Even though we make the world’s best flooring adhesives, they won’t just sell themselves. It takes building trusted relationships with customers.
During the February 2023 TAYLOR TIME LIVE, host Seth Gladden, marketing director of the Meridian Adhesive Group Industrial Flooring Division and Taylor Adhesives, interviewed Shelley Ackerman, OEM Accounts + Commercial for Taylor, about her career-long perspective on adhesives and tips for selling more products, like Taylor Aspen®, Versatile®, or Elevate®.
“It’s really important for a specifier and designer to partner with a trusted flooring contractor or distributor salesperson to educate them and teach them about adhesives.” Her advice is to make friends with your adhesive salespeople, as well. “They can tell you more than you ever wanted to know,” says Ackerman.
Here are some reasons why building relationships with flooring customers is important:
- Customer loyalty: When customers feel that they have a personal connection with a business, they are more likely to remain loyal and continue to do business with them.
- Increased customer lifetime value: Building relationships with customers can lead to increased customer lifetime value, which is the total revenue a customer will generate over the course of their relationship with a business.
- Positive word-of-mouth marketing: Satisfied customers are more likely to recommend a business to others, which can lead to new customers and increased revenue.
- Feedback and improvement: Building relationships with flooring customers can provide businesses with valuable feedback about their products or services, which can help them improve and grow.
- Competitive advantage: Businesses that prioritize building relationships with their flooring customers are more likely to stand out from their competitors and gain a competitive advantage.
“As a flooring salesperson, you need to know the about the compatibility. Is this adhesive recommended for sheet products? Is it plank products? Is it carpet products? And not all adhesives are created equally. There are some that can do all things. But then again, it depends on the type of product and the space that you’re using it,” observed Ackerman.
As flooring professionals, we owe it to ourselves to continue learning, she observed.
“Walk a jobsite when you go to call on a designer or specifier, so that you’re both working on the same project together.”
“Knowing your partnerships, knowing what your design intents are, knowing the type of products and installations that you’re going for, and then just partnering with the right people is key. I think the partnership becomes important for a successful installation,” said Ackerman.
Product knowledge provides a shared understanding between you and your customer. When salespeople have a deep understanding of their products, they can answer questions, address concerns, and provide valuable insights that can help customers make informed purchasing decisions.
Additionally, having strong product knowledge can help build trust and credibility with flooring customers. If a salesperson can demonstrate their expertise and knowledge, customers are more likely to view them as a trusted advisor and feel more confident in making a purchase.
Moreover, having a thorough understanding of the adhesive product allows salespeople to tailor their sales pitch to the specific needs and wants of the customer. By highlighting the product’s most relevant features and benefits, the salesperson can create a personalized and compelling pitch that resonates with the customer.
Overall, product knowledge is a critical component of sales success with flooring adhesives. It helps salespeople build trust, credibility, and rapport with customers while allowing them to effectively communicate the value of their products and services.
Watch “A New Perspective on Adhesives” on the Taylor YouTube Channel: https://www.youtube.com/live/FEf8gznlDdg?feature=share
Seth Gladden is the host of TAYLOR TIME LIVE and is Marketing Director for the Meridian Industrial Flooring Division, including Taylor Adhesives
Shelley Ackerman is Director of OEM Sales + Commercial Groups–Taylor Adhesives