In a webinar hosted by MarketSharp on Monday, Dave Yoho, founder of Dave Yoho Associates, spoke to more than 1,000 listeners about today’s uncertainties and how they should work to stay relevant in “complicated times.” Attended by members of the building industry, Yoho pointed out they’ve faced tough times before.

“If you’ve been in business for 15 years or more, you’ve been through recession and 9/11,” he said. “All this, too, shall pass.”

Until it does, Yoho explained, company leaders need to learn how to adapt.

“It’ll be up to you to embrace the changes necessary,” he said. “If you’re not adapting to the current situation, you may be disappointed. This is not a criticism. Rather, it is a call for you to take heart. Our country survived the Great Depression, the post-World War I flu pandemic, and World War II. We had a recession from the beginning of that war until two years after it ended. Your company and mine can and will survive this crisis, but you will be called upon to change your thinking, your business model.”

Yoho is of the opinion that, at the very least, it’s time for a shift in how companies speak to potential clients. The first step he recommends is stopping the overuse of the first person.

“Stop telling customers how wonderful you are, how long you’ve been in business. When you’re talking to people you’d like to make customers, refer to ‘your home, your health, your safety,’” he suggested, adding, “Tell them something of value.”

Before turning the seat over, he reminded the audience of an act that will be of utmost importance over the next few months: Don’t forget to sanitize everything you touch, especially in the customer’s presence.

Joining Yoho on the call were six other associates. Joe Talmon described how some companies are turning to “virtual canvassing,” via social media and suggested that listeners could consider technologies such as video conferencing for virtual consultations, and use EagleView and Hover for obtaining outside measurements, remotely.

“When this breaks, there will be a huge backlog and a long wait for consumers, so those scheduling now will be in the best position and [have the] best prices, for being at the front of the line,” Talmon said.

Rick McIntire reminded business leaders that morale and positivity are the biggest concerns companies face right now, even if they don’t realize it, for which he said leadership sets the tone.

“You get to decide which attitude will permeate your company,” he said. “It is a pandemic. It will affect your business, now and in the future.” Those factors are undeniable, McIntire reminded, but equally so how businesses act to survive once it’s all over falls to leadership. “You can and will determine how your company will survive,” he said. “We are still hearing from clients that leads are available. Not everyone is panicked. Some [homeowners] are taking the time to get proposals they had put off before. Those who are able to meet with people are making sales.”

D.S. Berenson, who serves as general counsel to companies working in the remodeling industry, followed by acknowledging that the current global crisis has created “lots of complicated issues to address.” At the very least, he explained, a shut down that includes state agencies creates a backlog—a “monumental” one, he added, in this case in paperwork, via permits and inspections.

The best form of protection, Berenson said, are well-written work orders, which he pointed out should have been in place prior to now. He described a strong work order as one that’s written specifically for the work being done, the company doing the work, or the industry that would be doing the work. Additionally, it would include language that outlines events outside of the control of contractors and should also denote what falls under Acts of God or Local Government, which do not constitute job abandonment.

“This type of language, if it’s in your contract, gives you all the operational and legal structure that you need so you can show the customer the job has been frozen,” Berenson said.

John Pohl, president of Springs Connect, a call-center specializing in lead recovery, came online with encouraging information.

With states varying in their reactions to the presence of COVID-19, “We’re calling all over the country for different companies, setting leads. We’re hearing everything; the good, the bad, the ugly. It’s not easy to make these calls, but don’t let a call center tell you it’s impossible to make these calls,” Pohl said. “Evaluate your script, make adjustments, but don’t stop calling.”

1 Comment

  1. Our globe traversed the before 9/11 & after 9/11 world and as Dave correctly pointed out the time is now to pivot going forward in a #BeforeCovid #AfterCovid market climate.

    Thank you to Dave and the team for sharing decades of wisdom.

    Needed that!

    Hal Yaffe
    Hal@BrokerSkills.com
    BrokerSkills.com
    Premium Domian Name Asset Broker
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    Capture the changing economy before it captures you!

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