how lumber dealers can grow their pro sales
TRANSCRIPT
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DRIVING PRO SALES Through Alignment
With Customer Needs
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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
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STOP SELLING Products
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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.
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LOOK BEYOND Products
!
Only a few are smart enough to look beyond the product
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START SELLING •Service •Relationships •Customer Success
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THE RESULT? Be the supplier who is most committedto the Pro’s success
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YOUR GOALS • Make the
competition irrelevant
• Make price less important
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USE YOUR ASSETS To Meet Customer Needs
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USE YOUR ASSETS
STAFF
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USE YOUR ASSETS
PRODUCT MIX
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USE YOUR ASSETS
YOU ARE LOCAL
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USE YOUR ASSETS
SIZE (maybe your biggest asset)
INDEPENDENT DEALER BIG BOX
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NEEDS ALIGNMENT
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NEEDS ALIGNMENT
Customer Alignment Sounds Touchy-FeelyBe the supplier who is…
• Most committed to your Pro’s success
• Who cares about their business
• Who’s not just a product specification expert
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NEEDS ALIGNMENT: PRO NEEDS
NOT SIMPLY ABOUT MAKING MORE MONEY
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NEEDS ALIGNMENT: PRO NEEDS
SOLVING MY PROBLEMS
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NEEDS ALIGNMENT : PRO NEEDS
MAKE MY LIFE EASIER
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NEEDS ALIGNMENT: PRO NEEDS
HELP ME AVOID RISK
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NEEDS ALIGNMENT: PRO NEEDS
HELP WITH…
Labor
PRICING
PROFITSALESTraining
Human Resources
MARKETING
Differentiation
COMPETITION
Change
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NEEDS ALIGNMENT
Your Big Questions1. 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?
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NEEDS ALIGNMENT
Aligning to Customer Needs Benefits YOU with…
• Increased customer loyalty
• Less price sensitivity
• Higher sales
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