Table of Contents for the Sales and Marketing 101 Textbook

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Table of contents:

1. Preface 6
   1. About the Author 6
   2. Introduction 7
   3. How to Use This Textbook 7
2. What is Marketing? 8
   1. Marketing is not Advertising 8
   2. Concrete Countertops are Countertops 8
      1. Types of Countertops 9
      2. Who Buys Concrete Countertops? 12
      3. Who Doesn’t Buy Concrete Countertops? 12
   3. Positioning 14
      1. Features and Benefits 15
      2. EXERCISE: Positioning 17
      3. Setting Expectations 19
      4. What to Do if Your Countertops Stain 20
3. Marketing Collateral 21
   1. Samples 21
      1. How to Use Samples 21
      2. Keeping Your Samples 23
      3. Sample Kits 23
   2. Photos 24
      1. How to Use Photos 24
      2. Getting Photos 24
      3. Technical Instructions for Photos 25
   3. Brochure 26
      1. How to Use Brochures 26
      2. Developing a Brochure 26
      3. On the CD 26
   4. Guide to Concrete Countertops 27
      1. How to Use the Guide 27
      2. On the CD 27
   5. Specifications 28
      1. How to Use Specifications 28
      2. On the CD 28
   6. References 29
4. Relationship Marketing 30
   1. Who’s Who In The Remodeling and New Construction Process 30
      1. The Players 30
         1. The Client 30
         2. The Kitchen Designer 30
         3. The Interior Designer 31
         4. The General Contractor 32
         5. The Architect 33
         6. Countertop Fabricators 33
         7. Tile Distributors 33
      2. The Project Process 34
   2. Marketing to Tradespeople 35
      1. What is Relationship Marketing? 35
      2. Relationship-Building Tips 36
         1. Attire 36
         2. Tracking 36
         3. Phone Scripts 37
         4. Listen More Than You Talk 37
   3. Marketing to Kitchen Designers 38
      1.  
         1. The Introductory Call 38
            1. EXERCISE: Phone Script for Calling Kitchen Designers 42
         2. Common Questions Kitchen Designers Ask 48
         3. The First Meeting 50
         4. Presenting at a Sales Meeting 51
         5. Displays 52
         6. Networking via NKBA 53
            1. EXERCISE: Call Script for Offering to Host an NKBA Meeting 54
         7. Trade Publications 56
   4. Marketing to Interior Designers 56
      1. Characteristics of Interior Designers 56
      2. Interior Design Organizations 56
   5. Marketing to Architects 58
      1. Specifications 59
      2. On the CD 59
      3. Contacting Architecture Firms 60
      4. Lunch and Learns 64
   6. Marketing to Builders 66
      1. Types of Builders 66
      2. Networking via HBA 66
      3. Model Homes and Show Homes 67
   7. Marketing to Countertop Fabricators 69
   8. Marketing to Tile Shops 70
   9. Your Marketing Plan 72
      1. EXERCISE: Develop a Marketing Plan 72
   10. Maintaining Relationships 76
5. Pricing 77
   1. Pricing Strategies and Research 77
      1. EXERCISE: Value Pricing Worksheet 78
   2. Pricing Structure 79
      1. Pricing Levels 79
      2. Retail versus Trade Pricing 79
      3. Discounts 79
      4. Sales Tax 80
      5. Price Breakdowns 81
         1. Example: Pricing Guide for FormWorks Concrete Countertops 82
         2. EXERCISE: Develop a Pricing Guide 83
6. Promotion 84
   1.  
      1.  
         1. Mailings 85
            1. Response Rates 85
            2. Getting Lists 85
               1. Organizations and Magazines 85
               2. List Brokers 85
               3. Build Your Own 85
               4. Understanding Mailing Lists 85
            3. Using Snail-Mail Campaigns 86
            4. Using Email Campaigns 86
         2. Events 87
            1. Planning an Event 87
            2. Home Shows 87
         3. Your Website 88
            1. Format of Your Website 88
            2. Creating Your Own Website 89
         4. Advertising 90
         5. Public Relations 91
7. Selling 92
   1. The Sales Process 92
   2. Initial Inquiry 92
   3. Common Questions/Objections 94
   4. Meetings 97
   5. Estimates 98
      1. Reading Cabinet Drawings 98
         1. Reading professional cabinet drawings 100
         2. Using a Scale 104
      2. Formatting Estimates 109
      3. On the CD 109
      4. Presenting the estimate 110
   6. Closing the Sale 111
      1. What to do if the answer is no 111
      2. What to do if the answer is yes 111
      3. Getting payment 111
      4. The Contract 112
   7. The Project 113
      1. Installing a Precast Countertop 114
      2. The Homeowner Documents 115
   8. Follow-up 118
      1. Getting References and Referrals 118
      2. Handling Problems 119
8. Conclusion 122
   
9. Appendix A: Sample Kits 124
   1. Quality of Samples 125
   2. How to Make Samples 125
      1. Casting 126
      2. Finishing 126
      3. Cutting 126
      4. Smoothing 127
      5. Cleaning 127
   3. How to Make Sample Kits 128
   4. Conclusion 128
   5. Sample Kit Pricing 129
10. “Bobo” Article 130

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