On July 8, 2021 Mark Mitchell hosted our very own Kevin Dean on his podcast for building materials sales and marketing executives. The pair addressed the most critical aspect of sales and marketing strategies for construction products companies to focus on: understanding how to position your solution to your customer's customer.
Your Customer's Customer
Click below to tune into the episode.
0:37 - Meet Kevin Dean
2:30 - What it Means to Sell THROUGH Your Customer, Rather than Just TO Your Customer
7:48 - How Digital Marketing Facilitates Company Growth When Selling To Your Customer's Customer
13:55 - Why to Generate Content that Solves for Customer's Problems (& How Not to Talk About Yourself)
19:28 - How Different Content Strategies Attract Different Kinds of Website Visitors
23:20 - "Random Acts of Marketing"
26:50 - Why to Avoid Playing Defense with Your Distributors & Dealers
30:09 - How Distributors Moving Online is Impacting Your Customer's Customer Reach
35:40 - An Example of Building Off a Successful, Channel-Wide Digital Strategy
36:50 - What is the Value of a Field Sales Representative? Versus What is the Value of a Digitally Savvy Distributor?
40:00 - Concluding Remarks
Speaking of understanding your customer's customer, check out this guide documenting the purchase motivations and decision making challenges of primary building materials end users including contractors, facilities managers, DIYers, and beyond.