WHY THEY BUY YOUR PRODUCTS (and Why They Don’t)
Sales is one of the oldest professions (yes, even the “oldest” profession requires sales skills), yet it’s amazing how often we get it wrong. Too often, we start from the wrong perspective.
Rather than focusing on our customers’ perspective, we become too fixated on price, features, and benefits—the things we want to pitch. We master the psychology of selling and then try to manipulate and influence our way to a sale. But this is a weak posture because prospects are wise to sales tactics.
A better approach is to truly understand our customers and why they buy. Here are a few reasons a prospect in the building industry may choose your product:
1. To Reduce Waste & Inefficiency
Product waste increases costs due to unused materials and disposal fees. Efficient installation can also save time and labor costs, potentially shortening the project timeline. This, in turn, reduces financing expenses and creates opportunities for additional projects.
2. Increased Safety
A product that minimizes installation risks is a significant advantage, especially given the high cost of workers’ compensation. Features such as lower VOCs (fewer noxious smells), improved foot traction, and an easier application process not only enhance safety but also create a more pleasant installation experience.
3. To Gain a Competitive Advantage
Many in the building trade focus solely on the lowest cost, forgetting the power of differentiation. If your product offers superior value—even at a slightly higher price—it can set your customers apart from the sea of low-bid competitors.
4. Availability
Your products must be readily available—not just for the initial order but also in smaller quantities in case of shortages. Shorter lead times are always preferred.
5. Quality, Reputation & Warranty Protection
Most professionals in the building industry are risk-averse. A failing product can lead to millions of dollars in losses and liability. Many prefer tried-and-true products they’ve used before or those that have been proven in the market. If you’re marketing a new product, be prepared to provide solid performance data, warranty support, and case studies showcasing successful applications.
What About Price?
Notice that low pricing wasn’t mentioned? While some professionals prioritize the lowest cost, winning customers on price alone means you’ll likely lose them to the next lowest bidder.
Overcoming Resistance to Change
Switching to a new product often comes with friction—changing distributors, updating inventory, and adjusting buying habits. To ease the transition, consider:
- Offering an initial order discount or better payment terms.
- Providing proactive training for all involved.
- Assisting with marketing and pull-through sales efforts.
Your Sales Posture Matters
It’s always better to serve and solve problems than to simply sell. If you can identify a problem and successfully solve it with your product, you’ll be well ahead of the game.
