Lines of Desire – Relevance in the Building Materials Business

A desire path (or desire line) is a path created as a consequence of erosion caused by human or animal foot-fall or traffic. They usually appear where there are no formal paths to walk on, but also seem to exist at times even if sanctioned paths are there. They are usually own paths created by individuals, … Continue reading Lines of Desire – Relevance in the Building Materials Business

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Lead Follow Up on Steroids

Focussing on Hot leads alone leads to you missing out on Good leads, that just needs a little extra time and effort to get converted. Close to 50% of all Sales Representatives give up on a prospective lead right after the 1st call. About 80% of the Sales Executives stop following up after contacting the … Continue reading Lead Follow Up on Steroids

Jobs-To-Be-Done Theory – A new way to Market your Building Material Brand

The J2BD (Jobs-To-Be-Done) theory of innovation coined by ‘Clayton Christensen’ enables or rather challenges B2B firms to observe their customers through a uniquely coloured glass. It asks firms to search for and focus on customer needs in the market, and understand the problems they face and develop their product/service based on the same. The theory … Continue reading Jobs-To-Be-Done Theory – A new way to Market your Building Material Brand

Cut the Clutter – Here’s the Solution to pull your Products out of the Pollution

Every architect’s office is flooded with numerous binders and brochures on their shelves of various brands’ products. These are necessary investments brands have to make – hence they try to make it as effective and efficient as possible. And most of the time, these design professionals have to make a blind call in picking out … Continue reading Cut the Clutter – Here’s the Solution to pull your Products out of the Pollution

Bridging the Gap between Building Material Brands and Architects

The principal point of contact between brand and architects/designers is the sales executives/representatives that approach them on behalf of the brand. Hence, they are certain prerequisites and guidelines they must follow to ease into the sale conversion process. First, the Sales Representative must know the product they are selling inside-out, including all its specifications and … Continue reading Bridging the Gap between Building Material Brands and Architects