safety feature.
-Water heaters, space heaters and some furnaces are equipped with a valve that automatically shuts off the fuel supply through a flame safeguard control. In other words, if the pilot isn’t burning, the gas flow shuts off.
-Many gas appliances have high temperature switches. If conditions activate these safety controls, the unit shuts down safely.
-Ranges and dryers have electric ignitions. There is no standing pilot, so when the gas is turned on, it is then ignited electronically.
-Most new gas appliances have an automatic flame sensor. If the gas doesn’t light in a certain length of time, the gas flow is shut off.
-Current safety codes require a manual shut-off valve for every appliance.
Operator Qualifications
-All utility personnel and contractors who are licensed to install natural gas lines must have passed stringent qualification programs.
Damage Prevention Programs
–Natural gas utilities provide extensive damage prevention programs and federally mandated pipeline awareness information to the general public. Examples include 811 – Call Before You Dig information, newspaper notices, excavator training, First Responder training, etc.
Leak Detection
-Natural gas is an odorless, colorless substance. To guarantee that leaks are noticed, a chemical odorant called mercaptan is added to the gas, which results in a readily identifiable “rotten egg” smell.
-All utilities publicize an emergency leak number where natural gas leaks are given the highest priority.
This basic primer of natural gas safety should cover most questions and issues that technicians come across. Easing the fears of potential customers can definitely help your bottom line. Invest the time to become aware of just how safe natural gas really is.
For more information check out these websites:
sunshine811.com
AGA.org
FNGA.com (Natural Gas Information/Safety)
Relaxing at Home By Sheryl Long It’s a simple fact that people are spending more time at home and there are many reasons why. Some are directly related to a downturn in the economy. Some are simply the results of people realizing the benefits their immediate surroundings can bring to their life. Cocooning and nesting Read more
Relaxing at Home
By Sheryl Long
It’s a simple fact that people are spending more time at home and there are many reasons why. Some are directly related to a downturn in the economy. Some are simply the results of people realizing the benefits their immediate surroundings can bring to their life. Cocooning and nesting are terms used in the past for this phenomenon. And in 2009, “staycation” actually made it into the Miriam Webster Dictionary. Whatever you name it, the opportunity is there to promote and sell the amenities that enhance this trend, many of which natural gas can provide.
Entertaining at home lets people enjoy the company of friends and family without driving to a destination. It’s easier to mingle and talk when not confined to a restaurant table. Whether it’s a Sunday morning brunch for four or a cookout for 20, cooking at home keeps the cost dining together manageable so folks can do it more often.
Vacations spent at home let families truly enjoy all that their home and surroundings have to offer. Swimming in the pool every day, taking long hot soaks in the tub, reading a book, and visiting the local zoo and art museum are just some of the many available pastimes. Foregoing a pleasure destination can be the result of a shortage of money or a just a desire to make life simpler, but it doesn’t mean giving up a relaxing and fun vacation time.
Whatever the reason, trends of staying put have homeowners expanding their current space and/or updating kitchens, baths and patio areas, turning their homes into refuges where they want to spend more time. They get to immediately enjoy the comforts of these improvements, and if and when they eventually decide to sell their home, their property value has been increased.
Coach your staff on how to sell this idea of at-home comfort, and you can increase your revenue stream. The opportunities are endless.
Bathroom Spas
In any home, a peaceful, serene bathroom can be a haven. A spa-like atmosphere can be accomplished with large tubs with jets and rain showers. Towel warmers, mirror defoggers and underfloor heat all add to a restful, luxurious retreat.
Natural gas adds a major comfort factor in all of these applications. “Having enough hot water to fill an extra large tub or last through a long shower with a sunflower showerhead is a snap with a natural gas tankless water heater” said Larry Jackson, manager of Partner Development for TECO Peoples Gas. “With a tankless unit there will always be enough hot water. Many homeowners don’t realize their standard water heater won’t suffice.” Also, natural gas hydro-heat systems can be piped to provide radiant heating of tile floors, mirror defogging and towel warming, adding even more comforts for the client and more revenue for your business.
Fireplaces
Nothing says cozy and homey more than a fireplace in the fall and winter months. Visions of family and friends gathered before a blazing fireplace in the living or family room conjure up good times and memories. However, fireplaces can lend ambience and warmth to any room of the home. A new trend is adding a fireplace in a master bedroom or master bathroom for the ultimate in luxury.
Nowadays, it’s easier than ever for homeowners to get this cozy addition into their house. Natural gas fireplaces offer downhome comfort all at the touch of a button, plus cleanliness and efficiency as well. Stand alone units range from European modern to traditional in style. The new cyclone flames are a look that can make a showcase of any home. Traditional gas fire logs are also available to make converting an existing wood fireplace a simpler project. Vented and vent-free fireplace and log models are available. Look for these additional fireplace opportunities when making service calls. When you calculate the number feet of pipe needed, plus necessary connections and your markup on the unit and installation, the margin adds up quickly.
