Sales Lessons from Bob Vila

There's more to what he does than meets the eye

With so many different programs, and reruns and re-packaging of older programs, we can assume there are few people on the planet who do not know about Bob Vila. Starting with the original "This Ol' House" programs on PBS in 1979, Bob Vila and his empire, have grown into a major force in the Home Improvement Television genre.

The professional salesperson can learn a whole lot more from Bob Vila than how to screet concrete or put mud on the drywall.

Bob Vila is a study in brand awareness. Bob is the brand. The challenge was getting people to recognize, and ultimately respect Bob Vila, as THE home improvement expert. Whatever he did before that first TV program is inconsequential as is whether or not he can saw a board of drive a nail (something he does verl little of on his show).

Bob Vila became a household name. Brand awareness to the highest degree. So high in fact that Sears asked him to be a spokesperson and that killed his deal with PBS (his first network gig). Now Bob has "Home Again with Bob Vila", "Bob Vila's Guide to Historic Homes" and others plus specials, books and tapes and even "Bob Vila's Home Design" series on two CD's (handsomely packaged, of course). They are recycling the first PBS shows and calling them "This Ol' House Classics". Bob is a TV pitchman, too. He sells credit card debt reduction and every product Sears can come up with, plus a closet full of books and videos.

This didn't happen by accident, but by clever design. The design element continues today, every time you see him on the tube. How did he do it? Simple, all he did was tell all the people on TV to call him by name, over and over. A lot like subliminal advertising. You don't realize you are getting the message. A typical segment of any of his programs, past or present, might go like this:

Bob: Today on our show, Fred Murtz is going to show us how to cut a board with a handsaw. Welcome to our show Fred.

Fred: Thanks, Bob, glad to be here.

Bob: You've been cutting boards for a long time

Fred: I sure have Bob. I got my first hand saw at age seven, from my grandpa. I brought several saws to show you, Bob.

Bob: Show us how to use that saw (pointing)

Fred: That is a crosscut saw, Bob. It is the mainstay in most basic construction. Bob, this is the easiest of all saws to use. You hold it like this, Bob. And when you begin the movement up and down, you put your index finger along the side here, can you see that, Bob? That's how you cut straighter Bob, with that little finger pointing the way.

(and so on.) catching on? Everyone Bob talks with uses his name repeatedly. If you look at it apart from the program, you can see that people don't really talk that way. Could all his guests be instructed to use his name in every sentence possible? Bob never uses their name after the introduction until the end bit when he thanks the guest, by name.

So who's name do we hear, hundreds of times in a program? Bob Vila! It didn't take long for him to be recognized as consummate hammer and nails guru. Better yet, he doesn't do any of the work on his shows, he just gets people to use his name while they do it all.

How does this relate to sales you ask? Easy, you can use the Bob Vila approach on your customers. Use their name at every opportunity. Practice until you can use it in every third sentence. It will create an instant rapport. The more you can use the customer's name, the more you can build trust and confidence with that person.

Think about the many times you have watched Bob on TV and not noticed how the guests use his name over and over. The majority of people don't see it until someone (like me in this article) points it out. Most folks never see the hidden meaning there, or recognize the unusual sentence structure. You can use name-infected sentences in any conversation, to your advantage, every time. They work, beautifully. And they never offend ("Hey, Fred, would you mind not using my name so much, I'm sorta sensitive!").

The next time you talk with a customer, remember what Bob Vila did and you, too, can be the most respected person in your field.

For another article about business, get "Voice Mail Can Be Your Buddy" VoiceMail@BigIdeasGroup.com

©2005 BIG Mike McDaniel All Rights Reserved Mike@BIGIdeasGroup.com BIG Mike is a Professional Speaker and Small Business Consultant with over 30 years experience, http://BIGIdeasGroup.com

Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:subscribe-956603364@ezinedirector.net

---

The #1 Lead Generation System of Top Sales People

Developing an abundant supply of targeted referrals is the number... Read More

Sales and the City

It's all about relationships!Here is how a popular TV show... Read More

Training for Trade Shows - 5 FAQs

Trade shows are so obvious. You go. You hand out... Read More

Date Your Customer!

Yes, you heard me right; I said "Date your clients!"... Read More

Get Over Your Resistance to Sales

I have found that there are two best ways to... Read More

Customers Do Not Know How To Ask Good Questions ? That Is Your Job

Customers will ask you a question and you'll proceed to... Read More

The Quickest Way To Increase Your Sales

The quickest way to increase sales is to make things... Read More

If You Respect Them, They Will Buy -- Closing the Sale

We've all had the unfortunate experience of being convinced by... Read More

Ideal Clients - Who are They and Where Do You Find Them?

Ideal clients are the ones who are perfect for you.... Read More

Grow Sales Using Image Tactics

In my dreams, I envision being the marketing consultant equivalent... Read More

Sales Trap - We Love to Talk, But Need to Listen

My research has clearly shown that, when it comes to... Read More

How Business Coaches Avoid the Yearly Training Feeding Frenzy

What is it with appraisals? In September and October there... Read More

Secrets to Getting in Front of Your Best Prospects

As a salesperson, your ultimate goal, of course, is to... Read More

Shout At Your Customers - Theyre Hard of Hearing!

Some people say we live in the Information Age.I call... Read More

The Dos and Donts of an Elevator Pitch

The dreaded question: "What exactly does your company do?" It's... Read More

Selling - Always Go for Top Money

If you've ever flown economy class on an international flight... Read More

Sales Tips from Sales Masters

Dogs are great teachers of how to sell easier and... Read More

Psychology of Converting a Prospect to Money

If you want a truly successful business, you need to... Read More

How To Master the Art of Super Salesmanship

Mastering the "art of selling" is simply knowing how to... Read More

The Choice between Yes and Yes: A Psychological Revelation

Three year old Kara was throwing a tantrum. She didn't... Read More

Sales Skills for the Non Sales Professional

Have you ever wondered how in the heck you're going... Read More

10 Great Ways To Generate More Sales

1. Negotiate with e-zine publishers to get free or discounted... Read More

Failed Salespeople Share Similar Traits

We are each responsible for our own success - or... Read More

Theres a Referral for Everyone

I worked for years as a mortgage loan officer. During... Read More

Four Ways To Increase Your Sales Fast... In 2-4 Weeks?

You built a very good web site...You have a great... Read More

The Choice between Yes and Yes: A Psychological Revelation

Three year old Kara was throwing a tantrum. She didn't... Read More

How to Sell to the Devils Advocate

There is a car commercial running were a husband is... Read More

10 Amazing Ways To Jump Start Your Sales

1. Find a strategic business partner. Look for ones that... Read More

Boost Your Selling Power With Your Call-To-Action Phrases

Look at your marketing material. Now, is there something missing?... Read More

10 Power-Packed Ways To Spark Your Sales

1. Spend money on targeted advertising instead of mass media... Read More

Sales Letters - How to Write Them

You could just send out your brochure to potential customers... Read More

Pressure Washer Business; Cleaning Composite Decks

There is a new trend in the way wood decks... Read More

Peak Performance

One of the best books I have ever read is... Read More