Skype: A quicker and greener way to be interviewed. Find out more...

It is our best practice, as part of our thorough appraisal process, to meet face-to-face with any new candidate on our books. 

We will also try and do the same to guide and brief existing candidates before we decide to put them forward for a particular role, and during the selection process. 

Due to either time constraints or convenience and location factors, it is not always possible for face-to-face meetings. There is a solution to this.

Skype is rapidly becoming a cost-saving and greener way to discuss roles with potential candidates, quickly and on a face-to-face basis, during the early stages of the recruitment process. 

It is a tool we are beginning to adopt and usually proves significantly more beneficial for both parties than a traditional telephone conversation and without lots of lost time, travel, and money spent on fuel, the benefits of Skype are realised by all parties. 

We are also finding that many of our clients are using Skype as part of their recruitment process. Therefore, it is important we fully embrace what Skype can offer. 

At Pinnacle Consulting, we can arrange a Skype consultation with a candidate almost immediately. If you are a candidate, it allows us to help you more quickly and with added clarity and understanding. This ultimately helps us to assess your needs and aspirations in greater detail than a phone call, CV and covering email. 

It also allows us to react effectively to a live recruitment situation, ensuring you don’t miss out on a potentially superb career changing opportunity.

In most instances, we would still arrange to meet you physically face-to-face at a later date, as this further enhances the close and long-term relationships we build with all our candidates. It is our philosophy to help candidates develop throughout their entire career in the building and construction industry. In addition to providing opportunities for future alternative positions, we also provide, advice on training, share industry trends, and help you progress with current employers. 

A Skype interview is a very useful tool in working with our candidates, but it also has many potential pitfalls, and these could create a disadvantage for you before you even start.

Guide to Skype calls with potential employers
As a general guide, you should try and do your own risk assessment of everything that could go wrong, and try and reduce or negate their negative impact.

Here are a few things to consider, before either an agency consultation or more usefully an actual real live Skype interview with an employer.

Consider your Skype name, mood message and profile photograph
It is obvious, but if your Skype name is a little too informal or personal, perhaps you should set up one for professional use for interviews and detailing on your CV. Keep it simple and based around your actual name.

Check, remove or change your ‘mood message’. You really don’t want a potential employer to see something like: “Still hung-over from last night.”

A profile photograph should also be business like, not you on the beers or the vino, having fun and looking a little worse for wear from your holiday excesses. 

Physical surroundings and environment
Again most of this advice is just common sense, but it is amazing how often we find that common sense, can leave even the most sensible of us!

Make sure you tell people in your home that you are having a Skype call; you do not want the sound of your partner shouting from the next room or your kids running riot. Make sure that nobody is watching TV or has music blasting in earshot, resulting in the background noise being rather off-putting for all parties during the interview.

Turn off all your notification sounds on your computer, tablet and mobile, likewise with your landline, and do not start reading and answering emails; however discreet you think you might be. Just shut down your email client and concentrate on the interview.

Check the physical background of your room that will be seen by the webcam, check the lighting too and the ambience it creates. Move anything you would  rather not be seen out of the way – you know the kind of thing we’re talking about! Check your bookcase, pictures, and posters, and the cleanliness of the room. Don’t make a silly error that could cause embarrassment.

Preparation
As Skype interviews are still quite new, it is best to take extra time to prepare and practice.

To help you with this, we suggest you call a friend for a dry run; make sure you look into the webcam, rather than the screen, and ask your friend how you look, sound and what your general demeanour and body language is like. Listen to their feedback and fine tune or adjust your camera angle, your body posture, the background, your eye contact and hand movements, as well as your voice volume, clarity, and pacing.  

It might also be advisable to record and video yourself and then critique. You will be your own biggest critic, but you will improve by doing this, and remember your opinion of watching yourself is always much worse than what others think.

Watch what you are doing when you are not speaking. Make sure you look attentive and interested in the interviewing party. Don’t forget to smile either!

Try and use a laptop or desktop if possible and plug into the mains, rather than use a mobile or tablet, it will give you much better results. If you do have to use a tablet, make sure it is on a plinth and not handheld. Be wary of battery life. 

If your built-in camera and microphone are not of the quality they should be, buy a separate microphone and webcam. Tell the retailer why you need them and take advice on the best solution. It won’t be very expensive.

You should still research the company, the market, and the role; think how you can help them and what their needs are, prepare questions too - just like you would do in a physical interview. So don’t forget this aspect. Prepare, prepare, and prepare again.

You can have notes and reminders with you, preferably out of camera shot; you could also have them on screen – which can be quite advantageous. Please use these discreetly, though, and only if you must. 

It is polite and a good idea to ask if they mind if you can take notes, this might also give you a discreet way to check your guide notes and prompts too.

Your interviewer will make some allowances because of the different type of interview environment, so don’t get too nervous about it all, but the more comfortable and relaxed in this you can look, the more professional you will come across.  

