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How to Sell Builders
31

How to Sell Building Materials to Homebuilders

Feb 13, 2017

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Page 1: How to Sell Building Materials to Homebuilders

How to Sell Builders

Page 2: How to Sell Building Materials to Homebuilders
Page 3: How to Sell Building Materials to Homebuilders

http://seethewhizard.com/summit

Page 4: How to Sell Building Materials to Homebuilders

YOUR TAKE AWAY

• Several actionable strategies you can use now to grow your sales.

Page 5: How to Sell Building Materials to Homebuilders

DON’T BE AN OLD WHITE GUY

Page 6: How to Sell Building Materials to Homebuilders
Page 7: How to Sell Building Materials to Homebuilders

CONTRACTOR CAN KILL SALE

New or Different

Page 8: How to Sell Building Materials to Homebuilders

THE MARKET

• Controlled by the channel

• Does not want better performing products

• Does want solutions to problems

Page 9: How to Sell Building Materials to Homebuilders

FREQUENT PROCESS

• “We have a better product!”

• Communicate benefits

• Builder doesn't buy

Page 10: How to Sell Building Materials to Homebuilders

The Real BarrierTo Building Materials Sales

PerceivedProductBenefits

Cost & Risk of Change

Page 11: How to Sell Building Materials to Homebuilders

WHAT THE BUILDER WANTS

1. Solutions to Problems

2. Knowledge

3. Competitive (Not Lowest) Price

4. Relationship- Local supplier

Page 12: How to Sell Building Materials to Homebuilders

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

Page 13: How to Sell Building Materials to Homebuilders

THE CONSUMERIZATION OF BUILDER BUYING

Page 14: How to Sell Building Materials to Homebuilders

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

Page 15: How to Sell Building Materials to Homebuilders

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

Page 16: How to Sell Building Materials to Homebuilders

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

Page 17: How to Sell Building Materials to Homebuilders

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

Page 18: How to Sell Building Materials to Homebuilders

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

Page 19: How to Sell Building Materials to Homebuilders
Page 20: How to Sell Building Materials to Homebuilders

H OW TO S E L L B U I L D E R S

PURCHASING

• Gate keeper

• Shopping list

Page 21: How to Sell Building Materials to Homebuilders

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

Page 22: How to Sell Building Materials to Homebuilders

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

Page 23: How to Sell Building Materials to Homebuilders

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

Page 24: How to Sell Building Materials to Homebuilders

CUSTOMER SERVICE MAKES YOU BULLETPROOF

Page 25: How to Sell Building Materials to Homebuilders

5 STAR SERVICE

Page 26: How to Sell Building Materials to Homebuilders

7 STAR SERVICE

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Page 28: How to Sell Building Materials to Homebuilders

H OW TO S E L L B U I L D E R S

BOOKS TO READ

Page 29: How to Sell Building Materials to Homebuilders

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

Page 30: How to Sell Building Materials to Homebuilders

http://seethewhizard.com/summit

Page 31: How to Sell Building Materials to Homebuilders

How to Sell Builders