how lumber dealers can grow pro sales

How Dealers Can Grow Sales to Pros Mark Mitchell

WHAT THE PRO WANTS

1. Relationship

2. Customer Service

3. Competitive (Not Lowest) Price

NO MAGIC BULLET

• Small Things Make a Big Difference

• An Open Mind

• An Attitude

TOO MANY OLD WHITE GUYS

OVERWORKED AND UNDERSTAFFED

NO TIME - EVERYTHING’S A RUSH

NO STRATEGY - JUMP TO TACTIC

• Objective - Grow sales

• Strategy - Think of smart/best solution

• Tactic - We need a new website

SMARTER WAY TO GROW

COMPANIES WHO GROW SLOW

SLOW DOWN USE STRATEGY

1. Objective - Grow sales

2. Strategy - Think of smart/best solution

3. Tactic - We may need a new website

1. KNOW WHO YOU ARE?

WHAT DO CUSTOMERS SAY?

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

FOCUS ON RIGHT PRO

• Know Who Not to Sell

• Prepare for Next Downturn

2. WHAT CUSTOMERS SHOULD SAY

No One Cares More About My Success Than (Joe’s Lumber)

YOUR MEASURE OF SUCCESS

Not When You Make The Sale

When The Pro Makes The Sale

3. USE YOUR ASSETS

Focus on What You Have

Not What You Don’t Have

USE YOUR ASSETS

Knowledge

Product Mix

Relationships

Local

Nimble

And More

4. KNOWLEDGE

Know More About Pros Than

Your Competitors

KNOWLEDGE

Know More About The Category

•Single Family

•Multifamily

•Remodeling

•Decks

•Whatever

KNOWLEDGE

Know More About Each Customer

•What Do They Do?

•How Are They Different?

•What Are Their Plans?

•What Are Their Challenges?

5. STRENGTHEN RELATIONSHIPS

Annual Customer Business Plan Meetings

•What Are Their Plans?

•What Can You Do Better?

STRENGTHEN RELATIONSHIPS


Give New Customers

•Extra Attention

•Onboarding Process

•Reinforce Their Decision


Take an Interest in New Businesses

•Buy Them “The E-Myth”

•Check in on Them


Hire for Attitude

•You Can Teach Building Materials

•You Can’t Teach Attitude


Everyone’s Job

•Delivery Driver

•Counterperson

•Warehouse Staff

•Accounts Receivable

•Sales

•Phone

•Leaders

6. CUSTOMER SERVICE

Take It To A New Level

•Makes You Bulletproof

•Can’t Be Good or Good Enough

5 STAR HOTELS

7 STAR HOTELS

HOW TO SELL HOMEBUILDERS

HOMEBU ILDERS

• Profit Margin

• “How will the builder be more successful (profitable) with you?”

PRIMARY MOTIVATION:

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


TARGET BUILDERS

• Top 50/Medium/Small

• Expensive/Custom

• First Time Buyer/Tract

• On Your Lot

• Multifamily

• Green


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


SUPPORT DEALER

• Social Media/Facebook

HOW TO SELL CONTRACTORS

CONTRACTORS• Labor costs

PRIMARY MOTIVATION:

CO N T R AC TO R S

HOW TO UNDERSTAND

• Installers at heart

• Resistant to change

• Family businesses

• Labor is problem

NEED TO WEAR MANY HATS

INSTALLERS AT HEART

RESISTANT TO CHANGE

FAMILY BUSINESS

LABOR SHORTAGE

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?

H OW TO S E L L

CONTRACTORS

• You Are His Showroom

• Installed Sales

POWERFUL INFLUENCERS

DON’T BE AN OLD WHITE GUY

HAVE AN OPEN MIND

PRETEND IT’S YOUR FIRST CALL

www.seethewhizard.com

http://www.seethewhizard.com

The Future or Masters Level Pro Sales

MASTERS LEVEL MARKETING