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Welcome to 1925!

E. K. Strong

E. K. Strong introduced the first formal sales process in 1925…

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Getting your customer’s Attention so they are aware of your brand - Opening

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Creating an Interest in your product so they want to find out more - Discovery

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Stirring up a Desire to buy from you, rather than a competitor of yours - Demonstration

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Getting them to interact directly, then take Action and buy from you - Closing


And along the way there was:

“CLICK and DRAG Books To The Left”
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.

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)


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 Rick 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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The Reimagine Value Map is the First and only high-ticket selling process
in the homebuilding industry

"Here's How It Works"

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  • process 1: DEFINE VALUE Your customer "Defines Value"
    in terms of the Unrecognized
    Needs, Problems and Motivations of their
    “Everyday Life” and ”How They Live”.
  • process 2: EVALUATE ALTERNATIVES Your customer uses their Value Map - definition of value - to evaluate each of their possibilities.
  • process 3: DISCUSS AND DECIDE Since customers now ""Know that you know what they know" ... will gladly allow you to participate in their decision.

The Industry Only Explores 25% Of What's Necessary To Make A High-Ticket Sale


selling fact

Your customer’s UNRECOGNIZED Needs, Problems and Motivations represent the critical 75% of any customer’s high-ticket decision.


Our Reimagine Selling Value Map helps builders discover their customer’s Definition of Value in terms of their “Everyday Life” as they eat, play, work and entertain their family, friends and acquaintances.

What Our Customer’s Say


“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. “