Show Time How to stage a workshop for remodeling contractors

TiZOUR CUSTOMERS are among I an estimated 300.000 remodelers in the United States. Yet, despite the large numbers, there are no college courses on how to run a successful remodeling business. Most remodelers possess the technical skills, but few have the business expertise needed to make their companies truly successful.

Remodelers need well-planned, easy-to-use information on the subjects that form the foundation of their business: lead generation, professional selling, efficient production and effective business management. Sponsoring educational programs that help them with their businesses can attract remodeler business and enhance remodeler loyalty.

There are six critical questions to answer in planning a successful program:

1. What are the program's goals and how will success be measured?

2. What is the topic? Will ir include a speaker, a video, a panel?

3. Who will be invited? Is the aim a benefit for current customers or a drive for new ones?

4. How will the event be promoted?

5. Where will it be held? will food be served?

6. What are the anticipated expenses? Will remodelers pay to attend? Should co-sponsors be sought?

Setting realistic goals.

The most successful seminars result from planning to meet welldefined goals. To determine if the event is a success, you must first plot exactly the results you desire from presenting the program. Be practical and realistic.

For example, one company may want to increase each attendee's purchases by 5Vo. Another sets the goal of attracting 250 of their present customers to the program as well as 50 potential customers. They want to open accounts with 10 of those 50 prospects to reach their quartedy new account goals.

Planning the program.

A powerful, educational program starts with a powerful speaker. To be effective, the speaker must present an action-packed topic that's in demand by remodelers. Avoid "touchy-feely'' or non-remodeling specific programs. Remodelers aren't attracted by such topics, so the programs are poorly attended. The best presentations give remodelers tips they can use today to improve their business.

Obviously, a nationally known remodeling-specific speaker would generate the most attention (and attendance), but would also require the largest invesment. However, in comparing the invesonent in a speaker to the total cost of a program, a professional speaker may actually be the most cost effective guarantee of a winning program. Other options are local speakers, a contractor panel or even a video.

Afterwards, ask guests to evaluate the speaker, topic and overall program. Written evaluations can help shape and improve future programs.

Inviting the guests.

Your goals (whether to reach existing or prospective buyers) will determine your guest list. If you have a mailing database, strrt with that as the basis of your promotional efforts. Otherwise, develop a mailing list to use for this and many other purposes. Start building a database by obtaining the licensed remodeler list, from vour state (32 scates have licensing).

Request the area membership list of remodeling associations such as the National Association of Home Builders-Remodelers Council or National Association of the Remodeling Industry. Purchase or rent mailing lists from publications that serve remodelers.

Promoting the program.

The single most important factor in creating a successful, well attended seminar is effective marketing. Try to reach prospects through three or four different media, including mailers, newsletter articles, banners, posters, bill stuffers and telemarketing. Promotional materials should arrive on the conffactor's desk two to thrce weeks before the event. A series of at least two mailings (with the first arriving four weeks prior to the program and the second arriving two weeks prior) are even more effective.

Develop a formula to estimate how many mailers to send in order to attract your projected number of contractors. Responses can vary widely. A low-cost program might attract one of every 20 remodelers invited. An all-day seminar might bring in reservations from one remodeler of every 200 invited. Concentrate on overselling rather than underselling the event.

Reservations are mandatory. Contractors are crisis-oriented. Early commitments to attend must be encouraged, whether achieved by a tiered pricing system (a lower price if tley reserve by a certain date) or by offering a premium to the fkst (perhaps 20) reservations. Consider offering a discount price for multiple attendees from the same company. Ask for mail or phone reservations and payment when they make the reservations. Then confirm by mail or phone approximately one week before the seminar.

Deciding the details.

Timing. Late winter, early spring and late fall are the best time for con-