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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 small volume builder?
Small volume builders are family owned and operated. They make up the majority of
the building contractors in this country. It is not uncommon to find multiple generations,
including daughters and sons, working together in these vital firms. A few will have
websites, and a growing number are computer savvy and communicate by e-mail.
Another
characteristic of small volume builders is partnerships. Sometimes the partners are
family - including children and their spouses. A long-time friend could be a partner
as well. This friend may only supply the funding for the enterprise, or may offer
some expertise in the field.
These thriving firms are versatile and often able to
adapt quickly to change. In the past, the small volume builder generally came out
of the trades, including carpenters who were tired of working for someone else,
or plumbers or electricians who had done well in selling to builders. More recently,
however, it is possible to meet a builder of this size who has had no formal training
in building, but is well financed and has a good handle on how to run a business.
Often this latter group is college educated and technologically knowledgeable. This
size builder will often be active in the local builders� association, perhaps even
on the Board of Directors. Once a trust relationship has been established with a
small volume builder, he or she can become an incredible source of leads for your
product and services. They do talk with other builders of the same size.
Small volume
builders operate from the front seat of a pick-up truck or van. The more organized
will have an office, often well appointed and nicely organized at home. These are
valuable clues as to what is important to them in life and business. Pay attention.
Respect their time. Determine the best way to contact them and call within those
parameters. The decision maker is the person in the front seat of the pickup truck
or van. There is no committee or next level of management to speak with. If the builder
is savvy, he or she may also consult the realtor-marketing people vital to selling
their product. If a small volume builder does mostly custom or semi-custom projects,
he or she will often consult with the homeowner client. Is your product or service
exposed to the realtor or customer market by use of regional or national magazines?
How strong is your website or that of your vendor? Information in a compact form
is handy and useful. How practical is the material you pass along? Do you have your
story available on CD-ROM?
Quality and service matter to this market segment. They
are often the punch person as well as the warranty contact. Quality up front will
assure them of fewer call-backs. Since they are small operations, they will be stretched
thin. Time really is money. Service means most within a reasonable length of time.
Small
volume builders will be more ready to commit to a sale of your goods or services
than other size builders. The decision making loop is smaller. Be prepared to have
them say "yes" (or "no") on the first call. Credit applications, order blanks, and
related material need to be handy. Do you have time to make a take off or at least
give an educated guess?
Small volume builders will be major players in most small
to medium sized homebuilder associations. They will often be part of the community
as well, providing leadership in schools, churches, and non-profits. Because they
have made a long-term commitment to the community, a reputation for quality-workmanship-service
will not only be crucial in how you present your product, but will also carry the
responsibility to you and your firm of actually coming through when called upon.
Loyalty is indeed a factor. Once you win this builder through consistent performance,
you can count on the business. If you are challenged, it is not uncommon for the
builder to contact you to let you know that someone is trying to get your business.
You have the home field advantage. You are near family.
If this builder is not located
in a small community, they will probably buy scattered site lots. They are not large
enough to take advantage of many volume incentives.
We can help you effectively market and sell
to this SMALL Volume Builder -- click here
Selling To SMALL Volume Builders
