MOUNTAIN VIEW CUSTOM BUILDERS – COMPLETE SALES SYSTEM

• COMPANY PROFILE:
• Company: Mountain View Custom Builders, Denver Metro
• Market: Custom homes $400k-$800k range
• Current sales: 12 homes/year, target: 20 homes/year
• Current close rate: 22%, target: 35%+
• Main challenge: ________________________________
• LEAD QUALIFICATION SYSTEM:
• Qualification Criteria (Must Have):
• – Budget range: $_____ to $_____ verified
• – Timeline: Starting within _____ months
• – Decision authority: ________________________________
• – Land ownership: ________________________________
• – Financing: ________________________________
• Primary Qualification Questions:
• 1. “What budget range are you comfortable with for this custom home project?”
• 2. “When would you ideally like to start construction?”
• 3. “Do you already own land, or will you need to purchase a lot?”
• 4. “Have you spoken with a lender about construction financing?”
• 5. “Who else will be involved in making this decision?”
• 6. “What’s driving you to build now versus waiting?”
• 7. “How are you planning to evaluate different builders?”
• 8. “What concerns do you have about the building process?”
• Lead Scoring System (1-10 scale):
• – Budget fit: Excellent (3 pts), Good (2 pts), Marginal (1 pt), Poor (0 pts)
• – Timeline urgency: ________________________________
• – Decision authority: ________________________________
• – Financing readiness: ________________________________
• – Land ownership status: ________________________________
• – Motivation level: ________________________________
• – Geographic location: ________________________________
• Qualification Score Actions:
• – Score 8-10: Priority lead – immediate consultation
• – Score 6-7: ________________________________
• – Score 4-5: ________________________________
• – Score 1-3: ________________________________
• Disqualification Red Flags:
• – Budget unrealistic or unwilling to discuss
• – ________________________________
• – ________________________________
• – ________________________________
• SALES PROCESS DESIGN:
• Stage 1: Initial Contact and Qualification
• Duration: _____ days
• Activities:
• – Qualification call using standard questions
• – Basic project requirements documentation
• – Lead scoring and priority assignment
• – Initial consultation scheduling (qualified leads only)
• Success criteria: ________________________________
• Stage 2: Consultation and Discovery
• Duration: _____ days
• Activities:
• – In-depth needs and motivation discovery
• – Budget and timeline confirmation
• – Site visit and preliminary assessment
• – Company capability presentation
• – References and portfolio sharing
• Success criteria: ________________________________
• Discovery Questions for Consultation:
• Emotional Motivators:
• – “What does your dream home look like when completed?”
• – “How will this home change your family’s daily life?”
• – “What’s not working with your current living situation?”
• – “If money weren’t an issue, what would you include?”
• Practical Requirements:
• – “How many bedrooms and bathrooms do you need?”
• – “Do you work from home or need office space?”
• – “What’s your entertaining style and frequency?”
• – “Any accessibility needs for family members?”
• Decision Criteria:
• – “What’s most important: price, quality, or timeline?”
• – “How are you evaluating different builders?”
• – “What concerns do you have about the building process?”
• – “What would make you feel confident in your builder choice?”
• Stage 3: Proposal Development
• Duration: _____ days
• Activities:
• – Detailed site analysis and measurements
• – Preliminary design and floor plan review
• – Detailed cost estimation and pricing
• – Proposal preparation and review
• Success criteria: ________________________________
• Stage 4: Proposal Presentation
• Duration: _____ days
• Activities:
• – Formal proposal presentation meeting
• – Value demonstration and differentiation
• – Question and objection handling
• – Next steps and timeline discussion
• Success criteria: ________________________________
• Presentation Structure:
• 1. Confirm Understanding (5 minutes)
• 2. Present Custom Solution (15 minutes)
• 3. Demonstrate Value and Quality (10 minutes)
• 4. Address Concerns Proactively (10 minutes)
• 5. Investment Discussion and Options (10 minutes)
• 6. Next Steps and Decision Timeline (5 minutes)
• Stage 5: Follow-up and Closing
• Duration: _____ days
• Activities:
• – Follow-up on questions and concerns
• – Contract negotiation and terms discussion
• – Final objection handling and closing
• – Contract signing and deposit collection
• Success criteria: ________________________________
• OBJECTION HANDLING SCRIPTS:
• Objection: “Your price is higher than other quotes”
• Response: “I understand price is an important consideration. What specifically are you comparing? Are the quotes for the same scope and quality level? Let me show you what’s included in our price that might be missing from others. The real question is which builder will deliver the home you want, on time, within budget, with the quality you expect.”
