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Applying the GBB Sales Process for Maximum Return

“I have always found that plans are useless, but planning is indispensable.”

—Dwight D Eisenhower


Simply put, selling is everything in business. A successful sales process is a gateway to scaling a business. A streamlined sales process in kitchen remodeling means more business, bigger jobs, and more jobs completed in a year. Successful selling develops a sterling reputation, repeat business, and referrals. A company’s identity is built solidly from its core values and developed through sales.

Good-Better-Best selling is simple and easy to adopt.

It’s more than designating the good from the better and the best cabinet lines. GBB sales designers build stronger relationships with prospects in the first meeting and get a hard “No,” or a “We love the design, when do we start? much more quickly. On top of that, your firm can charge up to 40% more for each job. This will allow you to scale your business in a matter of years rather than waiting decades. See how Good-Better-Best selling can revolutionize your income.

Whether you are a kitchen and bath firm owner, sales manager, sales designer, vendor partner, or a design assistant on an upward path in the remodeling world, you should attend the SEN GBB Sales School for industry-specific sales training to elevate your performance results.

Skim through this paper to discover what SEN University teaches in its jam-packed 2-day school at theMart in downtown Chicago.

Learn or refine skills in Good-Better-Best selling methodology. In the Good-Better-Best Sales School, instructor Dan Luck will unpack concepts of GBB selling that will increase the number of remodeling projects your firm can do in a year and save you time and money.

  • Establishing key GBB principles in a business
  • The time-saving value of template creation
  • The winning strategy of the three-column budget
  • How interactive budgeting helps deliver shockproof pricing
  • The art of getting retained: The key to a fast commitment
  • Being confident of how to find the correct numbersfor budgeting a job
  • Leveraging contacts to systematize leads and opportunities
  • Implement a strategy for capturing and managing data
  • Streamlining performance for faster, smoother – scalable-in-a-fraction-of-the-time – service forms of communication
  • Trailblazing pathways for networking
  • Accurate sales forecasting

Four-step preparation 

1. Your selling system

Your selling system is the arrow to achieving your gross profit margin goals. Your sales team is the archer. Everybody works in concert with one selling system for one main goal. The key to successful selling is to have a service that’s right for your clientele. If your firm gives fast, accurate, courteous service to every prospect who enters the showroom, most of them will become clients. New clients represent repeat business opportunities and will refer their friends, family, and colleagues to do business with you.

A design firm can leave an indelibly positive mark on every prospect who enters through their doors. When the sales team works in concert, they’ll close jobs faster.

Consumers make informed decisions, they don’t want to be sold anything. They want options presented to them, so they can decide on their needs. They want to know the scope of products available to identify their spending range. At the very least, after a first-time visit to a showroom, or a thorough look through your website, they should feel good about learning the basics of what will go into their project.

There is nothing wrong with what the prospect wants or how they shop. It’s up to your team, and they’re selling systems to serve your prospects’ needs.


2. Your target market

The key to successful Good-Better-Best selling is identifying your target market. Good-Better-Best selling offers a spectrum of products and purchase points to include all budgetary concerns. The brilliance of the selling model is that it’s compacted into three categories.

People want choice – though not too much – so offering three options is strategically sound. They want variety, and they want the convenience of single-store shopping. It doesn’t mean that they won’t want to shop at other kitchen and bath remodeling firms, but Good-Better-Best selling is an exceptional way to hold their interest so that they make their investment with your firm.

  • Know the kitchen and bath industry
  • Identify your target market—>Where your services best fit
  • Know who your prospects are—>Who is my primary customer?
  • Know the styles and products that are seasonal hits and perennial favorites
  • Know the common complaints and trigger events of your prospects


3. The primary customer exercise

If you’re still looking for your target market, you could find it by creating a list and then whittling it down.

  • Create a long list of potential customer types
  • Filter your list—>This is your supporting market
  • Filter it again—>This is your target market


4. Identify your firm’s value to the target market

When you know your target market, it’s essential to be able to serve them. Make yourself invaluable to your target market by creating points of value. These points of value are otherwise known as a value-building cycle.


Value #1Convenience – Provide convenience to the consumer. Make sure what your firm provides is relevant to how people want to buy

Prospects may want to:

  • Put some design ideas together rather than merely see the products you offer
  • Retain your services through your website
  • Book a showroom appointment
  • Have a video call consultation
  • View an archive of your jobs —> This should be continuously updated
  • Read what your firm has been doing —> Maintain an active blog with weekly posts


Value #2Education – Similar to the first value, provide information that prospects and clients want

a.) Web presence – position your showroom as an education center

i.) Blog – Keep a robust blog and post articles that edify the consumer once a week or more often

  • Some posts can be editorials on recent jobs
  • Pictures go a long way to buttress written content
  • Write about the products you carry
  • Be engaging – use active language in your posts
  • Kitchen remodeling is a complicated and expensive affair – most homeowners want to learn all they can about it
  • Write systematically and post regularly – i.e., Post articles about cabinet lines on Mondays at 11:00 a.m. and project updates on Fridays at 11:00 a.m.

