Presentation I gave to lumber dealers at the LBM conference

1. DRIVING PRO SALES
Through Alignment
With Customer Needs

2. 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

3. STOP SELLING
Products

4. 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.

5. LOOK BEYOND
Products
!
Only a few are smart enough
to look beyond the product

6. START SELLING
•Service
•Relationships
•Customer Success

7. THE RESULT?
Be the supplier who
is most committed
to the Pro’s success

8. YOUR GOALS
• Make the
competition
irrelevant
• Make price
less important

9. USE YOUR ASSETS
To Meet Customer Needs

10. USE YOUR ASSETS
STAFF

13. USE YOUR ASSETS
PRODUCT MIX

14. USE YOUR ASSETS
YOU ARE LOCAL

15. USE YOUR ASSETS
SIZE (maybe your biggest asset)
INDEPENDENT DEALER BIG BOX

16. NEEDS ALIGNMENT

17. 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

18. NEEDS ALIGNMENT: PRO NEEDS
NOT SIMPLY ABOUT
MAKING MORE MONEY

19. NEEDS ALIGNMENT: PRO NEEDS
SOLVING MY PROBLEMS

20. NEEDS ALIGNMENT : PRO NEEDS
MAKE MY LIFE EASIER

21. NEEDS ALIGNMENT: PRO NEEDS
HELP ME AVOID RISK

22. NEEDS ALIGNMENT: PRO NEEDS
HELP WITH…
Labor
PRICING
PROFIT
SALESTraining
Human Resources
MARKETING
Differentiation
COMPETITION
Change

23. 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?

24. NEEDS ALIGNMENT
Aligning to Customer Needs
Benefits YOU with…
• Increased customer loyalty
• Less price sensitivity
• Higher sales