TREATED WOOD SPECIAL ISSUE By Edie Kello
5 steps to provide value
to your entire selling chain H
website is a must for all businesses, but many sites are brochureware where prospects and customers come to your site to find information. Why not bring the information they can use directly to them? They would never know what you have to offer unless they were searching for it. They have most likely been to your store or website, but how often? And what were they looking for? In today’s businesses, little is just transactional. More and more, businesses need to add more value in service, training, marketing support, and industry expertise on your products throughout the selling chain. Product users need the information you have on your website such as product specifications, SDS, how to install instructions, what’s it made of, where can they purchase it, who can I contact to ask application questions, etc. Make it easy for users to contact you, but also offer up this information and send it directly to your industry partners who appreciate being kept up to date. Proactive marketing communication will help with all these needs. We know many building products have a long customer path to purchase. And there are many direct and indirect customers that need to know your products, such as: • Architects who specify your product • Code officials who make sure your product meets and is installed to code • Manufacturers who buy your product as a component • Distributors who sell to dealers • Dealers who sell your product to contractors • DIYers who install your product • Homeowners who use your product aving an informative
MAKE IT SIMPLE for customers and prospects to find out more about your company and products.
14
n Building Products Digest n April 2022
Building-Products.com
