4: Sell value, not price
Latham encourages dealers to emphasize value in their sales. “The challenge is what’s going to set you apart from another dealer,” he says. Latham recommends offering a wider variety of products than the tried-and-true brands. “These guys get comfortable with two or three products that are under the EWP umbrella—the same thing they’ve always sold,” he says. “There are a lot of brands out there. Choosing a brand with features along with strong support could be a huge game-changer.”
5: Go back to the basics
Depressed lumber pricing is a threat to EWP market share, warns Lindsey. That means dealers need to be able to explain the benefits of EWP to builders—that it’s stiffer, straighter, stronger, lighter, longer and quieter, he says. Latham says selling those benefits are especially key now. “As business is growing, it’s time to get back into selling features and benefits so we can expand our sales,” he says.
6: Sell add-on packages
Many builders might only think of EWP for specific parts of their structure. But add-on packages—for window and door headers, tall-wall framing, and converting steel beams to EWP—can show builders the benefits of these additional products. Lindsey recommends providing a separate quote for add-ons to reinforce what builders could be saving. “It’s an opportunity to sell more EWP and give customers better products.”