With endless online resources promising to show Australians how to build their dream home, today’s increasingly environmentally conscious buyers are doing more research than ever before. But as many builders are finding, that research often leads to even more questions.
Is your sales team - or even the AI chatbot on your website - ready with the answers?
While the choice of structural material remains largely the domain of the builder, prospective homeowners are becoming more curious about what sits behind the walls of their new home. Questions about longevity, strength and durability, thermal performance and energy efficiency are increasingly part of the sales conversation.
Equipping your sales consultants with clear, confident answers on these topics gives your business a stronger platform to build trust and demonstrate why you’re the right partner for what will be one of the biggest commitments (and expenses) of your clients’ lives.
The right answers: Free timber framing training for your sales consultants
WoodSolutions’ Timber Framing Campaign now offers free in-person or online product category training for builder sales teams.
Delivering clear, memorable and accessible messaging, the sessions give your team the knowledge they need to confidently explain the benefits of timber framing and respond to common client questions about structural materials.
Case study: Burbank Homes – answering “why don’t you use another framing material?”
With The Block bringing structural framing materials into the spotlight for many homebuyers, Burbank Homes took the opportunity to book a timber framing training session for its Queensland sales consultants.
The session brought together a diverse group of consultants with a range of ages and industry experience. Previously, the team had taken different approaches when responding to questions about framing systems, with some feeling “on the back foot” when explaining why Burbank chooses to build with timber framing.
With structural performance, durability and environmental considerations all driving that decision, it was important for the sales team to have a shared understanding - and a consistent way of communicating the long-term benefits to homebuyers.
Through role-playing common customer questions and using practical takeaway resources, the training helped equip the team with a clear and consistent story around timber framing and why it remains the preferred structural solution for their homes.
The team also had the opportunity to visit AKD’s Caboolture sawmill and Hancock Queensland Plantations forestry, gaining firsthand insight into the technology, processes and people behind this important part of Australia’s home building supply chain. Experiencing the process firsthand gave participants an even greater level of confidence for discussing timber framing with clients.
“We really enjoyed the sawmill tour and the team are now armed and dangerous,” said one participant.
“They loved the timber tour and all of it has certainly assisted us in selling timber frames.”
Materials for success
Like Burbank, sales teams participating in the training receive a range of supporting materials they can take back to their businesses, including resources that can be co-branded with their company logo and shared with prospective clients in person and online.
If you would like to access free training for your team, or support adapting timber framing educational materials to align with your company voice and brand guidelines, contact the WoodSolutions Timber Framing Campaign.
