Rick Heaston

Rick is the founder and President of R.A. Heaston and Company, a sales training and marketing firm that specializes in providing sales and marketing programs for today’s customer. He consults throughout the United States and Canada.

Rick has received numerous industry awards. In the early eighties he was named "Rookie Salesperson of the Year," and also "Salesperson of the Year" with Denver's leading homebuilder. In 1985, the Home Builders Association of Metropolitan Denver honored him with their Mame Award as the top "Sales Professional of the Year." In 1991, Rick was honored as the National Sales and Marketing Councils "Marketing Director of the Year" for Region III, and in 1992 he was again honored as "Marketing Director of the Year" for Region VII. His next honor occurred when he was recognized by the National Association of Home Builders as the "National Marketing Director of the Year".

Rick contributes articles to Professional Builder Magazine and GIANTS on a regular basis. He has also authored a seminar training and workbook program called TouchPoint Interview Selling™. The Interview Selling program is proven to produce more sales, happier customers and higher margins.

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Recent Posts

Creeping Obesity

Here I go again, back on my soapbox. I just can’t help myself; I’m seeing things that just make me crazy.

Lately, I’ve had a couple builders ask me to shop their competition, both in US and Canada and I’m not believing what I see. But I’m getting ahead in my story, let me start at the beginning.

It seems like every seminar I attend, trainer I listen to, or article I read, there’s something about first impressions. In other words, everyone agrees that customer’s make quick and fast judgments and form quick and fast opinions. Most of the time this isn’t a problem.

Rarely do I run into a sales person that doesn’t understand that good grooming and a good opening help tremendously in making a customer comfortable. That’s not my point. My point has to do with your sales office.
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How About More Chocolate?

My last blog Ever Eat Too Much Chocolate? drew a comment that caught my eye. Here was the blogger's response:

Been there, done that. Built a house in a neighborhood a couple of years ago, when this whole slump started. Everyone was putting the "builder's tan" siding on their houses. We opted to stand out with a "dark moss" siding. Beautiful. People loved it! One problem, they were scared of the house. Why? The potential for re-sale. What if they got stuck with the house? We did just that. It just didn't work.

I was a bit confused by this blogger's response until I reread a few of the other posts. OHBuilder seems to have zeroed in on my message, but has a different way to express it. Take a look at his/her response:

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Ever Eat Too Much Chocolate?

How many competitors have you visited lately? If you haven't, I'd suggest you do. You don't need to do anything special, just go out, walk around and watch and listen.

I’ve been doing a lot of watching and listening lately and it caused me to think of a story Paul Arden wrote in his book, It’s Not How Good You Are, It’s How Good You Want To Be.

Paul is in advertising and talks about creative presentations agencies often make to their clients. One story in particular caught my eye.

In this case, Paul discussed what it must be like to be on the "receiving end" of these creative circuses. In other words, what are all of these presentations like from the customer’s point of view? Here’s how Paul's story goes:

Assuming it’s a fairly large account, companies lo...Read More

More On … How Much Are You Making?

As simple as it seems, continuous improvement baffles me. No, not because it's hard to understand, that's the easy part. It's different than that. I'm baffled that such a simple concept can create so many different interpretations. Maybe it's too simple.

Robert Cook in his book, The Other Ninety Percent, explains continuous improvement by comparing the difference between those that compete and those that excel.

"To compete means to run in the same race, in the same way as everyone else … always knowing that someone must lose for you to win. Your goal is to get across the finish line first by any 'fair' means."

"To excel means to continually reach beyond the best you have ever given because doing so matters to you personally. It means that you’re continuously trying to...Read More

How Much Are You Making?

I recently came across a quote that I just had to share with you. Even though it came from outside the industry, it fits perfectly with how you need to approach new home sales. Here it is:

A person that doesn’t make mistakes … doesn’t make much.

How appropriate for today’s selling climate. Matter of fact, the same words have been quoted numerous times before, but only in different ways.

Charles Deming, father of the modern quality movement, believed that any improvement program must clearly “Celebrate mistakes”. Beyond Deming, there’s Thomas Edison, inventor of the electric light bulb. He claims that his 200 failures was the one thing that made his final attempt successful. Which brings me to my point.

You’re not learning or perfecting your sales skills unless...Read More

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