A monthly publication of the Central Ohio Chapter of NARI March/April 2005

IN THIS ISSUE

CALENDAR of EVENTS

From the President

New Members

New Education Opportunities

Certification

Regional CotY Awards Announced

Getting Customers

Stuck on You!

May Golf Outing

And more . . .

Certification Study Groups began January 26, 2005

April 21st

General Meeting DaVinci’s Ristorante

Speaker: Bruce Luecke

May 20th Golf Outing

The Links at Echo Springs Johnstown, Ohio

8:30 a.m. shotgun start

June 16th NARI of Central Ohio

20th Anniversary Celebration Jefferson Country Club

NARI Home Improvement

Showcase October 1—2, 2005

T h e

Remodelers

C O N N E C T I O N

The Five Marketing Keys You Really Need to Create Marketing Leverage

April 21st, 2005

At DaVinci’s Ristorante 4740 Reed Road

6—8 p.m. $25 each by reservation deadline

$30 after deadline

While growing a business is hard work, it doesn’t have to be complicated. Often owners don’t realize their dream because they just haven’t been educated on taking a dis-ciplined approach to success...they don’t spend their valuable time on the things that will have an immediate impact on their business results. Bruce will discuss how you can narrow your focus and achieve double digit prof-its in return.

During the session you will learn… ♦ The importance of having the right mindset ♦ Why marketing is math ♦ The importance of treating marketing as an investment ♦ How to analyze a successful marketing program ♦ How to apply the Five Keys to Marketing to your business Bruce Luecke, President of ACT Performance Group, is a successful business advisor and a seasoned businessperson who has “been in the same shoes” as his clients. Bruce combines timely wisdom, personal experience and straight talk to provide an informative and inspirational presentation. Each participant is guaran-teed to leave with strategies and tactics they can use immediately. Reservation deadline, Friday, April 15th. Call NARI at (614) 895-3080 or fax (614) 895-3085.

The Remodelers Connection Page 2

Central Ohio Chapter

2005 OFFICERS

Jim Turner President

Regency Wallcraft

Mike Rosati Vice President

Rosati Windows

Mike Lange Vice President Oberfield’s, Inc.

Doug Brownfield

Secretary Lowe’s Companies, Polaris

Dave Marsh, CR

Treasurer J. S. Brown & Company

DIRECTORS

Linda Davis Modlich Stoneworks

Steve Edgar, CR

Columbus Construction Company

Frankie Foster Chapman MDSE Publishing

Tim Garner

Campbell Builders, Inc.

Bob Quayle Clear Choice Building

& Renovations

Ivan White, CR White House Remodelers

Executive Director

Shari Bates

Our President’s Message Fellow Members,

We have spoken briefly about “building company profile”. Company Profile is simply building trust with prospective clients about yourself and your company which would entice them to use you and not someone else. We will continue the discussion with some suggestions on how that can happen starting right here within your own NARI organization.

♦ Writing articles: Articles don’t have to be long; they just need to be informa-tive. Share your experience. Cite your wisdom. Tell a story. Make a list. These are all things you can write an article about. Writing about how to do something is always something of value to readers. With the popularity of the DIY shows, this is a way to get people excited and then look to you, the pro-fessionals, to do the job. Writing articles gives you instant credibility, too. This is how you raise the bar for your competitors. The clients that buy value look at these things that distinguish you from the dog in the pick-up truck type companies. Be sure to put your contact information in a contact resource box at the end of the article. Send them to the NARI office for publication. Don’t stop there, send it on to the local newspapers and industry trade maga-zines. Then put those publications in your portfolio and let your prospective clients know you are an expert, you’ve been published.

♦ Public speaking: speaking in front of an audience usually makes you an ex-pert. Not everyone is a good public speaker, however, most people enjoy a good story. Don’t let your fear of public speaking keep you from telling your story. If they’re in your audience, they’ll remember your expertise and come to you when they need your product or service. NARI has many opportuni-ties for public speakers as well as local chambers, etc. Think about it.