• Objection: “We’re concerned about construction delays”
• Response: “That’s a smart concern – delays can be frustrating and costly. Here’s how we prevent delays: ________________________________. We guarantee substantial completion within X days of start, with penalties if we’re late due to our fault. You’ll know about any potential delays before they happen, not after.”
• Objection: “We need to think about it”
• Response: “Of course – this is a big decision. What specific aspects do you need to think through? If I could address those concerns today, would you be ready to move forward? Our schedule fills up 3-4 months in advance. To start in your preferred timeframe, we’d need to reserve your slot soon. What would it take to help you feel confident about moving forward today?”
• Objection: “We want to get more quotes first”
• Response: “Absolutely – you should feel confident you’re making the right choice. When you’re comparing quotes, make sure you’re comparing the same specs, timeline, and quality level. Here’s a checklist of questions to ask other builders: ________________________________. I’d love to answer any questions that come up after you talk to others. When should I follow up?”
• CUSTOMER SERVICE SYSTEM:
• Pre-Construction Service:
• Welcome Package Contents:
• – Signed contract and payment schedule
• – Project timeline and milestone calendar
• – Contact information and communication protocols
• – “What to Expect During Construction” guide
• – Branded folder with company information
• Kickoff Meeting Agenda:
• – Introduce key team members and roles
• – Review project timeline and critical milestones
• – Establish communication preferences and schedule
• – Address any final questions or concerns
• – Site visit and preparation discussion
• Construction Phase Service:
• Communication Schedule:
• – Weekly progress reports: Every _____ with photos
• – Check-in calls: Every _____ weeks
• – Milestone notifications: ________________________________
• – Issue notifications: Within _____ hours
• Progress Report Contents:
• – Photo documentation of work completed
• – Upcoming week’s planned activities
• – Any delays or schedule adjustments
• – Material deliveries and inspections scheduled
• – Items requiring client decisions
• Issue Resolution Process:
• 1. Immediate Acknowledgment (within 2 hours)
• 2. Investigation and Assessment (within _____ hours)
• 3. Solution Presentation (within _____ hours)
• 4. Implementation and Follow-up (track to completion)
• Post-Construction Service:
• Final Walkthrough Process:
• – Pre-walkthrough cleaning and staging
• – Systems orientation and operation training
• – Warranty explanation and maintenance schedule
• – Document any final punch list items
• – Key and garage door opener delivery
• – Presentation ceremony with certificate
• – Photo opportunity and celebration
• – Thank you note and welcome gift
• Warranty Service Schedule:
• – 30-Day: Complete home systems check and adjustments
• – 6-Month: Settling and seasonal adjustments
• – 1-Year: Comprehensive warranty inspection and repairs
• – Extended: ________________________________
• REFERRAL GENERATION PROGRAM:
• Referral Request Process:
• Timing: _____ days after project completion
• Method: ________________________________
• Script: “We’d love to hear about your experience building with us. Would you mind sharing a brief testimonial? Do you know anyone else who might be interested in building a custom home? We’d love to help them create their dream home too.”
• Referral Incentive Program:
• For Referring Client:
• – $_____ credit toward warranty work
• – ________________________________
• – ________________________________
• For Referred Client:
• – $_____ credit toward their project
• – ________________________________
• – ________________________________
• Referral Tools Provided:
• – Business cards (quantity: _____)
• – Company brochures
• – Referral program explanation
• – ________________________________
• Long-Term Relationship Maintenance:
• Annual Activities:
• – Holiday cards or greetings
• – Home completion anniversary recognition
• – Market updates or newsletters (quarterly)
• – ________________________________
• Value-Added Services:
• – Home maintenance reminders and tips
• – Preferred contractor referrals
• – Market value updates
• – Addition/renovation consultation
• Community Building Events:
• – Client appreciation events (frequency: _____)
• – New home tours for past clients
• – Educational seminars on home ownership
• – ________________________________
• SALES TOOLS AND TECHNOLOGY:
• CRM System Recommendation:
• Platform: ________________________________
• Key features needed:
• – Lead tracking and scoring
• – Activity and task management
• – Document storage and sharing
• – Communication tracking
• – Pipeline reporting and analytics
• – Integration with project management
• Sales Materials Needed:
• – Professional company brochure
• – Portfolio of completed homes
• – Process explanation guide
• – Testimonial and reference sheet
• – Quality and warranty information
• – Financing options guide
• – Timeline and milestone chart
• Presentation Tools:
• – Professional presentation folder
