14 METALCON SHOWGUIDE 2012 I
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Educational Sessions Seminars Tuesday, October 9 8:30–11:45 a.m.
E01 The Science of Selling Metal Roofi ng to Homeowners: Part 1 Sponsored by Metal Roofi ng Alliance and Metal Roofi ng Magazine
Open Your Mind to Sell More Business Brian Smith, Senior Account Executive, Dave Yoho Associates, Fairfax, Va. Joe Talmon, Account Executive, Dave Yoho Associates, Fairfax, Va.
Are you ready for more business? The market share for residential metal roof- ing products is projected to increase this year, next year and perhaps beyond. Now is the time to prepare yourself to take your portion of that market share. Even if you feel you’ve been successful at this before, this session will give you a scientifi c process that is proven to make new salespeople “good” and experienced salespeople “great.”
This sales training program for veteran or new salespeople is produced exclu- sively for METALCON residential roofi ng contractors and deals with issues they face every day in outselling their competition.
It will show you how to overcome these typical reasons why many sales are lost: • The metal roofi ng salesperson doesn’t gain entry to the prospect’s home or have suffi cient time to do a proper project evaluation and sales presentation.
• True rapport is not developed so the needs assessment fails. • The sales effort is derailed by unwise or improper language thought to be smart “roof jargon.”
• Most salespeople don’t ask for the order properly or a suffi cient number of times.
This session is based on the proven process called “The Science of Successful In-Home Selling,” produced by Dave Yoho Associates (
www.DaveYoho.com), America’s oldest, largest and most successful residential sales consulting company.
Brian will walk you through his step-by-step training course for sales and management. You’ll learn why prospects buy and why they don’t, how to evaluate roofi ng projects (needs assessment) and why most roofi ng presenta- tions fail. Brian will also show you how to overcome price objections and price resistance, and how to methodically get through trial closes, the fi nal close and ultimately get the order.
Joe Talmon will be there to assist Brian in answering any of your questions.
Select portions of the 30-plus page “The Science of Successful In-Home Selling” workbook will be used and each attendee receives a copy of the entire workbook.
Brian Smith has been a senior account executive, Dave Yoho Associates since 2005, working on a broad range of consulting assignments including “turn-arounds.” Brian represents manufacturers and retailers engaged in the
business of selling home improvement and remodeling projects to consum- ers. He regularly conducts seminars and management training meetings based on the “Science of Successful In-Home Selling” program.
He began his sales career in the furniture business at the age of 19 and later received formal sales training with an AT&T authorized dealer in residential se- curity sales, where he became a top producer. This was followed by success- ful sales and management positions with a large cabinet re-facing company, where he effectively applied their structured in-home sales methodology, for the largest sunroom dealer in the United States.
Joe Talmon started his in-home sales career at the age of 17. He joined Dave Yoho Associates after 20-plus years in management at a substantial window retail operation, which averaged annual sales of $10 million to $12 million in the high-end window and siding category. He has developed sales and market- ing programs for both large and mid-sized home improvement companies and brings a rarely-seen passion for success in the home improvement business.
E02 Learn from the Metal Experts and Become One
This session combines the best information and expertise about metal roof- ing in the industry. Whether you’re new to metal or have some experience and want to update your knowledge, this course will give you new ideas and techniques to enhance your skills.
Understanding Metal Roofi ng Rob Haddock, President, Metal Roof Advisory Group
The best basic course in the industry, this is a great introduction to metal roof- ing for beginners and experienced building professionals. It includes technical information, but is presented in a common sense fashion that makes the art and science of metal roofi ng clear, concise and understandable. Topics include the history of metal roofi ng, metals and metallic coatings, metallurgy, galvanic weathering and material selection criteria. Also discussed are fabrication and manufacturing techniques, various seam types and panel profi les, in addition to underlayments, use and misuse of sealants, seam technologies and the principles of thermal cycling and panel anchorage.
Paints and the coil painting process, common and popular steep slope construc- tion and critical details of low and steep slope systems are also included. Finally, the program delves into system design and selection criteria, including the principles of water-shedding and hydrostatic designs and wind issues. After this session, participants will understand: basic paint chemistry and types, applica- tion techniques, performance characteristics, failure modes and relative costs; principles and details of steep slope architectural metal roofi ng; critical installa- tion details of low slope (hydrostatic) metal roofi ng; slope requirements, system design, drainage principles and other system selection criteria.
Metal Roofi ng: The Devil is in the Details Mike Bennett, Manager Technical Services, MBCI/NCI Building Systems
Getting down to the details isn’t always easy. Despite their crucial role in a successful roof application, metal roof details are often overlooked. From this part of the program you’ll learn how to think long-term when installing various
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