♦ More next month.

Jim Turner—Regency Wallcraft President, NARI of Central Ohio Region 4 RVP

Page 3 The Remodelers Connection

The following companies have applied for membership in NARI of Central Ohio. Best Home Improvements P.O. Box 105 Fredericktown, OH 43019 Phone: 740-392-2614 Fax: 740-392-5243 Represented by Tom Gardner, Jr. Jerry Six Masonry Inc. 8885 Roberts Road Galloway, OH 43119 Phone: 614-851-1525 Represented by: Jerry Six Sponsored by: Shari Bates L & M Construction 2114 Jewett Dr Columbus, Ohio 43229 Phone: 614-898-9533 Fax: 614-898-0436 Represented by: Mario Ventresca Sponsored by: Shari Bates National City Bank 2500 Stringtown Rd. Grove City, OH 43123 Phone: 614-832-1767 Fax: 614-539-8052 Represented by Eric Donaldson National City Mortgage 4880 Blazer Pkwy., Loc. 16-0580 Dublin, Ohio 43217 Phone: 614-207-1577 Fax: 614-805-8417 Represented by: Brian Hall Sponsored by Peter A. Robinson, CR, CKBR

NARI of Central Ohio Contractors Will Come Away with 6 Regional CotY Awards

Will we have any National Winners?

The National Association of the Remodeling Industry (NARI) named 6 Central Ohio NARI member projects as Regional Winners in the Con-tractor of the Year (CotY) Awards program in late February. Contractors from seven regions around the country vie for CotY Awards on an annual basis, and all regional winners will be eligible for National CotY Awards at NARI’s Evening of Excellence on April 2nd in Chicago. All projects submitted for judging were an improvement or an addition to an existing structure. New construction projects were not eligible. In addition, competing projects were completed between July 1, 2003 and November 30, 2004 and were not submitted in prior NARI National contests. Judging for regional awards took place at the Asso-ciation’s national headquarters in Des Plaines, Illinois, in February. An impartial panel of judges who are experts within the industry and asso-ciated fields, selected winners based on each entrant’s before and after photography and project description. Judging was based on problem solving, functionality, aesthetics, craftsmanship, innovation, degree of difficulty and entry presentation. Trophies will be awarded at the 2005 Evening of Excellence where Na-tional CotY Winners will also be announced and awarded. The Eve-ning of Excellence is widely considered to be the premier event of the year in the remodeling industry. Congratulations to the following re-gional winners and best of luck on the National Awards competition.

Residential Kitchen $30,000—$60,000 Ellis Kitchen & Bath Studio, Inc.

Residential Kitchen $60,000—$100,000

Michael Matrka, Inc.

Residential Kitchen Over $100,000 Kresge Contracting, Inc.

Residential Bath $30,000—$60,000

J. S. Brown & Company

Residential Exterior Specialty—Masonry J. S. Brown & Company

Commercial Exterior

J. S. Brown & Company

The Remodelers Connection Page 4

NARI RECOGNIZES OUR NEWEST CERTIFIED LEAD

CARPENTER (CLC)

Alan Zeis, CLC of Michael Matrka, Inc.

Congratulations Alan.

SAMPLE SAFETY PROGRAM

A sample safety program for con-tractors is available through the NARI office. It is an OSHA requirement to have a safety program in place. NARI has taken all the fluff out of the process and included only required elements in this sample program. The program is available on CD and/or customized for your company in binder form. For additional information, contact NARI at (614) 895-3080

Page 5 The Remodelers Connection

Getting Customers Stuck on You!

