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How to Scale an Award
Winning Remodeling
Business
September 17, 2015
Mark Richardson
• Columnist & Contributor at
Professional Remodeler
• Author of “How Fit is our
Business” and “Fit to Grow...
Taking
it to the
Next Level
Mark G. Richardson
mrichardson@mgrichardson.com
3
Up or Down
The Environment
Home Appreciation
Up or Down Interest Rates
Up or Down
Up or Down Employment
Homes Under Water
...
Three Key Ingredients For Success
1. The Right Mind Set
2. Business Fitness
3. Change
5
The Right Mind Set
“If You Think You Can or
Think You Can’t, You’re Right”
Henry Ford
6
The “RIGHT” Business Mindset
• Positive Attitude
• Synergistic Thinking
• Work Ethic
• Pace
7
BUSINESS FITNESS
8
YOUR BUSINESS FITNESS QUOTIENT
Numbers
SCORE
Processes
Team
Product
Profitability
Stress
Reputation
Positioning
Relationsh...
CHANGE
or become irrelevant
10
“just do it”
“willing to take risk”
Keeping up with the Jones
High touch buying
“just discuss it”
You control the process
...
investor
presentation
Real world keys to
success with teams &
clients
Chad Hatfield
chad@hbdallas.com
What makes a great remodeling business?
• Focus on the Client NOT the project
• Remodeling is a SERVICE business, not a co...
Some Basics…
• Why are you in business?
• Answer - To generate a profit, repeat business and referrals
• Do you like to he...
Marketing Plan
• How do you find people to work with and where do people find you?
• Referrals, websites, Houzz, Porch, Fa...
Sales Process – Without Sales, you have NO $
• Operate on your system
• No sales system is the prospect’s system
• Do you ...
Client Experiences
• A few things all clients hate…
• Surprises & Change Orders
• Delays
• Unmet expectations
• How do you...
Complete Designs Set Expectations
• It is called a HANDOFF (from design to production)
• Complete Design
• Plans & 3D rend...
Positioning for the
Future
Mark G. Richardson
mrichardson@mgrichardson.com
Business Motivations
Legacy A Job Evangelist
The Business Entrepreneur Investor Ego
What does “Next Level” mean?
• Top Line Growth
• Market Share
• Product Blend
• Team Growth and Opportunities
• Profitabil...
CULTURE EATS
STRATEGY FOR LUNCH
“Culture is like dropping an Alka-Seltzer
into a glass....you don’t see it,
but somehow it does something”
23
Master Time
24
Be Different
25
Balance
High Tech
with High
Touch
26
Master the
Labor
27
Make it Happen!
28
Be a student
of success
29
investor
presentation
Thank you Mark & Chad!
Feedback & thoughts send to info@surefiresocial.com
Next Webinar
October 22nd at 4 p.m.
"2016 planning,
Business Trends,
Marketing, Sales and
Lead Management“
Info@surefireso...
investor
presentation
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How to Scale an Award Winning Remodeling Business

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Two successful entrepreneurs in the home remodeling business share their experiences on how to succeed in the home remodeling industry.

Mark Richardson is regarded as a pioneer in developing standards of professionalism in the residential remodeling industry. He served as President and Co-Chairman of Case Design/Remodeling, one of the leading remodeling organizations. He now assists others as a national educator, speaker, author of books including the best-seller “How Fit is Your Business?” as well as “Fit to Grow.” He’s columnist and contributor at Professional Remodeler magazine and advisor to leaders across the industry. During his weekly podcast, “Remodeling Mastery” Mark offers up actionable tips and industry wisdom listeners can put into practice for their own business success.

As Owner & President, Chad Hatfield’s belief in team building, product quality, customer value, and the importance of branding has been crucial to Hatfield Builders & Remodelers being one of the most influential remodeling businesses in the Greater Dallas Area. He lives and works by a pay-it-forward mentality in which he shares his experiences and learnings to to help mentor other remodelers. His company has won countless awards for their excellent work (Awards include: best of Houzz in design & service in 2015, remodeling big50, and many more), including recently being chosen for the Model Remodel project. Chad himself is also a CotY award winner, and he has the real hands on experience it takes to know this business inside out: certified Remodeler (CR)*, Certified Kitchen & Bath Remodeler (CKBR)*, (NARI).

Do you want to talk to somebody who can help you set up your digital marketing goals? Email us at info@surefiresocial.com

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How to Scale an Award Winning Remodeling Business

