Manufacturers: How Are You Getting Closer to Professional Tradesmen?

By John Sonnhalter, Founder, Sonnhalter Beyond the normal marketing tactics you do, what are you doing to get closer to your contractors and LISTEN to what their issues are? May I suggest a tradesmen council? You all have brand advocates out there, why not get them together a few times a year? By doing so, you can get a better sense of what’s happening in their world and what keeps them up at night. It's also an opportunity to run new product ideas by them before putting them into production. If you make the meetings about them and not you, the outcome will be more positive. You know these guys talk to each other either through social media and forums or at trade events. Meetings can be planned around major trade shows or association meetings. You’d simply invite them to come in a day ahead of time for a half-day meeting. I’d also suggest that some of the meetings be held at your location (at your expense) so they get to meet other members of your team. Keep these meetings on track with an agenda that includes issues they want to talk about as well. There also should be action items coming out of each meeting where they can see that you actually did listen and are taking some action. Note that all action items don’t have to have a positive resolution, but the council needs to know that you at least took it under consideration. Other than the ultimate end user, do you sell through independent reps and or distributors? These should be on your radar screen to get closer to as well. Rep and distributor councils can also reap great results. Reps are in the trenches daily and can give you valuable insights not only on the end…read more >

Manufacturers: Are You Missing an Opportunity to Build Better Relationships With Your Distributors?

Most of the manufacturers we deal with sell through various distribution channels. The relationships range from true partnerships to a necessary evil. Most manufacturers have missed an opportunity to build relationships by not utilizing an old technique called a distributor council. We recently did a survey to a group of manufacturers who sell through distribution and 85% of them haven't used this marketing tool. read more >