NEW Marketing and Sales Course for Building Professionals

Filed in Business Management, Education by on March 25, 2015 2 Comments

salesandmarketingThe days of “build it and they will buy” have become a thing of the past. Today, customers are much more demanding and selective, and thanks to the world of technology, they are also well educated.

Big companies have the budget and staff to do the kind of advertising, media and public relations outreach it takes to drive consumers to buy. Though more constrained, smaller companies also have to market their services, but they may not know what to do, when to do it or how to tell if it worked.

How do you stand out from the crowd and make your brand relevant?

The first step is to take the newly revised Marketing and Sales for Building Professionals online course from NAHB Education. For three consecutive Tuesdays (April 7, 14 and 21) from 1-3 p.m. ET, experienced co-instructors – Beverly Koehn and Dianne Beaton – will overview the tools available today to help you build your unique brand and a positive reputation.

After this course, you’ll be ready to effectively engage and motivate potential customers, clients and referral partners to choose your product or services.

More specifically, participants will learn how to:

  • Gather and organize market data
  • Use market information to determine the most profitable locations, types and pricing for new home construction
  • Describe methods for generating and attracting buyers for your product
  • Identify an effective process for selling your product to customers

This course offers six continuing education hours and counts toward the Certified Graduate Builder (CGB) in the Sales, Marketing and Land section and the Certified Graduate Remodeler (CGR) in the Marketing and Advertising section.

Make sure to register by April 6. After April 6, there is a $50 cancellation fee.

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Comments (2)

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  1. Kudos on using “Marketing and Sales” rather than “sales and marketing”. This is more in line with general practice outside home building and makes us look more like we know what we’re talking about.

    Perhaps it was the previous existence of NAHB’s Sales Managers Club (SMC) that led to the adoption of the initials “SMC” in forming the National Sales and Marketing Council (NSMC), thus leading to our use of the phrase “sales and marketing”.

    While there are those within home building who are advocates of having strong sales managers and weak marketing assistants, the more general practice in business is to make the marketing director the department head with a sales manager reporting to the marketing director, on the idea that the parent function is marketing and the sub-function is sales.

    Other than enjoying an “angels on pinheads” discussion, the practical benefit of arranging the terms properly is lessening reliance on tricky and manipulative sales techniques to persuade customers to do something they may not be ready to do, increasing instead reliance on marketing to create homes people will be anxious to buy at the prices and locations offered.

    The even bigger possibility is taking a step toward realization that home building is a team business. There is no need to build unless sales occur. Nobody would field an NFL team with all linebackers. Every team needs different skill sets from players who look different; even kickers.

    I am perfectly willing for new home marketing and sales professionals to take the kicker’s position. After all, we do tend to drink white wine. But I am tired of us being separated physically and emotionally from those who build the homes. What we need is a sense of all of us being on the same team; working together to help the business prosper.

    Kudos again for packaging this course so that actual builders will attend, and thus have a chance to receive this message. It is silly for marketing and sales seminars to be taught ONLY to marketing and sales professionals.

    Just sayin’

  2. Hi Bill,

    Thank you so much for the kind remarks on the “repurposed” Marketing & Sales for Building Professionals! I thought all along that it was backwards because they would never get the opportunity to make a sale if it weren’t for the marketing messages created to drive the future buyers through the door 🙂

    We add some great social media marketing initiatives into this course to help Builders & Remodelers understand that they need to be there and active even if they don’t see a value, their future customers do!

    Have a great rest of the week and hope to see you at Spring Boards!

    Dianne D. Beaton, CGA, CAPS
    National Associate Chairman
    Principal Content Provider for Marketing & Sales for Building Professionals
    Owner/Visionary Diva
    2DiFore Marketing Solutions
    Manchester, NH

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