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Building Contractor Relationships
The document discusses the importance of building relationships with contractors rather than focusing solely on transactions, emphasizing the need for understanding, communication, and value propositions. It highlights challenges in the contractor distribution network, the significance of content marketing, and leveraging social media platforms like YouTube and LinkedIn to engage contractors effectively. Finally, it summarizes strategies for connection and relationship-building, alongside key considerations for successful blogging and audience engagement.
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Building Contractor Relationships
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- 2. Why Would YouBuy Something From Somebody? • Know • Like • Trust
- 3. Where are RelationshipsGoing Today? • Moving from a relationship model to a transactional one • Only conversation is on price and availability • No room for a value proposition discussion
- 4. Issues with YourDistribution Network • No direct contact with contractor • Distributors don’t like to share contractor information • Hard to establish loyalty • They sell what they have and can make the biggest margins
- 5. Relationship Selling • Needto know and understand the contractor (face time) • Engage contractors with success stories • Ask for feedback–good or bad
- 6. Contractor Profile • Veryloyal–don’t like change • Day starts around 6 and ends around 5 • Multi-tasking from sales, to project management • Most of their day is spent in the field • Biggest challenge – finding qualified workers • Second biggest challenge – training them
- 7. What are ContractorsLooking For? • Contractors buy stories before they buy stuff • Solutions to their problems – good content • How to do it better in less time using new, improved methods • Access to knowledgeable factory people for problem solving • Manufacturers who do what they say they will do
- 8. How to Connectwith Contractors • Send them referrals (Owens Corning) • Have your sales force spend 70% of their time in the field and 30% with distribution • Special contractor, portal, hotline and email • Online training for their staffs • Responsive website • Apps • Social media marketing • SEO – Google it
- 9. How to Connectwith Contractors (continued)
- 10. 2016 Content MarketingTrends • Subscribers, not leads • Email, not social followers • Less, not more • Longer, not shorter
- 11. Social Media forContractors • YouTube • SlideShare • LinkedIn • Blog
- 12. Looking at YouTube •YouTube has 1 billion unique visitors each month and sees four billion video views every day • Second largest search engine in the world • Integrated into Google results
- 13. Opportunity for Quality& Engagement • Not TV Advertising • “It’s got to be 30 seconds?” - Tell the story first - Shorter is almost always sweeter - Focus on first 15 seconds
- 14. Telling a Story •Engage customers • Educate customers • Point of differentiation • Entertain customers • Be different
- 15. What is SlideShare? World’s largest community for sharing presentations 60 million monthly visitors 215 million page views/month One of the most visited 200 websites in the world
- 16. What is SlideShare?(continued) Upload: Presentations – Documents – PDFs – Videos – Webinars
- 17. What are SomeSlideShare Benefits? • Largely untapped SEO potential • Improve your presentation skills • Get invited to speak • Ties together with Facebook and LinkedIn • Grow your professional network • Embed SlideShare on your blog
- 18. What is LinkedIn? •Professional social networking site • Virtual community for professionals • The most under-utilized social media tool for business
- 19. Why Use LinkedIn? •347 million members worldwide • 84 million members in the USA • 30 million company pages • 1.5 million LinkedIn groups
- 20. LinkedIn Groups • AMHAHome Improvement Industry – 14,000 members • Commercial Construction Professionals – 10,000 members • HVAC Professionals – 118,000 members • Linking Construction – 155,000 members • Friends of NAHB – 18,000 members • Building Commerce – 6,000 members
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- 24. LinkedIn Sponsored Updates •Companies can sponsor updates to appear in users’ feeds who don’t follow the company • Don’t get lost in the “noise” of sidebar ads • Boosts your content across all devices • Ability to custom target • Title • Job function • Industry • Company size • Seniority
- 25. What is aBlog? • A form of social media • Websites that allow individuals, groups and companies to share opinions and information in long form on a regular basis • Considered “owned” media
- 27. Key Questions • Whois your audience? • Who is competing for your audience’s attention? • What do you want your blog’s focus to be? • What goals are you trying to achieve? • How are you going to measure those goals?
- 28. Pros of Startinga Blog • Establish your brand as a thought leader in the industry • Share your professional knowledge with personality • Creates a central hub for social media efforts • Build relationships • Can be used to support other marketing initiatives • The size of your organization doesn’t affect the quality of your blog
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- 30. Summary • Know youraudience • Build a relationship • Become a resource • Help them build their businesses • Make it a long-term commitment
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