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 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

• 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 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?

NEEDS ALIGNMENT

Aligning to Customer Needs

Benefits YOU with…

• Increased customer loyalty

• Less price sensitivity

• Higher sales