The 2011 home improvement profitability summit featured 18 of the foremost experts in the industry presenting on a wide array of topics ranging from recruiting and hiring salespeople to Internet marketing.

1. The Home Improvement Profitability Summit The entire contents of this material is copyrighted by and is the intellectual property of Dave Yoho Associates. No reproduction is permitted without the express written permission of Dave Yoho Associates.

2. The Efficient & Profitable Company

7. The Home Improvement Company GOALS Sales Volume Net Sales Installed Sales BUDGET Marketing Sales G&A Net Profit Gross Margin Sales Control PRICING The System General Manager Accounting/Legal OWNER(S) Board of Directors

8. The Home Improvement Company LEADS Intake Distribution Control MARKETING Sources Lead (Database) Management Control SALES DEPARTMENT Sell By The System Self-Generated/Referrals Maintain Quota (Goals) Efficiency Rating PRODUCTION Budget Management (Goals) Efficiency (Turn) Staffing Repair/Service Issues SALES MANAGEMENT Staffing Maintain Model Train Manage Inspire/Motivate

9. Business Plan Sales Model Production Model Controls Balance Sheet Operating Statement Marketing Plan Sales Staffing G&A Controls Net Profit GOALS Sales Volume Installed Rev. Net Profit Gross Margin Operating Profit Pre-Tax Profit Net Profit PRICING FORMULA Marketing Sales G&A Net Profit BUDGET

10. MARKETING Sources Lead (Database) Management Control The Plan Managing The Plan Boosting Confirmation (And Issue Rate) The People (Select/Train/Manage) Efficient Database Management LEADS Intake Distribution Control

20. OPERATING STATEMENT (PART 1) PLAN ACTUAL Y.T.D. PRIOR YEAR MO. Y.T.D. (1) Leads issued # (2) Working days in month # (3) Leads issued per day # (4) Average reps working # (5) Average leads issued per rep # (6) Total presentations # (7) Presentation (%) to leads issued % SALES (8) Closed first call # (9) Total sales closed # (10) Sales to leads issued % (11) Sales to presentations % (12) Total volume sales closed $ AVG. SELLING PRICE PER SALE (13) Windows (A.S.P.) $ (14) Sunrooms (A.S.P.) $ (15) Siding (A.S.P.) $ (16) Average selling price all products $

21. PART 2 PRIOR YEAR Y.T.D. ACTUAL PLAN $ Total marketing costs (34) % Marketing cost vs. net sales (35) $ Cost per lead issued (36) MARKETING COSTS $ Cost per lead - net sales (37) $ Efficiency rate all products (33) $ Efficiency rate siding (32) $ Efficiency rate sunrooms (31) $ Efficiency rate windows (30) $ Net average selling price (29) % Net closing to leads issued (28) % Net closing to demos (27) $ Sales pending (26) # Sales pending (25) % Retained sales ($) vs. ($) sold (24) $ Retained sales (net business) (23) % Retained sales (22) # Retained sales (21) $ Sales lost n.g. credit (20) # Sales lost n.g. credit (19) $ Sales lost to cancellations (18) # Sales lost to cancellations (17) Y.T.D. MO. RETENTION * SALES PENDING: CONTRACTS SOLD, PAST RECISION, NO CREDIT APPROVAL OR NOT OTHERWISE APPROVED † EFFICIENCY RATE: NET SALES ($) ÷ LEADS ISSUED * †

22. Jim Cory, Editor Replacement Contractor Magazine [email_address] Jim Cory is the editor of Replacement Contractor, a Hanley Wood publication for roofing, siding and window contractors. Prior to the launch of Replacement Contractor, in the fall of 2002, he was Senior Editor at Remodeling, another Hanley Wood publication. He currently contributes to both Remodeling and Replacement Contractor as well as the respective Web sites. He organizes the Replacement Contractor Executive Conference, an annual event focusing on sales and marketing in the home improvement industry.