Kitchen Improvements
For people who love to cook and entertain, the stove or range is almost always at the heart of their kitchen. Upgrading to a professional grade natural gas range can be a dream come true for a serious cook. Other improvement opportunities include adding a built-in natural gas oven or a special water faucet over the stove for conveniently filling large pasta pots, etc. Kitchen remodel piping and appliance sales can boost your bottom line.
Outdoor Living
Particularly in states like Florida where the weather is agreeable most of the year, entertaining outside continues to grow in popularity. Homeowners are building decks and stone patios with outdoor kitchens complete with large, permanently-installed grills, refrigerators and work areas. They’re installing luxurious outdoor fireplaces or firepits to extend the season and adding ambient outdoor lighting to extend the evening. They’re even installing televisions, stereos and artwork specially made to be weather-proof. And don’t forget hot tubs, spas and swimming pools.
Once again, outdoor living provides many opportunities to install piping, connections and appliances. Natural gas products have many benefits for your customers. Grills and cooktops are clean, dependable and fast and easy to use. Outdoor lighting adds a warm soft glow without attracting insects. Patio heaters, fire pits, spa and pool heaters let homeowners enjoy the outdoors year round.
Consider the opportunity for revenue on a summer kitchen. It can include approximately 50 feet of piping to a grill, the gas connection and 75-100 feet of water pipe to the sink. Add a small tankless water heater that’s easily added in an outside installation. Your mark up on these materials and labor can be substantial.
However your customers decide to relax, natural gas amenities can play a part. Don’t forget about the gas piping, appliance installations and connections that can result.
Promoting Energy Efficiency with luxury by Lori Henderson We all know we should eat healthier foods, protect our- selves from the harmful rays of the Florida sun, exercise every day, and turn off the shower when we’re done rinsing. But why do so many Florida residents resist doing things that are good for them?I’m sure Read more
Promoting Energy Efficiency with luxury
by Lori Henderson
We all know we should eat healthier foods, protect our- selves from the harmful rays of the Florida sun, exercise every day, and turn off the shower when we’re done rinsing. But why do so many Florida residents resist doing things that are good for them?I’m sure that inertia is a big reason many Floridians avoid making changes in their life styles and personal habits. But as a plumbing professional, you have opportunities every day to talk with your customers about advancements in energy effi- ciency. After all, a few simple changes can help your cus- tomers beautify their homes, maintain the “wow” factor, and save money by conserving resources. Now is the time to take advantage of this opportunity to educate your customers and build your plumbing business.As you know, there are many ways you can help your cus- tomers upgrade their current homes to use water more effi- ciently without losing their favorite design elements, affecting their lifestyles, or breaking the bank.Some of you out there are already doing your part, and we thank you for that! The reader I am addressing is the contrac- tor who doesn’t know what to say to the customer or thinks these new options are just too expensive for today’s market.Through this article we will explore the different options and resources for your residential and commercial customers to conserve water without sacrificing design and luxury.
(Left) American Standard’s Reliant 3 LifeStyle collection: Cadet 3 HET and Reliant 3 shower.
(Above) Watermark’s Titanium faucet.There are many ways you advise your customers about upgrading their current residence and promote a healthier life style and elevate the design of your home. We are going to focus on a few out of the many options, including:
(Above) Watermark’s Titanium faucet.There are many ways you advise your customers about upgrading their current residence and promote a healthier life style and elevate the design of your home. We are going to focus on a few out of the many options, including:
- Changing out an older toilet for a high-efficiency toilet (HET).
- Replacing the old showerhead, faucet, or body sprays with WaterSense-certified selections.
- Selecting attractive, recycled materials for sinks and vanities.
- Replacing a water heater with a heat pump unit.
Discussing these types of options with your customers pro- vides an ideal opportunity to generate new business. After all, a homeowner who starts off wanting to add new water-saving faucets might eventually decide to redo the entire bath.
Advantages of HETs
Let’s start by examining the benefits of changing out a customer’s toilet for an HET. As a plumbing professional, you know there have been enormous advancements in toilet technology in the past 20 years, going from 5 gallons down to 3.5 gallons down again to 1.6 gallons and now down to 1.28 gallons per flush (gpf). However, your customers are probably not aware of these changes and need someone to explain things to them. They may also have misconceptions about HETs that make them hesitate to try it. Here is an opportunity to explain the advances in technology and the benefits to upgrading the bath.
After all, many of the toilets we have available to us today flush better than the antiquated 5gpf toilets. In 2003 MaP (maximum performance) testing for toilets was developed. A toilet that is MaP approved must flush 350 grams of solid waste and tests up to 1,000 grams of solid waste (over 2 pounds). Now that we are able to rate the toilet’s performance, the best toilets strive to function at or over the 1000 gram mark while using a 1.28gpf.
