Al Trellis conducted a seminar called "Who Killed the Profit?" for members of the Home Builders Association of Midwest Georgia.

After his afternoon seminar, Trellis addressed a joint meeting of the association and its sales and marketing council on the "5Ps" of marketing.

Trellis said the first concept is perception. "People want to hear about themselves. Focus on what they are and what they need."

After perception, builders need to focus on process.

"For most people, the process is the product. It's how you deliver the product that counts," he said.

Incorporated into process is product.

"Your product must be better than those offered by others. This includes the product itself and service," he emphasized.

One of the most important items for consumers is price.

"Your price needs to be market based, not cost based. We live in a free market system and the market sets the price," he said.

The final p is promotion.

You might have the best product, but it won't help if people don't know about you," he said.

The Home Builders Association of Midwest Georgia serves Fayette, Coweta, Spalding, Heard and Meriwether counties.