ii.) Video – create video content for your website and showroom

  • Post videos on your blog that highlight your projects
  • Short clips of kitchen warming parties could be attractive to prospects (45 – 90 seconds – humor lends a big boost)

iii.) Be dynamic – Regularly update your website

  • New photos weekly in blogs
  • New videos weekly, biweekly is fine
  • Quality and consistency are paramount


b.) Showcase – Position your showroom as an education center

i.) Cabinet comparison wall – Provide quality and professionalism showcasing your product in a Good-Better-Best cabinet comparison wall. This is an excellent way to elucidate the expenditure undertaken in remodeling a kitchen and educate prospects about the lines you carry

ii.) Spotlight customers

  • Show whose job you’re currently doing on a bulletin board with pictures and other memorabilia visible to all who walk into your showroom
  • Announce your customer by name on your bulletin board. Few things are nicer than seeing your own name and lights and knowing people are excited about your arrival

iii.)  Visuals

  • Display beautiful kitchens you’ve designed in a video on loop
  • Display a hot reel that shows before, during, and after construction footage of a beautiful project your firm did


Value #3Budget interactively

  • Build rapport with your prospects quickly by gaining their trust from the get-go
  • Consumers want information to influence their choices
  • They want to know the numbers of their investment up front
  • They spend more when they have control and are more comfortable when guided by easily accessible knowledge


Value #4 Work with an experienced team 

People bring their personalities and acumen to a situation, though when it comes to remodeling sales – everybody should be on the same page when talking about products, pricing, and services

  • Your team should talk about your products and services the same way
  • Streamlined service delivers a harmonious and confident experience to clients

From hello to close in record time

A dedicated sales process

Good-Better-Best selling is more than a selling system. It takes people, strategy, and technology to form operations that will revolutionize an income.

SEN believes that a sales process dedicated to serving customers with Good-Better-Best options using an interactive budgeting strategy and shock-proof pricing on software is part of an exceptional buying experience.

It’s hugely convenient for prospects to develop an accurate investment range for their project in an initial two-hour meeting with a skilled sales designer.

Consumers love the engagement and the product price transparency. It puts them in the driver’s seat and builds their trust in your firm.

Plus, they can select from Good-Better-Best options to receive the recommended three “estimates” from a single source. Kitchen and bath firms using Good-Better-Best selling strategy and DesignAlign™ can expect to go from hello to close in record time.

Good-Better-Best firms can expect to earn:

  • More jobs in a year, doubling their annual sales
  • Charge up to 40% more per job by being perceived as a higher value than the competition
  • Strategize for repeat and referral business from satisfied clients

Learn the magnificent seven points of Good-Better-Best selling

A Good-Better-Best selling strategy doesn’t just bring your team together to work in concert – it’s a kitchen and bath industry game changer that adds speed and professional edge to any remodeling firm.

Good-Better-Best selling

  1. Makes quicker identification of mistakes and produces quicker fixes
  2. Increases confidence among staff and owners
  3. Improves focus for both consumer and designer
  4. Doubles productivity
  5. Racks up quality time to spend with your family
  6. Generates streamlined experiences for anyone doing business with your firm
  7. Becomes an indispensable powerhouse tool when packaged correctly for delivery


  • Position your showroom as an educational resource
  • Be the one-stop shopping experience for your clientele
  • Master DesignAlign project budgeting
  • Adopt the mindset of getting retained in the very first meeting


  • The platform you choose will determine how successful you will be
  • Use DesignAlign as the backbone of Good-Better-Best selling

Sales experience

  • Your sales process should be easily replicable and used by everyone on your team
  • Using DesignAlign generates an excellent service experience

Establishing rapport: The personal component of success

People are the core of business, and technology is how they can provide the absolute best service. The best service always comes from the best people working in the right roles.

There are three keys to establishing good rapport.


Chameleon strategy leveraging TTI/DISC profile assessments

1.Common Ground

  • Shine the spotlight on your prospect or client – get them to talk about themselves
  • Identify what you have in common
  • With people you have nothing in common, demonstrate a sincere interest in their interests



To win in sales, you need to get them to talk about their problem – this is their reason for buying – it’s not about your product. The prospect’s needs always come first, then address their problem and propose a solution.

  • Ernest and open conversations build strong prospect relations
  • Ask open-ended questions and listen intently to the answers
  • Who are they?
  • What do they love to do?
  • What are they looking for?
  • Conversing over a broad spectrum of interests will draw you closer to signing the deal
  • Bare in mind body language is 55% of communication – it’s crucial to ask engaging questions, as well as being thoroughly interested in their project

Many sales designers get hung up on products’ costs and see them as a wall between themselves and their ability to sell. In reality, the price is irrelevant to a prospect if the designer builds up their value in the customer’s eyes – that way, they don’t feel expensive.


