Denis Leonard has a degree in construction engineering an M.B.A. and a Ph.D. in quality management. Denis is a Fellow of the American Society for Quality, a Certified Quality Manager, Auditor and Six Sigma Black Belt. He has been an Examiner for the Baldrige National Quality Award Board of Examiners a Judge on the International Team Excellence Competition and a Lead Judge on the National Housing Quality Award. A former Professor of Quality at the University of Wisconsin, he has experience as a quality manager in the homebuilding industry as well as construction engineer, site manager and in training, auditing and consulting with expertise in strategic and operational quality improvement initiatives. His work has achieved national quality, environmental and safety management awards for clients.

Denis is co-author of 'The Executive Guide to Understanding and Implementing the Baldrige Criteria: Improve Revenue and Create Organizational Excellence'.

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What do you call someone who doesn’t purchase from you?


An ambassador for your company! Just because you don’t close that sale doesn’t mean that you should disengage with that potential customer. All the effort you have put into selling them on your homes, educating them on the process, your company and what it offers is still all valid. Just because they walk out the door not signing, doesn’t mean they won’t come back, next week, month, year or even after they have lived in a home they now go buy from your competitor. If they don’t buy from you now, what you need to ensure is that they wish they had as they experience your competitor’s home. That they remember and realize how much better your customer service process would have been, how much more they would have been educated on their home, how much more they would have saved on energy bills and so on. This is what they will be telling friends and family. So remember if the sale isn’t working ensure, don’t ‘drop’ them, rather continue to treat them with the same level of respect.  They will be leaving with information and a great experience so that they will remember you and be ambassadors for you.

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This Month in Custom Builder


Sales leader and author Mark Richardson shares his advice for how custom builders, and leaders throughout residential construction, can improve the effectiveness of thier staff meetings

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