23. INDUSTRY TRENDS

29. Tim Musch, Dir. Of Bus. Development MarketSharp Software [email_address] Tim Musch is Director of Business Development for MarketSharp Software located in Lacrosse, WI. Prior to that, he spent 15 years gaining experience in a family owned remodeling company in Central Wisconsin. MarketSharp has supplied computerized marketing solutions to over 2000 of the country’s most successful remodelers. Tim has spent the last 18 years developing and refining computerized database marketing systems for the remodeling industry.

30. 2011 Trends Embassy Suites – Convention Center – Las Vegas, NV – May 4, 2011 Tim Musch – Director of Business Development – MarketSharp Software

31. 3 Compliance Management

33. “… the best way to put distance between you and the crowd, is to do an outstanding job with information (data). How you gather , manage , and use information will determine whether you win or lose.“ - Bill Gates Good Advice!

34. Yesterday’s Leads vs Today’s Inquiries

35. Two Strategic Schools of Thought… Transaction Based Relationship Based

36. Now Buyers Future Buyers

37. Your Database... Prospects Leads Customers

38. Asset Recovery The Ongoing Process of Converting (Recovering) Unsold Leads ( assets) to Profitable Sales!

39. The Conversion Potential of Your Leads (10 Leads) 30% (now) + 42% (later) = 72% Conversion Potential! Buy Now 3 Don’t Buy Now 7 4.2 2.8

43. How?

44. Compliance Management

45. Regulation Compliance

48. Industry Alert Regulation Compliance

49. Regulation Compliance

51. “ Look into the future and imagine what your industry will look like in 5 years?” And Do It NOW !

52. Terry Ferrero, President/CEO Pro Materials Direct [email_address] Terry Ferrero is President and CEO of Pro Materials Direct, a distributor of specialty products to home improvement companies. They currently serve over 40% of Replacement Contractors’ (magazine) top 100. Since 1975, when he first joined Alside, he has dedicated his career to the industry. His distribution company, American Wholesale Supply, has branches in 7 southeastern states. He is a founder and director of EBank and a founder of Magnolia Windows and Gutter Protection Products of America.

55. 100 million homes are currently in need of some type of energy improvement “ The market for housing energy retrofits is HUGE, with an overall potential estimated at 400 Billion Dollars ”.

56. Energy retrofit leads are your “ENTRY” into the home to do a needs analysis. Energy retrofit leads create window, siding and other energy related product sales. eShield Energy Retrofit Products: eShield Air Sealing, eShield Blow Insulation, eShield Reflective Insulation, Whole House Energy Controls, eShield Home Energy Tracker, eShield Rewards

57. Trend 2 Home Energy Tracking will become a significant component of energy conservation Microsoft and Google will drive publicity and consumer awareness.

60. Mark Berch, President/Chairman Service Finance Company [email_address] Mark E. Berch is Chairman & President of Service Finance Company, a nationally licensed FHA Title I Lender. They are a third party servicer with the ability to conduct business in all 50 states and the District of Columbia. He has spent the majority of his adult life in and around the home improvement industry. He has been a principal in several companies who made rapid expansion and were nationally recognized. He was co-founder and president of an HVAC company with 42 locations in 17 states. He was also founder of a home security company which operated in California, Georgia and Illinois. His background and experience enables him to effectively marry his in-depth knowledge of the home improvement industry with his expertise in financing. Thus creating the best financing options for both the home improvement retailer and the consumer.

68. Ron Sherman, President Ron Sherman Productions [email_address] Ron Sherman is the President of a multi-million dollar ad agency headquartered in Little Rock, Arkansas. He specializes in producing programs for the home improvement industry. He acts as producer and spokesperson for many of those in the room today. In any given time, throughout the US, you can count on running into a Ron Sherman production television program. He has dedicated his business and his modern production studio to the art of – producing leads.

69. Advertising (An Overview)

70. Brian Smith, Senior Account Executive Dave Yoho Associates [email_address] Brian Smith joined Dave Yoho Associates as part of a “turn-around team” after almost 20 years experience in sales management with some of the largest and most successful home improvement retailers in the US. He now practices as a Senior Account Executive working on a broad range of consulting assignments throughout the home improvement/remodeling industry. He has developed programs for large and mid-size home improvement companies covering almost all products which are sold directly to home owners.

