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Mind Meld

Contractors want the lowest prices, quality products and maybe a cool T-shirt now and again. Right?! Unless you’re a mind-reader, how do you really know what they want unless you ask them.

Recently, Tradesmen Insights asked contractors what they want from manufacturers and produced a series of interviews and podcasts highlighting their answers. Their intention: find out what manufacturers could do to better support contractors in the field. Those interviewed were a mix of electricians, plumbers, HVAC and general contractors. Here is a sampling of some of their most common wants (aka: opportunities for manufacturers):

  • Quick Response to Questions – access to knowledgeable tech people for problem solving.
  • Regular Site Visits – have your salesman make regular visits. Most contractors say they very rarely see the manufacturers. Great way to build relationships and identify possible product problems or shortcomings.
  • Application Training   quick tips on doing a process better/quicker. If not in person, via email.
  • Best Way to Communicate with Them – mobile phone or email.
  • Not Super Social Yet  (Twitter, Facebook).
  • Recognize that they are professionals.

There are some prime opportunities here for manufacturers to up their game.  Our recent research yielded similar findings. Contractors want to be recognized and engaged with regularly—and not just about “what’s on sale” or “what’s new,” but how your product affects their bottom-line. Here are 10 ways to make your contractor experience richer and more rewarding:

10 Ways to Give Contractors What They Want

  1. Responsively designed Web and Mobile Sites –  Sites crafted to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from mobile phones to desktop computer monitors to tablets).
  2. How-to Videos, Demos and Easy Installation Instructions – Short, concise, available online / YouTube channel
  3. FAQ Section – Easy to find online, expansive and always current
  4. Live Tech Support – Knowledgeable, friendly, easily accessibly, separate 800#
  5. Email Communications – Rich consistent content that educates, inspires and reaches contractors on a deeper level (think “substance vs. sales”)
  6. App – Contains useful tools, specs, inventory and more they carry in the palm of their hand (beyond what’s on your site)
  7. Campaigns – Themed effort with a central message, communicated in promotional pieces and activities to recognize and unite contractors
  8. In Person – Live on-site visits and events
  9. Support – education and information about best practices to inspire and empower
  10. Forums & User Groups – Create an online community that supports, unites and celebrates contractors (excellent way to listen too–bonus!)

Tradesmen also shared this powerful statement, “There wasn’t a contractor I talked to that would turn away a visit from you, the manufacturer.” That sounds like opportunity knocking!

With sales people already spread thin across accounts, it can be challenging to fulfill the face to face need on a regular basis. Luckily, there are numerous ways to satisfy a Contractors’ craving and so much that they can have seconds.

AllisonDeFord
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