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Welcome to 1925!

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E. K. Strong

E. K. Strong introduced the first formal sales process in 1925…
he named it AIDA: ATTENTION …INTEREST … DESIRE …ACTION

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Attention

Getting your potential customer’s attention so they are aware of your brand

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Interest

Creating an interest in your product or service so they want to find out more

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Desires

Stirring up a desire to buy from you, rather than a competitor of yours

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Action

Getting them to interact directly with your product or service and buy from you

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flag 1936 Dale Carnegie

Dale Carnegie introduced
How To Win Friends and Influence People

Carnegie’s book centered on self- improvement in both personal and business life. The title speaks for itself …
A simple “Ask and listen”
Process. It was based on relationships.

And along the way
there was...

flag 1970 Miller Heiman

Then came Miller Heiman in 1970
Uncover Pain

Miller Heiman was a meticulously planned, total process, requiring coordination of the buyer and seller. It identified the customer’s needs and then related them To the seller’s products. It was a ”Needs Based” selling process just like AIDA

flag 1979 Tom Hopkins

Next, Tom Hopkins emerged in 1979 with How To Master The Art Of Selling

  • Contact
  • Qualification
  • Presentation
  • Handling Objections
  • Closing the Sale

In the end, Hopkins was still using a “Need Based” selling process focused on customer control. His program was one of the programs that solidified the Critical Path of Selling.

flag 1982 Dave Stone

1982 Along Came Dave Stone with his book New Home Sales

Dave Stone was famous for the Critical Path of Selling.
Look close and you’ll see it’s an extended form of E. K. Strong’s AIDA.

• Meet and Greet (Your First impression)
• Discovering Wants and Needs/Qualifying
• Presentation
• Demonstration (Includes ALL Tours)
• Selection (finding that “One of a kind”)
• Overcoming Objections
• Closing (both for the sale or the next appointment)

AND MOST SIGNIFICANT
THERE WAS...

flag 1988 Neil Rackham

Neil Rackham’s 1988 book “Rocked” the Selling World: Spin Selling

Neil Rackham produced the longest, largest, most comprehensive sales research study in history. It
earned him the title, “The Father of Modern Selling”.

His process focused on the acronym SPIN and was the first to employ the Socratic Method as a method to sell.

Here are his Socratic Category Questions:

Situation Questions
Problem Questions
Implication Question
Need-Payoff Questions

And Rackham did something that no one had ever done before. He discovered and introduced the difference between a customer making a low-ticket decision compared to when they made a high-ticket decision.

In short, Rackham’s SPIN selling process was specifically designed for how a customer makes a high-ticket decision. He proved that your selling process must match your customer’s decision process.

flag 1989 Richard Heaston

In 1989 Rick Introduced the first high-Ticket selling program in homebuilding. Reimagine Selling

Rick introduced the first, and is still the only High-Ticket selling Process in the Homebuilding industry.

Reimagine Selling, and specifically the Value Map process is the single most effective way to build customer perceived value. And perceived value is the most important component as far as selling a high-ticket product.

Today, the Value Map is the first ever cloud based, customer interactive process that allows customers to define value in terms of their everyday life and how they live, rather in they to build value terms of included features.

Building value with features causes a customer to focus on price.

So here we are….
Almost 100 years
later ….. and
Nothing has changed!

The Homebuilding Industry is still using E. K. Strong’s 1925 AIDA Process.

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INTRODUCING THE HIGH-TICKET SALES PROCESS AND HOW TO WIN IN THE NEW NORMAL MARKET

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  • process DEFINE VALUE Your customer defines value in terms of the Unrecognized Needs, Problems And Motivations of their Everyday Life
  • process EVALUATE ALTERNATIVES Your customer uses their definition of value to evaluate each of their alternatives.
  • process DISCUSS AND DECIDE Now you and your customer can together Discuss and Decide which alternative represents the “Most Perfect” decision they can possibly make.
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HOW REIMAGINE SELLING IS DIFFERENT

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The Value Map selling process ALSO explores a customer’s UNRECOGNIZED Needs, Problems and Motivations.
The Industry ONLY explores a customer’s RECOGNIZED Needs, Problems and Motivations.
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High-ticket
selling fact

Your customer’s UNRECOGNIZED Needs, Problems and Motivations represents the additional 75% necessary for any customer’s high-ticket decision.

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Our Reimagine Selling Value Map helps builders help their customers Define Value in terms of their “Everyday Life” as they eat, play, work and entertain their family, friends and acquaintances.

What Our Customer’s Say

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“Our focus is on how we make a home shopper confident in their decision, and we work across the spectrum of tools Rick and the Reimagine Selling platform on learning how to decipher customers’ unrecognized needs, desires, pain-points, motivators, etc., ” says Rademacher.

“As a result, we feel we’re not in the business of selling homes, we’re in the business of helping a customer make their ‘most perfect decision’ confidently, and getting the value of the everyday life they know they want most. “