71. THE WELL MANAGED LEAD

73. A “90 DAY CASE STUDY” CASE STUDY WDT-41 Projected annual volume (based on annual average by month) as of June 1st - $9,283,817 Projected annual volume as of September 1st - $11,245,262 SALES ISSUES Prior @90 Days Increase Demo rate - vs. leads issued 68% 75% 11.5% 1st call close rate - vs. leads issued 10% 19% 90% 1st call close rate - vs. demos 17% 30% 76% Close rate (2nd call, etc.) - to leads issued 10% 11% 10% Close rate (2nd call, etc.) to demos 17% 18% .06% Average net sales per month $812,040 $1,026,437 $214,393

74. * Increased earnings (4.05% decreased marketing costs) - - $123,172.44 A “90 DAY CASE STUDY” CASE STUDY WDT-41 MARKETING ISSUES Prior @90 DAYS INCREASE DECREASE Marketing Costs 17.01% 12.96% N/A 4.05%* Efficiency Rating $2,351 $2,673 $322 N/A Average Leads Issued Per Mo. 408 386 N/A 24

75. THE MARKETING/SALES MODEL PROSPECTS MARKETING LEAD/INQUIRY DEVELOPMENT METHOD ADVERTISING/PROMOTION RESPONSE METHOD Telephone Mail E-Mail Fax In Person

79. David A. Yoho, Senior Account Executive Dave Yoho Associates [email_address] David Yoho was raised in the industry beginning as an installer and then progressing to telemarketer, canvasser, sales rep, manager and corporate trainer for what was then the largest home improvement company in the US. He joined Dave Yoho Associates in 1978 and has provided consulting services for more than 350 companies including many of the country’s largest and most successful contractors. He’s delivered thousands of speeches and seminars on sales, negotiation, lead management, hiring, training, managing and profitable business operations to every kind of small business up through Fortune 500 companies.

80. THE CANVASS LEAD

83. MARKETING: BEFORE & AFTER THE LEAD

84. Todd Bairstow, Founding Partner Keyword Connects [email_address] Todd Bairstow is a Founding Partner at Keyword Advisors, a lead generation company specializing in home improvement leads and appointments. They currently work with large home improvement brands in the gutter protection and one day bath categories. Their programs have generated tens of thousands of high quality home improvement leads and appointments via the Internet in the last 3 years. Todd has a background as a copywriter and associate creative director at Arnold Worldwide, one of the largest and most successful ad agencies in the US.

86. And They Got Caught

93. Keywordconnects.com/blog [email_address] Todd Bairstow Founder

94. Jesse Cory, CEO Ohm Creative Group [email_address] Jesse Cory is the CEO of Ohm Creative Group, a marketing and public relations firm. With a lifetime of achievements in motion pictures, New York’s fashion industry and digital marketing, Jesse has become an expert at bringing all his talents together to manage a diverse client base, including CBS Radio & Detroit Public Television. He has utilized his vast professional experience to turn results and profits for numerous clients.

95. LEADS

96. More LEADS

97. Internet LEADS

98. #1 Question How Do I Get More Internet LEADS?

99. Prep the Battlefield

100. “ Your Website has to Look Professional”

101. “ Your Website Needs to Ask the Right Questions ”

102. “ Your Website Needs Multiple CALLS TO ACTION”

103. “ USE Traditional Media and Internet Advertising To DRIVE Traffic and Conversions”

104. Data CAPTURE

105. - Free No Obligation Estimate - Consumers Guides - Sweepstakes - Contact Us – Ask a Question - Live Chat - Landing Pages - Social Media Landing Pages

106. “ Many ways to ask for the same info The visitors personal contact INFO”

107. What is an Internet Lead?

108. - Direct Mail - Exhibition Collateral - Email Marketing - Search Advertising / PPC - Organic Search Engine Optimization - Google Local - Maps - Social Media Advertisements - Print Advertisements - TV - New Rich Media Opportunities - Mobile and QR Scan Codes

109. Online Traffic Into a potential LEAD! There Must be a Closed Loop Marketing Approach to Convert

110. Your Website MUST Convey the Same Special, Promotion or Offer when the visitor Arrives to your Website from an Advertising Source.

