International Door & Operator Industry

NOV-DEC 2012

Garage door industry magazine for garage door dealers, garage door manufacturers, garage door distributors, garage door installers, loading docks, garage door operators and openers, gates, and tools for the door industry.

Issue link: https://idoi.epubxp.com/i/95501

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Page 60 of 137

SALES&MARKETING; (continued from page 57) Training – Early on we chose a national brand of storm doors to add to our line up. Unfortunately the big name brand did not come with good manufacturer support at the dealer level. When choosing a brand, choose quality and support over national recognition. Just like with your garage door business, the customer associates your name with the product much more so than the manufacturer's. The key to a successful product launch is training. Without proper support to get through the learning curve, your new product is doomed from the beginning. So train your sales staff, customer service people, your installers and your warehouse personnel so that all along the process your staff is comfortable with their part of producing the product. Again, lean on your supplier for this. Have your rep hold sales training sessions, make joint sales calls with your sales people and bring in technical experts to assist your installers with their training. If available to you, a plant tour is always a good idea. Seeing the product being produced gives you a better insight on how to promote it. It also allows you to see what your supplier is like behind the scenes and begin fostering a good working relationship with them. Gear up – The good news is that most of these type of products require very little if any inventory. However the installers may need selected tools or equipment to do the installation effi ciently. So when considering adding a product to your line up discuss it with the manufacturer and some of their dealers as to what special support may be required for your installers. For instance when we added residential entry doors we added a few tools to make the job easier and more professional such as a top quality miter saw and a break for bending aluminum. Other resources needed may be for your sales people and showroom. Product samples, videos, working models and even computer programs that will assist your sales people make a professional presentation. Market your new product – Marketing our new products was not easy. For years our customer base knew us for one thing, garage doors. Your marketing program starts with your sales staff. Nothing is as effective as being in the trenches and introducing 58 International Door & Operator Industry™ your new products to your customers in person. Besides the obvious promotional benefit, your sales people can gauge their reaction to your new initiative. That can provide valuable feedback to your efforts. An extremely effective way to begin a conversation about your new products with customers is to require your sales people to quote them unsolicited. For instance when quoting a replacement rolling steel door, throw in an option for a replacement hollow metal exit door. If the homeowner asks for a quote on a new garage door opener, add a quote for a replacement storm door if you notice theirs is worn out. You will be surprised as to how many additional sales are made just by mentioning your new products during a sales presentation. As much as possible, dovetail advertising your new products into your regular advertising program. The ads cost no more to add an additional product or two when you place them. Remember that your promotional pieces carried by your sales people or in your showroom should showcase all of your products. Mass media and print ads are excellent ways to get the word out about your new lines. Most importantly, do a good job of promoting your new products on your website. Remember to add the key words in your paid search program that describe or reference the new products in the markets you serve. Finally, your installers are a terrifi c source for promoting your "other" products. Provide them with print material that announces your new doors, awnings or services. If they get the customer to request a sales quote, pay them a small bonus. Maybe even have a contest to see who brings in the most leads each month. Using your fi eld techs as ambassadors often pays big dividends. Continued on page 60

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