Market Targeting Skills Amherst MA

By Mike Butts

I often hear this question: “Who is responsible for selling installed services?” There are probably a number of different answers to this seemingly simple query, but I think it's easiest to truly answer the question if you break it down into the two most common selling areas: retail and builders.

Installed sales for the retail sector. The consumer market is a completely separate business sector altogether for many of us. In most cases, we identify ourselves as “pro-oriented” dealers. But there are still some of you that have a large retail/ walk-in customer base, an area that's sometimes amplified if you offer installed sales. If your program's primary or even secondary focus is installing for the retail customer, you need to have a dedicated salesperson to address this market.

What many managers fail to understand is that it takes a different skill set to address consumers than it does to reach pros. Your salesperson must be able to relate to homeowners, understand their needs, and determine a fixed budget for an installed project. Not only that, but he or she must also understand the difficulties involved in remodeling an existing home, such as what to look for, what type of problems can arise, and how to communicate all of this to the installer.

In addition to all of the above, salespeople must be able to work during evening hours and on Saturdays, the times when retail customers are typically available.

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