07.03.2007 — If vendors took the time to really learn about and understand what’s important to builders, they’d be much more successful in selling into this segment.

Before rolling out the next generation of a builder program or giving a builder sales team their next set of marching orders, vendors would be wise to ask themselves the following questions.

Builders will advise vendors to not waste their time unless they’ve answered “Yes” to every question.

1. Have I, as a potential new vendor, given the builder a compelling reason to meet with me?
2. Does my company have a good or bad reputation is this marketplace? If yes, how can I assure the builder that the issues have been corrected?
3. Did I clearly explain how my products will help this builder differentiate himself from his competitors? (If I am using this as a selling point, am I, at the same time, selling to every builder in town.)
4. Have I told the builder how my company is going to service his customer before, during and after the home is finished?
5. Are my products competitively priced? If my products are priced higher, have I given him five reasons why he should pay the higher price for use of my products?
6. If my product is unique and doesn’t have a direct competitor, have I positioned this well in terms of products with a similar perceived value?
7. Have I clearly explained to the builder how he is going to make money by offering or using my product? Is it stated clearly and concisely in a visual diagram?
8. Have I shown the builder that I understand and respect the relationship he has with his customers?
9. Do I have the experience this builder requires and expects of all his vendors?
10. Do I understand that I get one chance to make a first impression?
11. Is my builder program really tailored to his business or have I tried to put him in a program that might not be right for him?

Lee Odess is the chief operating officer for Custom Builders U.S.A., a management company helping builders combine purchasing power. Odess can be reached at