How Lumber Dealers Can Grow Pro Sales
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How lumber dealers can grow their pro sales to builders and contractors.
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How Lumber Dealers Can Grow Pro Sales
- 1. How Dealers Can Grow Sales to Pros Mark Mitchell
- 4. WHAT THE PRO WANTS 1. Relationship 2. Customer Service 3. Competitive (Not Lowest) Price
- 5. NO MAGIC BULLET • Small Things Make a Big Difference • An Open Mind • An Attitude
- 6. TOO MANY OLD WHITE GUYS
- 8. NO TIME - EVERYTHING’S A RUSH
- 9. NO STRATEGY - JUMP TO TACTIC • Objective - Grow sales • Strategy - Think of smart/best solution • Tactic - We need a new website
- 10. SMARTER WAY TO GROW
- 11. COMPANIES WHO GROW SLOW
- 12. SLOW DOWN USE STRATEGY 1. Objective - Grow sales 2. Strategy - Think of smart/best solution 3. Tactic - We may need a new website
- 13. 1. KNOW WHO YOU ARE?
- 14. WHAT DO CUSTOMERS SAY?
- 15. DIY MARKET RESEARCH • Ask a Non-Employee • Talk to 6 to 12 Pros • Ask “How would you describe this dealer” Ask about your dealership as well direct and indirect competitors • Put away your ego and listen • Customer perceptions are reality
- 16. FOCUS ON RIGHT PRO • Know Who Not to Sell • Prepare for Next Downturn
- 17. 2. WHAT CUSTOMERS SHOULD SAY No One Cares More About My Success Than (Joe’s Lumber)
- 19. YOUR MEASURE OF SUCCESS Not When You Make The Sale When The Pro Makes The Sale
- 20. 3. USE YOUR ASSETS Focus on What You Have Not What You Don’t Have
- 21. USE YOUR ASSETS Knowledge Product Mix Relationships Local Nimble And More
- 22. 4. KNOWLEDGE Know More About Pros Than Your Competitors
- 23. KNOWLEDGE Know More About The Category •Single Family •Multifamily •Remodeling •Decks •Whatever
- 24. KNOWLEDGE Know More About Each Customer •What Do They Do? •How Are They Different? •What Are Their Plans? •What Are Their Challenges?
- 25. 5. STRENGTHEN RELATIONSHIPS Annual Customer Business Plan Meetings •What Are Their Plans? •What Can You Do Better?
- 27. STRENGTHEN RELATIONSHIPS Give New Customers •Extra Attention •Onboarding Process •Reinforce Their Decision
- 28. STRENGTHEN RELATIONSHIPS Take an Interest in New Businesses •Buy Them “The E-Myth” •Check in on Them
- 30. STRENGTHEN RELATIONSHIPS Hire for Attitude •You Can Teach Building Materials •You Can’t Teach Attitude
- 32. STRENGTHEN RELATIONSHIPS Everyone’s Job •Delivery Driver •Counterperson •Warehouse Staff •Accounts Receivable •Sales •Phone •Leaders
- 33. 6. CUSTOMER SERVICE Take It To A New Level •Makes You Bulletproof •Can’t Be Good or Good Enough
- 34. 5 STAR HOTELS
- 35. 7 STAR HOTELS
- 38. HOW TO SELL HOMEBUILDERS
- 39. H O M E B U I L D E R S • Profit Margin • “How will the builder be more successful (profitable) with you?” PRIMARY MOTIVATION:
- 41. H O M E B U I L D E R S NEED TO UNDERSTAND • They are general contractors • Make profit through production efficiency • Take time to learn their business • Don’t make assumptions • Labor shortages
- 42. H O M E B U I L D E R S TARGET BUILDERS • Top 50/Medium/Small • Expensive/Custom • First Time Buyer/Tract • On Your Lot • Multifamily • Green
- 43. H O M E B U I L D E R S CONVERT FROM COMPETITIVE DEALER • Cost alone won’t do it • Builder has cost to change • Focus on purchasing and construction management • Find pain point • Identify any past problems • Contractors have influence
- 44. H O M E B U I L D E R S SUPPORT DEALER • Social Media/Facebook
- 45. HOW TO SELL CONTRACTORS
- 46. CO N T R AC TO R S • Labor costs PRIMARY MOTIVATION:
- 47. CO N T R AC TO R S HOW TO UNDERSTAND • Installers at heart • Resistant to change • Family businesses • Labor is problem
- 48. NEED TO WEAR MANY HATS
- 51. FAMILY BUSINESS
- 52. LABOR SHORTAGE
- 53. H OW TO S E L L CONTRACTORS • Installers at heart - help with weaknesses • Resistant to change - show risk of not changing • Family business- hold their hand • Labor is problem - can you help?
- 54. H OW TO S E L L CONTRACTORS • You Are His Showroom • Installed Sales
- 56. DON’T BE AN OLD WHITE GUY
- 57. HAVE AN OPEN MIND
- 58. PRETEND IT’S YOUR FIRST CALL www.seethewhizard.com
- 59. The Future or Masters Level Pro Sales