BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - 15

ISTOCK.COM/AZMANJAKA

This article is reprinted from
www.seethewhizard.com with permission.

3.	 Repeat until someone actually has
to talk to the customer.

HOW TO BUILD A PERSONAL
RELATIONSHIP WITH
A CUSTOMER
A builder I spoke to was so
impressed by a handwritten
thank-you note he received from
a sales rep that he sent it to me
as an example of how to start
a relationship.
Making a sale, say by converting
a builder from one brand of
windows to another, often starts
with a salesperson calling someone
who works for the builder.
Setting up and making individual
sales calls is a big investment
in a salesperson's valuable time
www.bsiabc.ca

and travel budget. If the rep
invests the time to gain a meeting
and makes a favourable presentation,
it can all be lost by what
happens next.
I am a big believer in the benefits
of CRM and any tools that make
you more productive, but it's easy
to let them remove the individual
from the relationship. Your customer
can tell when they are receiving
one-size-fits-all communication.
By taking the time to send a
handwritten thank-you note, this rep
strengthened his relationship with
the builder. He improved the odds
that his company will be considered
if the builder is looking for a new
supplier. And all it took was a
little stationery.

I'm not saying that everyone should
start sending handwritten thank-you
notes. An effective follow-up over
email, phone or social media can
make a strong impression, too.

THE BENEFITS OF A STRONG
PERSONAL RELATIONSHIP
1.	 The customer is looking for
someone to guide them through
the process of buying from
your company. They know that
changing from one supplier
to another involves more than
changing the purchase order. They
are evaluating whether or not
you will be there to guide them
through the transition.
2.	 The levels of customer service and
support from manufacturers are in
FALL 2020 | BSIA NEWS | NEWS MAGAZINE

15


http://www.ISTOCK.COM/AZMANJAKA http://www.seethewhizard.com http://www.bsiabc.ca

BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020

Table of Contents for the Digital Edition of BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020

Chair’s Message
Board of Directors
BSIA News and Events
In Memoriam
Calendar of Events
Orion Award Winner Stories
Power to the People
Three Tips for Effective Virtual Networking During Covid-19
Changing Relationships in Building Materials
President’s Message: Last Word
BSIA Affinity Partner Program
Index to Advertisers
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Intro
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - bellyband1
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - bellyband2
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - cover1
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - cover2
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - 3
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Chair’s Message
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Board of Directors
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - BSIA News and Events
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - 7
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - In Memoriam
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Calendar of Events
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Orion Award Winner Stories
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - 11
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Power to the People
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Three Tips for Effective Virtual Networking During Covid-19
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Changing Relationships in Building Materials
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - 15
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - 16
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - President’s Message: Last Word
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - Index to Advertisers
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - cover3
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - cover4
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - outsert1
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - outsert2
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - outsert3
BUILDING SUPPLY INDUSTRY ASSOCIATION - Fall 2020 - outsert4
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