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DRIVING PRO SALES
Through Alignment 

With Customer Needs
HOW Residential Materials Are Sold
2-STEP DISTRIBUTOR
1-STEP DISTRIBUTOR
INDEPENDENT DEALER
PRODUCT
SALES + MARKETING
Home BUYER
DIY HOMEOWNER
BIG BOX
REMODEL/REPAIR
BUILDER
CONTRACTOR
BUYERS NEIGHBORHOOD ASSOCIATIONS
In-STORE
PERSONNEL
TRADE ASSOCIATIONS
DISTRIBUTOR SALES
INSTALLERS
ARCHITECTS
CODE OFFICIALS
ENERGY CONSULTANTS
DEVELOPERS
DEALER OWNERS BUILDER SALES REPS
ARCHITECTS
STOP SELLING
Products
ANYONE 

Can Sell a Product

!
Having the right product 

at the right price and an 

acceptable level of service 

are the cost of entry today.
LOOK BEYOND
Products
!
Only a few are smart enough
to look beyond the product
START SELLING
•Service
•Relationships
•Customer Success
THE RESULT?
Be the supplier who 

is most committed

to the Pro’s success
YOUR GOALS
• Make the 

competition 

irrelevant
• Make price 

less important
USE YOUR ASSETS
To Meet Customer Needs
USE YOUR ASSETS
STAFF
USE YOUR ASSETS
PRODUCT MIX
USE YOUR ASSETS
YOU ARE LOCAL
USE YOUR ASSETS
SIZE (maybe your biggest asset)
INDEPENDENT DEALER BIG BOX
NEEDS ALIGNMENT
NEEDS ALIGNMENT
Customer Alignment 

Sounds Touchy-Feely
Be the supplier who is…
• Most committed to your Pro’s success
• Who cares about their business
• Who’s not just a product specification expert
NEEDS ALIGNMENT: PRO NEEDS
NOT SIMPLY ABOUT 

MAKING MORE MONEY
NEEDS ALIGNMENT: PRO NEEDS
SOLVING MY PROBLEMS
NEEDS ALIGNMENT : PRO NEEDS
MAKE MY LIFE EASIER
NEEDS ALIGNMENT: PRO NEEDS
HELP ME AVOID RISK
NEEDS ALIGNMENT: PRO NEEDS
HELP WITH…
Labor
PRICING
PROFIT
SALESTraining
Human Resources
MARKETING
Differentiation
COMPETITION
Change
NEEDS ALIGNMENT
Your Big Questions
1. NEEDS: 

What are the needs of my pro audience?
2. SET YOURSELF APART: 

How are we different and WHY does that
matter?
3. BE THE CUSTOMER’S #1 FAN: 

How can I create a personalized 

approach to every opportunity?
NEEDS ALIGNMENT
Aligning to Customer Needs
Benefits YOU with…
• Increased customer loyalty
• Less price sensitivity
• Higher sales
How Lumber Dealers Can Grow Their Pro Sales

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