Once a company has mastered HET performance the next focus is the style. In the high-performance toilet category, styles ranging from traditional to contemporary and everything in between are now a must in all price points. Since there are many options available, try to narrow down what features are most important to your customer. Luxury features can add benefits a homeowner may never have considered, such as:
• Higher seats, designed at the same height as if you were sitting on a chair.
• Enclosed trapways
• A smooth side to cover the dust catching rolls on the base of the toilet
• Dual flush, one for liquid and one for solids to help save even more water
• Antibacterial agents, infused or baked into the glaze to help protect against germs
• Bidets
• Heated toilet seats
• Water cleaning functions built into the toilet.
Tell the homeowner she doesn’t have to sit on a cold toilet seat and watch her eyes light up. And with slow closing toilet seats, slamming the seat is a thing of the past. These are just a few of the features available while your customer is getting the best performance and saving water with each flush!
Now for the shower
Let’s talk about the shower next. About 17 percent of residential indoor water use in the United States is from showering. This adds up to more than 1.2 trillion gallons of fresh water each year nationwide, according to the U.S. Environmental Protection Agency (EPA).
When you replace your customer’s older inefficient showerhead, handshower or body spray with a WaterSense model, there are potentially big savings on the water bill and on the energy bill as well, since there will be less demand on the water heater.
WaterSense provides consumers with the confidence these products will work effectively and efficiently with a 20 percent or greater water savings. Think about this: If one in every 10 homes in America installed a WaterSense faucet or showerhead, it could save 6 billion gallons of water per year!
A good showerhead can make or break the shower experience. No one wants to end up with soap in our hair or a trickle of water coming out to rinse with. Performance is the most important feature of the showerhead or faucet so you want to make sure the model has innovative function that qualifies it as WaterSense®. If the model has the option for a low-flow aerator to reduce water flow it probably isn’t the best function. The best models have a mechanism or function that allows the water to flow at a lower rate while providing the same experience as a high flow model.
Many manufacturers have introduced innovative showerheads and faucets that are WaterSense certified while maintaining superior function. When helping your customer search for a new showerhead, look for multiple spray patterns, adjustable flow rates, non-removable flow restrictors and rubber nozzles. Many shower arms are available to add height and adjustability to the showerhead as well.
Faucets are available in a variety of styles, finishes, shapes, construction and function. Find a WaterSense labeled faucet with quality construction features, including ceramic cartridges, cast brass construction, lifetime warranties and brass drains. Then let the customer’s preferred style be your guide!
Selecting recycled materials
In addition to conserving water, there are other simple ways for a homeowner to save energy. Many manufacturers now create products with reclaimed, recycled, and sustainable materials that require less energy and reduce the drain on our natural resources. Many of the designs created from these materials are unique and hand crafted. Imagine a vanity for the bathroom created from wine-making oak barrels or made from the sustainable properties of bamboo. A kitchen sink today could be made up of reclaimed copper that kills bacteria or recycled stainless steel. Each piece could be one-of-a-kind, adding a piece of artwork to the home while being ecologically friendly.
Consider heat pumps
Here is a great idea for helping the homeowner: Install an Energy Star® rated electric heat pump that is more than twice as efficient as a standard electric water heater. The hybrid electric heat pump water heaters will heat the water while cooling the air surrounding the unit. Electric heat pumps use the surrounding heat of the room to heat the water while dehumidifying and cooling the air. This averages about $360 dollars a year in energy savings – before you install all of the WaterSense products – according to the Department of Energy. Imagine a garage with cool air or directing that cool air up into the attic to help cool the entire home!
Rebates add to affordability
When comparing costs for these energy-saving upgrades, be sure to tell you customers about rebates that can help offset the costs to make these important changes. Federal, state and local rebates are now available in most locations. The rebates offer substantial savings from $100 on HET to $650 on heat pumps to $1 per square foot on a whole energy efficient home.
Some examples of products for which rebates are available, include water heaters, heat pumps, central air conditioners, building insulation, windows, roofs, solar screen, window film, heat pump water heater, tankless water heaters, pool pumps, in-ground irrigation, cooking range, dryer, solar water heat, photovoltaics, washers, toilets, showerheads and more.
Here are two websites that offer information on rebates:
• Federal – http://www.dsireusa.org/incentives/index.cfm?State=US&ee=1&re=1
• State – http://www.dsireusa.org/incentives/index.cfm?getRE=1?re=undefined&ee=1&spv=0&st=0&srp=1&state=FL
Clearly, you can benefit from helping your customers understand the many “green” options available that will allow them to conserve our natural resources and enhance their homes with beautiful designs. Good luck!