You are in your own space, and this should help you relax, but make sure you are in position and on-line in advance of the agreed call time, you don’t want any last minute panics with your computer taking ages to fire up or connecting to the internet for the Skype connection. Make sure you have a glass of water available, and a handkerchief!

Dress code
Your attire should be professional, relevant and appropriate. Wash and brush your hair, clean your teeth too, in other words, do exactly as you would do if you were going to a physical interview.

You may have heard stories of newsreaders doing their broadcasts only dressed from the waist up, or wearing shorts or jogging bottoms, don’t follow this trend! If you did need to get up to get something during the interview or needed to reconnect or check a cable, you really don’t want your potential employer to see you in your Darth Vader boxer shorts. Even Jedi mind tricks won’t help you then!

Technology problems
As with any form of technology, there is always the chance of problems. If you cannot hear the interviewer due to a poor connection, ask them to repeat the question or suggest you end the call and make a new connection. It is vital not to let the interview continue when there are sound issues; both parties could miss something important.

If you completely lose your connection during the call or there is another issue, be calm, use the free moments to take stock, have a sip of water, and collect yourself.  When resolved, call them or wait for them to call back, and explain what happened at your end. 

Remember if the problem is not quickly resolvable, it might be advisable to use a phone line to call them and let them know. Sometimes how you act when things go wrong are the things that impress.

Post Interview
Thank the interviewer(s) at the end, just like you would in a traditional interview, and ask about the next stage of the recruitment process. 

It is good practice to send a thank you letter ‘post-Skype’ interview too, and email is the preferred and recommended option for this. It is amazing how many people do not do this, but quick and simple things like this show you are professional, polite and care about the people you have meetings with – that will give them confidence, especially if the job you are going for is in Sales. So don’t forget to do it. Moreover make sure you get their names and spellings correct.

Don’t delay; arrange a Skype Consultation with us today!
If you see a job you are interested in, or want a comprehensive consultation about your future career, contact us to arrange a Skype consultation appointment. 

We will promise to be nice and understanding about using this form of communication. After all, we’re still in adoption mode with it too. However, it will become more and more common as you progress your career, so a more informal practice with us can only help prepare you to shine in a more formal Skype interview with a potential employer. It will happen, so embrace and hone your skills, starting today. 

Call us on 01480 405225 or email us at recruit@pinnacleconsulting.co.uk

It could be the most important appointment of your career!

Does the trade press have a future in the building industry?

During the last few years, there has been a distinct shift in how manufacturers, distributors and merchants of building products promote and communicate with their increasingly diverse audiences. 

The global recession has been one of the reasons for this, but perhaps the major contributing factor has been the growth in usage and value of the Internet and associated electronic media. This has dramatically changed the landscape of how marketing departments operate and spend their budgets, and also how industry professionals find out about products and are educated on their benefits and applications.

Electronic media, with its seemingly cost-effective, instant and more direct and interactive communication methods, has hit the printed media hard, as they have suffered from reduced advertising revenue and some, like ‘What’s New in Building’, have sadly folded. 

So where now for the building industry printed trade press?

It was apparent from our feature on selling and marketing to the independent building trades, that magazines are still a key sales and marketing tool for communicating with specifiers, distributors, developers, contractors, installers and end-users of building products. This is good news for the publishers, but they must not take their future for granted. 

In the latest in our series of interviews with people from the building industry, we look at the changing role of the trade press: why it is still a vital communication platform, what it must do to remain so, and why it is crucial that the whole industry continues to support printed media as it strives to remain relevant.

To add clarity from the eye of the hurricane, we discussed these issues with Andy Costin, Group Advertising Manager of one of the leading and most respected publications in the industry - Professional Builder Magazine, published by the Hamerville Group.

Andy is an expert in the field, having worked at Hamerville for over 28 years, during which time he has witnessed the evolution from printing press to digital printing and the current electronic media age of the Internet. 

Advertising strategies have changed 
Manufacturers have changed their promotional strategies since the recession and the biggest effect on the magazines, according to Andy, has been the reduction of block bookings of advertising space. 

“Probably the single major change has been the reluctance of clients to place schedules. These have become less and less, meaning long-term campaign planning is a rare occurrence and bookings are more ad-hoc, reactive or very much geared to just short-term campaigns.”

“It has been difficult to fully judge the effect of the advent of the digital age on the printed press since 2007 and how much was due to the recession and would’ve happened anyway.”

“Professional Builder has had to slim down from 200 pages in the boom times of early 2007, but is now, thankfully, getting back up towards those levels again.” 

Remember the whole industry needs to help each other for mutual benefit
If you ask anyone in a marketing job in the building products industry, most will say that they’ve had to operate on tighter marketing budgets.

Of course, display advertising in magazines is one of the easiest ways to reduce expenditure, but as companies still want page coverage, it has meant that the amount of press releases and article submissions has increased. 

Andy believes that this is a double-edged sword as, to survive, the trade press need display advertising to fund and produce high quality and relevant publications that are read by the audience advertisers want to reach.  

