Building Products

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The Hunley Group Blog: Building Product Manufacturers: Part 2: Finish Winning the Game of Specifications

The Great Game of Specifications, Continued ... In a previous post, we started to layout how you could leverage a CRM like Salesforce to raise your game in pursuit of specifications market success.  We discussed how to Capture, Conserve, and Flip. Now we continue with: 4. Maximize 5. Hold 6. Bid 7. Close 4. Maximize:  Find cross-sell & upsell opportunities for other products in your catalog Last time we talked about how to capture, qualify, and flip a spec your way with efficiency gains delivered by Salesforce.  Now let’s move into growing your share of wallet on a given project. Do you manage multiple product lines?  Have different business units that leverage independent sales teams? What better way to grow your business than by seeking to maximize your share of wallet?  Train your reps to look for corollary products on a project they’re chasing, and toss a bone to their colleagues. Make it worth their while by using the CRM to track those lead creations by paying them a spiff on the cross-sell!   5. Hold:  Defend your own specs So you’re in the spec now, one way or another.  But it could be months or years until the subs are ready to bid your product category.  And that offers the bad guys (and aggressive GCs) plenty of windows to [...]

By |2020-02-04T10:48:09-05:00January 26th, 2020|Categories: Blog, Building Products, CRM|Tags: , , |0 Comments

The Hunley Group Blog: Building Product Manufacturers: If you can’t measure it, you can’t manage it. KPIs in the CRM.

We asked a group of executives at a building materials client not long ago to provide us with a list of their key performance indicators (KPIs), or the measures they use to drive their company’s performance.  “Uh, we’ll get back to you.” Two months later we received a list of the measures. Yay! But … wait … it was just a list of what to measure, not what the actual goals were, the how-much-of-what-period kind of thing.  Sigh. Now.  I’m sure that’s not you.  But just in case you’re looking for some fresh ideas for how to suss out key insights from your CRM, we’ve got a few for you. Relationship Management Some folks call this call tracking, but let’s call a spade a spade.  Tracking activity from a measurement perspective should let you see that your team is making the right kind of calls on on the right customers - in other words, they’re measuring whether they right things are being to do maintain and enhance business relationships with your most important customers. Calls per week Visits per week Prospect first meetings per week Literature drops per week                                                                [...]

By |2020-01-09T22:07:05-05:00September 17th, 2019|Categories: Blog, Building Products, CRM|Tags: , , , |0 Comments

The Hunley Group Blog: Building Products: Call Tracking. What, Why, & How.

Building Products: Call Tracking. What, Why, & How. Call tracking is one of the most basic functionalities and most prevalent use cases for a CRM.  From a survey of building products companies, this question received more positive responses than any other. Why do we see building products firms mandate call tracking? It’s a memory aid.  If you had 10 customers, you probably wouldn’t need a prompter to recall what you said last and to whom.  When you have 200 customers, with several hundred more prospects, OMG, how can you possible recall what you said to who just last week?  At its most simple, a CRM should remind you what to do and when, and call tracking helps a lot with that.  It’s a targeting tool.  With the fragmentation in building products, with hundreds of dealers and thousands of contractors, builders, and architects, if you’re not prioritizing who you engage with … well, maybe you shouldn’t be in this business:)  If you have your A’s, B’s, and C’s categorized, it’s typical to see a flavor of “A’s should be called upon every month, B’s, every quarter.” So you need to be able to pull trip planning lists of “all A customers I haven’t called on in the last 30 days”. It’s a coaching tool.  One of the most effective uses [...]

By |2020-01-09T22:07:58-05:00August 16th, 2019|Categories: Blog, Building Products, CRM|Tags: , , , |0 Comments