Selling building materials is a particularly tough game. Not only are new customers increasingly harder to reach and convince, there is also less loyalty among existing customers and traditional sales and marketing approaches are less effective.
Mark Mitchell from building materials sales and marketing consulting company, See the Whizard, recently published a few of the horror stories that contractors, builders, and architects approached him with regarding building materials manufacturers. One head of purchasing of a building company which builds over 600 homes a year, for example, was contacted by a sales rep who spent heaps of time small talking, failed to hand over a business card (because he simply didn’t have them) and didn’t even ask him a question about his business. Another contractor said that he purchased USD$300 000 worth of a product from a manufacturer and requested a meeting about some ongoing service issues, but never received a text, call or e-mail to meet.
These are only a few examples of how low the bar is set in the industry at the moment. The problem with frustrating architects, contractors and specifiers is that news spreads quickly and a good reputation can be tarnished overnight. Your company’s sales professionals need to be just as committed to your brand as you are.
Full thanks and acknowledgement are given to www.seethewhizard.com for the information contained in this article.
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