“In many ways, as harsh as it may sound, some manufacturers are damaging themselves - they want to enjoy the advantages of good editorial coverage, but will soon complain when a once effective and valuable publication loses its quality, becomes too small or goes out of business.”

This is just one of the reasons why the industry must support the trade press, but it’s not just down to the industry to support the press, the press must give them a 
reason to.

Embrace other methods of communication
If the trade press sits back and does not change, then there will be more casualties and ultimately the whole industry will suffer. 

In order to remain relevant and in-tune with the industry, publishers need to adapt and innovate to offer greater value and change their communication methods.

The Hamerville Group is embracing the threat of the Internet by using it as an opportunity to develop as a media group, but more importantly to offer their readers and advertisers a more complete package. 

“At Professional Builder, we have enhanced our website and in addition to news and competitions, we include video demonstration guides to help our readers and features on issues not in the printed magazine.”

“We also promote via our social media channels and through our regular e-letter. Our electronic communications are designed to enhance the experience for our readers and provide them with more detailed information and resources than is possible in the magazine.”

“However, they complement each other and work as a package. Often the magazine encourages our readers to seek further information from our website, or conversely the website encourages people to pick up the magazine and benefit from our guides, competitions and information contained within the printed magazine.”

“Overall, our brand value is enhanced with the web, allowing us to comment and react to live issues and news, rather than having to wait for the next issue and at the same time the magazine grows in popularity, as awareness and interest is also enhanced.” 

Andy also explains that this approach is not only good for the reader but for advertisers too: “It allows our advertisers to exploit the best of both worlds - they can reach their target audience in the merchant, at home and on-site via mobiles and tablets.”

“We also organise trade exhibitions, so the builders and installers can see the products for themselves and meet the manufacturers and merchants, allowing closer relationships to be developed.”

“At Hamerville we see everything as an opportunity to improve our overall offering; magazines that view it as a threat will be precisely the ones that will become threatened.”

Evolve and understand how you can benefit your readers
Professional Builder, like its sister titles Professional Electrician and Professional Plumbing & Heating Installer, are aimed at the small to medium trades. They are distributed on the trade counter in Jewson, SIG, Travis Perkins, CCF, Keyline, Buildbase and most of the independent merchants. 

As with all products and services, companies need to understand what their customers want and if a magazine becomes indispensable to its readers, then the advertisers and contributors will want to continue to be involved in its production. 

“It is vital to know your readership, understanding how they operate and what they want - our research and experience has shown that the digital forms of communication do not fully address their needs and we have to fill that gap by offering them something different.” says Andy.

Many marketers will argue that they can advertise using banner ads on relevant websites; promote their products and services via social media channels and direct email with informative and highly targeted messages. In most cases, these options will allow the interested person to be directed to a relevant page of the advertiser’s website, where they will be able interact and benefit from the resources and tools that are usually found on the best sites in the industry. 

However, many believe this approach lacks soul and substance and is not necessarily the preferred or sole communication method required for all target audiences - many self-employed contractors don’t want to spend their evenings online after a tiring day on-site.

The building industry is still very much a physical industry, where communicating in person and seeing or trying products yourself is preferred over a photograph. Trust is built in-store and this helps to increase brand loyalty. 

It is Andy’s view that, although there has been a growth in internet/mail order companies (and they have their place) they will never truly meet the real and practical needs of the small to medium tradesperson - this includes less flexibility on payment options and credit facilities.

“Our readership would not be able to survive on just online or telephone ordering.  Many of our readers have home offices and other than a van and maybe a garage, they do not have much storage space. They need the flexibility of being able to go to a merchant and collect the required goods on their way to the job/project they are working on. It is also a common occurrence that goods will be needed on-site either as an emergency or unexpectedly during a job and waiting for next day delivery is not an option.”

Customers also need physical interaction and at a merchant this happens between the different trades, sometimes resulting in business and referrals being made – it almost becomes their place of business. A tasty cuppa and a bacon roll can often be found nearby and is always a welcome benefit!

These are just some of the reasons why the physical merchant is still key and certainly for the audience of Professional Builder, it is clear why communicating with them via the trade press is more appropriate for their needs, especially when it’s available to pick-up in-store. 

According to Andy the message is clear: “Do what is appropriate for your readers. Make sure you know them, find out their habits and develop something that they want and which speaks to them. They will then want to read your magazine, as it becomes an important part of their job.”

Try and be the ingredient that binds the audience together
For the manufacturer, the merchant and the installers, the trade press should be the link that opens communication lines between all three.  

The manufacturers need their products to be stocked and for awareness and interest to be generated with the installers or specifiers; the showroom or counter staff at the merchant needs to be educated and aware of their benefits.

A magazine can help do this, especially one available at source. As Andy explains: “If an installer has seen a product in a magazine like Professional Builder, they’re more likely to notice it on the shelf in a merchant and look at it or trial it, especially after reading a product testing feature which we regularly have in the magazine. They are also more likely to be aware of promotions or attend in-store trials, which manufacturers often run. In short, we try and become an invaluable conduit between all parties - the glue for the industry.”

