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Increasing Sales
in Tough Times
Cutting Costs
in Tough Times
Selling to Small
Volume Builders
Selling to Medium
Volume Builders
Who is this medium volume builder?
This builder probably began life as a small builder,
but had the vision or resources to became larger. Many are family owned, but have
incorporated. The family is often still in control, but will have numerous members
involved because of volume.
This volume builder will have an office, often away from
the family home. There will probably be a gatekeeper who will also serve in an accounting
function. The office may also offer product selection as well. Do not be surprised
to see lots of samples of cabinet fronts, vinyl siding, brick, carpet, and roofing
sitting and leaning about. It is also common for this volume builder to employ at
least one job superintendent.
The owner or, in the case of a partnership, one member
will have purchasing analysis and decision making responsibility. This person may
have dreams of becoming a large volume (LV) player, or at least become so successful
that a LV builder who wants to expand in a proven market or enter one will purchase
the company. This volume builder may also permit the job site superintendent to have
selected decision-making responsibilities. Some basic skills in concrete, framing,
and plumbing are common for these builders. It is important to know who this builder
feels is his or her competitor. A recent trend has been for builders at this level
to have purchasing managers in place. If this is the case, consider it a major clue
as to the direction of where this company is going. The building environment is being
established to grow to the next level.
Service and quality are important to this builder.
At this size, the builder may want to attract the entry-level buyer, and then offer
next step housing. Consumer confidence is crucial. This level builder will often
employ savvy marketing agents who will be wise enough to build leads from current
happy homeowners. Happy homeowners come from consumers who have their problems taken
car of in a timely fashion. How good is your service? Quality is often tied to price.
While this volume builder will want to stay competitive with the large volume builder
in the next county, they may well be willing to pay a little more to obtain a product
that will perform better than the comparable item used by the LV builder.
Be prepared
to send more time gaining the confidence with this builder. They are experienced
and profitable, and they did not get there by buying every offer that come off the
street. How good is your intelligence about the builder? The more info the better.
Listen. Observe. Take notes and spend sufficient time reflecting what you have seen
and heard. What do members of your network say? What are your first impressions?
These
builders want to be around next year, so they have made a long-term commitment to
their community or communities. They will sponsor sport teams, support community
events not related to the building business, lead local builder associations, maybe
even run for public office.
Builders at this volume level will frequently purchase
land and maybe even develop it.
We can help you effectively market and sell
to this MEDIUM Volume Builder -- click here
Selling To MEDIUM Volume Builders
