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.
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How to Sell Building Materials to Homebuilders
- 1. How to Sell Builders
- 4. YOUR TAKE AWAY • Several actionable strategies you can use now to grow your sales.
- 5. DON’T BE AN OLD WHITE GUY
- 7. CONTRACTOR CAN KILL SALE New or Different
- 8. THE MARKET • Controlled by the channel • Does not want better performing products • Does want solutions to problems
- 9. FREQUENT PROCESS • “We have a better product!” • Communicate benefits • Builder doesn't buy
- 10. The Real Barrier To Building Materials Sales Perceived Product Benefits Cost & Risk of Change
- 11. WHAT THE BUILDER WANTS 1. Solutions to Problems 2. Knowledge 3. Competitive (Not Lowest) Price 4. Relationship- Local supplier
- 12. 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
- 13. THE CONSUMERIZATION OF BUILDER BUYING
- 14. 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
- 15. 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
- 16. 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
- 17. 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
- 18. 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
- 20. H OW TO S E L L B U I L D E R S PURCHASING • Gate keeper • Shopping list
- 21. 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
- 22. 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
- 23. 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
- 24. CUSTOMER SERVICE MAKES YOU BULLETPROOF
- 25. 5 STAR SERVICE
- 26. 7 STAR SERVICE
- 28. H OW TO S E L L B U I L D E R S BOOKS TO READ
- 29. 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
- 31. How to Sell Builders