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

---

Smart Discounting: The Right Way To Discount Your Products

If a store had a great discount in the middle... Read More

Sharpening Your Sales Skills

Making a living in sales can be very rewarding, however,... Read More

Yikes - My Feet Hurt! 8 Tips for Trade Show Exhibitors

Yikes - My Feet Hurt!Concrete. Tiles. Cheap carpet. Walking, walking.... Read More

In Sales You Get What You Expect

If your mind is set, you will be unable to... Read More

10 Amazing Ways To Jump Start Your Sales

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

Order Takers vs. Sales Professionals

As business owners we all know that in a ideal... Read More

Why Sales People Are Creating Their Own Objections

I'm about to reveal the biggest secret to growing any... Read More

How to Reduce Sales Resistance

Sales resistance is a fact of life for most sales... Read More

Make Your Prospects Speak

You've probably heard people speaking about someone that he was... Read More

As They Approcah the Finish Line... The Winner Is?

Recently, right before I was about to deliver a motivational... Read More

How To Attract Buyers Using The Right Sales Terminology

It is always important that you use the right terms... Read More

The Art Of Persuasion: 7 Tips To Successfully Persuade Anyone

The saying "No man is an island" is an undeniable... Read More

Sales Strategies: Its Not Who You Know - Its What You Know

We are all in sales. We all selling in every... Read More

Dramatically Increase Sales With The KISS Test

We've all heard the term KISS at one time or... Read More

Unleash Your Inner Sales Superstar & Win More Business Right Now!

It's a rainy afternoon on a typical mid week afternoon... Read More

Get More Clients Now!

Although David has been a graphic designer for a decade,... Read More

Knowing Your Customers; Closing the Sale

Just because your business is based in your home that... Read More

Maximize Sales and Minimize Returns with Learning Styles

In the day-to-day operation of an online business we can... Read More

Psychology of Converting a Prospect to Money

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

Top Ten No Money Promotion Ways That Create New Clients and Fast Sales

Better than offline promotion such as press releases, talks, or... Read More

How To Write Sales Letters That Deliver

Tired of sending out sales letters that generate anemic response?... Read More

Let Your Weaknesses Increase Your Sales

Imagine...you inquire about a product. The salesperson does everything right.... Read More

In Sales, Words Just Don?t Compute

In studies conducted by Motivational Systems of West Orange, New... Read More

Boost Your Sales With These Proven Responses

When five years ago I was faced with having to... Read More

How Business Coaches Avoid the Yearly Training Feeding Frenzy

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

Date Your Customer!

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

Top 10 Secrets to Fully Embrace Sales and Exceed Your Goals Forever!

1.- REMAIN VERY CLIENT FOCUSED! Not Company focused. Your clients... Read More

7 Steps to Selling Artwork

Selling arwork is easy when you follow a road map.... Read More

How To Master the Art of Super Salesmanship

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

How To Write A Solution - Savvy Sales Letter to To Get Clients

Too many sales letters are shaped into paper airplanes and... Read More

Transforming Problems into Sales

My silent fish tank was no more. Enough water had... Read More

Sales Marketing: 10 Amazing Secrets To Sell Any Product Fast.

Implement these smart sales marketing secrets and you'll be capable... Read More

Make More Sales By Creating How To Use It Product Updates

Do you have any idea what your customers have experienced... Read More