October 25, 2020  
 
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Marketing a Building Materials and Supplies Commercial and Industrial Business

The key to success in marketing a building materials and supplies commercial and industrial business is to combine time-tested marketing techniques with the most cutting edge strategies in today's marketplace.

We recognize that the best building materials and supplies commercial and industrial business entrepreneurs tend to possess solid marketing skills. Yet in this industry, the characteristics of able marketers aren't always obvious.

As a business owner, you probably already have a firm grasp of basic marketing concepts. But to rise to the top of the industry, you'll need to gain a deeper understanding of the marketing tactics competitive building materials and supplies commercial and industrial businesses utilize in the marketplace.

Customer Awareness

Many of the highest performing building materials and supplies commercial and industrial businesses go out of their way to maintain clear channels of communication with their customers. In this market sector, managers and promoters need to be extremely familiar with their customers' needs and purchasing preferences. More often than not, failure to maintain a robust connection with the marketplace translates into poor brand recognition and lackluster sales. By improving market awareness, small companies can often establish more meaningful customer connections than their competitors.

Managing Negative Publicity

A certain amount of negative publicity is a given for most building materials and supplies commercial and industrial businesses. But the time to address your response to negative publicity is before it happens. If you wait until a crisis hits, it's already too late to control the message. The creation of a quality, crisis PR plan and the adequate preparation of key stakeholders is a requirement for any building materials and supplies commercial and industrial business interested in controlling negative messages. In a crisis, accurate contact lists can be a lifesaver. A top quality mailing list provider can provide fast turnaround times on up-to-date and filtered lists.

Loss Leaders

The majority of building materials and supplies commercial and industrial businesses are willing to sustain a slight loss or breakeven position on certain products and service offerings as a way to attract customers. Although you may lose money on one product, you can make up for it buy selling a higher volume of other products. The key is to know your profit margins and use loss leader pricing to undercut the competition in targeted product categories. For the majority of building materials and supplies commercial and industrial businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.

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The building materials and supplies commercial and industrial business industry is evolving, and new marketing tactics should be tested on a regular basis. We welcome your comments and feedback about marketing techniques in this space.


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