how lumber dealers can grow pro sales
TRANSCRIPT
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How Dealers Can Grow Sales to Pros Mark Mitchell
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WHAT THE PRO WANTS
1. Relationship
2. Customer Service
3. Competitive (Not Lowest) Price
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NO MAGIC BULLET
• Small Things Make a Big Difference
• An Open Mind
• An Attitude
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TOO MANY OLD WHITE GUYS
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OVERWORKED AND UNDERSTAFFED
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NO TIME - EVERYTHING’S A RUSH
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NO STRATEGY - JUMP TO TACTIC
• Objective - Grow sales
• Strategy - Think of smart/best solution
• Tactic - We need a new website
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SMARTER WAY TO GROW
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COMPANIES WHO GROW SLOW
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SLOW DOWN USE STRATEGY
1. Objective - Grow sales
2. Strategy - Think of smart/best solution
3. Tactic - We may need a new website
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1. KNOW WHO YOU ARE?
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WHAT DO CUSTOMERS SAY?
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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
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FOCUS ON RIGHT PRO
• Know Who Not to Sell
• Prepare for Next Downturn
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2. WHAT CUSTOMERS SHOULD SAY
No One Cares More About My Success Than (Joe’s Lumber)
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YOUR MEASURE OF SUCCESS
Not When You Make The Sale
When The Pro Makes The Sale
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3. USE YOUR ASSETS
Focus on What You Have
Not What You Don’t Have
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USE YOUR ASSETS
Knowledge
Product Mix
Relationships
Local
Nimble
And More
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4. KNOWLEDGE
Know More About Pros Than
Your Competitors
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KNOWLEDGE
Know More About The Category
•Single Family
•Multifamily
•Remodeling
•Decks
•Whatever
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KNOWLEDGE
Know More About Each Customer
•What Do They Do?
•How Are They Different?
•What Are Their Plans?
•What Are Their Challenges?
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5. STRENGTHEN RELATIONSHIPS
Annual Customer Business Plan Meetings
•What Are Their Plans?
•What Can You Do Better?
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STRENGTHEN RELATIONSHIPS
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STRENGTHEN RELATIONSHIPS
Give New Customers
•Extra Attention
•Onboarding Process
•Reinforce Their Decision
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STRENGTHEN RELATIONSHIPS
Take an Interest in New Businesses
•Buy Them “The E-Myth”
•Check in on Them
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STRENGTHEN RELATIONSHIPS
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STRENGTHEN RELATIONSHIPS
Hire for Attitude
•You Can Teach Building Materials
•You Can’t Teach Attitude
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STRENGTHEN RELATIONSHIPS
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STRENGTHEN RELATIONSHIPS
Everyone’s Job
•Delivery Driver
•Counterperson
•Warehouse Staff
•Accounts Receivable
•Sales
•Phone
•Leaders
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6. CUSTOMER SERVICE
Take It To A New Level
•Makes You Bulletproof
•Can’t Be Good or Good Enough
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5 STAR HOTELS
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7 STAR HOTELS
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HOW TO SELL HOMEBUILDERS
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HOMEBU ILDERS
• Profit Margin
• “How will the builder be more successful (profitable) with you?”
PRIMARY MOTIVATION:
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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
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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
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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
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H O M E B U I L D E R S
SUPPORT DEALER
• Social Media/Facebook
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HOW TO SELL CONTRACTORS
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CONTRACTORS• Labor costs
PRIMARY MOTIVATION:
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CO N T R AC TO R S
HOW TO UNDERSTAND
• Installers at heart
• Resistant to change
• Family businesses
• Labor is problem
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NEED TO WEAR MANY HATS
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INSTALLERS AT HEART
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RESISTANT TO CHANGE
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FAMILY BUSINESS
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LABOR SHORTAGE
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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?
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H OW TO S E L L
CONTRACTORS
• You Are His Showroom
• Installed Sales
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POWERFUL INFLUENCERS
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DON’T BE AN OLD WHITE GUY
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HAVE AN OPEN MIND
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The Future or Masters Level Pro Sales
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MASTERS LEVEL MARKETING
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MASTERS LEVEL MARKETING
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MASTERS LEVEL MARKETING
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MASTERS LEVEL MARKETING
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MASTERS LEVEL MARKETING
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MASTERS LEVEL MARKETING
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