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THE BIG IDEA: Salespeople are creatures of belief. Strong data can shape those beliefs in a positive direction and in this study we examined the effect of telling a formalized company story on customer attitudes and buying behavior. We found that a strong delivery of...

THE BIG IDEA: Our original research reveals that customers have pretty clear preferences for what they what they want to see on a contractor’s website to feel comfortable turning into a lead - and not all are what you might expect. In fact, very few contractor...

The Big Idea: Prices are only relevant for two reasons: whether someone can truly afford to buy, and whether they feel that the value they receive justifies the price. Salespeople often talk in terms of price, when I would argue that we should usually be...

The Big Idea(s): There was a ton to learn at the 2018 HIP Summit run by Dave Yoho and Associates. From marketing techniques to finding and training the best salespeople, best practices were everywhere. However, we were warned that the current economic...

The Big Idea: Key Performance Indicators (KPIs) are the signposts on the road to success. They are essential data points to know what is going well, what could be improved, and what needs immediate attention in your home improvement business. In this...