As a magazine, you should never expect bookings or take it for granted. Offering ‘added-value’ is a common phrase in today’s business world and Andy advises the trade press to help its advertisers further and identify where they need assistance.

“We now offer far greater assistance in campaign planning, especially now that we can provide a multi-platform package with the magazine, website, social media, e-letters, and exhibitions. Our experience also allows us to provide unique guidance on design and what works in adverts. We have perhaps the best knowledge of these based on fact - we even offer a design service for our clients, which we know will communicate effectively with our readership.” 

From our conversation with Andy, a key theme throughout was that all parts of the industry must work and support each other. The industry survives on collaboration, education, awareness, opinion, availability, development and communication – the trade press is needed and would be missed if it disappeared. 

Not a death but a rebirth 
Although the Internet and email certainly cannot be described as a fad, it is perhaps becoming a little congested and people are indifferent to the sheer volume of messages. If you received an email twenty years ago, it was novel, but had impact and was often useful or informative. At the same time, the amount of letters and junk notices arriving in your letterbox had become a nuisance. 
  
Today there are signs of a revitalisation of the printed word and physical letter; mail shots stand out again for their use of visuals, convenience and ability to capture our attention. Conversely, we often delete, with one click, massive amounts of “junk” and promotional email, often unread. 

The music industry is experiencing a similar rebirth: vinyl is in demand again and consumers are showing their enjoyment of and desire for more through significant increases in physical record purchases. This is evidence that the best forms of communication do not fade away and die, they just change, adapt and then find their place again. 

This will be the case with the trade press - the future will be different, but it must be relevant and important, something with which Andy concurs and concludes: 

“Those that listen, innovate, adapt and plan for the future will still be reaping the benefits for many years to come and building their audiences in a professional way. The rumours of the printed trade press’ death have been greatly exaggerated!”

Thank you to Andy for his valuable time and insight.

Hamerville Publications has been established for over 40 years and their core focus has always been in building and construction. Many of their titles include some of the leading publications within their sector: Professional Electrician; Professional Plumbing & Heating Installer; Professional Builders Merchant; Professional Housebuilder & Developer and Construction Plant News.

For more information on Professional Builder, please visit www.probuildermag.co.uk and for Hamerville Group, please visit www.hamerville.co.uk



If you are looking for a sales or marketing job with a manufacturer, distributor or merchant of building products or are looking to recruit, Pinnacle Consulting are industry experts and can provide vital guidance throughout the recruitment process. 

Call us on 01480 405225 or visit our website www.pinnacleconsulting.co.uk

PREVIEW - Building industry in-depth focus: The changing role of the trade press

During the last few years there has been a distinct shift in how manufacturers, distributors, and merchants of building products promote and communicate with their customers and specifiers. 

Part of the reason is due to the Internet and electronic media offering different communication options, and part is due to the economic recession forcing companies to look more carefully at how they spend their marketing budgets.

As a result, trade magazines in the building and construction industry have suffered from reduced advertising revenue and some, like What’s New in Building, have sadly been lost.  

However, the trade press remains one of the best ways to communicate and educate your audience. Using effective public relations, in-depth features, and display advertising, the trade press is a vital sales and marketing tool. It is crucial that the industry continues to support the trade press and ensure its successful relevance or the entire industry will suffer.

In order to remain relevant and in-tune with the industry, trade magazines need to adapt and innovate to offer greater value. They also need to become more targeted in how they benefit both their advertisers and readers. 

As with all products and services, companies need to understand what their customers want and if a magazine becomes indispensable to its readers, then the advertisers and contributors will want to continue to be involved in its production. 

Later this month we will see the publication of the latest of our in-depth features with people from within the building industry. This feature will look at the changing role of the trade press and why it is still a vital communication platform for the whole industry. 

PinBoard will discuss these issues with one of the leading and most respected publications in the industry, Professional Builder – keep checking in, so you don’t miss out on this informative read.

If you are looking to recruit for sales and marketing professionals in the building and construction products industry, find out more on our industry specific recruitment services here.

A plasterer's view on sales, marketing and service in the building industry

In part two of our interview with Justin Phipps of JP Plasterers we discuss his opinion on the building trade press, trade events, the internet and the support he expects from manufacturers and merchants.

You can catch up on part one here - where he discussed what makes JP Plasterers stay loyal to a product or try a new one.

Do you read any trade press?
I do read certain ones but not many, I haven’t got the time, but they can be useful, especially if they are aimed directly at the tradesperson, rather than the merchant, which in my opinion most of the trade press is normally for.  Trade magazines are great when the have product reviews and practical and independent guides and reviews.  

I do find catalogues etc. useful though too, especially when I am selecting products for the job or seeking greater understanding. 

KEY LEARNING POINT: The trade press is still important, so remember there are magazines aimed at the installers of your products too and use them. 

However, the trade press aimed at the merchants is vital too, the people on the trade counter are an extension of your sales team, so make sure they know about your product and have a favourable opinion.

