The Future Calls Whatever the challenges today, no matter how resistant salespeople may be, the impetus for more technology in sales presentations is clear in a market where customers and communication methods are changing fast.
Younger salespeople are “more receptive to the technology. They feel more comfortable with it,” Randall says. “As time goes by, I think the younger group is going to expect to use it because they feel out of place without a piece of technology by their side. Also, if homeowners are going to spend $20,000 or $30,000 or $40,000, they are going to expect more from your presentation,” he says.
U.S. demographics and education levels have changed dramatically during the past 30 years, one Ohio contractor — who wishes to remain anonymous — points out. “We’re selling to baby boomers now, not their parents.” Such consumers are far more sophisticated, skeptical, and educated, “and the next generation is more savvy. They want to click on streaming video files now. They will expect you to e-mail them a link to the presentation,” he adds. “If you believe this, you have to ask: Should we be selling the way we were in 1982?”
Technology for a Fee Creating effective DVD presentations from scratch can be costly — up to $100,000, home improvement contractors and manufacturers say. Happily, there are ways to save without compromising quality.
“If they can use some of our basic scripting, videos, and other modules, they will be paying around $20,000,” says Ron Sherman, whose company maintains a library of home improvement footage at its production facilities in Little Rock, Ark. Since many home improvement sales presentations follow a similar form, contractors can use formats that have proven successful, customizing them with their own company, product, and project particulars.
Manufacturers are a good source for high-quality DVD presentations that have proven effective over years in the market. Many manufacturers will customize their presentations for dealers by adding the contractor’s project photos, company history, and the like at minimal or no cost.
Electronic presentations are no help without laptop computers on which to show them. A few contractors, like Mike Kuplicki, supply laptops to their salespeople. “But they sign releases for everything, so they are liable for them,” he says. Some require sales candidates to have their own computers. Most, however, transfer the cost of the machines to salespeople in some kind of lease-purchase arrangement.
“We handed everyone a laptop and told them to sign on the dotted line for so much a month and we would finance it in-house. We didn’t give anyone an option,” recalls one contractor in Ohio, who prefers to remain anonymous.
The switch from CDs to DVDs not only enables more and higher-quality visual content, it’s also lowering costs by eliminating the need for salespeople to use a laptop to view presentations. “We can pick up a portable DVD player [that includes a screen] for $150,” which the salesperson supplies, says John Monti, CEO of Bob Showers Windows and Sunrooms. They also have the option to use their own laptops. Another plus: Salespeople don’t have to be computer savvy. “You can hire a seasoned salesman and he doesn’t have to know how to use computers,” adds Monti. “He knows how to plug and play a DVD at home. You show him how to do it once, and that’s it.”
Short and Sweet A “good” electronic presentation has to work well on several levels, home improvement pros say. It has to be informative, engaging, and thorough, but not too long. It should involve family members and create opportunities for the salesperson to interact and build rapport with homeowners.
“It has to be a conversation, fun and entertaining,” says Robert Randall. “Keep it short. Keep it interactive. Make sure the pictures send the right messages and choose your words carefully. Make it simple, nontechnical language that the homeowners can understand. It isn’t a business-to-business presentation,” he adds.
When using DVDs, it’s tempting to load the disc with every scrap of information you have. But that’s a mistake, Randall says. “It can’t be an infomercial. It needs to be short and sweet and to flow naturally.” Use the same content as your infomercial and homeowners say: “I already saw that.”