111. How to ENGAGE each segment of the Consumer Buying Cycle?

112. Multiple Calls To Action Different Offers to Engage Visitors In Each Phase of the Buying Cycle Equates to Additional Opportunities to Increase Online Conversions

113. There are many ways to Accomplish the #1 Goal of Home Improvement Remodelers… More INTERNET Leads!

114. Are you ready for the visitors to arrive?

115. Ari Katz, National Account Director Yodle [email_address] Ari Katz is a National Account Director at Yodle, a “local online” advertising company headquartered in New York City. Yodle specializes in creating online marketing programs with Home Improvement companies to help establish a dominant online presence for their business. Ari works closely with the owners and managers of many medium to large size companies to oversee the program as Yodle provides support on everything from building a website, running a pay-per-click (PPC) or SEO campaign, to monitoring the results and making the necessary changes and optimizations in order to achieve the strongest ROI. In his activities as National Accounts Director, Ari works directly with home improvement retailers and manufacturers who utilize Yodle's outstanding online marketing tools. In 2010, Yodle was named the 35th fastest growing company in the US and published the Local Online Advertising for Dummies book.

116. THE TOP 5 WAYS TO OUTRANK YOUR COMPETITORS ONLINE PLUS THE TOP 5 LOCAL ONLINE MARKETING MISTAKES & HOW TO AVOID THEM Presented by: Ari J. Katz Yodle

118. Tip #1: Invest in Paid Search

120. Tip #2: Optimize Your Online Maps Presence

122. Tip #3: Design website with organic listings in mind

124. Tip #4: Get Links from Other Reputable Sites

126. Tip #5: Attract Customers Through IYPs, Online Directories & Local Sites And more! And more! And more!

130. Marketing: Before, After & In Addition To The Lead

131. Ken Greene, Vice President Bring Me My Leads [email_address] Ken Greene is Vice President of Bring Me My Leads located in Indianapolis, Indiana. Prior to that, Ken owned a home improvement company for over 35 years that did over $20 million annually with multiple locations. He also was recognized as a “Legend” in the home improvement industry. Bring Me My Leads is an integrated internet marketing company that enables dealers in the home improvement industry to plan and execute a profitable internet marketing campaign thru cost-effective internet lead generation. Using their affiliated company, Bee Window as a benchmark, they are able to share what is working and not working in order to grow your internet business to 30% of your volume while maintaining a marketing cost of 10% or less. Bring Me My Leads strategies have proven successful for home improvement dealers regardless of their size.

132. ON TARGET To Increase Internet Revenue with Integrated Internet Strategies

138. Integrated Internet Strategies

139. Brian Kaskavalciyan, President g|Four Marketing Group [email_address] Brian Kaskavalciyan is a marketing strategist and is an expert on relationship marketing in the home improvement industry. His company, g|Four Marketing Group, specializes in working with home improvement companies to grow sales, profits and equity value. Brian is the creator of the award winning 1-into-5 Program; a “turnkey” and “Done For You” marketing system designed to aid home improvement companies develop “Customers for Life”, a program which increases referrals and repeat business. Brian has a successful background as an entrepreneur, he has owned 5 different home improvement companies, one of which he developed into a multi-million dollar national franchise. Having provided services for over two dozen industries from start-ups to $50 million enterprises his program is rated as an “unqualified success”. He and/or his companies have been featured in magazines such as Inc, Entrepreneur -- and -- Qualified Remodeler. He has been highlighted on HGTV, ABC News and The Oprah Winfrey Show.

148. Brad Yoho, Director of Marketing Dave Yoho Associates Brad@DaveYoho.com Brad Yoho grew up in a sales and marketing oriented business. He graduated from Penn State University with a major in Business Management and has an MBA in Marketing from American University. He is the Director of Marketing for Dave Yoho Associates and is pivotal in the development of all marketing tools used by the company including social networks. He is the direct marketing contact for the company’s client base and the numerous affiliates who interact with the “Window Help Book” lead producing program. He is a freelance writer for several sports blogs.

150. 2011 Social Media Industry Report, Social Media Examiner, 2011.

151. 2011 Social Media Industry Report, Social Media Examiner, 2011.