Voice mail, email, snail-mail, direct mail, in person calls – there’s never been more possible ways to reach and grow cus-tomers. Then why all the sad faces? You know – unreturned calls, emails, direct mailers flushed down the circular file. Are your methods not working like they used to? Buyers are too busy to win over using old approaches! Effective sales and marketing requires getting customers stuck on you like white on rice. Want to increase your stickiness? Here’s how:

Stick Out In Sales Being a “robo-salesperson” or having a “robo-sales force” (using the same methods as everyone else) is death. Let’s face it, robotics work in building cars, not in the remodeling business where every job brings on new challenges! When’s the last time you’ve seen a group of prospects moving uniformly down your “potential new customer assembly line” waiting to be worked on by your automated selling approach? Ridiculous, of course. You need the courage to stick out as you develop relationships – moving a prospect into a customer eventually to a repeat buyer. Here’s some ways to stick out:

Stop Selling Lime-Green Jackets to People Looking for Tan Blazers – There’s something I have to confess. I’m colorblind. Several years ago (before I had the guts to stick out) I went in alone to a men’s clothing store looking for a tan blazer and navy blue pants. The sales rep enthusiastically said, “I have just the thing for you.” After I put on his recommend jacket and pants combination my wife Rose walks in, looks me over and says, “That’s interesting Michael.” I didn’t know what she meant by “interesting” until she told me I was wearing a lime-green jacket with navy pants! The sales rep in his zeal to make a sale did not ask me where I would be wearing the jacket (in this case for a business event), or anything about my tastes (I’m just not a lime-green jacket kind of guy). Sticking out in sales today requires you to dialogue before you monologue – asking questions before rec-ommending a specific development or home plan (in this case the slow-turn lime green jacket). Do you or your sales team have a good list of questions you ask before you prescribe your solution? Do these questions need to be revised to fit the needs of today’s more educated consumers?

Become a Resource to the Remodeling Industry – We all love people who put our interests first and help us

achieve our goals. Industry suppliers start asking builders these 3 questions:

1. What are your goals? 2. What are the areas you are looking to improve on (your challenges)? 3. How else can I serve you – even outside the scope of my products?

Identify specific ways you can help with these questions. Your tenacious efforts to help the builder with their agenda will develop the super-glue for a profitable relationship with you. Ask, “Am I nuts, or do these ideas make sense?” – Give your prospects permission before you present to tell

you what ideas they like or don’t like. Listen, take notes, and report back how you’ve used these insights.

Use “The Brass” for More Than Just Fixtures to Sell More Homes – Customers love to feel special – to be wor-thy of interactions with “top players” in your organization. Get senior leadership involved to grow relationships and sales (ask leaders to write a thank you letter, speak at a trade show, make a phone call, sales appointment, or do final project inspection).

Stick Together With Marketing To repackage a familiar saying, “Customers of a feather stick together.” The goal is not to sell everyone it is to find the right someone’s! Building suppliers should work to become the recognized expert – the undisputed champion – in the remodeling niche(s) with the best sales and profits for you. Here’s how:

Look for Love in All the Right Places – Identify your best, most profitable type of remodelers. What do they build (value, size, project type, applications etc.)? Where do they build? How many projects do they do? Locate where they “hang out” (i.e. associations, meetings etc.). Read and get involved in your local NARI or BIA chap-ters (note: for more information on this topic read article “Looking for Love in All the Right Places” at www.leadershipbuilders.com).

(Continued on page 6)

The Remodelers Connection Page 6

Speak Up – Look for opportunities to speak at industry functions. Try to “stack the room” with your best custom-ers. Get an industry influencer to introduce you to maximize your credibility. Not comfortable speaking? Join a Toastmasters group to build confidence.

Create “Stars” in the Press – Identify a customer who has gone out on the edge to use your product in a new or

exciting way. Contact remodeler trade publications and local media outlets who might like to report on this inno-vation. Give them the contact information for your customer. Goal – get positive press to grow customer loyalty and sales.

