Selling architectural construction products is a business to business (B2B) type of selling, not retail selling. Although some of the principles of business to business (B2B) are similar to retail selling, most are very different. Principles common to both B2B and retail selling: Satisfying your customers’ needs Treating your customers with respect Knowing your products’ features and benefits Being a good listener Following corporate guidelines Key Differentiators for B2B Selling A sales rep must be a consultant and problem solver. More than being knowledgeable about your products is required. You must listen to customers’ needs then show how your products and services satisfy those needs. The sales cycle is often longer than retail. Many sales take weeks, months, or even years to close. More customer contacts are required to close a sale. Attempting to close a sale during an initial call on a customer normally will not happen. It is generally understood that five or more contacts are required. Strong personal relationships are not just important; they are a critical key to success. Entertain customers to foster these relationships. With our interconnected world today, your reputation for honesty and integrity proceeds you. Opportunities to stretch the truth and other sales shortcuts are always tempting to use to build relationships and close sales, but never, never, never compromise your integrity! Develop close working relationships with inside sales personal and other key people with the manufacturers you represent.It takes a team, including the salesperson as well as others in the organization, to become a preferred vendor with a business customer. Following up actions and promises is more critical. A sale does not end with a purchase order. Continuous effort by the entire team until a product is delivered to the customer is required. Be an expert in your product or service. Be fully knowledgeable, so you can clearly and succinctly explain both the features and benefits of your products. Know the basic features and benefits and the strengths and weaknesses of your competition. Your customer expects you to be able to compare your product to competition, so he can understand why your product and services best satisfy his needs. Selling Architectural Construction Products In addition to following the differentiators of B2B selling, to be the best you can be in selling architectural construction products requires understanding and implementing principles specific to the construction industry. From the time a call is made on an A/E (architect or engineer) to discuss the application of a product on a specific project through the order from your end customer might take up to a year, or possibly even longer. Your product first must be specified; the project must go out to bid;...Read More
Home » Posts made in January, 2020
Scott's Blog presents the opinions, conclusions, and experiences of Scott Lau on a variety of subjects. The blog invites feedback and encourages dialogue on the topics discussed.
- Forty-Five Years as an Independent Manufacturers’ Rep: A Fun, Rewarding Career
- Becoming a Preferred Product Representative
- Selling Architectural Construction Products – Be the Best You Can Be
- Assisting Architects with Specification Writing
- Becoming a Trusted Advisor
- When should an A/E be contacted to offer specification assistance?
- What are Product Specifications and How are They Created?
- Becoming an Independent Manufacturers’ Rep Who Develops Specifications with Architects and Engineers
- Building Positive Relationships with Rep Principals – 8 Tactics to Bring You Closer Together
- Marketing Building Materials – Will Your Company be a Disrupter