• – Tablet with digital portfolio
• – Sample materials and finishes
• – ________________________________
• Performance Tracking Tools:
• – Lead source tracking
• – Conversion rate monitoring
• – Sales cycle analysis
• – Customer satisfaction surveys
• – Referral tracking system
• IMPLEMENTATION STRATEGY:
• 90-Day Implementation Timeline:
• Month 1: Foundation Setup
• Week 1-2:
• – CRM system selection and setup
• – Sales process documentation
• – Qualification criteria finalization
• – Script development and testing
• Week 3-4:
• – Sales materials creation
• – Staff training program development
• – Customer service protocols
• – Performance tracking setup
• Month 2: Training and Launch
• Week 5-6:
• – Staff training on new sales process
• – Role-playing and objection handling practice
• – CRM system training
• – Pilot testing with select leads
• Week 7-8:
• – Full system launch
• – Daily monitoring and coaching
• – Process refinement based on initial results
• – Customer service implementation
• Month 3: Optimization and Expansion
• Week 9-10:
• – Performance analysis and reporting
• – Process optimization based on data
• – Advanced training on weak areas
• – Referral program launch
• Week 11-12:
• – Full system evaluation
• – ROI analysis and reporting
• – Expansion planning for next quarter
• – Long-term improvement roadmap
• Staff Training Program:
• Initial Training (40 hours total):
• – Sales process overview (8 hours)
• – Qualification and discovery techniques (8 hours)
• – Presentation and closing skills (8 hours)
• – Objection handling practice (8 hours)
• – CRM and technology training (4 hours)
• – Customer service standards (4 hours)
• Ongoing Training:
• – Weekly sales meetings and coaching
• – Monthly skill-building workshops
• – Quarterly performance reviews
• – Annual advanced training programs
• Performance Measurement System:
• Key Metrics to Track:
• – Lead volume and source quality
• – Conversion rate by stage
• – Average sales cycle length
• – Average project value
• – Customer satisfaction scores
• – Referral generation rate
• – Revenue per salesperson
• Reporting Schedule:
• – Daily: Activity and pipeline updates
• – Weekly: Performance summary and coaching
• – Monthly: Comprehensive analysis and planning
• – Quarterly: Strategic review and adjustment
• ROI PROJECTIONS:
• Current Performance Baseline:
• – Current close rate: 22%
• – Current annual sales: 12 homes
• – Average project value: $600,000
• – Annual revenue: $7,200,000
• Projected Performance with New System:
• – Target close rate: 35% (improvement: +13%)
• – Target annual sales: 20 homes (improvement: +8 homes)
• – Maintained average value: $600,000
• – Projected annual revenue: $12,000,000
• Financial Impact:
• – Additional revenue: $4,800,000
• – Additional gross profit (20%): $960,000
• – System implementation cost: $_____
• – First-year ROI: _____%
• Implementation Costs:
• – CRM system and setup: $_____
• – Sales materials development: $_____
• – Staff training program: $_____
• – Technology and tools: $_____
• – Marketing and lead generation: $_____
• – Total investment: $_____
• SUCCESS METRICS AND GOALS:
• 90-Day Goals:
• – Close rate improvement to _____%
• – Sales cycle reduction to _____ days
• – Customer satisfaction score of _____ /10
• – _____ qualified leads in pipeline
• 6-Month Goals:
• – _____ homes sold (vs. _____ baseline)
• – _____ referrals generated
• – $_____ increase in average project value
• – _____ % improvement in lead quality
• Annual Goals:
• – 20 homes sold (vs. 12 baseline)
• – 35%+ close rate consistently
• – 60%+ referral rate from satisfied clients
• – $12M+ annual revenue
• RISK MITIGATION:
• Potential Challenges:
• – Staff resistance to new processes
• – Initial learning curve and temporary productivity drop
• – Technology adoption difficulties
• – Market conditions or competitive responses
• Mitigation Strategies:
• – Comprehensive training and support
• – Gradual implementation with pilot testing
• – Regular coaching and performance monitoring
• – Flexible system adjustments based on results
• NEXT STEPS AND ACTION PLAN:
• Immediate Actions (Next 30 days):
• 1. ________________________________
• 2. ________________________________
• 3. ________________________________
• 4. ________________________________
• 5. ________________________________
• Key Decision Points:
• – CRM platform selection deadline: _____
• – Training schedule finalization: _____
• – System launch date: _____
• – First performance review: _____
• Success Criteria for Continuation:
• – Minimum ____% close rate improvement by day 90
• – Positive customer satisfaction feedback
• – Staff adoption and buy-in achieved
• – Clear ROI path demonstrated
• LESSONS LEARNED AND BEST PRACTICES:
• Critical Success Factors:
• – ________________________________
• – ________________________________
• – ________________________________
• Ongoing Improvement Areas:
• – ________________________________
• – ________________________________
• – ________________________________
• Recommendations for Other Builders:
• – ________________________________
• – ________________________________
• – ________________________________