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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...
STOP SELLING
Products
ANYONE 

Can Sell a Product

!
Having the right product 

at the right price and an 

acceptable level of service 

are th...
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 committed

to 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-Feely
Be the supplier who is…
• Most committed to your Pro’s success
• ...
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
PROFIT
SALESTraining
Human Resources
MARKETING
Differentiation
COMPETI...
NEEDS ALIGNMENT
Your Big Questions
1. NEEDS: 

What are the needs of my pro audience?
2. SET YOURSELF APART: 

How are we ...
NEEDS ALIGNMENT
Aligning to Customer Needs
Benefits YOU with…
• Increased customer loyalty
• Less price sensitivity
• High...
How Lumber Dealers Can Grow Their Pro Sales
How Lumber Dealers Can Grow Their Pro Sales
How Lumber Dealers Can Grow Their Pro Sales
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How Lumber Dealers Can Grow Their Pro Sales

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Presentation I gave to lumber dealers at the LBM conference

Publicada em: Marketing
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How Lumber Dealers Can Grow Their Pro Sales

  1. 1. DRIVING PRO SALES Through Alignment 
 With Customer Needs
  2. 2. 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
  3. 3. STOP SELLING Products
  4. 4. 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.
  5. 5. LOOK BEYOND Products ! Only a few are smart enough to look beyond the product
  6. 6. START SELLING •Service •Relationships •Customer Success
  7. 7. THE RESULT? Be the supplier who 
 is most committed
 to the Pro’s success
  8. 8. YOUR GOALS • Make the 
 competition 
 irrelevant • Make price 
 less important
  9. 9. USE YOUR ASSETS To Meet Customer Needs
  10. 10. USE YOUR ASSETS STAFF
  11. 11. USE YOUR ASSETS PRODUCT MIX
  12. 12. USE YOUR ASSETS YOU ARE LOCAL
  13. 13. USE YOUR ASSETS SIZE (maybe your biggest asset) INDEPENDENT DEALER BIG BOX
  14. 14. NEEDS ALIGNMENT
  15. 15. NEEDS ALIGNMENT Customer Alignment 
 Sounds Touchy-Feely Be the supplier who is… • Most committed to your Pro’s success • Who cares about their business • Who’s not just a product specification expert
  16. 16. NEEDS ALIGNMENT: PRO NEEDS NOT SIMPLY ABOUT 
 MAKING MORE MONEY
  17. 17. NEEDS ALIGNMENT: PRO NEEDS SOLVING MY PROBLEMS
  18. 18. NEEDS ALIGNMENT : PRO NEEDS MAKE MY LIFE EASIER
  19. 19. NEEDS ALIGNMENT: PRO NEEDS HELP ME AVOID RISK
  20. 20. NEEDS ALIGNMENT: PRO NEEDS HELP WITH… Labor PRICING PROFIT SALESTraining Human Resources MARKETING Differentiation COMPETITION Change
  21. 21. NEEDS ALIGNMENT Your Big Questions 1. 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?
  22. 22. NEEDS ALIGNMENT Aligning to Customer Needs Benefits YOU with… • Increased customer loyalty • Less price sensitivity • Higher sales

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