TouchPoint Selling

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

Back to the Basics?

It's amazing how much I hear about going back to "The basics." Back to the “blocking and tackling of selling”, some say. Others call it, “The fundamentals”. I call it “Crazy”. And for good reason. Look at what’s happening in the world today … and all of the things that have changed:

• The housing market has changed
• Incentives have changed
• Management philosophies have changed
• The stock prices have changed
• Interest rates have changed
• Land prices have changed
• And most of all … customers have changed

We’re living in a world of inconsistancy… one that’s evolving and reinventing itself nearly everyday. And we’re talking about going back to the fundamentals or basics of selling? Who thoug...Read More

It's an Image Problem

First of all, I welcome the comments from Bob Schultz and Tom Richey. After all, how can our industry improve and grow without debate? And no matter whether we agree or not, the three of us are interested in selling more homes.

While I agree with Bob, smoking … improper dress … and being late is a problem in our industry, it’s more of a hiring problem than anything else. And if that’s the type of people that we’re used to hiring, we’re in trouble before we’ve even get started.

But let me get back on track. Closing seems to be the issue we’re debating. Do I have a problem with closing … No! Closing is essential to selling.

My issue is much larger. My point is that we need to...Read More

It's Easy to Win

I was listening to a sports talk show today and heard one of the hosts, Alfred Williams, talk about a quote he heard during his Super Bowl days with the Broncos. And based on how the Nuggets did against the Lakers ... heard it again in the last few days. It went something like this:

The athlete that plays the hardest ... the longest ... usually wins.

The more that I thought about this simple sentence, the more profound I thought it was. The athlete that plays the hardest ... the longest ... usually wins. How much closer to the truth can you get? It made me think, but it really made me think of how it applies to business.

Picture what happens when you substitute “Sales Person” for “Athlete” and “Sell” for “Plays”. It should cause you pause for a moment and reflect. Here’s how it...Read More

It's Just Business as Usual

I came across an article in a major newspaper in one of our major cities ... which I’ll leave nameless to protect the innocent. In any case, it doesn’t matter anyway, because what you’ll read about is the same everywhere. Matter of fact, I believe it addresses the “state of selling” in today’s homebuilding industry. Here it is:

Buyer’s Lost as Builders Botch “Hello”
By Al Lewis

Jen Gordy wants to buy a new home.

She’s gone from one construction site to the next, popping into sales offices and touring model homes. Mostly she’s been ignored.

Sometimes she can’t even find the sales office, and when she does, there is often not a sales person to be found. And when an actual salesperson is in the sales office, he or she is on the phone. ...Read More

Recent Reward Syndrome

How can so many people be seduced into believing that “closing” is what causes a sale? I think I know. It’s the lure of the reward. If you want a fancy name, psychologists sometimes call it the “recent reward syndrome”. Let me explain.

What’s the best way to get Clarence, the family dog, to do a new trick? Don’t you say, “Sit”, push his butt down and give him a treat? And don’t you repeat this sequence over and over until Clarence sits by himself? Of course you do. You’re just as smart as any of the famous animal trainers ... and you know that a quick reward guarantees a quick response. You know that Clarence’s behavior was influenced by the reward.

Well, guess what? You’re no different than Clarence. Your behavior is influenced by the reward too. Let me show you what I mean. ...Read More

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