To be successful in today's competitive market, builders need to offer more than just a well-built home; their products need to respond the specific lifestyle needs and design preferences of individual home buyers. Option Selling for Profit: The Builder's Guide to Generating Design Center Revenue and Profit, a newly released publication from BuilderBooks, the National Association of Home Builders' (NAHB) publishing arm, provides advice for builders' sales consultants and design center staff to showcase options and upgrades that will improve customer satisfaction--and profits.
"Particularly in a challenging market, many builders have found that selling optional home features not only increases customer satisfaction, but also can add significantly to their bottom line," said NAHB President Sandy Dunn, a home builder from Point Pleasant, W.Va. "This new book is a wonderful tool that provides builders and salespeople with strategies to take full advantage of option sales."
Authors Gina Gullo and Angela Rinaldi are consultants to the building and design industries with more than 60 years of combined experience in sales and marketing. Their company, Better Builder Strategies (www.betterbuilderstrategies.com) offers services in design center option program development and implementation, sales and design training, operational organization, and space planning.
Option Selling for Profit offers advice for all types of builders, from production to small volume, on how to:
- Successfully build a design center showroom, put together an effective design center team and work with trades and manufacturers
- Operate your own showroom, partner with third-party consultants and properly display model homes
- Capitalize on options and upgrades programs in order to improve the bottom line
- Handle a variety of sales scenarios with different customer personalities
- Improve customer satisfaction
Option Selling for Profit also provides book purchasers with access to a Web page with 19 downloadable forms and tools to help builders create a well-run design center or improve their existing one.
"From pricing to sales presentations, this book will help you learn how to sell options and increase profits" said S. Robert August, president, S. Robert August & Company Inc., and president, Institute of Residential Marketing.
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