Reach Your Customer

HOW TO SELL TO BUILDERS………..A SIMPLE SEVEN STEP SOLUTION

1. Advertise to THEM. Don’t kid yourself into thinking that you can reach them with general advertising. If you want to sell builders The Builder’s Journal should be the first advertising medium you use. It is mailed to virtually every builder in your marketplace.

2. Apportion your advertising dollars to match your sales. If builders represent 80% of your sales then 80% of your marketing budget should be spent on builders. Your greatest source of new business is your existing business. Support your successes.

3. Take your customers for granted and someone will surely take your customers. Remind your customers monthly of the benefit of doing business with you.

4. Your ad in The Builder’s Journal should be consistent with and bring together all the components of your marketing program. It should create a bond between your company and customers that supersedes that of your sales reps.

5. Support your sales reps by advertising in The Builder’s Journal and making your products and services a brand name on the local level. Doing so raises their efficiency.

6. Reps often sell what they find easy to sell and not necessarily what you wish they would sell. Advertising your best and highest margin products to builders puts you in front of the process not dependent on your reps.

7. You work 12 months of the year and so should your advertising. Frequency earns favorable pricing and builds awareness. Awareness leads to desire and desire leads to action, and action leads to sales. Multiple insertion ads are proven to be progressively more efficient. Advertise monthly in The Builder’s Journal and enjoy the high regard in which your company will be held, the extra pride your builder customers feel for your products or services and the increased awareness your ads will bring.

The 7 Rules of Successful Marketing

1. Advertise to your customer
2. Support Your successes
3. Advertise to your existing customers first
(No customers no company)
4. Re-enforce the sales force
5. Support your sales mission
6. Build margins / build share
7. Be consistent - omnipresent