152. 2011 Social Media Industry Report, Social Media Examiner, 2011.

156. Tom Audette, Business Development Dir. Three Deep Marketing TAudette@ThreeDeepMarketing.com Tom Audette is the Business Development Director for Three Deep Marketing; a digital marketing agency that does search engine optimization, paid search management and email marketing. He has over 17 years of direct industry experience as a sales rep, sales/marketing manager, business executive and as VP of Marketing for a large home improvement company where he generated over 30% of revenues via the Internet with marketing costs under 10%.

157. Why Internet Marketing Isn’t Working For Your Home Improvement Business…

161. This Site IS Effective…

162. This Site IS Effective… Strong Offers Great Product Visuals Interruption Tactic Clear Response Paths Simple Navigation

165. Local Search Is Critical for Local Business Google Places Listings

168. Paid Search Must Be Actively Managed Infinity from Marvin 8 out of 10 Customers Who Compare Chose Us Over Vinyl Windows. Find out Why! www.windows.infinitywindows.com Keyword List Management Bid Management Ad Management Conversion Optimization

169. Your Website Should Be The Center Of Your Marketing Effort! Canvass Shows / Events SFI TV / Radio Leads Direct Mail Job Signs

170. Marketing: Diversification & Adaptation

171. Michael Redman, Nat’l. Manufacturer Rep. TEMO Sunrooms [email_address] Since 1993, Michael Redman has been the National Manufacturer Representative for TEMO Sunrooms. His responsibilities include leading the team of manufacturer's reps in recruiting, training and servicing their national network of dealers. Under his supervision, each rep is required to have a successful background in in-home selling and the ability to provide “hands-on” training for the salespeople representing the dealer. He is a graduate of Purdue University, with a degree in communications and business. He has a national reputation as an efficient trainer. In addition, he interacts with the dealers on their activities as SFI providers to brands such as Home Depot and Sam's Club.

181. Adaptation or Extinction?

182. Chris Ripley, Owner Smart Permanent Coating System [email_address] Chris Ripley has been involved in the Home Improvement Industry for eleven years, eight as a manufacturer. With dealers from coast to coast covering 26 states, Chris has a birds eye view of consumer trends. As a member of the Society of Industry Leaders, private equity firms and hedge fund managers have relied on Chris's insight to plan multi-million dollar trading strategies in the remodeling field. Chris owns Smarter Coatings, a Boston based coatings firm.

183. Diversity in HIP: The opportunity to use your CURRENT customers to increase your bottom line.

186. Every profit dollar counts - now more than ever! The number one reason for failure is early abandonment The opportunity itself to earn a 20% commission is perceived as a huge bonus to a salaried employee. Put the plan to work and perfect your product, price, and personnel choice before the coming government stimulus Higher success with “non-sales” types

188. Frank Farmer, President/Founder American Metal Roofs [email_address] Frank Farmer is the founder and president of American Metal Roofs located in Flint, MI. In 2007, his company was recognized by Inc Magazine as one of the fastest growing in the United States. Frank attended Michigan State University, College of Osteopathic Medicine. Prior to entering the metal roofing business, he built an apartment locator business, was a salesman then sales manager for a prominent window replacement retailer and he developed a tax business with 12 franchises throughout Michigan. His reputation as an innovator and creative marketer has made him a recognized “guru” in the metal roofing industry.

210. CASE STUDY BP-71 2010 Primary Lead Sources Sam’s Club, Shows, Media, Internet 2011 Primary Lead Sources Sam’s Club, Shows, Media, Internet, Database, Rehash

211. CASE STUDY BP-71 * Company operates in 2 locations in the south central United States * Added walk in tubs to bath division & set up separate window/insulation division 2010 2011 Increase (%) Leads Issued (Jan-Apr) 2112 2795 132.34% Net Volume $2.43 Million $4.05 Million 166.79% Efficiency Rate 1151 1450 125.98% Profitability 3.40% 10.40% 305.88%

212. VISIT OUR WEBSITES FOR FREE BUSINESS INFORMATION www.DaveYoho.com www.DaveYoho.com/wordpress www.PowerLinguistics.com Follow us on Twitter: @daveyoho

