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How to Sell Building Materials to Homebuilders

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Learn how to convert builders to your product and how to upgrade them. You'll also learn how to make them more loyal so they stay with you.

Published in: Business
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How to Sell Building Materials to Homebuilders

  1. 1. How to Sell Builders
  2. 2. http://seethewhizard.com/summit
  3. 3. YOUR TAKE AWAY • Several actionable strategies you can use now to grow your sales.
  4. 4. DON’T BE AN OLD WHITE GUY
  5. 5. CONTRACTOR CAN KILL SALE New or Different
  6. 6. THE MARKET • Controlled by the channel • Does not want better performing products • Does want solutions to problems
  7. 7. FREQUENT PROCESS • “We have a better product!” • Communicate benefits • Builder doesn't buy
  8. 8. The Real Barrier To Building Materials Sales Perceived Product Benefits Cost & Risk of Change
  9. 9. WHAT THE BUILDER WANTS 1. Solutions to Problems 2. Knowledge 3. Competitive (Not Lowest) Price 4. Relationship- Local supplier
  10. 10. H OW TO S E L L B U I L D E R S BUILDER FRUSTRATIONS • Uneducated Sales People • Unexpected Price Increases • Website Not Up To Date or Useful
  11. 11. THE CONSUMERIZATION OF BUILDER BUYING
  12. 12. 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
  13. 13. H O M E B U I L D E R S 3 TYPES OF SALES 1. Convert from comparable product 2. Upgrade 3. New product
  14. 14. H O M E B U I L D E R S CONVERT FROM COMPARABLE PRODUCT • Cost alone won’t do it • Builder has cost to change • Focus on purchasing • Find pain point • Source of supply is critical
  15. 15. H O M E B U I L D E R S UPGRADE • Involves a trade off - help them find the money • Focus on sales/marketing • Value of brand • Differentiation • Lost on the option list • Sales training critical
  16. 16. H O M E B U I L D E R S PERFORMANCE PRODUCT CHALLENGE “If they can’t see it, it doesn’t matter” “I just have to warranty the home for a year” “No one is asking for it” Need to Make The Invisible - Visible
  17. 17. H OW TO S E L L B U I L D E R S PURCHASING • Gate keeper • Shopping list
  18. 18. H OW TO S E L L B U I L D E R S PURCHASING • Fix problem with current supplier What Does He Wish For? • Better delivery / Distribution process • Advance notice of price increases • Competitive pricing
  19. 19. H OW TO S E L L B U I L D E R S SALES AND MARKETING • Show us what customers want - trends • Help us differentiate our homes explain value of your brand • Help us sell more homes at better margins
  20. 20. H OW TO S E L L B U I L D E R S CONSTRUCTION MANAGEMENT • Faster and easier to install • Better lead times and availability • Fewer callbacks • Help with code changes
  21. 21. CUSTOMER SERVICE MAKES YOU BULLETPROOF
  22. 22. 5 STAR SERVICE
  23. 23. 7 STAR SERVICE
  24. 24. H OW TO S E L L B U I L D E R S BOOKS TO READ
  25. 25. H OW TO S E L L B U I L D E R S KEYS TO BUILDER SALES • Knowledge • Building Industry • Your Target Builder Segment • This Builder • Your Product Category • Builder Sales Process • Importance of Influencers • Three Doors to Builder Sales • Competitive Price • Great Local Supplier
  26. 26. http://seethewhizard.com/summit
  27. 27. How to Sell Builders

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