Sales and marketing feature preview: What small independent tradespeople in the building industry really want...

In the overall sales and marketing strategy of a building products manufacturer or stockist, small independent builders and tradespeople may not appear to be that important. As a collective, however, they are a vital audience to reach and should form a key part of most companies’ strategy. Unfortunately, it can be difficult to communicate with them or advise about using your products and their benefits.

Many of these independent companies are small in terms of head count (sometimes just one person) but they still purchase, install and give their opinion on manufacturers’ products and the service they receive from a stockist. 

So, what makes them stay loyal? How do they become aware of a new product or a change in legislation? What support and information do they need to help them in their jobs? What is the best way to communicate with them? These and many other questions should be in the minds of manufacturers, distributors and merchants of building products when they are developing their sales and marketing plans. 

To get some answers, we thought we’d go straight to the people who know - the small tradespeople themselves - and ask them for their views. In our forthcoming series we speak to a building, carpentry and construction company; an independent plastering company and a bathroom retailer.

Our series starts in December, when we find out what a small builder really wants. Now live...click here..

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If you are a manufacturer or distributor of building and construction products and are looking to recruit, please visit our website or contact our specialist industry consultants on 01480 405225

Image courtesy of  Poulsen Photo FreeDigitalPhotos.net