  1. 1. How to Scale an Award Winning Remodeling Business September 17, 2015
  2. 2. Mark Richardson • Columnist & Contributor at Professional Remodeler • Author of “How Fit is our Business” and “Fit to Grow” • National educator & speaker Chad Hatfield • Owner & President of Hatfield Builders & Remodelers • Award winner of Best of Houzz in design & service, remodeling big50, Model Remodel project, CotY Meet today’s speakers
  3. 3. Taking it to the Next Level Mark G. Richardson mrichardson@mgrichardson.com 3
  4. 4. Up or Down The Environment Home Appreciation Up or Down Interest Rates Up or Down Up or Down Employment Homes Under Water Up or Down Stock Market Up or Down Consumer Confidence ????? Is it time to “grow” or “hunker down”? 4
  5. 5. Three Key Ingredients For Success 1. The Right Mind Set 2. Business Fitness 3. Change 5
  6. 6. The Right Mind Set “If You Think You Can or Think You Can’t, You’re Right” Henry Ford 6
  7. 7. The “RIGHT” Business Mindset • Positive Attitude • Synergistic Thinking • Work Ethic • Pace 7
  8. 8. BUSINESS FITNESS 8
  9. 9. YOUR BUSINESS FITNESS QUOTIENT Numbers SCORE Processes Team Product Profitability Stress Reputation Positioning Relationships Leadership TOTAL : 9
  10. 10. CHANGE or become irrelevant 10
  11. 11. “just do it” “willing to take risk” Keeping up with the Jones High touch buying “just discuss it” You control the process Focus on the product “want to reduce risk” Proud to conserve And High tech buying You control the controller Also Focus on the experience CHANGE...YOUR CLIENT...YOUR MARKETING...YOUR SALES STRATEGIES 8 YEARS AGO vs TODAY 11
  12. 12. investor presentation Real world keys to success with teams & clients Chad Hatfield chad@hbdallas.com
  13. 13. What makes a great remodeling business? • Focus on the Client NOT the project • Remodeling is a SERVICE business, not a commodity • Your client’s house doesn’t care who works on it • The client’s experience is every bit as important as the final product • They can have the best looking project in the world and if the process to get from concept to completion was awful, that is what they will tell everyone • Focus on the relationships with people • People do business with people they like • Business is all about who you know • Create Relationships EVERYWHERE • REPUTATION IS EVERYTHING
  14. 14. Some Basics… • Why are you in business? • Answer - To generate a profit, repeat business and referrals • Do you like to help people? • You do not help people, you exchange professional services for fee in order to generate a profit, repeat business, and referrals – its ok to help people if you do the above FIRST • What are you passionate about? • Creating Great Spaces AFTER we find the right partners • Very Basic Systems • Good Accounting • Job Costing • Clear employee job descriptions • Great Communication • Set written goals for yourself AND the business • If you don’t take care of yourself first… • Its hard to take care of anyone else • Working 6 days a week shouldn’t be a goal • Annual revenue, gross profit, net profit, etc. • What does my family need FROM the business? • Where are your values? • Ours: Honesty | Innovation | Craftsmanship | Service • What is truly meaningful in life? – Your business?
  15. 15. Marketing Plan • How do you find people to work with and where do people find you? • Referrals, websites, Houzz, Porch, Facebook, Job Signs, etc • 100 % Referral? • Can you be selective? • Establish new referral bases? • Website – everything you do should direct people to your website • Who calls you without having looked at your website? • Are they a fit if they do? • GOOD or GREAT photography! – not from your camera phone • Budget-How much can I afford? • 2-5% of their gross receipts • start off with 2% or less of your gross receipts • How to spend the budget? • Research & Research more • Be realistic! – Don’t take out expensive single shot adds • Start Small and think Social Media • Track your lead Sources!
  16. 16. Sales Process – Without Sales, you have NO $ • Operate on your system • No sales system is the prospect’s system • Do you enjoy…. • Lot of free consulting? • Giving your Ideas away? • Doing a ton of free estimates? • How do you buys a “kitchen” or “bathroom” ? • Is everyone our client? • No! • Commonalities of your best clients might be…. • Certain areas of town, demographics, dog owner’s social drinkers, etc… • How do you identify them? • What questions do you ask? • How do you handle calls when they come in? • Does your staff know the sales process? The simplified version of our system is: 1. Our director of first impressions takes the phone call and gathers information on the lead intake sheet 2. The sales manager calls back all leads that meet our client criteria 3. A first meeting is scheduled if WE feel is it worth our investment of time 4. First meeting occurs at the home with the purpose of determining if we want to invite them to our office 5. The second meeting occurs with our design team – the only purpose is do we start design 6. A design agreement is signed and the initial measure is scheduled
  17. 17. Client Experiences • A few things all clients hate… • Surprises & Change Orders • Delays • Unmet expectations • How do you create a good experience? • Start with the right clients….. • Some people are never happy! – Avoid them • Let them have a bad experience somewhere else! • Set expectations AT reality • Don’t fear price and be realistic • telling them $X and showing them $2X =broken promise • If they want a cheap job, walk away • A great article from HomeTech: https://hometechpublishing.com/index.php/101- economics-of-the-business/ • Timing – Be realistic • What are they buying…..
  18. 18. Complete Designs Set Expectations • It is called a HANDOFF (from design to production) • Complete Design • Plans & 3D renderings • The more visual the better! • Specifications – Details, details, details? • Costing – Sub pricing, material pricing, etc • Goal = If Sales and Design Dropped Dead • Production still goes on • Be on the same page with the client BEFORE the job starts • Whether you do the design work in house or not…. • Define what it is that the client is buying • A high level of detail IS ABSOLUTELY required • Allowances – based on actual products! • Define everything! • Gambling doesn’t work • TIME • + money make an agreement • Ambiguity is construed against the author - you
  19. 19. Positioning for the Future Mark G. Richardson mrichardson@mgrichardson.com
  20. 20. Business Motivations Legacy A Job Evangelist The Business Entrepreneur Investor Ego
  21. 21. What does “Next Level” mean? • Top Line Growth • Market Share • Product Blend • Team Growth and Opportunities • Profitability • Client Experience • Predictable or Sustainable Results • Strategic Alliances and Relationships • “The Next Level” of Success! 21
  22. 22. CULTURE EATS STRATEGY FOR LUNCH
  23. 23. “Culture is like dropping an Alka-Seltzer into a glass....you don’t see it, but somehow it does something” 23
  24. 24. Master Time 24
  25. 25. Be Different 25
  26. 26. Balance High Tech with High Touch 26
  27. 27. Master the Labor 27
  28. 28. Make it Happen! 28
  29. 29. Be a student of success 29
  30. 30. investor presentation Thank you Mark & Chad! Feedback & thoughts send to info@surefiresocial.com
  31. 31. Next Webinar October 22nd at 4 p.m. "2016 planning, Business Trends, Marketing, Sales and Lead Management“ Info@surefiresocial.com
  32. 32. investor presentation

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