Do you ever go to trade fairs or events at merchants? 
Yes, if we have interest in the product, we will go on courses specific to these manufacturers. I have found more and more of this happening and I think it’s a great idea and would actively encourage this kind of event.  It is very useful for the manufacturer to supply courses for trade at a reduced rate to show how their product works when correctly applied and used etc. It would definitely make me more likely to use the product and have trust in its performance.

KEY LEARNING POINT: This is perhaps one of the most interesting ways of reaching the independent trades, you can meet them, talk to them, watch them, listen to their opinions, communicate your messages and help them. It is a two way relationship and running courses can only assist with this relationship and reduce the risk of them having a roving eye.

What type of support do you expect from the stockist? 
If a product fails for no fault of your own, I’d expect the merchant or manufacturer to come and see the failure and to make good, either by supplying free of charge or by making it right. This is not always as easy as it sounds in our trade. 

Communication is essential, as is good information flow and knowledge.  Delivery is not an issue as we normally collect our goods.

KEY LEARNING POINT: Communication is vital, remember that many of the smaller trades are under great time and financial pressure, with little human resource to invest in sorting out major product problems, so make it easy for them, understand their issues and react quickly to resolve their problem. Otherwise your reputation could be at risk, and remember, how you act when there is a problem, can be relationship defining.

What support do you require from the manufacturer? 
The manufacturers’ support is key and their literature, usage advice, information on products and technical support are very valuable for my job.

I expect them to be fair in their pricing with no price hikes just because a product is selling well and demand goes up. We have seen this happen with a number of products and in the end we steer away due to cost, it is short sightedness on the manufacturers’ side. When demand goes up, they should be able to reward their customers with a stable or even reduced price due to cheaper production costs.

KEY LEARNING POINT: Again, it is all down to relationship building and understanding your audience’s needs. Don’t take advantage of their custom and make sure you know what support and information makes their life easier. 

Do you purchase via the Internet and what are your reasons if you do?
Yes, more and more, although only on products that have no shelf life.  In plastering many products have a shelf life and we have found that you have no gauge on the Internet on how much life a product has left, when you buy via a website. 

Tools, tape screws etc. are much cheaper on the Internet and we are more likely to buy on-line for these products than plaster.

It is, therefore, normally either down to price or ease of ordering. Our preference is always to see what we are buying and to be in control of the purchase, so most of our products are still purchased from a merchant - you get more support and as long as it is in stock, you can have the product on the same day you need it.

KEY LEARNING POINT: Makes sure that as either a merchant or a manufacturer you provide good service and have options off-line and on-line to purchase your products. 

The on-line relationship is different but should have the same aims in mind, so be as helpful as you can with the information and level of communication they need. It might even mean the packaging quality and information contained within needs to be changed accordingly.

If you are a merchant losing business to on-line trades, you need to consider making the in-store experience more valuable to the tradespeople. You might need to step up your game in terms of support and service to justify a higher price.

How do you prefer to be communicated with by the manufacturer? 
Normally by phone, we do not really have the time for emails etc. – we are out working! Talking to a person is always better in the long run. Emails do have their place but I don’t think there is anything more frustrating than awaiting email responses on a failed product from a manufacturer. I need technical support quickly and with the ability to have an actual conversation.  Great technical support is a wonderful thing.

KEY LEARNING POINT: The key point is to be customer friendly and if someone requires technical support, they should be able to quickly get through to someone who has the required knowledge to help. When you can provide a high level of technical support, the installer will have peace of mind when selecting your product.

We hope this interview has provided you with useful information - for sales people, merchants and manufacturers – to ensure you retain and grow your business with a sector which has always been difficult to reach and influence. If you are looking to recruit in the building products sector, call us on 01480 405225.

In the final part of our series on selling and marketing to the small independent trades in the building industry, we will be speaking to a bathroom showroom/retailer to gain their views. Keep visiting the Pin Board blog, so you don’t miss out.

If you want to catch up on the first part of this series, where we interviewed an independent building and construction firm, you can do so here.

www.pinnacleconsulting.co.uk

JP Plasterers is a family run business based in Saffron Walden, offering both modern and traditional plastering services. They provide customers in the domestic and commercial markets with the highest standard of service.

www.jpplasterers.com

How to sell your products to the independent trades - the plasterer's view

In the second of our series on selling and marketing to the small independent building trades, we speak to Justin Phipps, Owner of JP Plasterers and find out more about his relationship with manufacturers and distributors of the products he uses to ply his trade.

As we know, the collective of the small independent or family run business is a vital part of any merchant’s or manufacturer’s sales and their value cannot be ignored. However, communicating with them and knowing their buying motivations can be difficult, but like all sales and marketing it is about building a trusting and long-term relationship with your audience, truly understanding them and fulfilling their needs.

There is never a one size fits all approach, but once companies and sales teams start adapting their behaviour to suit their audience, it usually results in an improved and long lasting relationship with better sales. One way in which you can find out what they really want, is perhaps the obvious one: ask them!

