Blog for Building Materials Manufacturers

What’s Wrong With Your Building Product?

  |  Posted in Sales

What’s Wrong With Your Building Product?

Do you know what’s wrong with your building product?  Do you know the real or perceived concerns that customers have about it or your company?

When I ask builders, contractors or architects why they chose not to use a different building product, they almost always tell me two things.

1.  In their minds, the product you just presented to them is probably better than the one they are using.  They may believe this simply because it has been a while since they were reminded of why the product (or company) they are using was so good.

How often do you treat an existing customer as if they were a new one and remind them of why you are the better choice?  Most companies wait until it is too late and only act when their customer is considering a change.

2. When the builder, contractor, or architect doesn’t switch, it’s most often because the salesperson doesn’t address the concerns they have.  That concern may be real, or it may just be perceived. It may be true, or it may be false.

It may be based on a past experience, something they have read, or something they have been told.

But one thing is for sure, these concerns are always there.  The human mind is designed to protect us from making mistakes, so it spends more time looking for what’s wrong than what’s right.  It usually won’t stop until it finds something to worry about.

Whether it’s in a sales presentation, at a trade show, or on their website, most companies ignore or avoid the “what’s to worry about” message.

Most companies know what these concerns are but choose not to address them, assuming they are not on the customer’s mind.

It’s like they think if they play “Hear no evil. See no evil.  Speak no evil.” that they won’t have to deal with those bad things.

They’re usually wrong. And having the confidence to openly address these concerns will improve your sales.

Go Ahead and Deal with Problems

 “Yes, our product costs more.  But here’s why that makes it a better solution for you.”

“You may have heard that we’ve had some problems.  Here’s what they were and here’s how we have addressed them.”

“Some people are claiming that our product or company has this problem.  Let me give you the facts.”

“You may be concerned about changes in installation. Here’s why this won’t be a problem.”

When you don’t deal with these up front, you risk losing the sale in two ways.

1. The person you are presenting to has these concerns in mind but doesn’t bring them up.

2. The person you are presenting to is interested in your product but when they tell other people in their organization that they’re considering using it, they learn about all the (rumored or actual) problems with it and wonder why you didn’t bring them up.

It’s natural to want to talk up the product and present it in the best light. But if you want to maximize your sales, it can be just as important to know about and address what is wrong with it as it is to promote what is right.

What is the biggest challenge to your sales growth?

Contact me for a free 30-minute mini consultation about your sales challenge. We'll review your specific situation and I'll provide you with 2 or 3 strategies to help you solve your challenge. This call is all about you helping you solve your problem. I will not be selling you on why you should hire me.  You decide whether you'd like to learn more about working with us. Calls are available on a first-come-first-served basis, to request your free call contact me at 720-775-1184 or mark@seethewhizard.com

About The Author

I am the leading sales growth consultant in the building materials industry, I identify the blind spots that enable building materials companies to grow their sales and retain more customers.  As I am not an ad agency, my recommendations are focused on your sales growth and not my future income.

My mission is to help building materials companies be the preferred supplier of their customers and to turn those customers into their best salespeople. Contact me to discuss your situation.