{"id":10488,"date":"2021-02-25T12:00:45","date_gmt":"2021-02-25T12:00:45","guid":{"rendered":"https:\/\/managersoffice.net\/?p=10488"},"modified":"2021-02-25T12:06:27","modified_gmt":"2021-02-25T12:06:27","slug":"building-material-sales-strategy","status":"publish","type":"post","link":"https:\/\/managersoffice.net\/el\/building-material-sales-strategy\/","title":{"rendered":"Building Material Sales Strategy"},"content":{"rendered":"<p><strong>Building Material Sales &#8211; The 3 types<\/strong><\/p>\n\n\n\n<p><strong>1. The Switch<\/strong><\/p>\n\n\n\n<p>You convert a customer to your comparable product.<\/p>\n\n\n\n<p><strong>2. The Upgrade<\/strong><\/p>\n\n\n\n<p>You convince a customer to upgrade to a better or more expensive product.<\/p>\n\n\n\n<p><strong>3. The New Product<\/strong><\/p>\n\n\n\n<p>You introduce a customer to an innovative new product.<\/p>\n\n\n\n<p>Switching a Building Materials Customer<\/p>\n\n\n\n<p>It\u2019s not all about price. Price is certainly important, but trying to sell on price alone might not justify the cost and hassle for the customer to change suppliers.<\/p>\n\n\n\n<p>It\u2019s not all about quality. Your product may be better than its competition, but the reasons it is better may not matter to the customer.<\/p>\n\n\n\n<p>Understanding the customer\u2019s current situation is critical to making the sale. Whose product are they using? Who supplies and installs it? What do they like about the product and supplier? What problems are they having? What are their pain points? Even the happiest customer has something they would change.<\/p>\n\n\n\n<p>Craft your sales presentation to fit their situation. Can you address some of their pain points or show them how they would be more successful with you?<\/p>\n\n\n\n<p>It\u2019s more about the benefits of doing business with you than it is about the product. That being said, I\u2019ve seen these two deal breakers a lot:<\/p>\n\n\n\n<ul><li>How will they get your product? I\u2019ve seen customers not switch because they have a bad relationship with your distributor.<\/li><li>Does their installer like your company and product? If they don\u2019t, they can prevent you from making the sale.<\/li><\/ul>\n\n\n\n<p>In switching customers, make sure you don\u2019t overlook these two potential problems.<\/p>\n\n\n\n<p>Upgrading a Building Materials Customer<\/p>\n\n\n\n<p>Selling an upgrade can be harder than switching a customer from a competitor.<\/p>\n\n\n\n<p>A common mistake I\u2019ve seen is people assuming the most persuasive argument to upgrade is, \u201cYou\u2019ll make more profit.\u201d Builders, contractors, and big box buyers realize that there is a price ceiling beyond which few customers will go. They balance sales volume with cost control to improve their profits. Greater profits almost never depend on just selling an upgraded product.<\/p>\n\n\n\n<p>To sell, you have to show the customer how they will benefit from your upgrade. You must understand the customer\u2019s primary motivation. Then you can demonstrate how your upgrade will help them succeed.<\/p>\n\n\n\n<p>For architects, it\u2019s reputation. They\u2019re concerned that designing a building with problems will damage it, and convinced that a great building will enhance it.<\/p>\n\n\n\n<p>For builders, it\u2019s profit margin. Adding the cost of your upgrade to their prices doesn\u2019t work because they have to stay competitive with other builders. Upgrading affects their profit margin&nbsp;<em>unless<\/em>&nbsp;they can cut costs elsewhere. Convincing them to make tradeoffs is the way to go. Be warned that you\u2019re just on a list of potential upgrades, and you might be #93 out of 100.<\/p>\n\n\n\n<p>For big box buyers, it\u2019s the CEO\u2019s vision for the company. One year the CEO might care about turns and the next it could be improved service, or more pro-business. Once you understand the company\u2019s goals, you can show the buyer how your upgrade will help achieve them.<\/p>\n\n\n\n<p>For contractors, it\u2019s labor costs. The best way to sell an upgrade is to convince them your product will lower his labor costs. This can mean fewer callbacks, faster installation, less experience required to install, and more.