We discussed these very topics with Justin and we hope his views will provide you with some useful guidance. 

JP Plasterers mainly buy Siniat and Gypsum plasterboard products, insulation backed plasterboard, Gypsum plasters, drywall screws, Spax screws, scrim tape and various adhesives. They also buy quite a lot of timber and loads of dustsheets and basic tools that you’d expect a plasterer to use.

How do you find out about new products? 
We often hear about new products in merchants through point of sales displays etc., I am often in and out of merchants, so it is usually the best way to catch my eye and also through some of the trade magazines available within the merchants.

However, the internet is an area which I am using more and more to find out about products, but I usually pay more attention to independent recommendations and views before seeking information on manufacturers’ websites. I read and participate in a number of plasterers’ forums and building communities. I also sometimes Google any issues I am having, either with a particular problem or product and both often result in useful suggestions in the results found.

KEY LEARNING POINT: Having a visual message which is easy to understand and relevant to your audience is vital. Displays in merchants are very important as you have a captive audience who are likely to be interested in your product; it is not like having a billboard on the roadside and hoping for the best. 

Peoples’ opinions are key and with the Internet these views can be quickly and easily spread, helping or hindering you in equal measures. So, make sure you have a good on-line presence and offer your customers what they need in terms of support and quality. Monitor forums and react accordingly, your reputation is at risk, but with the right strategy, product and support services the Internet can be one of your biggest sales and relationship builders. However, make sure it is not purely a transactional relationship, as you need to build something stronger than that, where people will feel the need to say nice things about you.

Which trends have changed the type or specification of the product you buy? 
Yes for sure. We find that the average customer these days is a lot more clued up in what they want. Knowledge of factors such as soundproofing and thermal insulation etc. - probably due to the ease of search facilities on the Internet – is much higher. We often try and follow these needs, but obviously cost is normally still the greatest guideline to use. 

Trends also change the way we work, for example, in kitchens, rather than tiles under cabinets as in years gone by, it is now mostly all splash backs; up-stands with a plastered wall behind.  

Ten years ago, house builders used to just tape and join, thinking this would save them money, but now taping and joining is not considered robust enough for day-to-day living, only plaster has the strength - tape and joining should really be left to shop fitting only. 

We have also found that new adhesives have changed how certain jobs are now done. 

Regulations for fire and acoustics are forever changing and will continue to, so as tradesmen we need to keep ahead of the game and constantly be informed with new products to make sure our work meets these standards and hopefully quicker, easier and cheaper too.

However, sometimes we find a new product comes out that is trying to solve a problem that is simply not there. If it is not broke why try and fix it?

KEY LEARNING POINT: Make sure you communicate with the householder, as they are increasingly becoming the specifier in private work of this nature. The advent of home improvement TV shows, the Internet and home improvement and self-build exhibitions has helped educate the householder.

Make sure all improvements to products that make life easier are effectively communicated; otherwise your great new product will sit on the shelf gathering dust.  It is equally important to ensure that the improved product is solving a real issue, not a made-up one.

Of course, it goes without saying how important regulations are to product enhancements and new product development.

What makes you decide to try a new product? 
It can be for a number of different reasons, but usually to solve a problem, to provide an improved finish or by customer request.

Also, if we feel that the product we use has a better alternative or if the product has let us down, a bit like one particular fire proof plaster product, which is really the only product on the market for this job but is expensive, hard to apply and has a high failure rate. It is not very good all round and we need another product that’s easier to use, if this happened, we’d definitely try the new product. 

It is not often we try a new product purely down to lack of availability of our regular products, as this is not normally a problem and we can also order from the Internet if need be.

KEY LEARNING POINT: Talk and listen to the users of your products to find out what would really help them and focus your sales and marketing on how your products solve these problems. 

Evaluate gaps in the market - where your experience and expertise could provide a better solution - in your product development plans. This might mean you move into a related product field you’re not currently in, but already have trust with the appropriate audience.

What keeps you loyal to a product? 
For it to do the job properly followed by price and finally consistency. We have had products in the past that have changed and for the worse.  If a product works perfectly, the price doesn’t get too expensive you stay loyal to it, it’s as easy as that.

KEY LEARNING POINT: Reliability and consistency are vital and you are more likely to retain customers if you don’t let them down. Treat them as you’d expect to be treated. It should be a long-term relationship, not a one-night stand.

Read part two here for his opinion on the building trade press, trade events, the internet and the support he expects from manufacturers and merchants.

If you're looking for a job in the building products industry, please take a look at our latest sales jobs. Or if you're looking to recruitment find out more about one of the leading construction sales recruitment agencies.

JP Plasterers is a family run business based in Saffron Walden, offering both modern and traditional plastering services. They provide customers in the domestic and commercial markets with the highest standard of service.

www.jpplasterers.com

What level and type of support do small independent builders in the construction industry want?

In part two of our interview with Colin of Colin Banks Construction & Carpentry from Saffron Walden, we look at the support and contact he requires from manufacturers and stockists of building products to help him in his work.

