KBB - June/July 2009 - (Page 48)

Practice Supersize Your Success! Achieve peak proﬁts in challenging economic times What if you could adopt a business model in this challenging economy that could dramatically increase your sales, income and proﬁts? Well, you can and you will if you follow ﬁve simple steps. • We can modify your kitchen and bathroom so you can save on energy and water bills. • We can help you increase your home’s value—and resale value • We can help you save money on materials now, rather than pay higher prices in the future. 1 Promote yourself like your business, your career and your future depend on it, because guess what? They do. It’s never been easier to buy elsewhere the kitchen and bath services and products you sell. But one thing customers can’t get elsewhere is you. Consider your hotshot prospects. Each is subjected to 1,250 sales messages daily, over the web, in personal contact and on radio or television. Each ponders 60,000 thoughts daily. Why should they pay attention to you? You have about 17 seconds to make an impression, after which you’ve lost their attention forever. This is the time for the magic word: “only.” Are you the only CKD in 4 Try top-down selling. The highest-achieving design professionals introduce their full package of services and their highest-end products before they discuss the rest. Leading design professionals believe that as the best, they should show the best. They don’t presume that their clients can’t afford high-end products. And because they don’t presume, they prosper. When you present your clients with your best product lines, and your full range of design services, it helps them decide what they want and can afford. Promote yourself like your business, your career and your future depend on it, because guess what? They do. your area? Are you the area’s only award-winning design professional with 25 years of experience? Are you the only cabinet dealer in your area who also offers full-service interior design? 5 2 3 Create a buzz on your website, your most important marketing tool in challenging times like these. What does it take to create interest? For starters, it takes articles and blog postings. Hosting your blog on your website draws trafﬁc to it, and improves your search rankings. So does a Q & A section that features common questions you get from clients, and your answers. Attempt to create immediacy by selling “now” as well as “wow!” Your biggest current obstacle isn’t getting customers to buy; it’s getting them to buy now. You simply can’t afford to let prospects use this economy as an excuse to delay their purchases. Perhaps “Why you?” used to be the question foremost on a prospect’s mind; now there’s a second one: “Why now?” Here’s where you must convince them that this isn’t just a good time to invest in your design service and products: It’s the best time. Use the economic downturn to your advantage by explaining why now is exactly the reason a prospect should buy from you. As in: “This is exactly the time to invest in our design services because…” Focus on and feed your “fans.” Your current customers are your best customers. Peter Drucker, the late management consultant, pointed out that you have a one in 14 chance of doing business with a prospect, a one in four chance with a former client and a one in two chance with an existing client. Current clients know you, like you and, most importantly, trust you. The long-term value of each client is more than 100 times the value of a single transaction. It’s so much easier to cross-sell and upsell someone who knows you. Not only do you make money in ongoing relationships, you save it. “What about?” questions work especially well with your best clients. Few questions result in more sales than those beginning with the words, “What about,” as in: What about new appliances for the kitchen? What about remodeling the bathrooms in the regional ofﬁces, as well? What about redesigning all your model homes? Too many design professionals focus too much time and energy on the problems with this economy. Focus instead on the possibilities and the ﬁve “Peak Proﬁts” steps. You’ll earn the income that you want and deserve. s —Fred Berns is a trainer and coach who helps kitchen, bath and other design professionals worldwide substantially increase their sales and income. 48 + K BB June/July 2009 / www.kbbonline.com / The Ofﬁcial Sponsor of K/BIS www.kbis.com http://www.kbbonline.com http://www.kbis.com

Table of Contents for the Digital Edition of KBB - June/July 2009

KBB - June/July 2009
Contents
Online Contents
Online News
Editorial
Focus
Trends
Products
Profile
Options
Design
Diplomatic Function
Grand Master
Green
Access
Practice
Education
Opinion
Editorial Index
Ad Index
Favorites

KBB - June/July 2009