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