213. Hiring The Right Person (Avoiding The Wrong Ones)

222. The True Cost of a Mis-hired Salesperson

227. The Behavioral Profile

231. AN EXAMINATION OF (5) PROFILES CONTAINING AN EVALUATION OF EACH IN TERMS OF THEIR POTENTIAL SUCCESS IN CERTAIN SALES ROLES

233. PERSUADER PROFILE The Persuader has ideal behavioral traits for creating new business, reviving old business and direct “in home” selling (short-cycle closing). The presence of high (I) INFLUENCING patterns denotes a skill in the use of language. The dominance (D) factor being above the mid-line (light gray area-4) indicates the ability to "ask for the order" and deal with the consequence. PERSUADER value to the Organization may overuse influences others by goal(s) emotions judges others by under pressure fears supervisory technique Seller - closer - delegates responsibility - poised - confident - competitive Enthusiasm - oversells - optimism Ability to develop rapport - friendly manner - openness Recognition - authority and prestige - a variety of status symbols Trust others - enthusiastic Ability to verbalize - flexibility Becomes soft and persuadable - organized when desires to look good A fixed environment - too much structure challenging assignments varied activities assignment changes mentoring (support) opportunity to shine

235. INSPIRATIONAL PROFILE Salespeople with the Inspirational pattern tend to INFLUENCE others by controlling them. Their technique can be highly effective in aggressive selling situations. They are usually strong closers, particularly if the (I) and (D) are in the 6th or 7th segment. They enjoy the contest of "resistance". Inspirational persons consciously attempt to modify the thoughts and actions of others through the manipulation of motives toward a predetermined end. In short, they know what they want and how to get others to do it. They are quick and astute in identifying the motive structure of those around them; they seem to know what other people need or want. They use this knowledge to elicit the desired response. INSPIRATIONAL value to the Organization may overuse influences others by goal(s) emotions judges others by under pressure fears supervisory technique Initiates - demands - overpowers objections - high need to win Ends justify the means - manipulation Direction - intimidation - charm - power persona - unique knowledge Controlling the environment - being in charge Accepts aggression - tends to outwardly reject affection - enjoys confrontation How they project strength and power -how they react to dire circumstances Becomes quarrelsome - belligerent Being too soft - dependent - losing status avoid prolonged confrontations control(s) in meeting environment encourage personal development stimulate optimism

237. RESULT-ORIENTED PROFILE Result Oriented individuals fit well into aggressive industrial sales and direct selling organizations. They command attention, they demand respect and they are not confused when they hear a "no". They know it is a signal for them to go into action. Result Oriented salespersons have value to organizations because of a "show'em attitude". This is not a hollow stance full of posturing but a pragmatic attitude fueled by determination and intensity. Result Oriented salespersons project confidence and assurance in mastering the situation. The attitude of Result Oriented salespersons is so forceful and direct that it establishes their credentials to take charge and be heard. RESULT-ORIENTED value to the Organization may overuse influences others by goal(s) emotions judges others by under pressure fears supervisory technique Show ‘em attitude - get it done - wants to win Impatience - my way or the highway attitude Force of character - persistence - willingness to risk Dominance and independence - leadership High ego strength - displays irritation and independence - coolness under fire Ability to accomplish the task quickly - strong work ethic Becomes critical and faultfinding - resists participating in a team - may overstep prerogatives - creates issues Others will take advantage of them - slowness - being too jovial - compromise verbalization of reasons for conclusions people concerns brief factual reasons for decisions some confrontation

239. PROMOTER PROFILE Promoters gravitate towards sales roles and are usually well liked equally by associates and customers. They have a high need to interact with others. They openly convey their acceptance of others and find it easy to maintain eye contact during interactions. They have a pleasant countenance, smile easily and light up the room. The Promoter's need to please is exemplified in their desire to praise and shower favors on others. Customers tend to like and enjoy their presence over a long haul. They adjust easily to those with differences in speech, style of dress, race, ethnic or religious patterns and look past poor personal habits in others. PROMOTER value to the Organization may overuse influences others by goal(s) emotions judges others by under pressure fears supervisory technique Promotes customer satisfaction - expresses positivity - relieves tension - likes being with people, customers Praise - need for approval and popularity Doing favors - giving a hand - eager to please style - receptive manner - praise Approval - popularity - being good team member Willingness to accept others - high energy - high need to express themselves Verbalization skills - willingness to cooperate Becomes careless and sentimental - disorganized in getting “things” done Loss of social recognition - non acceptance by peers - not being recognized Requires mentoring in: control of time - objectivity - sense of urgency - techniques for speeding up the sales cycle

