How do I sell my product?
This is the question I hear most often from people interested in making cast stone. I've always found it odd that they aren't intimidated by the prospect of learning how to do the manufacturing process, but the thought of selling gives them the willies. In fact, they act like they'd rather be struck by lightning than face a prospective customer!
Here are 5 tips for selling your product--and you should note that none of the 5 have anything to do with hard-sell techniques. This is a business where the hard sell will damage your results more than help them. The best approach is to simply inform people about your product, and stay in touch with them.
Tip #1--Look for commercial contractors who do larger buildings. Church contractors are especially good prospects, since many churches use large amounts of artificial stone. My first customer was a small church in Tennessee, and even with a "trade discount" to the contractor, I made a healthy profit that more than paid for my time and effort.
Tip #2--Another group of people to get acquainted with is subdivision contractors. Most states have builder's associations with regional chapters, and many of them will let you join if you are involved in the building industry in any way. You can find one in your area with an Internet search. If you consider that the average house takes about 200 square feet of cast stone (foundation or fireplace/bumpout), one subdivision contractor doing 50-250 houses can keep you busy for a very long time! (Just be sure to give him a good deal.)
Tip #3--Look for log home builders/contractors in your area. This style of construction almost always has some kind of stone, and many of them have massive fireplaces and cathedral ceilings, which means a lot of stone from floor to ceiling!
Tip #4--Your local building supply is a good place to find people who are looking for your product. Work up a good wholesale price, make up several sample boards that display your product attractively, and take them down to the manager. Ask them if they'd be willing to take orders for your product. They deal with the customer, you supply the product. A good arrangement all around.
Tip #5--Go to your local mall, and find out what it would cost to put up a semi-permanent kiosk. This is an idea that I haven't tried personally, but have seen in several places. You can build 4 low walls or set up several boards that display your various shapes and colors and what they look like installed. Include some boxes for your brochures and business cards, and a sign with your business name and contact information. With all of that in place, you don't even have to be at the kiosk--the displays and the brochures do all the selling for you!
In addition, you can talk to remodeling contractors, interior designers, stone masons, etc. They are always watching for new resources. If you aren't sure where you are going to meet these people, don't worry too much about it. If you tell everyone what you are doing, and make a few initial contacts, word-of-mouth will take care of the rest.
That doesn't mean that you can sit back and not do anything, but you will find that at least once a week, you will hear about a new prospect that you can contact--whether it's a mason who is looking for a new supplier, or a contractor looking for an alternative to natural stone, or a remodeler who's looking for a way to spiff up an older building. Just send them a brochure with a note inviting them to come look at your product, and you'll be surprised at how many show up on your doorstep!
Copyright 2006 by Dave Sharpe Permission to use this article is freely given as long as it remains unchanged and the resource box remains attached.
Dave Sharpe has experience with natural stone wholesale operations and the manufacture of cast stone. His free 5-part email course, "How To Net 6 Figures a Year Making Cast Stone," is available at http://www.sharpestone.com or by sending a blank email to: sharpestone@aweber.com
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