You can read part one here on how he finds out about new products and what keeps him loyal to a product.

What support do you need from the stockist?
Colin: Support from the stockist is very important, as they are my main source of finding out about products and innovations as well as for first-line technical or installation assistance. 

However, there are a number of other things I need. As well as needing the best possible price, I also view stock levels and availability of equal importance, as is confidence in delivery promises being met.  Much of this comes down to communication and service - if my order is not going to arrive when advised, I need to be informed in advance with a revised date or an alternative solution. This gives me time to make other plans, so a project will not grind to a halt. In my mind, there is no excuse for not being informed of a delay to a confirmed commitment. Any delay has a domino effect and can cause disruption to so many other people involved.

I like to have a central point of contact at the merchants I use; you need to build a relationship and I’m more willing to trust their advice and recommendations. However, it shouldn’t matter who I speak to, I expect a friendly and professional service and someone who seems interested in helping me and who has good knowledge of the department they’re working in. I experienced this at a Travis Perkins’ branch recently when they went out of their way to help me, even though I’m not an account holder there.

Sometimes, I require assistance on-site, I get this from Ridgeons of Saffron Walden, as I have a dedicated person allocated for problems on-site. It makes you feel appreciated and helps build loyalty. They will also come and meet me on a job just for a general update – I welcome this, within reason.

I also require samples or swatches of products, especially on things like tiles and flooring, this helps my customers decide on finishes and style.

KEY LEARNING POINT: The stockist needs to communicate with their customers and focus on building relationships. Good levels of stock are also vital, as products are often needed on the day of the builders’ visit. Manufacturers play an important part too, as they must communicate with their distributors on these issues.

What support do you want from the manufacturer?
Colin: I rely on their support in many ways, but the focus should be to avoid problems in the first place and to quickly assist with problems which do arise. 

It is vital any product is appropriately packaged for protection. If I open a product on-site and the item is broken, it can cause many consequential problems and could cost me a lot of money, especially when there are tight deadlines to meet or if I have other trades on-site to assist on the job. 

I’d also expect there to be installation guidelines that are clear and concise, especially if the way it is fitted affects its guarantee or makes it not fit for purpose. For items that need on-going maintenance, spare parts or adjustment by the householder, I’d expect a user-manual to be included, so that I can give it to the property owner for their records, along with any guarantee information and certification. These might also need to be seen by Building Control.

One final, but very important aspect of support I need is a quick and easy way of contact. When on-site, I’d expect relevant and up-to-date contact information within the packaging or on the product and to be able to speak to a competent and relevant person as quickly as possible to help resolve the issue.

There are also occasions when I have to use a manufacturer’s website to access information, especially standards and performance data or guidelines for usage. I like it when I can get the answer I need without having to search for long or make a phone call, this is because on the rare occasions I use the internet it’s in the evenings.

KEY LEARNING POINT:  Technical or customer service departments should be easily reached with people who are able to deal with the type of questions they will receive. Manufacturers’ websites should be easy to navigate with useful information designed to meets the needs of different audiences. Products need to be tested by people in real situations and feedback obtained before they reach the market.

How do you prefer to be communicated with by the manufacturer?
Colin: Most of the time, I’d rather not be contacted directly by the manufacturer, unless I have instigated the contact. I’m not interested in being bombarded by emails or mailings; I just haven’t got the time to read them.

On occasion, a manufacturer will see my van parked up and come and have a chat. Hilti sometimes does this, and in small doses, this can be quite helpful as it allows me to ask any questions directly and gives them an opportunity to let me know of any key developments or even give me some samples for trial. I certainly do not have the time to take lots of phone calls from lots of manufacturers’ sales representatives and would not welcome this.

KEY LEARNING POINT: It is best to try and communicate in non-pressurised situations with the smaller trades, impress when they contact you and impress in non-verbal communications, like packaging and installation guides. Manufacturers should always be aware of the time restrictions of small companies or one-man businesses.

How do you find out about changes in Building Regulations and legislation?
Colin: Although some of it comes from the literature I pick up and also from the staff at trade counters, my most useful source of information is through my local Building Control Officer. They can be very helpful.

KEY LEARNING POINT: Make sure it is clear your product meets the standards in literature, advertising and is clearly displayed on packaging and documentation. Communicate with Building Control offices so they are aware of your products.

As you can see from the two parts of our interview with Colin, there are many factors to consider, but being aware of the time restraints to allow effective communication and making sure it is conducted in the right environment and done so simply at the right time, appear to be key. 

Next we will be speaking to a small independent plastering firm and after that an independent bathroom showroom to obtain their opinions on this issue.

Pinnacle Consulting proactively helps building product manufacturers and stockists find excellent sales and marketing employees. Click here for more information on how we can help.

Selling and marketing in the building industry: what small or independent builders really want - Product Awareness

In this first interview as part of our series on selling and marketing to the small independent trades, we speak to an independent builder to gain further insight into what they really want in terms of support and communication from building products manufacturers and their stockists. 

