Every day, we’re all inundated with stories about this device or this website being another “revolution” in our everyday lives, and while most of that is hyperbole, we’ve truly seen some revolutions in the past 20 (and even last 10) years in technology. You might be reading this on an iPad at home, or on your Android device at the airport. Or maybe you went “old school” and you’re reading on a desktop computer! Marketers like us tend to be on the forefront of technology and can sometimes forget that the people we’re selling to don’t fit that same model.
ProSales magazine, one of two main trade publications for the LBM dealer audience, conducted research titled “Building Material Dealer Sources of Information Survey” last fall. The first question in this survey was, “Which of the following types of resources do you use regularly as part of your work-related reading/information-gathering?”
The top response, picked by 82% of respondents, was “Trade magazines specific to building material dealers.” Yes, those magazines we all get at the office, the same ones derided as old/traditional media.
The second response, chosen by 61% of respondents, was “Building product manufacturer sales representatives.” Yes, in 2011, people still count on a one-to-one conversation to get the information they need to run their businesses more effectively.
This survey was conducted by email, so you can likely assume the respondents would tend to be more engaged with technology than the typical building material dealer…so imagine what the numbers would look like if you could survey those typical dealers.
Similarly, we conducted research for a client last fall, also sent by email to building material dealers across the country. We asked what methods they’d prefer to be communicated with by wholesale distributors, and gave them the following options: direct mail, email, fax, text messaging, social media or phone. Respondents ranked those choices, and Email was the clear #1 choice, but do you know what #2 was? Faxing.
We know the building products industry isn’t known for being quick to adapt, but that result still surprised us. Remember, this was an emailed survey, so it’s very likely faxing might be almost as popular a choice among the total dealer audience.
Am I saying abandon your efforts with mobile apps, social media, BIM modeling and other technologies? Absolutely not…but don’t forget that a lot of business still gets done in this industry with the same methods we used before any of us even knew what a “smartphone” was. A lot of “social networking” still occurs the way it has for years – in a lumberyard, face to face.
The following is a true story, adapted from a 1921 edition of the American Journal of Ophthalmology...