241. COUNSELOR PROFILE The personality of a Counselor is deceptive. They appear to be just what the doctor ordered for the sales role. They are likeable, responsible; they look for the good in people; they like keeping people happy, and the customers satisfied. The majority of Counselors don't adapt well to short sales cycle closes. They see it as destructive to their image. The lower placement of the DOMINANCE (D) dimension in the Counselor pattern is reflected in their indirect approach. Counselors with the lower "D" seldom push aggressively for a decision, an order, immediate action, or a firm commitment from others. COUNSELOR value to the Organization may overuse influences others by goal(s) emotions judges others by under pressure fears supervisory technique Stable, dependable - wide range of friendships - good listener Indirect approach - tolerant - wait and see Personal relationships - non pushing attitude - genuine friendliness Maintain friendships - keep people happy and satisfied Likeable - affectionate and understanding Positive acceptance - generally looking for the good in people Becomes intimate - too trusting of those with fewer scruples Closing with aggressive tactics – dislikes openly “asking for the order” Initiative in getting the task done Support techniques Skill implementation

242. NEW – ANALYSIS OF 15 PROFILES Persuader Pattern Emotions: High degree of trust in others – faith in personal abilities - enthusiastic – seldom expresses cynicism, apathy or boredom Judges others by: Verbalization skills – ability to interact with varied personalities – ability to see the big picture - flexibility Under pressure: May become easily persuadable – may accent the positive, avoid / ignore examining negatives – may “mask” with attempts to appear more organized Value to the organization: Seller, closer - appears poised, confident when presenting - strong competitive spirit - can learn to delegate responsibility Fears: Being hemmed in - a fixed environment with little flexibility - too much structure – burdening paperwork May overuse: First person references such as “I”, “we”, “me” - enthusiasm – “oversells” – optimism – anecdotal material Supervisory technique: Challenging assignments, varied activities, assignment changes, mentoring (support), opportunity to shine

243. NEW – ANALYSIS OF 15 PROFILES Persuader Pattern The Persuader has ideal behavioral traits for the sales role. They work well at creating new business or reviving old business. Usually ideal candidates for direct selling (short-cycle closing). The high (I) INFLUENCING pattern denotes a skill in the use of language and interactive skills with others. The dominance (D) factor being above the mid-line (light gray area-4) indicates the ability to "ask for the order" and deal with the consequence. While many individuals falter at this point, the Persuaders are able to, "close the sale". They take that crucial step when they say, "Well, I’m pleased to hear that you're as excited as I am about this project and what it can do for you. Now the earliest delivery date is . . . “

244. NEW – ANALYSIS OF 15 PROFILES Persuader Pattern Persuaders are equally adept at selling products or ideas. They tend to believe that they have the ability to sell almost anyone. Occasionally, this may lead to overselling. Their ability to project optimism and create enthusiasm may turn into a weakness when the premise is over-used or they are under-managed. In their zeal to persuade others, they may rave too long, inject too much anecdotal material, extending their presentations. When they are carried away by their own zeal and ego, they may be tempted to exaggerate.

245. NEW – ANALYSIS OF 15 PROFILES Persuader Pattern Persuaders are capable of developing rapport rapidly, even with complete strangers. They possess qualities which engage their prospect and create a desire to listen. They act as a stimulus to sales with their abundant optimism and enthusiasm. It has been said that they pierce the gloom with their optimism like a shaft of sunlight. Persuaders enjoy being the center of attention and when called upon to recite a case history, they tend to overcomplicate and over verbalize, thus making their actions appear more significant. The Persuader's level of optimism is outstanding and frequently calls others to question whether or not they are in touch with reality.