3.Follow Through

  • Integrity is the foundation of successful business relationships
  • Always follow through on what you say you will do – then do it in a timely manner
  • Keeping commitments will further strengthen your rapport with your prospects and clients

Implementing DesignAlign: The digital component of success

Take advantage of the kitchen and bath industry’s first time-saving software. Test the Good-Better-Best (GBB) sales model to deliver accurate budgets to prospects in 30 minutes or so, depending upon the project’s scope.

  • Accurate budgeting within an 8% margin of error
  • Charge up to 40% more per job!
  • Get retained faster – at the end of your first 2-hour showroom meeting!

DesignAlign streamlines your kitchen and bath remodeling service and helps you scale your business in a fraction of the time. Imagine owning three satellite showrooms a few years from now – forget that it customarily takes decades for owners to achieve.

Exceptional showroom experience

Real-time analytics 

Most kitchen and bath owners make intuitive decisions rather than follow real-time analytics. This explains why so many of us take two steps forward – only to fall a step back.

Real-time analytics gives you dashboard data so you can make informed decisions quickly.

RTAs enable you to double your revenue in one-to-two years!


Retainers: Keys to a fast commitment

There’s no better way to learn than by doing. Instructor Dan Luck will familiarize attendees with the phases of Good-Better-Best selling, then, attendees will have the opportunity to engage each other in the process.

Have a look at the four phases of Good-Better-Best selling below. How is GBB selling similar to your current system? In what ways is it different? Which system do you think is more effective for getting retained quickly?


Phase IThe initial prospective client meeting

At first contact, designers will introduce themselves and act as ambassadors, orientating prospects to their company, its product lines, and its unique customer experience process.

In the first phase, designers will ascertain whether or not prospects fit their ideal customer profile, determining whether or not they will choose to do business with them. These days, consultation is done virtually or over the phone as frequently as it is done during showroom visits.

If both parties want to move forward, set them up as a “contact” in DesignAlign. Also, as an “opportunity” for a sale, record whether it will be a “kitchen remodeling,” “new house kitchen,” “master bath,” etc.

Once you have the prospective client entered into the system, send them the “Homework” so they can gather the appropriate information to help you build out an accurate investment as the next step. With DesignAlign, building an accurate investment moves quickly and is simple to complete.


Phase IIThe investment analysis meeting preparation     

After scrutinizing the homework, schedule a two-hour showroom appointment with all the prospect’s decision-makers for the Investment Analysis meeting.

  • Pre-configure investment templates
  • Quickly eliminate irrelevant categories
  • Fine-tune pricing per category and level
  • Modify the price level descriptions as needed

Ensure your retainer agreement fee is configured correctly to save meeting time.


Phase IIIThe investment analysis meeting

  • Review the homework with your prospect, asking open-ended questions
  • Identify your prospect’s comfortable investment range
  • Enter the results of the homework into DesignAlign
  • Keep an eye on the DesignAlign running totals
  • Serving as a facilitator, advise them on each set of Good-Better-Best product and labor options
  • Interactively make selections per category so prospects “own” the final total investment range


Phase IV Close the deal, get retained


  • Ask them how they feel about the investment range total that you developed collaboratively – actively listen to their response!
  • Are they comfortable moving forward so the formal design development phase can begin?
  • Before they say “yes,” decide whether or not you will offer to deduct the retainer (as an incentive to close the deal) from the project’s end total
  • Collect payment for your design services upfront in a signed contractual agreement
  • Discuss your formal design development process with your client
  • Set reasonable goals and expectations together


Company Commercials

A great way to get the message of your services’ value out to prospects is to create

1.) A commercial

2.) Blog about your business

  • Introduce yourself and your company
  • Address a recent problem – such as a client design issue
  • Offer a solution – if applicable – showing off a finished project
  • Tell that story and provide an emotional hook
  • Think: this 45 seconds to one-and-a-half minutes long

People need more time for the long commercials. Your commercial is merely an introduction to your business and what you offer. Your goal is to generate consumer inquiry. Post your commercial on social media platforms such as LinkedIn, Facebook, and Instagram.


Who should attend SEN U’s Good-Better-Best Sales School?

  • Kitchen and bath firm owners
  • Sales managers
  • Sales designers
  • Vendor partners
  • Sales assistants on an upward path in the remodeling world

The tuition fee for learning all the ins and outs of this revolutionizing sales system is only $2,850 – and an absolute bargain for SEN U members at only $1,995 when more than one person from a firm with a SEN University membership attends within the same year!

  • Streamline the way you do business for smoother, razor-sharp service
  • Sell double the number of jobs in a year for up to 40% more gross profit per job
  • Leverage economies of scale in a matter of a year or three – as opposed to decades
  • Build and strengthen team morale and raise the level of healthy competition

The Good-Better-Best Sales School is a two-day investment that promises more than a 100% return on the first job you close using DesignAlign!

Good-Better-Best selling is the future of kitchen and bath remodeling.


Contact us to sign up for a SEN University in-person school or online course – or to learn more!

—SEN Design Group