How Dealers Can Grow Sales to Pros Mark Mitchell
WHAT THE PRO WANTS
1. Relationship
2. Customer Service
3. Competitive (Not Lowest) Price
NO MAGIC BULLET
• Small Things Make a Big Difference
• An Open Mind
• An Attitude
TOO MANY OLD WHITE GUYS
OVERWORKED AND UNDERSTAFFED
NO TIME - EVERYTHING’S A RUSH
NO STRATEGY - JUMP TO TACTIC
• Objective - Grow sales
• Strategy - Think of smart/best solution
• Tactic - We need a new website
SMARTER WAY TO GROW
COMPANIES WHO GROW SLOW
SLOW DOWN USE STRATEGY
1. Objective - Grow sales
2. Strategy - Think of smart/best solution
3. Tactic - We may need a new website
1. KNOW WHO YOU ARE?
WHAT DO CUSTOMERS SAY?
DIY MARKET RESEARCH
• Ask a Non-Employee
• Talk to 6 to 12 Pros
• Ask “How would you describe this dealer” Ask about your dealership as well direct and indirect competitors
• Put away your ego and listen
• Customer perceptions are reality
FOCUS ON RIGHT PRO
• Know Who Not to Sell
• Prepare for Next Downturn
2. WHAT CUSTOMERS SHOULD SAY
No One Cares More About My Success Than (Joe’s Lumber)
YOUR MEASURE OF SUCCESS
Not When You Make The Sale
When The Pro Makes The Sale
3. USE YOUR ASSETS
Focus on What You Have
Not What You Don’t Have
USE YOUR ASSETS
Knowledge
Product Mix
Relationships
Local
Nimble
And More
4. KNOWLEDGE
Know More About Pros Than
Your Competitors
KNOWLEDGE
Know More About The Category
•Single Family
•Multifamily
•Remodeling
•Decks
•Whatever
KNOWLEDGE
Know More About Each Customer
•What Do They Do?
•How Are They Different?
•What Are Their Plans?
•What Are Their Challenges?
5. STRENGTHEN RELATIONSHIPS
Annual Customer Business Plan Meetings
•What Are Their Plans?
•What Can You Do Better?
STRENGTHEN RELATIONSHIPS
STRENGTHEN RELATIONSHIPS
Give New Customers
•Extra Attention
•Onboarding Process
•Reinforce Their Decision
STRENGTHEN RELATIONSHIPS
Take an Interest in New Businesses
•Buy Them “The E-Myth”
•Check in on Them
STRENGTHEN RELATIONSHIPS
STRENGTHEN RELATIONSHIPS
Hire for Attitude
•You Can Teach Building Materials
•You Can’t Teach Attitude
STRENGTHEN RELATIONSHIPS
STRENGTHEN RELATIONSHIPS
Everyone’s Job
•Delivery Driver
•Counterperson
•Warehouse Staff
•Accounts Receivable
•Sales
•Phone
•Leaders
6. CUSTOMER SERVICE
Take It To A New Level
•Makes You Bulletproof
•Can’t Be Good or Good Enough
5 STAR HOTELS
7 STAR HOTELS
HOW TO SELL HOMEBUILDERS
HOMEBU ILDERS
• Profit Margin
• “How will the builder be more successful (profitable) with you?”
PRIMARY MOTIVATION:
H O M E B U I L D E R S
NEED TO UNDERSTAND
• They are general contractors
• Make profit through production efficiency
• Take time to learn their business
• Don’t make assumptions
• Labor shortages
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
H O M E B U I L D E R S
CONVERT FROM COMPETITIVE DEALER
• Cost alone won’t do it
• Builder has cost to change
• Focus on purchasing and construction management
• Find pain point
• Identify any past problems
• Contractors have influence
H O M E B U I L D E R S
SUPPORT DEALER
• Social Media/Facebook
HOW TO SELL CONTRACTORS
CONTRACTORS• Labor costs
PRIMARY MOTIVATION:
CO N T R AC TO R S
HOW TO UNDERSTAND
• Installers at heart
• Resistant to change
• Family businesses
• Labor is problem
NEED TO WEAR MANY HATS
INSTALLERS AT HEART
RESISTANT TO CHANGE
FAMILY BUSINESS
LABOR SHORTAGE
H OW TO S E L L
CONTRACTORS
• Installers at heart - help with weaknesses
• Resistant to change - show risk of not changing
• Family business- hold their hand
• Labor is problem - can you help?
H OW TO S E L L
CONTRACTORS
• You Are His Showroom
• Installed Sales
POWERFUL INFLUENCERS
DON’T BE AN OLD WHITE GUY
HAVE AN OPEN MIND
The Future or Masters Level Pro Sales
MASTERS LEVEL MARKETING
MASTERS LEVEL MARKETING
MASTERS LEVEL MARKETING
MASTERS LEVEL MARKETING
MASTERS LEVEL MARKETING
MASTERS LEVEL MARKETING
Top Related