10 Sure Ways to Fail Miserably at Marketing Your Construction Product
May 9, 2012
There are plenty of thick, intimidating books and comprehensive websites about channel marketing and construction marketing, all filled with valuable insight and priceless advice on selling construction products the right way. But if your goal is rather to fail, get fired and cash in on welfare, everything you need to know can be found on this single page.
- Don’t take the end user into consideration. So what if people don’t like your hardwood flooring’s outdated colors? Trends change all the time: there’s no point in reprinting all your sales collateral now if you’ll have to do it again in just 5 years, right?
- Expect distributors to change their business for you. Hey, that’s the new ordering policy and if they don’t like it, what are they going to do? Buy from a competitor? Pft!
- Don’t consider new distribution channels and stick with the old ones. Mail-order catalogue: that’s the only way people should order paving stones. Showrooms are way too expensive to build, and websites need constant updates. I say trust what‘s always worked.
- Overestimate the importance of your product in your distributors’ business. They better do as you say, because you’re the supplier. After all, they wouldn’t have anything to sell if it weren’t for you… What? What do you mean, other products?
- Rely heavily on a single distributor. It’s much more efficient when 40% of your sales comes from a single contractor. What’s the point of looking for more channels of distribution when you know you’ll never find a way to replace the business you get from these guys?
- Allow anyone to become a dealer, distributor or sales rep. They’ve got a car, they speak English and they want to sell your siding product? Perfect! No-no, don’t bother visiting their installations, checking their credit or asking to see where your products will be displayed. It’s probably all just fine.
- Don’t research profit requirements in your market. What is it, with these people! How can they expect you to rival large manufacturers if they mark up your price by 40%?! Can’t they see they should focus on selling more of your products if they want to make more money?!
- Ignore channel conflict. So retailers don’t like it when customers can also buy direct on your website, at the same price. Boo-hoo. If they worked a little harder, you wouldn’t have to take orders too.
- Rely on a single distribution channel to sell to multiple markets. Big contractors visit hardware stores too, right? So if they want to try a bunch of power tools before they buy, they can visit a retailer. It’s not like you’re going to send someone over to visit them.
- Remember: it’s only about business. Relationships, being nice, returning phone calls, small talk… it’s all for sentimental wusses.
See? Being bad at marketing is not that complicated. Just focus on doing business the way you want, don’t pay attention to anyone, and you’ll be well on your way towards spectacular marketing failure.