The Joneses want a new kitchen. This is finally a lead that looks like it might actually turn into a job. It has been pretty barren out there with one lead after another just disappearing and mortgage payments getting late. Rehanging old doors only goes so far in covering the overhead of living—much less keeping a company going.
The Joneses don’t need to borrow money or get a second mortgage on their Mercedes. They seem like reasonable people, and they like your portfolio. I can hear you salivating from here. You are about to sign a scope of work.
But what will be the final “closer” that will guarantee you get the job?
Mrs. Jones mentioned more than once she is tired of cold feet in the kitchen. You aren’t quite sure what to do about that. Maybe some insulation under the floor? You also don’t know there is another company, ABC Construction, that is bidding the job and has a secret sales strategy. ABC Construction knows how to improve the overall comfort of the Joneses’ house while upgrading the kitchen.
Enter the House Doctor
ABC Construction is having a parallel conversation with the Joneses about how to improve livability and lower energy bills while remodeling the kitchen. The firm has been training its staff to understand the thermodynamics of a house. By understanding how heat flows, especially the invisible flows like air leakage, ABC Construction is able to improve every home while doing the remodeling projects their customers requested. The company knows what its customers want and need. After all, the only reason we live in houses is to stay comfortable during inclement weather.
ABC Construction was an early adopter of green building and became proficient at green techniques. One of the aspects of green building that got the company’s attention was energy efficiency. By learning that a house functions as a system, ABC Construction realized that it needed to upgrade its trade contractors to companies that understood how to execute energy retrofits expertly. ABC Construction found new HVAC and insulation contractors and teamed up with an energy auditor.
The company continued with its education so when the recession hit it was perfectly positioned to stay busy. “Futureproofing your house” became its marketing slogan. The firm learned many homeowners were interested in energy upgrades to their houses but didn’t have a clue where to start. By offering energy improvements while doing other remodeling projects, ABC Construction was able to increase the size of each job while onsite.
It all begins with the first sales visit. ABC Construction interviews its clients about the livability and comfort of their homes. Are there unwelcome drafts? Do they need a blanket while curled up watching a movie in the den? Is the floor of the kids’ playroom cold? Are feet uncomfortable standing in the kitchen? Is the upstairs hot in the summer and cold in the winter? By doing an assessment of the house while at the house, ABC Construction’s team gets a better idea of how the house is functioning.
The assessment is like an annual medical checkup. The company lets its prospective customers know they have been trained as “house doctors,” which establishes a different kind of rapport early in the process. Once clients start talking about the whole house rather than just the kitchen remodel, other aspects of the job become apparent. ABC Construction then suggests the homeowner gets an energy audit before the job starts to create a snapshot of what can be done to improve comfort while the crew is on the job.