Stick With It – Effective Effort Having the courage to stick out in sales and the marketing focus to stick together with the right customers is good, but they are still not enough. Getting time in your targeted customer’s day still requires sweat equity and “organized determi-nation.” Here’s two ways to get the most out of your work:

Think Donatos – Respect the Process – Winners prepare and deliver for customers consistently. Do the follow-ing:

o Before a scheduled appointment – Develop an agenda, meeting objectives, and customer-specific ques-

tions that will allow you to dig deeper into needs you think might exist from your initial conversations or pre-call research.

o At the end of an appointment – Get agreement on the next actions, time frames, and who will be follow-ing up.

o After the appointment – Have one (and only one) follow up system to ensure delivery on your agreed steps. Remember, trust is built through flaw-less follow up.

Your Stickiness Assignment Step back from your current grind. Grade yourself from “A to F” on the following:

1. Is your marketing focused on the most profitable group of customers?

2. How customer-oriented are the questions your sales reps ask before they start selling? Does your sales team get honest feedback and serve as a resource to the customer?

3. Beyond your “salespeople” how involved are senior leaders and inside staff with customers?

If you’re not an “A” today you’re in a potentially vulnerable competitive position. Identify the training, market focus, and new responsibilities you need your people to take to get more customers stuck on you tomorrow! Mike Foti is Chief Executive Officer of Columbus Glass Block/ Cleveland Glass Block (a supplier and value added installer to the construction industry) and President of Leadership Builders. Mike is a national speaker who helps individuals and companies get business results. To ask Mike how he might help you, or to receive his book “Conversations on Leadership,” call 216-531-6363 or visit his web site at leadershipbuilders.com.

Page 7 The Remodelers Connection

1776 W. Lane Ave. Upper Arlington

485-3000

Since 1960 “Your One Stop Remodeler”

771 S. Hamilton Rd. Columbus 235-5000

CR QUESTION – THE ANSWER ANSWER: B. permeance

Test your skills...

CR QUESTION: See answer page 7. Which of these functions is not a func-tion of heat transfer? A. conduction B. permeance C. convection D. radiation

NARI LOGO’s SEEN AROUND TOWN

♦ 1st Choice Glass Block ♦ B & T Roofing ♦ baseMEANT-2-B ♦ C.V. Perry Remodeling ♦ Dave Fox Remodeling ♦ E. L. Macioce Gen. Cont. ♦ Ever-Dry Waterproofing ♦ Everlasting Roofing, Inc. ♦ Handyman Connection ♦ J. S. Brown & Company ♦ Kresge Contracting, Inc. ♦ Lowe’s Companies ♦ Luxury Bath Liners ♦ Paul Wheeler’s Flooring ♦ Peter Robinson Remodel. ♦ Regency Wallcraft ♦ Rosati Windows ♦ Telhio Credit Unions ♦ The Basement Guys ♦ The Hanawalt Company ♦ Wingler & Sons Const. We thank all of the above NARI member companies for supporting your trade association.

Central Ohio Chapter 285 N. State Street, Suite 102 Westerville, OH 43081 Ph. (614) 895-3080 Fax (614) 895-3085

NARI of Central Ohio www.nariofcentralohio.org

(614) 895-3080

• Group Health Insurance Program • Group Rated Workers Compensation • Contractors Business Liability Insurance Program • Discounted Payroll Program with Paychex • Sample Safety Program for contractors • Prospector Lead Generation Program • Member to Member Program • Industry Library • Membership Directory • NARI at the Home & Garden Show • NARI Home Improvement Showcase • Monthly local & national newsletters • Use of Trademarked Logo • Educational Seminars • Dinner meetings, networking and education • Supplier Trade Shows • Contractor of the Year (CotY) Awards Program • Special Events; golf, casino, holiday events • Legislative watchdog • Local & national websites • Mentor Program • Community Service involvement • Specialized Legal Services available

Prsrt Std.

U.S. Postage PAID

Westerville, Ohio Permit No. 490

“Celebrating 20 Years of Remodeling Excellence

In Central Ohio”