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The Smartest Sales Guy in the Room

To sell green remodeling, get out of the guessing game.

In his funny and provocative presentation, sales and leadership trainer Michael Hoffman underscored some fundamentals of successful selling that are just as applicable to green remodeling as to any other significant purchase. Phrased bluntly, "You don't know jack" about why individual homeowners want to go green, Hoffman said.

 

Green Sales and Marketing

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    Green Improvement

    Survey with insights into how green issues affect consumers' attitudes and behaviors in home improvement

     
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    Change Is Good

    Seattle's Jackson Remodeling changes its business to follow green practices only.

     
  • Inspired Tour

    The Green Built Parade of Homes features seven new houses with green elements that meet the guidelines established by Green Built North Texas.

     
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    Defining the Green Consumer

    When it comes to defining what green building can mean for your business, Corinne Asturias, a consumer strategist for Minneapolis-based Iconoculture, told more than 250 remodelers at the Remodeling Leadership Conference that knowing how green your clients are will, in the long run, generate more...

     
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    Transforming the Market

    Carl Seville, a former remodeler and current consultant on sustainability, says that remodelers are facing the same challenges with green remodeling as they did with design/build remodeling. "We transformed design/build from 'what is that?' to one of the stronger ways to deliver remodeling services...

     
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    Green Marketing: Remember the Fundamentals

    Outside of a very small minority of remodeling companies, green building practices represent a new frontier for the industry. While the design process, installation procedures, and overall mindset necessary to truly build green are indeed unique, it's important not to forget the basics when it...

     
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    Ask the Expert: Doug Storey

    How do remodelers actually sell “green” work when it costs more and the payback is in the future for the homeowner? —

     
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    Profile: Alex Dean

    Ask most any remodeler about the long-term goals for his business and you'll be sure to find at least one common denominator: the desire to get the company to the point that it operates without the active participation of the owner. Alex Dean, of The Alexander Group, in Kensington, Md., is no...

     
  • For Real

    Responding to growing consumer demand for green construction, companies industrywide are brandishing green credentials. Critics, however, warn of "greenwashing," the practice of claiming limited or superficial green practices as representative of a true green identity.

     
  • Marketing with a Green Message

    Whether it's to remember your best customers during the holiday season or to reward a client who has recommended friends and family to your business, there comes a time when you need to express appreciation with a gift. Why not select a gift that does double-duty by delighting your client while...