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

---

Three Ways To Get A Prospect To Say Yes To Your Offer

Here are three proven ways that will increase your sales:1.... Read More

How to Sell a Feeling

To be totally in tune with the needs of your... Read More

A Simple Sales Strategy: Talk to Yourself!

You are about to speak to a potential client, go... Read More

Three Secret Keys to Persuasion Magic

Just a few critical distinctions can supercharge your communication skills:1... Read More

Get Tough

You deal with rejections, frustrations, disappointment, and possibly disrespect on... Read More

Boost Your Sales With These Proven Responses

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

The Processionary Caterpillar Syndrome Costs You Sales?

Some years ago I read and interesting story that illustrated... Read More

Making Sales is Easy When You Learn How to Make Friends

Friends buy from friends. Why? Because people trust that their... Read More

The Choice between Yes and Yes: A Psychological Revelation

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

The Canned Sales Pitch Myth

Canned or scripted sales approaches are rarely successful, because one... Read More

7 Steps to Selling Artwork

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

What Does It Take To WIN A Sale?

What to do when you win or lose.You have given... Read More

You Dont Need Health Insurance!

Seems almost every situation in our lives is centered on... Read More

Do You Know the Emotion Behind the Objection?

Prospects have many reasons (you might think excuses) for not... 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

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

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

Change Takes Time

I am writing this at the Philadelphia Airport on my... Read More

How To Write Sales Letters That Deliver

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

More Sales - You Must Keep Asking

I bought a second pair of reading glasses from my... Read More

Turning Sales Techniques Into Sales Success!

The goal of all sales training is not just to... Read More

How To Attract Buyers Using The Right Sales Terminology

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

5 Small Steps To Ultimate Sales Success

"Selling worth doing is worth doing badly ? at first!"... Read More

Closing The Sale

Several weeks ago I asked my Newsletter subscribers to send... Read More

Dont Read This Issue: Why Saying No Can Make Your Sales Rate Soar!

Yes, it's true. Saying "No" is a great way of... Read More

Anticipating the Audiences Reaction

Obviously, you can not know all of the things that... Read More

Elearning Is Dead - Long Live Blended Learning!

There is little doubt that eLearning has not achieved the... Read More

Sales Discipline: Five Steps To Recover From A Lost Sale

Ever lost a sale? Of course you have, we all... Read More

Attitude Insurance

Everyone knows the importance of having a positive attitude, especially... Read More

Evaluating Your Customer

It is one thing to make a sales presentation, but... Read More

Successful Selling in 21 Steps

1. Dependability was chosen as the most important.2. Integrity was... Read More

Objections Are Buying Signals? Usually!

How well do you handle objections?The fact is, most people... Read More

7 Sales Skills to Improve On

The following 7 sales skills are what I have found... Read More

10 Amazing Ways To Jump Start Your Sales

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