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Building a Sales Based Culture Mark Davis InStar Business Mentors Marketing and Business Development Summit April 21, 2

Building a Sales Based Culture Mark Davis InStar Business Mentors Marketing and Business Development Summit April 21, 2010. Rocky Mountain Catastrophe. Founded in 1983 in Denver Family owned and operated Full service restoration contractor Annual revenue range: $2 MM - $3 MM 10% EBITDA

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Building a Sales Based Culture Mark Davis InStar Business Mentors Marketing and Business Development Summit April 21, 2

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  1. Building a Sales Based CultureMark DavisInStarBusiness MentorsMarketing and Business Development SummitApril 21, 2010

  2. Rocky Mountain Catastrophe Founded in 1983 in Denver Family owned and operated Full service restoration contractor Annual revenue range: $2 MM - $3 MM 10% EBITDA Good operation

  3. Rocky Mountain Catastrophe Purchased in 1996: $3.5 MM in revenue Year 1 revenue: $11.1 MM Year 2 revenue: $25.4 MM Year 3 revenue: $35 MM Co-founded BELFOR USA Year 4 revenue: $110 MM Year 5 revenue: $330 MM

  4. How did RM CAT do it? #1) We created a sales culture, transforming a production culture #2) We recruited the best talent #3) We invested heavily in our brand #4) We invested heavily in marketing #5) We rewarded sales performance #6) We performed good work

  5. We asked the question: • “How many different ways can we receive a job?” • Fire Departments • Property Management Companies • Yellow Pages • Agents • Brokers THE TOP FIVE SOURCES WERE NOT INSURANCE ADJUSTERS!!

  6. Ownership Commitment We decided to NOT be a restoration company. We decided to become a sales and marketing company…in the restoration business!

  7. Sales Culture • Culture defined: • The predominating attitudes and behavior that characterize the functioning of an organization. • A sales based culture focuses, measures, highlights, and rewards sales performance. • #4) We invested heavily in marketing • #5) We rewarded sales performance • #6) We performed good work

  8. How do you build a sales culture? • 100% Management/Ownership “Buy In” • Cultures are driven top down • Production and administration must participate • Removing people who get in the way • Recruiting sales talent to raise the bar • Measuring and sharing individual results company-wide • The predominating attitudes and behavior that characterize the functioning of an organization. • A sales based culture focuses, measures, highlights, and rewards sales performance. • #4) We invested heavily in marketing • #5) We rewarded sales performance • #6) We performed good work

  9. Marketing • Marketing defined: • Activity to improve the sales environment and increase the number of sales opportunities. • Truly effective marketing makes the sales process much more successful. • Marketing and Sales were the primary drivers of success in the restoration business.

  10. Branding • Branding defined: • The sum total of a company's value, including services, people, advertising, positioning, and culture. • Achieved: • Via the use of logos, symbols, product design, and employee image driven by behavior used in promoting customer awareness.

  11. The New X Factor Customer Satisfaction!

  12. Program Work The insurance companies and TPA’s have successfully transformed the residential restoration industry into a customer satisfaction driven model. No longer is having a strong sales and marketing culture enough to be successful and grow. The commoditization of the industry has begun!

  13. Industry Evolution • Old School • 100% relationship driven • Strong production companies were given the work, very little bidding • Sales and Marketing Driven • Strong sales organizations realize significant growth • Chasing losses becomes the standard • End user marketing begins • Program Work • Driven by customer satisfaction results • Activity to improve the sales environment and increase the number of sales opportunities. • Truly effective marketing makes the sales process much more successful. • Marketing and Sales were the primary drivers of success in the restoration business 10 years ago…

  14. The Formula for Success Today • #1) Customer Satisfaction • Measuring results on every job and every employee level • Communicating internally all customer satisfaction data • Rewarding those with the highest customer satisfaction results • #2) Sales & Marketing Culture • Hire the best talent • Incentive driven compensation plans

  15. The Formula for Success Today • #3) Branding • Professional • Non-stop • #4) Training & Development • Best and brightest in the industry • Continuous professional and personal development

  16. Building a Sales Based CultureMark DavisInStarBusiness MentorsMarketing and Business Development SummitApril 21, 2010

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