How Lumber Dealers Can Grow Pro Sales
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This document provides tips for dealers on how to grow sales to professional customers. It emphasizes focusing on developing relationships with pros, understanding their needs and challenges, and providing excellent customer service. Key recommendations include conducting market research by talking to pros; knowing more about specific customer types like homebuilders and contractors; strengthening relationships through annual planning meetings and extra support for new customers; and taking customer service "to a new level" to build loyalty. The overall message is that small actions can make a big difference, and that understanding pros' businesses and priorities is crucial for success.
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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