<\/p>\n\n\n\n<p>For other potential upgrade customers, the same course of action applies. Once you figure out their situation, you can show them how your upgraded product will benefit them.<\/p>\n\n\n\n<p>Selling a New Building Materials Product<\/p>\n\n\n\n<p>When we say \u2018new,\u2019 we talking entirely new, not \u2018your latest model of an existing product.\u2019 we talking about something like selling house wrap for the first time.<\/p>\n\n\n\n<p>Imagine that first customer\u2019s thoughts. What is house wrap? What does it do? Why do I need it? What is the risk? Has anyone else used it? Who will install it? Where do I buy it?, etc, etc.<\/p>\n\n\n\n<p>With new products, there are fewer potential customers. Just like with consumers, there are early adopters or people willing to try new ideas. The key is to identify these customers and focus your sales efforts on them. These are also the customers that more risk-adverse customers watch.<\/p>\n\n\n\n<p>Once you find a market for your product, selling it is much easier. Explain what the product is, what it does, and why to use it.<\/p>\n\n\n\n<p>You can relate the product to something the customer already knows. F<\/p>\n\n\n\n<p>Chances are your product won\u2019t be that far out, but you still need to make sure the customer understands it.<\/p>\n\n\n\n<p>The biggest challenge with new products is that it takes time to grow sales volume to meaningful levels. Another problem is that unforeseen problems can pop up with cutting-edge products. As word of these problems spread, potential new customers will frequently only remember your product\u2019s problems.<\/p>\n\n\n\n<p>To minimize this, you need to carefully monitor your initial customers for problems and act quickly to fix them. If the person monitoring customers was on the product development team, it\u2019s important to ensure that they can recognize and acknowledge problems with the product they\u2019ve invested so much in. They might feel that problems with the product reflect poorly on them.<\/p>\n\n\n\n<p>New products also take patience from management and a willingness to change plans as the product gains acceptance.<\/p>\n\n\n\n<p><strong>\u039f \u03c4\u03bf\u03bc\u03ad\u03b1\u03c2 \u03b5\u03c6\u03b1\u03c1\u03bc\u03bf\u03b3\u03ae\u03c2 \u03bc\u03b1\u03c2 \u03c0\u03b1\u03c1\u03ad\u03c7\u03b5\u03b9 \u03bc\u03b9\u03b1 \u03c3\u03b5\u03b9\u03c1\u03ac \u03bb\u03cd\u03c3\u03b5\u03c9\u03bd, \u03b2\u03b1\u03c3\u03b9\u03c3\u03bc\u03ad\u03bd\u03c9\u03bd \u03c3\u03c4\u03bf\u03bd \u03c0\u03c1\u03bf\u03cb\u03c0\u03bf\u03bb\u03bf\u03b3\u03b9\u03c3\u03bc\u03cc \u03c3\u03b1\u03c2, \u03b3\u03b9\u03b1 \u03bd\u03b1 \u03b5\u03be\u03b1\u03c3\u03c6\u03b1\u03bb\u03af\u03c3\u03b5\u03c4\u03b5 \u03b2\u03b9\u03ce\u03c3\u03b9\u03bc\u03b7 \u03b1\u03bb\u03bb\u03b1\u03b3\u03ae \u03ba\u03b1\u03b9 \u03c3\u03c5\u03bd\u03b5\u03c7\u03cc\u03bc\u03b5\u03bd\u03b7 \u03b2\u03b5\u03bb\u03c4\u03af\u03c9\u03c3\u03b7 \u03c3\u03c4\u03b7\u03bd \u03b5\u03c0\u03b9\u03c7\u03b5\u03af\u03c1\u03b7\u03c3\u03ae \u03c3\u03b1\u03c2.<\/strong><\/p>\n\n\n\n<p><strong>Manager\u2019s Office<\/strong><\/p>\n\n\n\n<p><strong>Marketing Dept<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Building Material Sales &#8211; The 3 types 1. The Switch You convert a customer to your comparable product. 2. The&hellip;<\/p>","protected":false},"author":3,"featured_media":10489,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mo_disable_npp":""},"categories":[190],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v15.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Building Material Sales Strategy - Manager&#039;s Office<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/managersoffice.net\/el\/building-material-sales-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"el_GR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Building Material Sales Strategy - Manager&#039;s Office\" \/>\n<meta property=\"og:description\" content=\"Building Material Sales &#8211; The 3 types 1. 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