For manufacturers of building products, reaching the independents is notoriously difficult. In most instances contact and new product information and benefits is via the merchant or retailer. It is, therefore, vital that the stockist is a major part of any manufacturer’s communication strategy. However, there are times when direct contact is needed as this can lead to a tradesperson’s decision to use a manufacturer’s product. 

Colin Banks Construction & Carpentry of Saffron Walden have been plying their trade across Essex, Suffolk, Hertfordshire and Cambridgeshire, for a number of years. Colin, the owner, is always busy: going from job to job, merchant to merchant, organising other trades and choosing, ordering and collecting product. The products he uses are as important to his success as is the quality of his work and could make or break his reputation. 

The scope of the building and interiors products he purchases is vast: concrete, bricks and blocks, timber, sand, flooring, plaster, insulation, windows, drainage, plumbing and heating, ventilation, roofing, tiling, slates, paints, sealants and coatings, tools, and bathroom and kitchen products. Quite a list!

With so many different products to buy, it can be difficult deciding which to choose and also be aware of new or enhanced products, installation benefits and any ongoing promotions. 

Colin, like most of us, wants a stress-free life and needs products, information, service and availability that he can rely on. These factors became clear during our conversation.

In part one of our discussion with Colin we cover the subject of finding out about and trying new products and what keeps him loyal to a product.

How do you find out about new products?
Colin: I rely mainly on the information and recommendations from the place I buy my products from. They often send me newsletters, magazines or details of promotions - these help keep me informed, but to really catch my interest any information must state a solution to an installation issue I have been experiencing, otherwise they all just blur into one. 

When I am at a merchant, I also rely on trade counter staff to advise on products to meet my needs. Their knowledge and experience is vital to my awareness and decision-making process when buying a product. Another way I find out about products in-store is through point-of-sale displays, especially if they include before and after samples, or illustrative images, demonstrations and leaflets to take away. If these are striking and interesting, I will investigate further.

I sometimes pick up trade magazines, like Professional Builder, from the merchant’s counter, especially if I see something on the front cover that is relevant. They often have product-testing features, which can be quite useful and might encourage me to find out more.

On occasion, manufacturers are present at merchants’ or retailers’ events such as branch openings or breakfast mornings, but I rarely attend these - I would rather be working and earning money. However, if I happen to be at the branch, they can be a useful opportunity to see new products or learn of price promotions – but I’d only be tempted by a price promotion if I needed the product at that moment in time.

KEY LEARNING POINT:  It is vital for manufacturers to support their stockists through staff training and provide them with information, knowledge and resources to sell. This will ensure the stockist can confidently and proactively sell.

What makes you decide to try a new product?
Colin: Sometimes it is as simple as the location of where the job is I’m doing and the merchant or stockist which is close by. I may try a different brand depending on the brands they stock. I discovered Superquilt insulation through a recommendation by a Buildbase branch because my normal brand was not stocked there. 

My regular merchant recommended Egger Floor Protect to me and I have been pleased with their product too.

I’m also more likely to try a product if it is recommended or if it has a clear solution to a problem I’ve experienced. If I can get comparable or better quality for a cheaper price I am also willing to try a new product.

Sometimes the homeowner will request I install a particular brand or type of product.

KEY LEARNING POINT: Awareness is very important through high quality point-of-sale and education of trade counter staff to pass on advice. The product needs to be stocked and its benefits clearly understood.

Have you noticed any recent trends on the kind of products homeowners want to use?
Colin: There has been a trend for people taking a longer term view, so lifetime running costs and sustainability issues are now much more important. However, I’ve noticed that as these kinds of products have an initial higher cost, these trends are mainly with those aged 45 and over. The younger householders normally just want the cheapest option that does the job satisfactorily, as when you are setting up home every penny counts.

KEY LEARNING POINT: Make sure you target the consumer too with understanding of product benefits, as the homeowner can be the specifier.

What keeps you loyal to a product?
Colin: I’m happy to pay more for a product if it’s reliable, has proven benefits e.g. simple installation and causes me no subsequent problems. In my mind some are cheaper in real terms, as I have peace of mind the customer is getting a good product and I won’t have to return at a later date to resolve an issue - this costs me time, money and damages my reputation.

Velux is one brand I am particularly loyal too, but I did once make the mistake of trying an alternative brand which alleged better fitting, this caused me many problems and I went back to Velux. 

Generally, if a product is easily available, of good quality with good support and at a fair price, then I am happy to remain loyal.

KEY LEARNING POINT: Quality, proven performance and benefits are worth their weight in gold. Ensure products are tested before going to market and listen to the needs of the installer. Ensure you stay ahead of your competition.

In part two of our interview with Colin, we look at the level of support and contact he expects from manufacturers and stockists.

Pinnacle Consulting help building product manufacturers and stockists find excellent sales and marketing employees. Click here for more information on how we can help.

Image: Floor Tile Installation" by sixninepixels / FreeDigitalPhotos.net