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W&D Weekly
February 10, 2016
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The Latest
ICC Experiences Technical Glitch

The ICC board of directors has committed tremendous resources toward the development of the cdpACCESS voting system, which it believes will expand the input governmental-voting representatives have in the International Codes by allowing them to vote remotely. But the system continues to experience hiccups. Read More

 
More News
Energy Star, Low-E Windows Likely to be Included in New Homes in 2016
 
WDMA Releases 2016 National Policy Agenda
 
PPG Begins Repairs and Maintenance at Fresno Facility
 
Renolit Expands Sales Team
 
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Product Spotlight
Bullet Resistant Doors from HMI Doors

HMI Doors introduces its Level 3 bullet resistant door for the residential market. The bullet-resistant door panels are rated NJ-STD-0108.01 Level IIIA bullet Resistant and ANSI/UL-752 Level 3 Bullet Resistant. The door combines the company’s 10-point mortise lock and hinge-side ArmorMax jamb for security. The door panels are available in 13 styles in steel or fiberglass.

 
The Talk

Laura Doerger-Roberts

Many manufacturers offer various marketing materials that dealers can use to their advantage. These often include brochures, technical data, product samples, color selectors, demo kits, presentation outlines, pitch books, training opportunities and wearables.

But, as a dealer, what do you need for an effective product presentation? It’s important to build a program that speaks to what your company is known for and takes into consideration how you generate leads. Also, consider what the consumer is expecting from your time together. What is your story and where is it told?

One approach is the classic presentation. This approach puts a high emphasis on features and benefits and has a tactile element. There are four elements to incorporate into this method.

1. Look Like a Pro
Wear apparel with either your logo or a manufacturer’s logo on it. Make sure all presentation materials are neat, organized and current. Can you carry everything into the home in one trip?

2. Present a Pristine Demo
Make sure your demonstration product is in tip-top shape and that it is clean, current and operates well. Ensure all parts and pieces are in place and functional. Practice using every part and piece in the kit.

3. Make a Structured, Comparison-Based Pitch

Use demonstration kits to compare certain product features. Is your presentation impressive and impactful? Can you elaborate on each element of the demonstration?

4. Provide Options

Use selection tools to help the consumer understand the custom options available. Make certain all the choices in your presentation are current.

The overall message you want to send in every presentation is that you believe in the products you sell.

Is your message on target? Do you still schedule a lot of “classic” presentations or are your pitches mostly digital? Weigh in on this week’s poll, post a comment and/or email your thoughts on the subject.

As a dealer, are classic in-home demos and presentations a part of your sales pitch?
Most of our presentations include a hands-on demo during in-home consultations.
Most of our sales pitches take place in our showroom using physical and digital examples.
We mostly use digital tools for our in-home sales pitches.
It's rare for us to schedule an in-house demo.
 

Is email marketing a part of your plan?
Last week's poll ended in a tie, with just over a quarter of respondents saying they have an email strategy like the one mentioned, and an identical number saying they have yet to implement an email marketing plan. Read the Full Results

 
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